VSCO Has Selected Photographers for Billboard Program

The company picked 25 artists from over 13,000 applicants for a nationwide exhibition.

Updated on Sept. 29, 2026 in Photography

Bold vector editorial illustration showing a large empty billboard frame in a grassy field, evoking public creative expression. — VSCO has launched 'The Fifty,' a program featuring the work of 25 photographers on billboards throughout the United States. AI Illustration. Upload story photo >

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VSCO has named the first 25 photographers for its new The Fifty program, which aims to display their work on billboards across the country. The initiative was developed to celebrate creative careers beyond major hubs and move photography into the physical world.

Why it matters

The program seeks to elevate photographers working outside of traditional creative centers in an era increasingly dominated by synthetic visual content. By placing art on billboards, VSCO intends to make photography more tactile and physically present for the general public.

VSCO selected 25 artists from 13,500 applicants for its initial group. The company plans to select 25 more to reach its goal of 50 total photographers featured in the program.

The players

VSCO

This photography company provides editing tools and a social platform for creators to share and discover visual media.

The details

Selected artists receive an honorarium, a website feature, and a full year of VSCO Pro membership. Additionally, the photographers gain access to professional development resources including virtual portfolio reviews and specialized workshops.

VSCO announced The Fifty program in August 2026.
The first 25 selected photographers were revealed on September 29, 2026.
The program is scheduled to conclude in the fall of 2026.

Culture Shift

This program reflects a broader movement to re-establish physical presence in a digital art landscape. By moving photography from screens to billboards, VSCO is reacting to the rise of synthetic visual culture.

Residents in Georgia, Illinois, New York, and Washington will soon encounter the debut billboard installations in their areas. Future selections will bring additional displays to other regions throughout the country.

The takeaway

The program highlights the diversity of artistic talent found outside of major metropolitan media hubs. Photographers interested in future opportunities should monitor for subsequent open calls as VSCO fills the remaining 25 spots.