Perception Is More Important Than Reality
Out with old, in with the new! That is the concept behind my concept stock photo "Wrecking Ball". But perhaps more importantly, the image is a good illustration of the fact that the "imagined" image can be more powerful than the literal one. In stock photography I certainly believe it is true that “perception” is more important than “reality”! I believe the viewer is more comfortable and more accepting of an image that fits their mental picture…and let’s face it…so many times reality just does not live up to what we picture in our heads. Also, when a viewer sees an image and it matches their perception of something they can quickly, in their thinking, move onto the message…rather than using their subconscious process to fit the reality into their pre-conceived notions. At any rate, in my experience, catering to preconceptions seems to work well in conceptual stock photography.
Difference between Perception and Reality
When I first decided to do this image I went to a demolition site in San Francisco and shot a few images. It was, however, immediately apparent that the reality didn't match my mental picture. What I had pictured in my mind as a wrecking ball was a steel ball on the end of a chain…smashing through brick and concrete as it swing laterally from the end of a crane. In reality, it is a tear-shaped concrete device on the end of a cable usually being "dropped" onto a building…at least that is what I was witnessing as I set about shooting that demolition scene. My “imagined image” was far more graphic and powerful than the real one. I decided to go with the perception rather than the reality.
Finding the Parts
As I was walking back to my studio pondering how to create my image it occurred to me that a manhole cover might do as a wrecking ball. Since I had my cameras with me I photographed one about a block from my studio. I also photographed the sidewalk including a portion that was cracked. Once back at the studio I set up an old rusty chain that had been gathering dust for some time in my prop room and shot that. I scrounged up a brick and shot several angles of that too. In my stock photo files I found some pictures of a simulated computer explosion I had photographed years before for a magazine cover. Shots I had taken of a freeway demolition (after the 1989 quake) provided the background. In short time I had all the parts I would need to create my new photographic reality.
Creating the Image
To create the image I started with the wrecking ball. I used the "spherize" filter in Photoshop on the manhole cover, a cover that had been worn smooth by years of traffic. The filter, at 100% turned the flat manhole cover into a steel globe. I added a specular highlight by creating a new adjustment layer (Brightness and Contrast) and maxing out the brightness…then using the accompanying layer mask to isolate the layer effect to just one small hotspot. I repeated the process, this time darkening the adjustment layer and painting it around the bottom edges to provide an even greater illusion of roundness. I used the pen-tool to create a clipping path around the outside of the ball…turned the path into a selection (with a one-pixel feather) and then inverting the selection before deleting… leaving only my new very “dimensional” “wrecking” ball.
I created another clipping path to separate the chain from its background. After copying and pasting the chain into the image with the ball, I used Free Transform to size and position it…then used the warp filter for adding some curve to the chain…and the motion blur filter to add just a touch of movement.
The pen tool and clipping path again did the job for selecting the sidewalk, which, after pasting in, I turned into a crumbling wall by the use of layer masks “painting” the sidewalk in and out as needed . The layer masks also worked well to “paint in” the exploding computer shots to look like dust and flying debris. Finally, the same technique was used to add the bricks. To integrate the whole image I used an adjustment Hue and Saturation control in an adjustment layer to give the image a sepia-toned look. That is how a manhole cover and a sidewalk become a much more powerful graphic than the real thing....
Success!
Though done many years ago, the image is a timeless one. By creating images that match our “perceptions” rather than “reality” we can create stock images that have both more impact (OK…pun intended), and provide a longer revenue stream. The best of both worlds!
Thursday, January 29, 2009
Tuesday, January 27, 2009
The Poodle Is Truly a Wonderful Dog Breed with Outstanding Qualities.
Taking pictures of many types of dog breeds in my work as a stock photographer has provided me an opportunity to work with both large and small dog breeds and a number of poodle breeds. I've worked with teacup poodles, miniature poodles, standard poodles, etc.
