I don’t often blog other than to post a few picture, but a few events over the last couple of days got me thinking about something that we as photographers often deal with . If you don’t have the time or patience to read a very long post, click away from here now.
- Springfield Mile – Canon 1D Mark IV, 400 f2.8
Photography has changed dramatically over the last 10+ years. Mostly due to the availability of digital cameras. This has led to an abundance of new photographers and, related to that, the ease (and willingness) of file sharing. For example, someone takes a picture of a friend with their cell phone and the friend responds by saying “Hey can I get a copy of that?” And of course their friend quickly sends them a copy and it gets passed around from one friend to the next. No harm in that, right? So what’s the problem? There is no problem when this occurs among amateurs and friends. But when a wanna-be photographer does this, it plants the idea that digital pictures, because of their ease and convenience, are free. Plus, since their friends thought that picture was so “awesome” it convinces the picture taker that they could do this for a living. And if they are that good with a cell phone camera, just think how good they would be if the person had a real “pro” camera (like the one they saw at Best Buy.) They might even be able to shoot a wedding or two – free, of course until they really learn photography (maybe in a few months.) So, they shoot a couple of free weddings, take some portraits (you know, the classic portrait with the wrinkled white sheet as a background and one Speedlight for lighting), shoot their neighbors motorcycle, and do some real landscape photography at the local city park (at noon over their lunch hour.) And everyone wants their pictures (who wouldn’t, they’re free.) By now they have a real business going. Soon they will be able to charge something – not a lot – just enough to cover their expenses. In the meantime, they continue to reinforce in others the idea that digital photography is free and those other photographers are way overpriced. So, what’s the harm?
- Barney at Sturgis
The harm comes to those photographers who are trying to support and run a legitimate business by charging for what they do and offer. We become the victims of all that free stuff that’s being passed around. For example, my wife and I walk through a bike rally taking shots of interesting people, bikes etc. looking for potential magazine material and someone yells “Nice cameras. Can I get of copy that picture you just took?” “Sure” we say. “Just go on our website and you can order there. The prices are listed on the page.” Of course, the surprised look on this person’s face tells us they had no idea that it would cost. They then proceed to ask (argue) why it would cost anything. It’s just a digital file. It doesn’t cost to send it to someone. Besides, their neighbor shot their daughter’s wedding and didn’t charge them anything. Gave them all the files too.
- Noelski – Owner of Defiant Studio in St Paul
Do we really need to spend our time explaining to people why we charge for our work? At any one time, my wife and I have 5 pro camera bodies that cost between $5,000.00 and $9,000.00 each. And that’s just the bodies. Then there are the lenses. We each have a couple dozen pro lenses ranging from $1500.00 to over $10,000.00 each. And what about lighting equipment? We maintain lighting equipment for two different studio locations, plus have a complete mobile setup that allows us to build a “studio” on location. Four vehicles for travel and carrying all that stuff around; cases, stands, tripods, batteries, booms, filters, light modifiers, portable power sources, etc. . . . Then after a couple years, we have to buy camera bodies all over again because ours are now outdated. And that’s just to “take” the picture. Then, we have to process it. Last time I checked, we had 4 Mac laptops, 5 Mac desktops including 2 Mac pro towers loaded to the gills with RAM, processing software, accelerated video cards, probably 2 dozen or more hard drives for storing files, a couple of iPads for presentation – whoops, make that one iPad. One got stolen on a shoot. And have you checked the price of a new copy of Photoshop lately? How about $700.00 for one license? Final Cut Studio? I paid $1200.00 for our first copy. Illustrator for design, InDesign (for more design), word processing software, photoshop plugins . . . . And forget about buying it once. You have to continually upgrade – everything, including those $2800.00 Mac pros. And by the way, that doesn’t include the 30″ monitors that allow us to see and edit every pixel that our cameras produce. DVD players (standard and Blu-ray), burners, 5 widescreen TVs for presentation, stands, insurance, promotional materials and advertising, taxes . . . You get the point. Understand why we are so offended when someone is appalled when we tell them our pictures actually cost money? Understand why we look at those “freebie” photographers with disgust? They are telling people “Hey, photography doesn’t cost anything. I only paid $500 for my camera at Best Buy and it doesn’t cost me anything to take a picture. So sure I’ll give you copy. I just appreciate that you allowed me to practice on you.”
