The first book Grindr published was “Home” by Matt Lambert, the Berlin-based, LA-born photographer and filmmaker. The work is about intimacy and youth, and it focuses on LGBTQ narratives. It explores “the exclusiveness of gay culture”, how it’s “safe spaces” have been changing from 70s up to nowadays.

Landis Smithers, Grindr’s creative director says about the work: “We began to look for ways to express this common sense we all had that something had been taken away from us, a sense of comfort in each other, in the ability to be safe, to walk or speak or simply exist in places we had taken for granted were “ours”.

“In the wake of the Orlando massacre, with the vitriol of the 2016 US Presidential Election, and in a world where more than 75 countries still criminalise being gay, LGBTQ rights are in a precarious position. We commissioned this book to help us all answer the question of where we find ourselves again.” Grindr team explains. As a matter of fact, Turkey, Saudi Arabia, and the United Arab Emirates have partially or entirely blocked the app. Moreover, In 2014 Egypt police used it to find gay men to arrest them.

“Home” by Matt Lambert. Grindr

“Home” by Matt Lambert. Grindr

“Home” by Matt Lambert. Grindr

To expand the program and attract more attention the company works with a variety of photographers. While ones like Lambert are of some renown, many others are at the beginning of their career. For example, the creators of social media content John Arsenault and Dusty St. Amand. John has worked with companies like Johnson & Johnson, Vodafone, and Volkswagen. ClampArt Gallery now represents his works but he still develops his style and seeks for his own eye. A Florida-based Amand in turn haven’t had big project yet but he is highly appreciated in Grindr. Both of them have much to do to gain great popularity. However, those who were scouted outdoors are awarded of even less honour. Collaboration with Grindr for them is the best opportunity to show off.

People who have skills, who are users, but nobody yet knows about them may be really talented. “That can be everything from a kid in Europe who has been shooting and just can’t get assignments to someone in South America who is just starting to do video work and needs a platform.”  Landis says. The company even hired a guy from Wonderland magazine, Oly Innes, to go out and find such people, natives. Grindr is going to reveal the collaboration work with them in March.

“Home” by Matt Lambert. Grindr

“Home” by Matt Lambert. Grindr

What is it for?

It all started when PR Consulting announced it will manage all the public relations of the app. It teamed up with Visionaire and they threw a pajama party “Slumbr” at The Standard hotel. Then Grindr live streamed J.W. Anderson’s fashion show and it brought in a flood of attention for Anderson from public. The average views of 5,000 on YouTube increased to about 150,000 views in one week. Before the elections Grindr assisted registration to vote and motivated users not to keep silent. Lately the company has also launched it’s own sport clothing line for which John Arsenault made a sexy advertisement series.

The company leads a blog on it’s site and a Facebook page where they always raise actual issues. Grindr posts educative articles and videos about health and social interaction. “We’re going to work hard for people’s health and wellness and we are going to help people with any issues that they have, but we’re also not going to judge,” Smithers comments. The app tries to unite people and encourage them.

The main principle of the photo program is diversity, presenting different body types and looks. “There’s no way that you’re going to capture every single one of your constituents in an image. But how do we provide, on a consistent basis, variety. In many ways keeping things diverse is really where we’re focused.” Smithers said. The most important diversity, they believe, is racial one. Needless to say, gay media are so white regardless of reality.

“Home” by Matt Lambert. Grindr

“Home” by Matt Lambert. Grindr

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