What is Your Value as a Professional Photographer?

Let’s face it, these days, professional photographers Bouncer at Pure Night Club, Las Vegas, NVaren’t only competing with other pros – they are competing with anyone and everyone with an iPhone. Before you get upset and kill the messenger – ask yourself “What is my value proposition?” What do you offer that your competition doesn’t’?

I started making a list of things that professional photographers could offer to boost their value to potential clients:

  • Skills – Do you have any unique skills that can set you apart from your competition? If you define yourself by a specialized piece of gear that’s new – keep in mind, you may have just 5 years or less before ‘everyone” has it.
  • Vision – Make sure your “vision” comes from you and isn’t just a copy of what’s “hot” or trendy at the moment.
  • Access – Do you have access that others don’t? I realized when I was shooting for National Geographic that I was given access to a lot of photo opportunities that others didn’t have. Sometimes these opportunities yield photo opps that are off limits to others and make some stand out portfolio samples.
  • Rapport – If you are working in video and part of your job is doing interviews, then having a good rapport with your subjects will give you results that only you will get. Good interviews are dependent on social chemistry.
  • Your audience or following – These days, even getting a commissioned assignment may be dependent on your own social media following. Advertisers want to capitalize on that if it’s the same target audience they are trying to reach.
  • Project management skills – Getting the shot is only one skill set that photographers need to compete. Clients expect you to manage the project from soup to nuts and deliver the goods. That could mean wrangling large crews, getting access or simply making sure that everything that needs to get done to complete a project – is done.
  • Sensitivity – Be sensitive not only to your clients’ needs and problems but to whomever you are working with. I know a very good photographer who began burning most of his bridges with his clients. He was more interested in getting his point across and making demands than he was listening to the needs of his clients.
  • Likeability – Similar to above. There are just too many photographers out there to choose from that if you aren’t likable – well – you may want to look for work that doesn’t require any social skills.

If all this sounds simple –  it is. It’s applying it that’s the tough part. But if you do, you will set yourself apart from your competition.

Thinking of moving into motion?  Check out The Craft and Commerce of Video and Motion

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Timing is Everything

NPPA_MultimediaImmersionWorkshop
© 2014 J.C. Carey

Have you ever looked back at your life and wondered “How would things have turned out differently if…..I hadn’t have moved to a new part of the country when I was 13 years old or if I had stayed at Syracuse University instead of leaving school after completing my sophomore year and traveling around the world?  Or if I had taken the job at Boeing after graduating from Brooks Institute…..or  if I hadn’t seen that article in Time Magazine about “Indie” media ventures, referencing the 1st Digital Video Symposium that was going to take place at the American Film Institute?” Every one of those events at pivotal points in my life, carved out my next “chapter “ – determining who I was going to be and where I was headed. Some of my life’s twists and turns, I had no control over – like moving from Rochester, NY to the greater NYC Metro area when I was barely a teenager. But there have been a lot more pages turned in my life since then, and along with that a whole lot of decisions to be made along the way. The best decisions I’ve made in my life happened when I was open minded to possibilities and I listened to my gut. Last week I coached at the NPPA’s Multimedia Immersion Workshop.  It was a perfect example of peers helping peers and a wonderful collaboration between NPPA and ASMP, my trade association that I’m about to be President of next month.  Even though these workshops are exhausting in every way, I get as much as I give on so many levels. Ultimately the workshop is about learning good solid video journalism storytelling, but the technical learning curve can be daunting to many coming from a still photographer background.  Many of the students were totally green when it came to audio, movement, sequencing or the post-production editing process.  Some became so overwhelmed by the gear that they lost focus of the most important part of the workshop – “the story”. It’s easy to lose sight of the “story”. At the workshop, Bruce Strong from Newhouse School of Journalism gave a talk about “Storytelling Basics”.  He said something that really resonated with me “Ask the why behind the why.  Look for the emotional core of the story”. I realized that I needed a reminder at this particular time in my life, as to what was the essence of a good story. I’m currently working on a documentary film about a family that has a deep and rich history. To be honest, I had been floundering on the story aspects of the film as I had begun to get lost in the details and facts. I had an epiphany as I listened to Bruce and realized that my job wasn’t to document the timeline of this family, that had already been done in written form – my job was to “tell a story”. That epiphany may sound obvious and simple, but sometimes I get blindsided by the daily consumption of life, and the “obvious” gets overlooked.  But if I put myself in a different place, in body and mind, at a time in my life when I am open and receptive, the “right” path does become obvious.  That path was there the entire time, but perhaps it wasn’t the right time for me. As Orson Welles once said “If you want a happy ending, than it depends on where you stop the story”.

