In Perth, there was a time when serious photography fans had to look east — or even overseas — for the big events. Trade shows in Sydney or Melbourne would showcase the latest cameras and technology, while Photokina in Germany was the ultimate pilgrimage for industry professionals. But in Western Australia, there was nothing comparable.
That all changed in 2015 when brothers Saul and Howard Frank, the second-generation owners of Camera Electronic, decided to bring a major photography event to Perth. The result was PhotoLive Expo: one venue, one day, all the big brands in photography under one roof. It’s become the only event of its kind in Australia.
Now in its 11th year, PhotoLive Expo combines hands-on experiences with industry insight. Attendees can see the latest equipment, attend educational sessions, and connect directly with photographers, suppliers, and creators. This year’s edition will be held on Sunday, August 17th at Novotel Perth Langley, with entry priced at just $25.00 for the expo room and $45 for access to all speaker sessions.
From a family business to a statewide stage
The story of PhotoLive Expo is inseparable from the story of Camera Electronic. Founded by the brothers’ father in the late 1960s and opened on Angove Street, North Perth in 1971, the shop has been part of WA’s photography landscape for more than five decades.
“Dad loved photography — it was his passion,” Saul says. For Saul and Howard, the passion was just as much about people and community as it was about cameras. They grew the business over 20 years, attending camera club meetings, trade shows over east, and international events. What they saw at these shows inspired them, but also left them frustrated.
“There wasn’t one in Western Australia,” Saul recalls. “We thought, one day we have to build it.”
The brothers returned from a trade show in Japan and decided to stop talking about it and just do it. Within three weeks, they had booked the Novotel ballroom and were selling tickets. That first year, about 800 people came through the doors — proof that WA had been waiting for something like this.
Building a community, not just a trade show
From the beginning, PhotoLive Expo was designed to be more than a room full of equipment. Saul and Howard wanted an event where people could handle the gear, talk to the experts, and get inspired by seeing what others create.
“We wanted engagement,” Howard says. “WA is on the arse end of the planet, and we know the passion that West Australians have for engaging with people and products and brands. We just don’t get it enough here.”
To achieve that, they stripped away glass display cases and had exhibitors stand in front of their tables. They added education rooms, with ten half-hour talks in the first year priced at $5.00 each. The goal wasn’t just selling gear — it was about collaboration, creativity, and connection.
Memorable moments over the years
Over the years, the brothers have collected plenty of highlights. That first year stands out for the leap of faith it represented — and for the reception it received.
One standout was a talk by Tony Hewitt, Australia’s most awarded photographer, who chaired judging at major international competitions. “Only a third of the room had heard of him,” Howard says, yet the session oversold so heavily that people were sitting on the floor and leaning against the walls just to get in.
Before COVID, the event reached its biggest crowd yet, drawing close to 3,000 attendees. Every workshop was packed, with some rooms hosting 150 people at a time. They added photo walks, converted the breakfast area into a live baby photography workshop before the hotel’s pub opened, and kept finding ways to fit more into the day.
When COVID shut down in-person events, PhotoLive went fully virtual. From a green screen studio, Saul and Howard interviewed photographers and creators from India, Thailand, the USA, and New Zealand. It was a way to keep the community connected when travel and gatherings weren’t possible. “It was super, super cool,” Saul says. “I don’t know if anyone’s done anything like that with speakers from all over the world in one channel.”
In recent years, one of the most rewarding trends has been seeing new generations discover photography. Parents have brought along teenagers interested in content creation, often unsure where to start. More than once, Saul has handed them free tickets to a relevant workshop, keen to encourage young people into the craft.
Looking to 2025 and beyond
This year’s PhotoLive Expo will feature a refreshed format. Instead of paying for individual sessions, attendees can access all eight talks for a single price. The expo room will offer more interactive elements than ever: meet-and-greets with VIP photographers, cosplay characters to photograph, a free print station to test papers and printing techniques, and two portrait studio with live instruction.
While the ticketing change has meant a move away from the old gold coin donation model, Saul and Howard believe it will create a more committed audience and add real value for those who attend.
And the reason they keep doing it hasn’t changed: Perth deserves its own photography showcase. As Saul puts it, “For a long time there was nothing like this in WA, and for a long time there was nothing like this in Australia.”
PhotoLive Expo isn’t just about cameras — it’s about celebrating the creativity, connection, and community that photography can inspire.
How to get tickets
When: Sunday, August 17th
When: Novotel on Adelaide Terrace
Tickets are available here.
