![New Rules: Navigating photography’s unfixed future](https://images.ctfassets.net/adaoj5ok2j3t/fYm5sHvDzXDuAhzJKU0qz/c7ea55dc57121f04b93f76bfb8e6bd24/wepresent-New-Rules-feed.jpg?fm=webp&w=3000&q=75)
![Cover Image - Gem Fletcher](https://images.ctfassets.net/adaoj5ok2j3t/6lR1TqpvBm4uOQ8wIoW6Og/23d15c7d33db966d39c4c25c7242c511/_DSC4953Crop.jpg?fm=webp&w=3000&q=75)
British creative director Gem Fletcher is a self-described “hybrid creative,” working across film, photography, writing and sound. She is the photo director at Riposte Magazine, and a contributor to such publications as The Guardian, Creative Review, and the British Journal of Photography; and as of 2019, she’s been the host of “The Messy Truth,” a podcast that brings in emerging image-makers to discuss the future of visual culture and what it means to be a photographer today. In 2018, we sent Gem and photographer Ken Hermann to India to document the “Well of Death”—a death-defying spectacle where motorbikes speed around the near-vertical sides of a wooden cylinder. She is the writer of “New Rules: Ideas about photography’s unfixed future,” a creative guide for photographers on how to navigate the photography industry in the 2020s.