Business Tips for Photographers in a Multi-Media World

In the blogging world of photography and motion, there is a lot written about gear and how to use it, red camerabut precious little written about “the business”.  Chances are, if you are photographer who has been in business for more than 10 years, then you know that technology has not only changed our tools, it has changed the way we do business.

For starters, we are doing business in a global economy, and with that comes pluses and minuses. One big plus is that we are able to reach a much wider audience, than ever before. That is, if you have an understanding of how to do that and take advantage of the opportunities that are out there.  The minus or downside is, if we don’t adapt our dated business models, in a business that has seen monumental changes, we will not be able to compete.

Commercial photographers are in the visual communications business.  We create imagery that delivers a message or tells a story for a variety of “markets” including; advertising, corporate, architectural and editorial.  Each market has a need for visual content and these days that encompasses both still photography and video.  In the last couple of years, the lines dividing these two mediums have faded away, at least in terms of how content is consumed in our culture.

Here are a couple of tips to help photographers prosper in our “multi-media” world:

  • Decide what your company will offer.  Will you only provide still imagery?  Or will you expand your business and offer both still photography and video? Are you quick to answer: “I don’t want anything to do with video” ? The problem with that answer is that most of your clients will probably have a need for video.  Are you going to send them away to your competition?  Or will you keep your clients “in house” and take care of their video needs and hire or outsource your competition? That’s a different way of thinking and has the potential to broaden your revenue stream.
  • Decide what role you will play if your company does offer video?  Will you be the director and work with a camera operator?  Or will you assume the role of a DP (Director of Photography) and direct as well as operate the camera?
  • What will you outsource and what will you keep in house?  Maybe you want to expand your business by offering both still photography and motion, but you’d prefer to just shoot the still photography and outsource the video.  In that case, you could assume the role of producer and oversee or outsource the video production.
  • Reassess your insurance.  Video productions have a lot more variables. They also usually have larger crews.  More than likely, you will need to upgrade your current insurance policy to accommodate and cover that.
  • Change your paperwork.  Make sure that you go through your talent and property releases and modify the language for multi-media.  Change any boilerplate contract language to include video (motion).
  • Licensing.  Regardless, if you decide not to expand into video production, you will have to contend with the fact that your still images won’t always be used in a stand-alone fashion.  Many still images will be commissioned and/or licensed as part of multi-media projects and that has a dramatic effect on licensing. And if you do decide to expand into video production, in your role as a producer, you will be licensing other people’s work.
  • Understand new business models.  Let’s face it, things have changed in the business of photography.  Photography has become ubiquitous and the competition is fierce.  You are not only competing with professional photographers – you’re competing with semi-pros, amateurs AND video production companies.  One thing is certain, it’s never been more important to have an understanding of multiple mediums and to be unique and stand out amongst the noise. There are no templates you should follow.  You have to be authentic and true to yourself.

Check out more tips and information in my ePub, The Craft and Commerce of Video and Motion.

10 Tips For Getting GOOD Audio When Using a DSLR

If you’re like most of the professional still photographers I know, you have either expanded your business and offer videomicrophones (in addition to your still photography) to your clients, or have plans to.  If you do have future plans to offer video to your clients, then you are either learning the particulars of that skill set, or you are collaborating with others who are in the know, or both.

Perhaps, one of the most daunting components of video, for still photographers is audio. Capturing audio is totally foreign to a still photographer, yet it is the most important component of all, in video production.

Here are a few tips for getting good audio:

