Madara Ulme: Jury of FotoSlovo Award 2026
Madara Ulme: Jury of FotoSlovo Award 2026
Artistic Director of SNAP Collective, Curator
Madara Ulme is a lead editor of the Publishing House SNAP Collective. Exhibition curator in Paris and teacher at the National Institute for Oriental Languages and Civilizations. Official partner and Jury of FotoSlovo Award.
"It’s always powerful to focus on your unique perspective as an artist and on your personal experience. People are genuinely interested in how you think, how you see the world, and what makes your vision different from anyone else’s. It really helps to talk about the “why” behind what you create — why you chose this moment or this subject. Sharing parts of the process helps build connection and attachment through openness".
— What criteria do you personally use to evaluate the potential of a photographic narrative beyond technical excellence when considering it for a book?
— It should be moving and have the emotional capacity to speak to the audience and their hearts. Something relatable, universal, or simply pure beauty and emotion could be key elements. I think we want to feel touched and surprised, or even able to stop time through this interaction with an artwork.
— In your experience, what’s the most common creative challenge photographers face during the book-making process, and how do you help them navigate it?
— Making hard choices (like choosing the cover photo) and sticking to a certain timeline can be challenging. It’s sometimes difficult to follow the timeline because artists don’t always feel confident about their choices or about the value of their work. Other priorities can also overshadow the process.
We have a team of editors and designers who help make these decisions based on their experience, but in the end, the artist should feel certain that it’s the right choice for them. We also set deadlines that help motivate artists and support them in planning their workflow.
We have a team of editors and designers who help make these decisions based on their experience, but in the end, the artist should feel certain that it’s the right choice for them. We also set deadlines that help motivate artists and support them in planning their workflow.
— If you could give three practical pieces of advice to a photographer preparing for their first photobook, about mindset, technique, or project management, what would they be?
— Make the book a priority for a month or two and don’t lose momentum — it will pay off. Follow your instincts, because that’s what brought you here in the first place. And be proud of what you have achieved so far — creating a book and sharing your story through it is already an accomplishment.
— As an artistic director and curator, how do you balance creative intuition with editorial discipline when deciding which projects to bring to life? What are criteria for Snap Collective when publishing a book?
— If there is talent and a strong body of work, that’s the most important thing to follow. Another aspect is the artist’s motivation — whether I see that they truly want this to happen. We don’t want to push anyone who is not ready or not motivated enough. A strong work ethic and sense of responsibility are also crucial in this process, and we value that highly.
— Snap Collective’s model is built around giving artists publishing opportunities without upfront costs. In your view, how does this shift traditional dynamics in book publishing, and what responsibilities does it place on photographers themselves?
— Yes, the philosophy behind our work is to offer a responsible and artist-focused approach within the art book publishing industry. That means artists need to be more involved and more connected with their audience and buyers. I think it’s also a valuable experience for any artist to go through this journey — to learn how to communicate better with their community, how to speak about their work, and how to tell their story in a new medium: the book format.
— Many emerging photographers struggle with visual identity and visibility in their careers, what practical advice can you give artists to help them define their voice before making a book?
— It’s always powerful to focus on your unique perspective as an artist and on your personal experience. People are genuinely interested in how you think, how you see the world, and what makes your vision different from anyone else’s.
It really helps to talk about the “why” behind what you create — why you chose this moment or this subject.
I’ve also noticed that sharing parts of the process helps build connection and attachment through openness. It can even become a form of teaching — sharing what you know and explaining your process.
And sometimes it’s about being humble — shaping your vision into something others can understand and truly value.
It really helps to talk about the “why” behind what you create — why you chose this moment or this subject.
I’ve also noticed that sharing parts of the process helps build connection and attachment through openness. It can even become a form of teaching — sharing what you know and explaining your process.
And sometimes it’s about being humble — shaping your vision into something others can understand and truly value.