Miniature poodles
One of the very first dog breeds that I photographed for my Animal Antics series was a miniature poodle. We shot him for the cheer leading poodles image. You could tell he was smart…and certainly was a bit of a trickster. He would race around the studio checking on what everyone was doing…until it came time to shoot him. Each time we started to shoot he would suddenly come up with a limp and could hardly walk. As soon as we would finish our session off he would race with no sign of difficulty!
The poodle is truly a wonderful dog breed with some outstanding qualities. The breed is generally recognized as coming in three sizes, standard, miniature and toy…though teacup poodles are also available. They have hair rather than fur…so they are, in effect, hypoallergenic and don’t shed.
Poodles are very intelligent.
Poodles are extremely intelligent and take well to training. They learn quickly…but because they also forget slowly an owner must be consistent or risk resentment. Poodles are a sturdy breed and live between 10 and 18 years and in some cases up to 21 years. They are, however, susceptible to a number of genetic health problems. Like most large dog breeds, Standard poodles need a good amount of exercise but are comfortable in pretty much any size of home. Of the three sizes, standard, miniature and toy, standards are considered the most adaptable.
The “Poodle Clip” was originated to help reduce resistance in the water.
The breed is an ancient one…there are likeness of Poodle-like dogs on Roman coins and Egyptian carvings. There are references to Poodles as far back as the fifteenth century in France, Holland and Italy. The first reference to Poodles being good swimmers was in 1642 (the Poodle was originally bread as a water retriever). The “Poodle Clip” was originated to help reduce resistance in the water. The patches of hair left covering the vital organs and joints were left to help protect those areas. In France the Poodle is the national breed and is used for truffle hunting as well as the more expected duck hunting.
The standard poodle.
The standard poodle is a truly a versatile breed and in addition to being excellent water retrievers they have served as guide dogs, in law enforcement…and even competed in the Alaskan Iditarod Sled dog race! Miniature poodles are sometimes thought of as “one person” dogs, but are obedient, can be a child’s best friend and make good trial dogs. They do tend to think they are bigger than they really are and one has to be careful of their protective tendency…particularly around other dogs. Toy poodles make great companions and are especially good when quarters are tight.
Pet Poodles.
Poodles are too intelligent to be “part time” pets…but need to be a regular and consistent part of their owner’s lives. Poodle’s coats need to be kept well groomed or their coats could become unpleasant to be around, and in extreme cases it can be a health hazard. Poodles have a great disposition…are cheerful and confident and can make a truly great companion.
Miniature poodles
One of the very first dog breeds that I photographed for my Animal Antics series was a miniature poodle. We shot him for the cheer leading poodles image. You could tell he was smart…and certainly was a bit of a trickster. He would race around the studio checking on what everyone was doing…until it came time to shoot him. Each time we started to shoot he would suddenly come up with a limp and could hardly walk. As soon as we would finish our session off he would race with no sign of difficulty!
The poodle is truly a wonderful dog breed with some outstanding qualities. The breed is generally recognized as coming in three sizes, standard, miniature and toy…though teacup poodles are also available. They have hair rather than fur…so they are, in effect, hypoallergenic and don’t shed.
Poodles are very intelligent.
Poodles are extremely intelligent and take well to training. They learn quickly…but because they also forget slowly an owner must be consistent or risk resentment. Poodles are a sturdy breed and live between 10 and 18 years and in some cases up to 21 years. They are, however, susceptible to a number of genetic health problems. Like most large dog breeds, Standard poodles need a good amount of exercise but are comfortable in pretty much any size of home. Of the three sizes, standard, miniature and toy, standards are considered the most adaptable.
The “Poodle Clip” was originated to help reduce resistance in the water.
The breed is an ancient one…there are likeness of Poodle-like dogs on Roman coins and Egyptian carvings. There are references to Poodles as far back as the fifteenth century in France, Holland and Italy. The first reference to Poodles being good swimmers was in 1642 (the Poodle was originally bread as a water retriever). The “Poodle Clip” was originated to help reduce resistance in the water. The patches of hair left covering the vital organs and joints were left to help protect those areas. In France the Poodle is the national breed and is used for truffle hunting as well as the more expected duck hunting.
