The reporter gave 1.2 million birr to a good cause. In addition to being published in the Guardian, Berta’s art was exhibited at Photoville in 2015 in New York City and the PhotoFest in Bamako, Mali. He is the creator of GBOX Creative Studios, an Addis Abeba-based agency with a focus on branding, web design, and advertising.
His photographs in “Streets of Addis” depict the city as it really is—beautiful, unattractive, hectic, and devoid of any tourist clichés. It elevates routine events, making beauty out of things that even the locals have ceased noticing.
When the series first started, Berta was using his iPhone to take pictures and would frequently leave them without any comments, allowing the audience to invent their own tales about the urban muses that appear in the pictures. Anyone who is familiar with Addis Abeba will recognize their own recollections in the image, and those who are unfamiliar with the city will invent a tale.Berta often uses unusual cut-outs of workers on the street to illustrate his visual story, using bright colors, grunge, and black and white photography.