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?

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.

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.”

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.

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.

On Friday, I’ll be shooting some bikes here in Chicago at the Supercycle Show at McCormick Place.  The show takes place on Saturday but I’m heading in on Friday to shoot while people are setting up.  Good way to avoid the crowds and the bikes won’t be missing from the booths while people are walking through on Saturday.

Then a studio shoot on Saturday morning for Big Tony’s Chopp Shop before heading down to Cincinnati.  Busy weekend ahead. . . All in the wake of a 20″ snow storm/blizzard that’s supposed to hit the area later today.  We’ll see. . .

V-Twin Expo 2010