The standard poodle.
The standard poodle is a truly a versatile breed and in addition to being excellent water retrievers they have served as guide dogs, in law enforcement…and even competed in the Alaskan Iditarod Sled dog race! Miniature poodles are sometimes thought of as “one person” dogs, but are obedient, can be a child’s best friend and make good trial dogs. They do tend to think they are bigger than they really are and one has to be careful of their protective tendency…particularly around other dogs. Toy poodles make great companions and are especially good when quarters are tight.
Pet Poodles.
Poodles are too intelligent to be “part time” pets…but need to be a regular and consistent part of their owner’s lives. Poodle’s coats need to be kept well groomed or their coats could become unpleasant to be around, and in extreme cases it can be a health hazard. Poodles have a great disposition…are cheerful and confident and can make a truly great companion.
Wednesday, January 7, 2009
The Most Influential Photographer of My Career (Not)
The Most Influential Photographer of My Career (Not)
I recently got an e-mail from a young photographer wanting to know who was the most influential photographer was for my career. It got me thinking. The most influential person in my career hasn’t been a photographer at all. Rather, it was a motivational speaker named Brian Tracy. I have an audio book on tape, and now CD, by Brian called “How To Get Everything You Ever Wanted Faster Than You Ever Thought Possible”.
I have listened to Brian Tracy more times than I can remember and every single time I get something out of it. There are always nuggets that motivate me and fire me up for just a day and there are a number of principles that I believe, if followed, can’t help but make me succeed.
For example, one of Tracy’s tenets is that one should take a realistic assessment of where one is. A person needs to be realistic if he or she is going to make good decisions. This is an important thing I try to remember whenever I am making decisions, but looking back one particular instance comes to mind when that “reality check” made a huge difference in my career.
The year was 1990 and while I was coming off of my best year yet, the economy was tanking. It was like someone had turned off the faucet, I just wasn’t getting any work. I took a good hard look at my entire situation and in particular my portfolio. I asked myself who was going to hire me instead of my competition…and why. The answer was no one. I wasn’t doing anything unique, anything to set myself off from other photographers.
I had been dabbling with in camera multiple exposures. That experimental work was the only really interesting work I had. I committed to building my entire book around that technique. I spent the next two months going through my files finding images that worked together, and creating multiple exposure in-camera montages. Then I went out and started showing the work. Two things happened. First, it worked. I began to get assignments for that kind of approach. Secondly, it was one thing to find images in my book that worked well together, but an entirely different thing to get an assignment and have to create a montage from images that don’t work well together! Arrgh!
It was precisely at that time that a friend suggested to me that I look at this new thing called Photoshop. I did. As they say, the rest is history. Now at that time I was truly broke, but I knew I had to start using this program if my career was going to succeed.
I used the money I was saving for taxes to buy a used Macintosh computer. I called Adobe and asked if I could trade photography for a copy of the program. They agreed and even offered to give me some training. To make a long story short, I immediately began to train myself by making stock shots for my portfolio and soon began to use Photoshop in my assignment work.
Another Brian Tracy principle that I embrace is this: Ask yourself what is the one thing that you need to do better; more than anything else, to move your career forward. What is your weak spot? Find out that weak spot and then master it. Once you have mastered it, ask yourself, what is the one thing that you need to do better more than anything else to move your career forward…and so on.
Heck, how could anyone follow this principle and not succeed? BTW, right now, in answer to that question, I am learning Final Cut Pro. I believe motion is already an important part of the stock photo mix and the thing that right now is the most important skill to acquire to advance my career in stock.
To take one more page from Tracy, I have a plan and I write it down. There is something magical about writing goals down. There are some who believe there is something mystical about this process, and maybe there is, but what I ascribe to it is firmly planting the goal in your mind and giving you a much higher chance of actually taking the steps one needs to take to reach that goal.
