Australia's biggest art fair features a dedicated photography showcase for the first time.

The ninth edition of Sydney Contemporary has a section titled Photo Sydney curated by Sandy Edwards, with 15 exhibitors showing off the work of about 40 artists.

"Hopefully this is the beginning of something big, so people realise how wonderful photography is, and also that it has commercial value," said Moshe Rosenzveig, the founder of the Head on Photo Festival.

The festival booth is representing Sydney's William Yang, Melbourne artist Samantha Everton, and Judith Nangala Crispin from NSW's Southern Tablelands.

For really cashed-up collectors, there's also renowned American photographer Roger Ballen, with two of his images at the booth priced at $60,000 each.

Artist Alexia Sinclair is releasin

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