Alexandra MacAlpine, better known as Xan, is the founder and sole operator of The Social Herd, a creative hub she runs from home in the Central West of New South Wales. Living on a mixed farm with her husband Alex, Xan draws inspiration from her rural surroundings and Alex's insights into marketing products to farmers.

With a background in design and photography from the University of Technology in Sydney, Xan initially pursued a career in marketing and communications. It wasn't until 2020 that she combined her skills and passion for photography by starting The Social Herd. Through her business, Xan collaborates with rural-based enterprises, offering strategic and creative marketing solutions. The best part for Xan is the opportunity to pick up her camera again and capture the essence of rural life.

Xan's photography is authentic, showcasing everyday individuals at work, including her husband Alex on their property. She uses a mix of ground and aerial shots, often employing a drone to capture dynamic images. Her limited-edition prints, with only 25 copies each, are intended to be timeless and unique. Each day presents new opportunities for Xan to capture the rural beauty and hardworking spirit of her community.

Alexandra shares how her daily life deeply influences her photography. She discusses the importance of showcasing women in agriculture, her journey from studying design and photography to finding her niche in rural landscapes, and the challenges and joys of working with livestock. 

She also highlights how her work promotes understanding between rural and urban communities and reflects on the evolving role of photography in telling authentic stories of the land. Her insights are a testament to the power of photography in capturing the timeless beauty of rural Australia and its hardworking people.

I hope you enjoy the show!

You can find Alexandra’s work  here:

Website: https://www.thesocialherd.com.au/

Instagram: https://www.instagram.com/thesocialherd_au/

Facebook: https://www.facebook.com/socialherdmarketing/

Listen to this and other episodes wherever you find your podcasts or on https://grantswinbournephotography.com/lpw-podcast

Or subscribe to my YouTube channel https://youtube.com/@grantswinbournephotography

Theme music: Liturgy Of The Street by Shane Ivers - https://www.silvermansound.com

#podcast #landscapephotography #ruralmarketing #photographybusiness #ruralbusiness #creativehub #marketingstrategy