The process is simple. Write down your goals and the dates by which you want to achieve them (push yourself but be realistic). Then write down the steps you need to reach those goals and assign deadlines for each step. If you miss a deadline, simply give it another deadline using your best educated guess. This plan is not set in concrete, and as you review it changes will come. Your goals will shift; the steps will come and go. But you will be making progress and success will breed success. I have followed this process and every once-in-a-while I pick up an old plan and…wow…I have reached so many of my goals!
One thing that never ceases to amaze me is how easily it is for me to lose sight of those important steps I need to take while I attend to all the piddling little things that vie for my attention. Reviewing my plan, the more often the better, helps keep me on track to actually do those important things. To that end, writing out my goals each morning is a truly powerful way to stay on track and reach those goals faster than I ever thought possible!
I recently got an e-mail from a young photographer wanting to know who was the most influential photographer was for my career. It got me thinking. The most influential person in my career hasn’t been a photographer at all. Rather, it was a motivational speaker named Brian Tracy. I have an audio book on tape, and now CD, by Brian called “How To Get Everything You Ever Wanted Faster Than You Ever Thought Possible”.
I have listened to Brian Tracy more times than I can remember and every single time I get something out of it. There are always nuggets that motivate me and fire me up for just a day and there are a number of principles that I believe, if followed, can’t help but make me succeed.
For example, one of Tracy’s tenets is that one should take a realistic assessment of where one is. A person needs to be realistic if he or she is going to make good decisions. This is an important thing I try to remember whenever I am making decisions, but looking back one particular instance comes to mind when that “reality check” made a huge difference in my career.
The year was 1990 and while I was coming off of my best year yet, the economy was tanking. It was like someone had turned off the faucet, I just wasn’t getting any work. I took a good hard look at my entire situation and in particular my portfolio. I asked myself who was going to hire me instead of my competition…and why. The answer was no one. I wasn’t doing anything unique, anything to set myself off from other photographers.
I had been dabbling with in camera multiple exposures. That experimental work was the only really interesting work I had. I committed to building my entire book around that technique. I spent the next two months going through my files finding images that worked together, and creating multiple exposure in-camera montages. Then I went out and started showing the work. Two things happened. First, it worked. I began to get assignments for that kind of approach. Secondly, it was one thing to find images in my book that worked well together, but an entirely different thing to get an assignment and have to create a montage from images that don’t work well together! Arrgh!
It was precisely at that time that a friend suggested to me that I look at this new thing called Photoshop. I did. As they say, the rest is history. Now at that time I was truly broke, but I knew I had to start using this program if my career was going to succeed.
I used the money I was saving for taxes to buy a used Macintosh computer. I called Adobe and asked if I could trade photography for a copy of the program. They agreed and even offered to give me some training. To make a long story short, I immediately began to train myself by making stock shots for my portfolio and soon began to use Photoshop in my assignment work.
Another Brian Tracy principle that I embrace is this: Ask yourself what is the one thing that you need to do better; more than anything else, to move your career forward. What is your weak spot? Find out that weak spot and then master it. Once you have mastered it, ask yourself, what is the one thing that you need to do better more than anything else to move your career forward…and so on.
Heck, how could anyone follow this principle and not succeed? BTW, right now, in answer to that question, I am learning Final Cut Pro. I believe motion is already an important part of the stock photo mix and the thing that right now is the most important skill to acquire to advance my career in stock.
To take one more page from Tracy, I have a plan and I write it down. There is something magical about writing goals down. There are some who believe there is something mystical about this process, and maybe there is, but what I ascribe to it is firmly planting the goal in your mind and giving you a much higher chance of actually taking the steps one needs to take to reach that goal.
The process is simple. Write down your goals and the dates by which you want to achieve them (push yourself but be realistic). Then write down the steps you need to reach those goals and assign deadlines for each step. If you miss a deadline, simply give it another deadline using your best educated guess. This plan is not set in concrete, and as you review it changes will come. Your goals will shift; the steps will come and go. But you will be making progress and success will breed success. I have followed this process and every once-in-a-while I pick up an old plan and…wow…I have reached so many of my goals!
