"the hasselblad masters award is among the most prestigious in the industry, honoring the best in both established and rising photographic talent." entries are usually invited the month of may in the previous, and the finalist as announced late in the year, subsequently the winners are announced in the month of january. the jury for the award includes many of the most prominent names in photography, including photographers, editors, agents, and publishers. categories for the selected photographers include fine art, nature/landscape, portrait, fashion, editorial, product, architecture, social/wedding, and general photography. each year since 2008 the jury has also selected a "upcoming talent" for an emerging photographer who has rapidly gained the attention of the art and advertising community.