- Big Border Rally
Am I complaining about all the expense? Absolutely not. It’s part of the business. Photography is not the only business that requires lots of investment. So we take it in stride. Besides, we love doing it and know that to produce a good product, you need good tools – and we don’t skimp on our tools. No professional does. But we do have to pay for it. I am, however, complaining about all those “photographers” who give their work away or charge far below the going rates. The rest of us have to figure out ways to bring in the paying business and make people realize that you DO “get what you pay for.” How do the freebie photographers expect to survive when they charge little to nothing for their work? Their investment is minimal (and it usually shows in their work) and if they do spend some serious money on equipment, they soon realize they can’t make a go of it because they are losing money. And who wants to spend 70+ hours a week working and making no money? So, they end their “pro” career. But, the rest of us have to continue to deal with what they created – people who expect photography for free or very little money. But never fear, there is always a new crop of freebie photographers to start the cycle over again. What they don’t realize is that by giving their work away, they hurt other photographers, they hurt themselves, and in the long run they hurt the field of photography. I don’t really blame the customers for expecting free products. I honestly don’t think they understand the cost and time involved in producing one good picture by a pro photographer. They are just asking for what they’ve been taught to expect.
- Set up and ready to shoot – Little Angels Pledge Run
I could go on and on about this (as if I haven’t already). Understand, we don’t have anything against legitimate photographers and nothing against people starting out in the business. We are more than willing to help upcoming photographers who are serious about the business. Yes, they may be our competition eventually, but it will be fair competition, and we don’t mind that at all.
So maybe the next time some business calls and wants to use one of our bike shots for a promotional poster for their product and “give us credit” for the picture, or someone feels I “owe” them a copy of a picture I took of their friend acting stupid in some biker bar, I can just refer them to this blog post and save myself the time.
Great post Don!
Although this is not my business it all makes sense. I shoot what I want and like with total disregard to what anyone really thinks. No Jobs, no quotes, no weddings, no equipment etc just for my own interests and for the most part but do offer many of them for sale online as well – nothing free and hopefully at a fair price for the industry as a whole. (Let me know if something seems out of wack -;0))
It seems that the world is also moving away from the “printed” print being more satisfied with just a digital picture frame or copies on a Facebook page.
I hope you’re not talking about me Don. LOL I would love to get paid for my work and have been trying hard to find a way to do it, but with little success. I don’t think the reasons you just stated are all the story by a long shot. If you want to point a finger at why people expect things for free I don’t think you have to go any further than this blog itself. The internet is free!! Social media is FREE!! Blogs are free!! Communication is free. And what are photos but a way of communicating. So why should we pay for it when every other form of communication is free? That I think is the real killer of the photography profession.
People are absolutely overwhelmed these days with free photos. Just look at Flickr. Why would someone pay a photographer big money when they can look at thousands, millions of photos online? I recently watched a video lesson on concert photography and the photographers said if you want to do if for money forget it. Bands don’t want to pay you, magazines even expect it for free. They ended the video with, “we do it because we love it, not for the money.”
I’m beginning to believe all photography is going this way and I’m not sure there is any way to stop it. My thinking is as a photographer you are going to have to sell yourself. Photos are a dime a dozen, and I’m not talking about bad ones either, there are some really good photographers out there showing there stuff on Flickr. I don’t blame good photographers for it either. You can’t sell them, so at least let us have our payment in “likes” and “comments”. People don’t need to hang a photo on the wall anymore, they just sit down at their computer and surf the free internet for their photo pleasure. Don how many photos have you bought? If we as photographers ourself don’t buy photos how can we expect other people to buy. And if you have, why did you?
So what as a photographer can we offer? I’m thinking the only thing we really have to sell is ourselves. Music is the same way. But those groups that make it learn to sell themselves. I guess this is what we have to do as well. So Don you are going to have to become a rock star of photography to pay for all that fancy equipment. And me? I guess I’m going to have to settle for “likes” and “comment” payments because that’s all I seem to be able to get. LOL
Don’t hate the player, hate that game.
Tim,
No, I was not talking about you when I wrote this. Does it apply to you? I don’t know since I’m not sure how you conduct your business. But you are right. There is no doubt that several factors are influencing this, but I don’t think it’s as black and white as you are presenting it. Reducing photography down to a form of communication completely disregards it as an art – and good art is not free. You may be able to look at it for free on Flickr, but you can’t have it for free. And the stuff you do get for free, is usually of lesser quality. You CAN have the good stuff, but it costs.
And even communication is not as free you think. No, it doesn’t cost anything to have a conversation face to face; but it does cost to communicate over the internet (unless you got a free computer and a free internet service provider.) If you want to communicate faster and better, then spend the money for a better and faster computer. And if you want a better version of that “free” blog (ie amateur vs pro photography), you have to pay for it. Why? Because the people who provide those services don’t do it out of the goodness of their heart. They do it to make money, and when they can’t make money at it, they stop doing it. Why do they do it for money? Because for one thing they have to make a living; secondly, the “fancy” equipment it takes to provide it costs money. I use lots of free services on the internet but I then don’t go to the local art gallery and expect an artist to give me a picture he or she has hanging there just because I could look at something similar for free online.