One thing that never ceases to amaze me is how easily it is for me to lose sight of those important steps I need to take while I attend to all the piddling little things that vie for my attention. Reviewing my plan, the more often the better, helps keep me on track to actually do those important things. To that end, writing out my goals each morning is a truly powerful way to stay on track and reach those goals faster than I ever thought possible!
Thursday, December 4, 2008
The Future of Stock Photography - Again!
Someday there will be an ‘e-bay” of photography where consumers and businesses, designers and art directors, agencies and photo buyers will all go to find and license image for their disparate needs. A student will look for images to complete a homework assignment…and an Art Director for a major ad agency will find an image for a full-page ad in The Wall Street Journal. The student might pay twenty-five cents while the Art Director might pay $10,000.00. The popularity of an image, in conjunction with the use, will determine the price that will be paid. The best photographers will make more money than they ever have before…and photographers who are sound business people will find a way to make good money too. Those of us who are less creative, less diligent and less motivated will fall further and further behind. I guess that is one thing that won’t really change in the business of stock photography! Those who “get it” will thrive…as they always have while those who remain stuck in the past will slowly (or quickly) fade away.
As professional photographers who sell their images to the advertising, design and editorial communities, many of us have lost sight, or perhaps have never seen the tremendous buying power of the “consumer”. My eyes were opened to that when I began to sell my Animal Antics images…pictures of funny animals in anthropomorphic poses and situations, as greeting cards. Sure, I only make a few cents per card…but when the public is buying over a hundred thousand cards a month those pennies can really add up!
Even with sales like that most people who I talk to about my greeting cards have never seen the cards for sale! So I conclude that sales of a hundred thousand cards-a-month represents only a small fraction of the total possible number of sales. The potential income from selling images to the public, to the consumer, is staggering. Especially if you consider that images, for the most part, are a universal language.
So how do we, the photographers, tap into that market? Well, obviously greeting cards portraying funny animal pictures is one way to do that. But that really isn’t a very efficient way to do it. The internet is the way to do it…but perhaps not yet. That above mentioned “e-bay” for photographs…or some similar mechanism to marry the elements of consumer, photographs and transactions, needs to come in to place. The need is there…I bet the technology is too…the rest is simply a matter of time…and preparation.
For me that means having a website that is reasonably functional in getting my images in front of the public…and having content that the public wants. That content can be anything from pictures that consumers can download and print (and that they WANT to download and print), to images they can license for their small business or images they can use to spice up their social networking site. I am attempting to offer such content to the consumer by linking up with Café Press for products such as coffee mugs, calendars, handbags, T-shirts and the like…to ImageKind for fine art prints, to the various stock photo agencies that license my photographs for more traditional advertising and promotional uses. Currently I use Blend Images for ethnic lifestyle and conceptual imagery, Getty Images for most of my conceptual and business images, Corbis also for concept images, and Kimball Stock for the licensing of my anthropomorphic animal pictures. I also continue to sell greeting cards through the Portal brand that is published and distributed by the Marian Heath greeting card company.
Any investment counselor will tell you that the first thing to do in investing is to diversify. That is of particular importance in time of uncertainty…and I think these times qualify for that label. As photographers we need to follow that same advice. How do we diversify? For me that means a multi-pronged approach. I diversify in my content, in my target market, and in my distribution.
I create images for the traditional advertising, design, corporate and editorial markets. Within those markets I create lifestyle images, business images, and conceptual images. Here I am diversifying the content within the category of traditional stock photography. Next, I create images for the consumer…that is images that in them selves are or can be product. That means everything from photo imprinted coffee mugs to photos for checks, photos for screensavers…you get the picture. I also, once a year, take a trip specifically to shoot travel images. Again…further diversification of my content.
To diversify my distribution I utilize both those traditional “powerhouse” stock photo agencies like Getty and Corbis, and niche agencies like Blend Images (for ethnically diverse lifestyle and business imagery) and Kimball Stock (for funny animal pictures). Further diversification of my distribution is achieved by selling greeting cards through Marian Heath greeting cards and hiring a licensing agent to sell and distribute other “consumer” images for such wide-ranging applications as vet reminder cards, gift books and even figurines and picture frames!
