Published by GOST, "Frontier" represents the first comprehensive monograph of photographer Jim Krantz, blending cinematic portraits of cowboys with grandiose landscapes and experimental works to create a visual representation of the mythic American West. The book showcases more than 40 years of Krantz's dedication to studying the landscapes and culture deeply rooted in American national identity.
"When I worked at the store with my father, I would often sneak into the stockyards. Watching the cowboys gather cattle and horses, their ropes spinning effortlessly, left an indelible impression on me. It was a living image of strength and independence, an image I've carried my entire life," Krantz reflects in the book.
The publication opens with a brief series of tightly framed black and white images capturing the movement of a charging bull, horse, and rider. Although static, these classic monochrome photographs convey the action unfolding before Krantz's lens. The images that follow burst with color, featuring portraits and abstract landscapes reworked with light and various experimental materials, from resin to fresh paint. These additional layers emphasize movement and atmosphere, suggesting sound, heat, and the intensity of each scene.
These experimental images are accompanied by more traditional photographs created by Krantz, choreographing large-scale movements of cowboys and horse herds in remote settings, effectively building the myth of the American West. The book concludes with additional black and white images depicting human creations: a white house in the desert, a room decorated with horse photographs, a Pepsi sign, and finally, a rattlesnake symbolizing nature's unpredictable danger.
"The images in this book are the result of a lifetime of experiences, collaborations, and lessons learned from my family and mentors. They reflect my attachment to the American West, a place where survival becomes an art and freedom a way of life," Krantz explains. The book's title, "Frontier," represents the boundary between the known and unknown, a space where he has always felt most inspired. Whether in vast landscapes or the solitary silhouettes of cowboys, he sees a metaphor for life itself: navigating chaos, finding purpose, and meeting the challenge of the unknown.
Krantz's photographs are often familiar to American audiences. His commercial work for major American brands such as Wrangler and Marlboro has made his imagery inseparable from the American West dream. Widely reproduced anonymously for decades on billboards, in magazines, and other media, his photographs have been viewed by millions and became even more recognized through their appropriation by artist Richard Prince.
Independent of his commercial work, this book presents for the first time Krantz's unique and personal vision of the wild beauty of the American West, created over more than 40 years. The publication of "Frontier" comes at a time when certain aspects of daily life—air conditioning, office work, lack of access to nature, and dependence on automobiles—emphasize the growing disconnect between humans and this way of life. As the number of active farms and ranches in the United States slowly but surely declines, Krantz's book serves as a vibrant tribute to the rapidly disappearing myth of the American West.
Jim Krantz was born and raised in Omaha, Nebraska. His interest in photography manifested early, influenced by his artist grandfather, whose sensitivity continues to nourish his work today. Trained and notably influenced by Ansel Adams' work, Krantz has worked as a commercial photographer for major American brands while maintaining his artistic practice. His photographs have been exhibited at Colette in Paris and Danziger Gallery in New York and Los Angeles. Krantz received the Lucie Award for Photographic Achievement in 2010 and has collaborated with fashion and interior brands Supreme, Adam Kimmel, and Modernica Furniture. When not photographing, Krantz travels across America on his motorcycle, camera in hand. He currently lives and works in Los Angeles.
"Jim Krantz: Frontier" is published by GOST in a 258 x 350 mm portrait format, featuring 144 pages with 98 images. The standard edition (ISBN 978-1-915423-57-3) is priced at $75, while the signed edition (ISBN 978-1-915423-87-0) is available for $90-100.
