SARAH GINN XX

At the end of 2021 I came up with XX. XX is a concept I formed as a way of collaborating between artists with conceptual live acts and their visual teams/designers. This is to push the boundaries of what can be achieved in the area of live music/club performance and photography. This is an extension of what I call Visual Concept Music Photography, the new direction I’m going in. Where images are branded with the many inspirations, reference points and overall ethos from the act I’m working with. XX not only signifies creative multiplication between artists, but also signifies the XX female chromosome as a reference to the spiritual laws of the universe that everything has a duality through gender, which provides balance and equality in creative endeavours.

Please note XX was previously called VS, but as of Sep 2024 I have decided to rename it XX, as it seemed a more apt and appropriate name.

XX can also apply to brands, marketing teams and any creative projects which require a new way of creative working. Visual Concept Photography can be applied to many projects.

I have often thought what projects I find inspiring in the realm of music photography, what medium they are and how music photography can be taken to new destinations…hence XX. Over the last ten years I’ve explored many ways of shooting electronic music in a physical photography sense (via HDR/Star Filtering/Double Exposures/Prism etc) and this is a full new concept to move music photography in a new exciting future direction. XX includes a new workflow model to enable the project to be carried out called The Mutual Muse Theory. Theoretical concepts are a large part of XX, to back up the branded photography which elevates these projects above normal art direction. You can make a ‘product’ but what if you actually made a ‘tool’? What if a visual product or project became something that could be useful via the theory contained within it?

Please see the XX projects carried out over the last year or so for more information.

Any acts/venues/events that would like to discuss a Sarah Ginn XX project please email sarah@sarahginn.co.uk