If your goal in photography is to provide people with something to look at on their computer, then yes you have a tough road ahead if you expect to make money at it. I have no problem with people posting pics on the internet for others to look at. But I do have a problem when those people – the so called professionals trying to “make it” in the business – give photography away for others to have or use. Providing a place for people to look is one thing, giving product to them is something entirely different. And those musicians you’re talking about? You’re right. They don’t buy photos; and, consequently, I don’t do band photos – not for free, anyway. (I find it quite ironic that many of those same musicians wouldn’t think of giving away their talent or product.)
Regarding the “we do it because we love it, not for the money” statement. They won’t be doing it for long unless they have some way of supporting it financially. This is a business and businesses charge for their products. Those that don’t, won’t survive. And if the business becomes overwhelmed with people doing it for free, no one survives.
There needs to be a distinction made between the casual photographer and the professional. You are failing to see that photography is more than just pictures posted on the internet. Your statement: “Why would someone pay a photographer big money when they can look at thousands, millions of photos online?” is a little short sighted. No pro I know of expects anyone to pay them big bucks just because someone wants pictures to look at. Yes, people do want photos to look at on their computer. But there are many other uses for photos, and pro photographers try to provide material for those other uses. My argument is that when people enter the pro arena and start providing those other services, they should be charging for their work. What they do outside of that doesn’t matter to me. They can give anything away anything they want to, but if they do that and at the same time try to pass themselves off as some “pro” trying to “make it in the business”, that becomes the problem. Not everyone can start out charging top dollar for their work, but they can make it known that it’s not free.
I also think you need to make a distinction between “making it” in the business and “making a living” in the business. Yes, either way you have to become known for your work. Selling yourself (your name) or your business is very important in any business. But you don’t have to become a “rock star” to make a living at it. You can be paid for your work as a photographer and live comfortably without becoming a household name. And yes, you can even afford that “fancy” equipment you speak of. My wife and I do a very good job for our customers, partially because of that “fancy” equipment; and, we expect to be paid fairly for it. If you expect less (or worse, settle for less), that’s what you’ll get.
Think about this, Tim: I’m sure you have a job. You are probably good at it and have gained lots of valuable experience doing it. How would you like it if people began coming to your employer saying “I’m just starting out and I’d like to gain some experience at this job. If you hire me, I won’t charge you. I can do what Tim does and I’ll do Tim’s job for free. What more, when I leave, there are others that will step in and do the same thing.” I’m sure you wouldn’t like it. And if this happens enough, your employer will begin to expect “free” employees.
“Hating the game” is an indicator that I have no say in the rules. I do have a say and so do you. The difference is whether or not we do anything to try and change them.
You are so right! I am an amateur photographer and am constantly asked for free pictures when shooting at an event. I have spent a lot of time and money perfecting my skill and although I don’t have the investment that you due it is a lot for me. I am guilty of shooting cheep and your blog has convinced me to start acting like a pro and get more for what I do sell, how can you become professional if you don’t act like one, thanks for the inspiration. Love your work, hope to see you at a rally some time, do you have a schedule of events you are going to cover?
Ogie Marr if you find a way to sell your photos at all let me know how you did it. It’s easy to say I’m going to start charging more, but quite another to actually make it work. Don obviously knows something we don’t to afford the equipment he has, but I haven’t figured-out what. LOL Probably lots of years doing it and networking would be my guess like any other business.
All kidding aside. I met Don at a bike rally a couple of years ago and he was one of the most helpful photographers I’ve ever encountered. Even offered to let me use his 200mm f2.0 lens. Every since that day I’ve been looking at his work and admiring it. He definitely is an inspiration for us guys trying to find a way into this business.
Good luck with your business.
Tim Wemple
http://www.bikerallyphotography.com
Don I’m with you 100% and I wish there was more discussion about this subject. But I guess what I’m saying is do we really have a say in it? Or, do we have to find a way to play the game differently. (Become the “rock star” if you will.)
I’m new to this business, but not new to running successful businesses and I’ve come across this problem before in the retail music business. The internet has changed a lot of what used to be successful business models into loosing propositions, and I see photography taking this same direction. You either find a way to adapt or you find another way to make a living. I know that is harsh, and yes I would be mad if someone came in and did my job for free. The fact is people are coming into my medical profession and doing it for less because that is what the market demands.