And finally, I have my website which I am fine-tuning as a vehicle to make my photographs available to anyone who might be interested in them, and in guiding them to the appropriate distributor for their needs. I believe that those of us who establish such websites now and learn from that process, will have a huge head-start when that new paradigm lands on us…as it surely will! When that wave hits I want to be experiencing the thrill of riding it rather than the pain of being crushed beneath it.
As professional photographers who sell their images to the advertising, design and editorial communities, many of us have lost sight, or perhaps have never seen the tremendous buying power of the “consumer”. My eyes were opened to that when I began to sell my Animal Antics images…pictures of funny animals in anthropomorphic poses and situations, as greeting cards. Sure, I only make a few cents per card…but when the public is buying over a hundred thousand cards a month those pennies can really add up!
Even with sales like that most people who I talk to about my greeting cards have never seen the cards for sale! So I conclude that sales of a hundred thousand cards-a-month represents only a small fraction of the total possible number of sales. The potential income from selling images to the public, to the consumer, is staggering. Especially if you consider that images, for the most part, are a universal language.
So how do we, the photographers, tap into that market? Well, obviously greeting cards portraying funny animal pictures is one way to do that. But that really isn’t a very efficient way to do it. The internet is the way to do it…but perhaps not yet. That above mentioned “e-bay” for photographs…or some similar mechanism to marry the elements of consumer, photographs and transactions, needs to come in to place. The need is there…I bet the technology is too…the rest is simply a matter of time…and preparation.
For me that means having a website that is reasonably functional in getting my images in front of the public…and having content that the public wants. That content can be anything from pictures that consumers can download and print (and that they WANT to download and print), to images they can license for their small business or images they can use to spice up their social networking site. I am attempting to offer such content to the consumer by linking up with Café Press for products such as coffee mugs, calendars, handbags, T-shirts and the like…to ImageKind for fine art prints, to the various stock photo agencies that license my photographs for more traditional advertising and promotional uses. Currently I use Blend Images for ethnic lifestyle and conceptual imagery, Getty Images for most of my conceptual and business images, Corbis also for concept images, and Kimball Stock for the licensing of my anthropomorphic animal pictures. I also continue to sell greeting cards through the Portal brand that is published and distributed by the Marian Heath greeting card company.
Any investment counselor will tell you that the first thing to do in investing is to diversify. That is of particular importance in time of uncertainty…and I think these times qualify for that label. As photographers we need to follow that same advice. How do we diversify? For me that means a multi-pronged approach. I diversify in my content, in my target market, and in my distribution.
I create images for the traditional advertising, design, corporate and editorial markets. Within those markets I create lifestyle images, business images, and conceptual images. Here I am diversifying the content within the category of traditional stock photography. Next, I create images for the consumer…that is images that in them selves are or can be product. That means everything from photo imprinted coffee mugs to photos for checks, photos for screensavers…you get the picture. I also, once a year, take a trip specifically to shoot travel images. Again…further diversification of my content.
To diversify my distribution I utilize both those traditional “powerhouse” stock photo agencies like Getty and Corbis, and niche agencies like Blend Images (for ethnically diverse lifestyle and business imagery) and Kimball Stock (for funny animal pictures). Further diversification of my distribution is achieved by selling greeting cards through Marian Heath greeting cards and hiring a licensing agent to sell and distribute other “consumer” images for such wide-ranging applications as vet reminder cards, gift books and even figurines and picture frames!
And finally, I have my website which I am fine-tuning as a vehicle to make my photographs available to anyone who might be interested in them, and in guiding them to the appropriate distributor for their needs. I believe that those of us who establish such websites now and learn from that process, will have a huge head-start when that new paradigm lands on us…as it surely will! When that wave hits I want to be experiencing the thrill of riding it rather than the pain of being crushed beneath it.
Tuesday, December 2, 2008
A Strategy For Success In Stock
Before we get down to the state of stock photography, check out my latest image...It's Ganesh the Hindu God , the Remover of All Obstacles.A friend of mine, and former assistant, called me yesterday to pick my brain bout the state of stock photography and what kind of strategies I would suggest for stock success in the coming years. That is a popular topic among all of us photographers who derive most of our income from stock.
