Competition in commercial photography
Since the studio opened a new programme, "commercial photography", we have been getting many questions about whether this profession has a future, now that everyone is a photographer + artificial intelligence.
IS THERE A LOT OF COMPETITION IN COMMERCIAL PHOTOGRAPHY?
IN SHORT
- We often live in the bubble of our own interests. Photographers notice photographers, musicians notice musicians, drivers notice drivers, accountants notice accountants... Everyone thinks that every other person does the same as they do.
- Do not be afraid of the large number of photographers. New photographers appear as quickly as they disappear. We see new faces appear but do not see them disappear. That is why it seems that every name we have ever seen is still in the field.
- Most of the photographers you see are “one-day wonders”. As a rule, they last six months to a year on quick enthusiasm that ends with the first failures.
IN MORE DETAIL
- Many will never manage to make a clear offer of their services, dare to offer them, meet their obligations to clients at the proper level, earn recommendations, go beyond “photos of my friends”, “200 photos in 30 minutes” at the lowest price, free barter shoots and so on.
- Some quickly lose interest in photography, even if everything works out for them.
- And some call themselves photographers only for the nice and fashionable title, but are terrified that a client might really come to them and they would have to take responsibility for the result. So they only call themselves photographers but do not actually do commercial photography.
- The biggest competition is among “standard” and “sterile” photographers. In this niche, beginners and conveyor-belt photographers, selfies, friends’ phones, studios without a photographer all compete – and we must not forget artificial intelligence, which is already changing the market for “sterile”, over-retouched photography a great deal.
As a result, you will not find many photographers who have been working actively for at least 5 years. This is not because there is no money in commercial photography, but because commercial photography has its own particular ways of working.
Who wins the competition?
- Those who make the audience understand that they have come to the field for the long term. It matters to the audience whether you will still be in the field in a month, whether you will deliver the order on time or disappear as suddenly as you appeared, whether they can count on long-term cooperation, whether they can trust you with an important shoot and whether it makes sense to tell anyone about you. Since most do not meet these criteria, it is logical that people do not want to deal with untested photographers. Just as with untested hairdressers, untested dentists, untested tutors and coaches. In photography, clients watch photographers for a long time, follow them, try them on, ask friends for recommendations, prepare themselves mentally... Having photos taken is not like popping into the nearest café. It is more like choosing a restaurant. People trust those who have passed the test of time, difficulties, crises...
- And of course, you need to understand something more about photography than artificial intelligence, the client and their friends with phones.
What do those who want photography to be their regular work need to do?
- Choose photography not because the profession is fashionable and not for easy money. You should go into photography only out of a great wish to do photography.
- Find living examples of photographers who work successfully and support themselves. So that you believe it is possible.
- Do not expect quick and easy results. Get ready for smooth and gradual growth “for better or for worse”.
- Do not compete with artificial intelligence for “ordinary retouched sterile” photos. You need to grow not only in technique, composition and retouching, but also in the subjects, ideas and concepts of your photographs.
COURSE — Commercial photography