Expanding your photographic parameters
Don’t categorise yourself – or your photography. Why not develop another string to your bow, so to speak?
Social photographers today have to be innovative and open-minded. Too many categorise themselves without exploring other areas.
As you read this month’s Pro, particularly A Day in the Life featuring Steve Gerrard, consider exploring other avenues. Ask yourself if you could incorporate music, or for that matter any other genre, into your business. You might discover a real talent or passion that could potentially lead to the next big adventure for you and your business.
Would I recommend you start shooting bands and gigs in the evening, like Steve Gerrard? Yes I would! I believe that the audience most social photographers are trying to attract would be inspired by your ability. I know I would rather have a ‘Steve Gerrard’ type of photographer doing my wedding, who I know is out on a Friday night shooting an up and coming band rather than somebody who might be in watching TV. Customers will always be attracted to energy and ideas and to somebody who looks like they are leading a photographer’s life. Many photographers are nervous and shy away from displaying too many strings to their bow. I personally feel they have boxed themselves in too tight and might be missing out.
Marketing these extra strings, presenting them to your clients is key. No matter what your new focus, these additional avenues will not put off the regular wedding or portrait inquiries. If anything they should reinforce the attraction. Sometimes people book a wedding photographer for the most bizarre reasons, I can imagine Liverpool supporters might book Steve Gerrard because of his name; others might book Jo De Banzie because she has photographed Katie Melua.
Photographers often ask whether they can incorporate music industry photography into their business and I always answer the same thing: you can do anything as long as you do it really well. And let’s face it shooting a live band is certainly a lot more challenging than an evening wedding reception.
Shooting a gig or musician might be the key to strengthening the business, giving you and the business an edge over your competitors. I can think of many photographers doing this really well, like William Ellis, Jo De Banzie and Steve Gerrard.
Think about Richard Branson, do we view him badly because his Virgin brand has diversified? Perhaps in the beginning, because the establishment wanted to categorise him, but things have changed. Now, we admire his vigour and ability. We live in an open-minded world full of people with a passion for difference and adventure. Today’s consumers are far more open-minded and liberated in their thinking – so liberate yourself.
