The initiative, titled The Fifty, marks the largest open call in the company’s history. By showcasing images in local markets rather than traditional creative hubs, the platform seeks to decentralize the photography industry. The first 25 artists were announced this week, with installations already appearing in Atlanta, Chicago, and Seattle. Starting October 16, a selection of these works will also be displayed on the NYSE digital billboard in New York City’s Times Square.

VSCO CEO Eric Wittman emphasized that the campaign serves as a rejection of the increasingly synthetic nature of contemporary visual culture. Instead of using billboards to promote its own software, the company is providing artists with an honorarium, a year of Pro membership, and professional development resources. The remaining 25 photographers are scheduled for announcement in early November, with additional installations continuing to roll out across the country in waves over the coming months.