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Mikeal Cho, co-founder and CEO of Unsplash, believes that there’s an image at the heart of every story. Since 2013, Unsplash has allowed more than 200,000 photographers to share their work and build relationships with other creators and organizations. 

Cho refers to Unsplash “an accidental company.” When looking for images online, he found that “great images were often locked up with confusing licenses,” meaning people couldn’t easily use them. So he uploaded 10 photos left over from a photoshoot to Tumblr and allowed anybody to use them for personal or commercial purposes, without attribution or licensing fees. Now, far from simply being a source of free stock photos, the platform has become the foundation for new careers, relationships and stories.

A photo of a laptop and coffee cup on a desk.

An early photo uploaded to Unsplash. Photo by Alejandro Escamilia.

Who did you envision as Unsplash’s users, and how has your audience changed? 

We have everyone from independent bloggers to large publishers, and small businesses to Fortune 500 companies using Unsplash. There are 110 million image downloads a month on Unsplash, and 70% of those are coming from people who haven’t downloaded a photo from a stock photo site before.

What is the relationship and value proposition for Unsplash’s users and content creators? 

Users can download high-quality images for free, quickly, and you don't need to subscribe or create an account.

We weren't sure people would contribute images for others to use for free. The thesis was that if you find useful images for what you’re creating, and you have a couple of images of your own, you will contribute those to the site. We started with our own photos, and our theory turned into a reality. The value was the ability to be a part of something.


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If you're sharing photos on Unsplash, you're helping other people make something. You're also sharing your story. High-quality visuals covering lots of different use cases enable you to tell those stories—and stories are the way that we create change.

People ice skating on frozen canals.

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