  • You’ll never get good audio using the camera’s built in microphone, – at least not for interviews. Don’t turn the camera’s audio off however.  You can use it later for reference audio when syncing sound later in post-production.
  • Use external microphones for capturing audio interviews.  Ideally, you should record your interview audio using a digital recorder like the Samson Zoom H6 or the Tascam DR-60D with XLR connections.  I usually place a “lav” microphone on my subjects. I will also use a shotgun microphone, mounted (with shock mount) on a boom pole that’s on a fixed stand.  I rely on the microphone on the fixed stand, as opposed to hiring a boom operator, especially if I don’t have the budget for a big crew. If you should decide to use an amateur or assistant as a “boom operator”, rather than hire an experienced operator who knows how to capture “consistent” audio, you’ll most likely end up with poor audio captured at inconsistent levels. The shotgun microphone should be about 12-18 inches away from your subject. You can sync the sound with the video, later in post- production, using the software Plural Eyes.
  • Don’t cross your audio cords with your electrical cords. This causes a hum that you will detect if you are wearing headphones.
  • For run and gun” situations, you can probably get away with using a microphone mounted on the camera, as long as you are close to your audio source. You can either run a microphone (with a mini plug) directly to the camera OR you can run a microphone with an XLR adaptor through a pre-amp like a JuicedLink or a Beachtek, which will yield a cleaner audio capture. This works well for capturing ambient sound for b-roll or live action, and your audio will be recorded to the same card as your video. If you do want to capture your interview audio using a microphone mounted on the camera, make sure that you get your camera in close to your subject (not more than 18 inches away), and that you us a mixer or a pre-amp.
  • Microphones – Use an omni-directional or cardiod microphone when you are in a more controlled situation and you want your sound coming from more directions – like on a sound stage.  “Lav” microphones can be used for interviews, either hard wired or with a wireless kit. Be careful when you attach it to your subject and position it to avoid any unnecessary noise coming from hair or jewelry rubbing up against it. A good camera mounted microphone is the Sennheiser MKE 400 (compact shotgun). For interviews I use my cardiod Sennheiser ME66 with K6 powering module.
  • Use a wireless system only when you NEED to. In cities like New York you can get a lot of interference on various frequencies. Always go wired when you can. A great and affordable hard-wired “lav”, is the SonyECM44B And if you find yourself needing a wireless system, spend the money to get a system that has a good range.
  • Use a good windscreen or “dead cat” when outside. Even if you’re inside, on a windy day, with windows open, you can pick up wind noise.
  • Use headphones. Don’t just look at your meters.  Your meter may indicate that you are recording sound, but it may not be good sound – it could be you are picking up interference or getting distorted and clipped audio. Wear headphones and make sure that you are getting quality sound.
  • Always consider that you will be using the audio – even for your b-roll.  You will need clean usable audio for b-roll, even if it’s only intended as ambient, background sound.
  • Pay attention to audio. Start by letting your ears do more of the work. Every room and situation has its own sound. Listen up. Be quiet and tell your crew to be quiet as well. You never know when you’ll want to use the audio – even if you think you won’t need it.

You can read more about what I brought with me in the way of gear, when I literally circled the globe, creating my first feature length film.  The film is now available on DVD.

If you’d like to know more about “moving into motion”, check out my book, The Craft and Commerce of Motion and Video.

Letting Go

This past weekend our film, Opening Our Eyes, Kathmandu, Nepalhad its premiere in New York City. We have been in dozens of film festivals and events all over the world but for whatever insignificant reasons, we had never screened in New York.  I think of NYC as my “hometown”, even though I have never lived inside “the city”. It’s where many of our friends, clients and colleagues are and it has been our “home base” for over 35 years.

Despite the fact that the temperatures were in the single digits and there had been a major snowstorm the night before, so many of our oldest and dearest friends, along with some new ones, showed up. Even Nisha, a young Nepalese girl who is in the movie – came out on that cold night. I have been in front of many audiences over the years and have enjoyed it immensely, but I can honestly say that this was the most meaningful experience I’ve ever had. To be able to share my film – a body of work that I put a lot of hard work, heart and soul into – with my peers and people I’ve known since my beginnings, was pure joy.

In a way, the night brought things full circle in regards to the film.  A lot of filmmakers “open” or premiere in their hometowns.  Once again, I did things a little backwards, by “closing” in my home turf, as this may be the film’s last festival screening. I don’t have plans to pursue more festivals – but I never know what’s lies ahead, in the way of opportunities, and am open to possibilities.  This project and this journey have rewarded me in hundreds of ways and no doubt will continue to enrich my life. The film will still be available for screenings at educational venues and community events.  It’s also available on DVD and streaming.  My daughter, Erin and I made this film to inspire and motivate others to create positive change in our world, and we hope that message continues to spread globally.

A young filmmaker I met at one of the festivals I attended told me, “a filmmaker never finishes a film – he(she) just knows when to let go.”  I am able to “let go”,  because I know that this experience has set the stage for the next events in my life.

“Everyone has Oceans to fly, if they have the Heart to do it. Is it reckless? Maybe. But what do dreams know of boundaries?”
 
– Amelia Earhart

6 Reasons Why You Shouldn’t Take a DSLR Video Workshop

So many photographers think that buying a DSLR capable of shooting video and taking a workshop on how to use it, is all they’ll need to do in order to get into the business of video production.   They couldn’t be more wrong.  It’s kind of like someone buying a really “good” camera, and thinking that’s all they need to be able to shoot a professional photography assignment.  And yet, so many of my professional photographer colleagues continue to think that it’s about the camera, instead of the skill set.