In the coming paragraphs I will attempt to work out my own reasoning and strategy for dealing with the challenges we are seeing in this arena.
To begin with…just what is the state of the industry? If I put aside as much speculation as I can and just stick to what I really know is true I come up with these following points:
1. My stock photo income is far more volatile than it ever used to be.
2. I have many more images in stock and yet my income from those images is relatively flat.
3. The stock agencies seem to be taking almost everything I submit to them.
4. I still have large sales…but now have many more minuscule sales.
5. There are wonderful, high quality images everywhere…in Rights Managed, Rights Ready, Royalty Free, and in Micro Stock.
6. There are new agencies still popping up all the time.
7. Crowd sourcing agencies are still being created.
8. Consolidation is still happening.
9. I have images selling great in both Royalty Free and in Rights Managed…the image seems to play a bigger role than the business model.
10. Virtually all the stock photographers I know are cutting back on production.
Those are the facts as best as I can determine them. So what do I make of this?
I think in the short-term things are going to be very difficult for those of us who depend on
stock photography for our income. All of us stock shooters are experiencing declining
revenue, or at least declining RPI (return per image). At first it seemed that everyone’s
reaction was to increase production… which of course has put more downward pressure on
stock image prices.
Now I am seeing photographers left and right pull back on their productions, cut back on
staff and overhead, experiment with Micro, and focus more on Rights Managed. I believe
that with the economy the way it is, and with the already massive glut of images in the
market place, in the short term this stock photo career is going to be a little painful!
My short-term strategy is…surprise…to produce more images. I have stopped doing large
shoots of lifestyle imagery and am focusing on highly conceptual high-end images that
generally require a lot of post to produce. In short, I am trying to make more images that
are competing with fewer images and that are clearly needed in the market place. I still
suspect that in the very short term my income will go down. Oh well….
I am, however, very excited about the middle to long term future of stock…but it will be a
different kind of stock world. I see my market as including the current clients I have for
stock…but also including the massively larger market of non-professional image buyers.
What do I mean by non-professional image buyers? I mean the woman who needs an
image for her business card as a part time massage therapist…or the executive who needs
photos to spice up his Power Point presentation…or even the occasional person looking for
a print for their living room. All the people who need photos…who now can find and
purchase, or pirate them, on the Internet. The people who have never heard of stock
photography agencies. . but need and/or want photos. These people comprise an awesomely huge market that the vast majority of us professional photographers are not tapping into.
I believe there is also another possible market developing…one that has been around for a while, but is going to increasingly develop. That market is the traditional stock client who has decided to look beyond stock agencies for images. As more and more photographers put their images up online…as more and more amateurs put THEIR images on line…the possibility of finding “cool” images increases…and thus more and more designers and art directors will turn to Google to fill their needs or find that special image. Someday there will be an efficient vehicle to match photos with prospective buyers but in the meantime they aren’t waiting. This morning I had an Italian magazine contact me via my website to use an image of mine for their cover. They found me by Googling…and the image they asked for is with Corbis…which I directed them to.
Which brings me to my strategy. My strategy is a very simple one. Get my images in front of prospective buyers…all of them. I am in the process of optimizing my site and putting all of my images up on line. I don’t want to deal with clients and billing and all that…but I am putting images up with clear guidelines about where to license them for stock, where to buy products with my images imprinted on them…and where to buy prints. I have also begun to create more images that are aimed at those non-traditional markets. For example, I just completed Ganesha…the Hindu deity of Prosperity. While I know the image well do well as stock…I suspect it might do far better outside of a stock agency. Either I will submit “Ganesha” to an agency and reserve “Paper product rights”…the rights to market it as a product…or I will simply not give it to an agency. I believe that the income from the image as a product could far exceed the revenue from licensing it for advertising and corporate uses.
Tune in six months to a year from now and I will let you know how this process is going!
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