I don’t think there is anyway you are going to get people to stop chasing their dream to make a living taking photographs. And with the technological advances and internet I don’t see how you can stop it. For many doing it on the cheap seems like the only way to get your foot in the door. But speaking as a business person with lots of experience I know that once you do something for free you can’t go back and start charging. But business is all about COMPETITION, don’t fool yourself. (I naively thought starting my first business all I would need to do is offer a good product at a good price and I would be guaranteed success. WRONG!) Like it or not there is always going to be someone that thinks they can get ahead if they can do it cheaper. And yes it gets down to the point when the only businesses that are left standing are the mega corporations. (Try making a living selling guitars as a small mom and pop store when “Guitar World” and “Musicians Friend” are selling the exact same guitar below your whole sale price.)
Which brings me to the “Art thing.” How does that work? I’m still trying to figure out the business model for selling my work as art. So far all I see as successful business models in the bike photography business are pornographic membership sites (which morally I wont do) and the guys taking thousands of pictures along the road and selling them to the riders they shot (I’d rather have a needle poked in my eye). If you are really lucky maybe you could shoot for a magazine, but try breaking in to that business from the outside. It is tough and getting tougher when magazines have their own photographers. I’ve written a couple of articles that have been published with my photos for free to try and get exposure. But exposure for what purpose is what I’m wondering now.
This is my thought. Art is the only way I’m going to be able to make any money in this business and that means getting into a gallery where people that want art go to buy art. As for the internet I’m considering abandoning it all together. It definitely has not made me any money and if you can see my stuff all the time, why buy it? The problem is getting the rock star status without promotion on the internet. I’m still thinking about this.
By the way Don I think you are the “rock star” of bike photography and that is probably why you can afford all the gear you have. But for me I’m not even the opening band yet and wondering how to get on stage.
Bike Rally Photography
Tim Wemple
Don, just a thought. There is one other business model that seems to work for many photographers and that is teaching. If the world is turning to one in which every person that has a digital camera and internet access thinks they are a professional maybe you should consider teaching. As you said you would have an endless supply of students and who knows maybe you could turn some of them into real professionals. This looks really appealing to me, but I don’t have the experience you have or the status. This is just one way I was thinking you could change with the new world we live in and possibly turn lemons into lemonade by finding new opportunities.
I hope I haven’t said to much or been to obnoxious about it. Just wanted to have some real dialog about a topic I’ve been thinking about for three years now. I’m sure you have been thinking about it much longer and I understand the frustration.
Don I had to laugh. Right after commenting on your blog I went to my Kelby Training site to learn more about becoming a professional and one of their new lessons is on a site called fotomoto. It teaches you how to upload your photos and sell them online. Fotomoto’s video states “you are an artist, not a laborer”. Isn’t it sites like these that really make people believe they can be professionals without any training or experience. How many people have been hood-winked into believing they can make it in photography if they only had a way to sell their photos online. It is this mentality I think promoted by these kinds of sites that really aggravates what you are fighting against. To bad Kelby is promoting this kind of thinking. But like I said before it is all about finding a new paradigm to make money–even if it is taking advantage of naive amateur photographers. At least fotomoto doesn’t charge you unless you sell something.
You’re right. My wife and I were just talking about this. A lot of the photographers also do workshops to supplement their income. Not sure i’m ready to go that route yet; besides, in order to make any money at it, you’ve got to find people who are interested.
One thing that often weeds out newbie photographers is the amount of time involved. You know how long it takes to edit a photo – imagine going through a thousand of them from a wedding and then doing that for 25-30 weddings per year. Photography takes up some much of your personal time that after a while a lot of people get out. When others are doing leisure activities, you are working. For some people, the glamour of being a photographer quickly disappears. This is probably one reason why my wife runs into so many new photographers who shoot a wedding and then give a disk of unedited files. My wife told me of a photography studio somewhere that offers photo editing services for guests at a wedding who take pictures. Guests upload their pictures to the studio, they edit them and return them. That’s cheap wedding photography.
That’s what I mean. Things change and only those that can find a way to capitalize on it will survive.
At the hospital where I work automation and less educated people are beginning to take over my job. Recently they just wiped out a whole department and are sending all the transcription and billing information to St. Louis in an effort to consolidate and save money.
I remember when we had the music store how discouraging it was that there really were no mom and pop businesses left. Everything we had could be bought on the internet and for less. People would come in to the store try out a new guitar and then buy it from some big company online. We told ourselves that service would make the difference, but people just don’t get it. They would buy somewhere else and expect us to service it and when we charged them for it they were mad.
Today technology has made so many things available to people that normally wouldn’t have the opportunity or access. It’s a real double edged sword. I think our attitude is really all we can control and it is our attitude that will decide if we change with the times and survive or we don’t. We ended up getting out of the music business, because we just couldn’t compete. I wonder how long my hospital job will survive when new technologies make me obsolete?