For starters, most of the professional video productions I do,I wouldn’t be able to shoot with a DSLR camera.  Don’t get me wrong, a DSLR can produce stunning video, but those cameras  fall short on certain tasks.  More importantly, they won’t necessarily meet the expectations that many high-end advertising art directors require. red cameraYou’ll look like a fool if you show up with your DSLR kit when they expected a lot more in the way of gear.

I get quite annoyed when I see the proliferation of DSLR video and filmmaking workshops that mislead photographers that this “tool” or camera will be sufficient for any and all video assignments – because it won’t.  It may be fine for a wedding shoot and I even made a feature length film with a DSLR, but for a lot of corporate jobs I shoot – it just doesn’t cut it.

My advice to photographers who want to learn video:

  • Learn how to think and shoot video.  It’s not just about the camera. When I shoot motion, I’m thinking and shooting much differently than I do for stills.
  • Pick the right camera for the job.  That means you’ll have to know how to use a traditional video camera or a more sophisticated camera like a RED or hire someone who does.
  • If you contain your video experience and knowledge to the DSLR, realize that your competition will be fierce.  The buy in price is low – so you won’t be the only one who thinks they can buy a relatively inexpensive camera and go after video jobs.
  • Stay away from DSLR workshops.  They are way too limited and limiting.  Plus, they are based on technology that changes way too fast.  It may be tempting – but you’ll place yourself in the lower end crowd and will most likely be competing on price.  How low are you prepared to go – or can you go and stay in business.
  • Learn video and/or filmmaking the right way.  Don’t make it dependent on a particular camera.  Learn the cinematic language and how to translate the message in a motion medium.
  • The business of video is much different than that of still photography.  If the workshop you are thinking about taking doesn’t address sound business practices – move on. You can lose your shirt on a video production if you don’t know how to price and/or structure your shoots.

Think about it.  If you were just starting out and learning photography – would you take a workshop that was about a particular camera?  Obviously not, so why would you approach learning video that way?

For more information about video production check out Gail’s guide  The Craft and Commerce of Video and Motion

5 Tips for Filmmakers (and other artists) for Building an Audience

The good news for Indie filmmakers, musicians, photographers and new media artists is that technology enables us to take control and distribute our own work to the masses or a more targeted niche audience.  The bad news is that even though we are able to reach a global audience without giving the lion’s share of our profits to an agent or distributor – it’s a lot of hard work.

When I completed final production on my first feature documentary, Opening Our Eyes, I knew I was hardly finished with this film, not if I wanted people to see it. theater interioeIMG_0150Since most filmmakers make their movies to be seen, they need to decide how they want their movies distributed and marketed.  As a filmmaker, do you want to delegate this task to a distribution company or do it yourself?  Will you be one of the lucky 1% of filmmakers who get their films picked up for distribution?  If not, do you have a plan on how to do that?

1. Identify and build audience – Regardless if you decide to sign with a distributor or distribute your work yourself, the most important part of marketing and distributing a film is to identify and build your audience – and you should start building your audience before the film is finished.  As soon as I made a commitment to make a film, I started blogging about it.  I created a blog specifically about the film where my daughter and I talked about preparing for and taking a 99-day journey around the world. I also wrote about the making of the film on this blog where I talked about gearing up for it as well as the post-production process.  I didn’t realize it at the time, but I was building our niche audience.

2. Have a social media plan:

  • Decide on platforms – Twitter, Facebook, Tumblr, Google+, YouTube, Vimeo
  • Carve out the time to engage
  • Decide where the content will come from – behind the scenes photos or footage, blogs, podcasts?
  • Who and where is your audience? Find other Facebook groups or pages and followers who are interested in the same topic as yours.  Collaborate. Build your Twitter followers same way.

3. Finding true fans – Since most filmmakers will most likely NOT have a mega hit with huge profits, the best thing a filmmaker can do is build their “true fan” base.  First you should ask yourself how many “true fans” would you need to sustain yourself as a filmmaker? And by true fan, I mean people who are willing to buy whatever you are selling, be it a book, a DVD, a music download or a t-shirt.  The key to growing your core “true fans” is to engage them by sharing interesting content as opposed to just selling something.

4. Be consistent and stick with it – Like anything else, building an audience takes time.  Be prepared to constantly interact and engage your audience by sharing relevant and interesting content with them.  You’re building a tribe or a community.

5. Find likely partners – Making films is a collaborative effort.  Similarly, for filmmakers to be successful in marketing their films they need to find their core niche.  One great way to find your niche audience is to identify like minded groups and share links.  The non-profit my daughter works for partnered with us and we frequently share each other’s news with our followers.