D&AD Meets: POC Creatives — Photographer Adama Jalloh on heritage, collaboration and inspiring black women in the African Diaspora
"I think a lot of Africans can relate to the pressure of their parents wanting them to excel in academic linked careers, especially when trying to pursue a creative one." For Peckham born and raised photographer Adama Jalloh, balancing her parent's expectations whilst trying to carve out her true passion for photography is a similar narrative many POC creatives navigate as a second-generation child of migrants.
Drawing inspiration from her African heritage, growing up black in Britain and the subconscious influence of microaggressions, Adama's work is vital in ensuring the beauty and experience of black communities are visible in juxtaposition to the fear narrative faced in wider society. A graduate of the Arts University Bournemouth, she works within the Portrait and Documentary realm boldly capturing the nuances of the black identity in her iconic monochrome style and occasionally experimenting with colour.
The award-nominated photographer has been exhibited at Tate Modern, 198 Contemporary Arts and Learning and the Southbank Centre's Royal Festival Hall. Her clients include Alexander McQueen, Island Records and Nike with work featured in the British Journal of Photography, I-D and Sunday Times Style.
In the third blog post of the POC Creatives series, we speak with Adama on collaborating in Sierra Leone, the influence of heritage on her style and how the industry can be more inclusive of POC creatives.
How did you get into what you do?
I picked photography as a GCSE subject in secondary school and since then it has always stuck with me. It wasn't until I was in university that I thought about it being something I could make a career out of.
What has been your most exciting project in the last 12 months?
I'll be exhibiting work soon in collaboration with a project called ‘Open Yu Yi Film Festival' in Sierra Leone. The images are part of a series that I had made a few years back that's centred around Religion and Sierra Leonean culture. The arts, film and music community there is quite small so being invited to show my work with something that's gradually growing, amongst other Sierra Leoneans means a lot to me.
"My culture, background and heritage have shaped the way I've chosen to create work as a photographer and in a way keeps me driven to continue doing so in my career."
What influence has your culture, background and heritage had on your choice of career?
I think a lot of Africans can relate to the pressure of their parents wanting them to excel in academic linked careers, especially when trying to pursue a creative one. I did have that battle with mostly my dad, which I think at the beginning pushed me more to find ways to make things work as an artist. My culture, background and heritage have shaped the way I've chosen to create work as a photographer and in a way keeps me driven to continue doing so in my career.
"I think a lot of POC creatives are now tired of having to wait or fight to be included in spaces, so are now finding ways to create opportunities for themselves."
What is the most and least enjoyable part of your job?
I would say the most enjoyable part of my job is meeting different people each time on shoots, nothing is ever the same - so I can never predict how things will go. The least enjoyable part of my job is probably doing admin work.
What challenges do POC creatives in your industry currently face?
I would say having to deal with microaggressions, which stretches beyond the creative industry. I also think seeing publications using the same photographers time and time again not choosing black or POC creatives that are as talented. (They) would bring a far more interesting perspective.
How can your industry be more inclusive of POC creatives?
Hiring a lot more POC to not only be in front of the lens but also behind it. Also, allow POC creatives to be involved in the decision-making process of things because sometimes the end product of an idea or shoot can be very telling just based on the lack of or probably zero amount of POC creatives in the room. I think a lot of POC creatives are now tired of having to wait or fight to be included in spaces, so are now finding ways to create opportunities for themselves.
"Make work for yourself that you are passionate about and enjoy the process."
Is there anyone in your industry that inspires you?
Layla Amatullah Barren and Adama Delphine Fawundu for creating a book called MFON that celebrates women photographers of the African Diaspora. A few years ago, I used to struggle to find images made by black women or couldn't automatically say a list of black female photographers from the top of my head, especially when it was linked to documentary or street photography - so the fact that there's now a book that showcases black or African women photographers is both amazing and beautiful.
What advice would you give young POC creatives wanting to get into the industry?
Make work for yourself that you are passionate about and enjoy the process. Also, form relationships with those who you feel will appreciate the work you create - it can take time but things will gradually follow afterwards. It's something I'm still having to remind myself now.