Inside IBC 2026: an event photographer’s case study

IBC Amsterdam is one of the biggest broadcast and media technology shows in Europe. The RAI is spread across more than a dozen halls, and getting around takes some planning.

This year I spent two days there working for five companies. I shot stands, group and team photos, and behind-the-scenes coverage, and delivered everything from same-day highlights to a full wrap-up video.

Here’s how it went: what the clients asked for, how I approached each day, and where the images ended up.

At a glance:

• Event: IBC 2026, RAI Amsterdam (11 to 14 September)
• My days on site: Friday 11 and Saturday 12 September
• Clients: around five companies, booked directly and through an events agency
• Coverage: stand photography, group and team portraits, social media coverage, wrap-up video
• Delivery: same-day highlights, galleries within about five working days, final package within about a week

Over two days I worked with five companies. Some came through an events agency and some booked me directly, so almost every job had a different brief.

That’s normal at a show like IBC. A stand builder wants clean architectural photos of the finished build. A marketing team wants people, product and content they can post before the show ends. Same event, very different needs.

Day one: stands, teams and a lot of walking

Friday started early and moved fast. I had several clients across different halls, so the morning was a mix of stand photography and team shots, with plenty of walking in between.

For the stands, I treat a finished build like a building. Architecture is one of my specialties, so I look for clean lines, the space as the designer intended it, and the moment before the crowds arrive. I had arranged early access as media which allowed me to enter the halls before the general public.

The team and group photos were a different pace. Quick, friendly, and done at the stand so people could get back to their day.

Everything was organised by stand, so each company could open its own set without wading through anyone else’s.

Day two: embedded with a dedicated team

Saturday felt like a different show. People I spoke to said day two is usually the best day at IBC. Visitors know their way around, and because it fell on a weekend, more of the public came through as well.

My day was focused on one client, a software and TV media company. I spent it with their team, covering the stand for their social media marketing team.

The brief was specific:

• No other companies’ logos in the shots, so the focus stayed on their own branding
• Corporate-style headshots of the team
• Their hardware and software on show
• Behind-the-scenes clips of the day for social

The company president was on the stand, and she asked for photos with an award the company received last year. It’s a good example of the requests that come up on the day, and it’s why I like to stay flexible.

The tricky part was staying out of the way. Meetings and conversations were happening all day, so I kept a low profile and moved around them rather than through them. Being friendly with the team helped too. It’s much easier to get natural shots when people are comfortable having you around.

Highlights and rushes went to the team the same day, so they could post while the show was still running.

What made it work

A few things made the difference.

First, a clear brief. The marketing team gave me specific requirements and a few tips, which meant fewer surprises on the day.

Second, the right kit and the right attitude. Two long days on a huge show floor take some stamina, and a good mood on a busy stand goes a long way.

Third, clear communication and good documentation. Working directly with clients means I get the brief in proper detail and can manage the logistics myself, from access to transport to delivery. I write everything down so nobody has to guess what was agreed.

Delivery: from same-day highlights to a final package

The stand photos from day one were delivered about five working days after the show, in a gallery with a separate section for each stand.

For day two, highlights and rushes arrived the same day. The final package of 120 photos and a wrap-up video followed after around a week. The photos were curated to the brief: behind the scenes, team headshots on the stand, the hardware and software, and the president with her award.

Where the images ended up

Both clients used the images in their own LinkedIn carousels and promos – and provided positive feedback afterwards.

That’s what I care about most – keeping clients happy and seeing my images out in the world making an impact.

Photographing IBC 2027

If you’re exhibiting at IBC next year, I’d love to help. I offer photo-only coverage or photo plus video, and I tailor the shoot to what your team actually needs, whether that’s stand photography, team portraits or social content.

Slots at a show like this fill up quickly, so it’s worth getting in touch early.