My New Year’s Letter to the Industry
Dear Photography Industry,
I’m sorry I didn’t make you a Christmas / New Year card this year. Instead I wanted to write you a letter. A letter to my peers, my suppliers, my clients and everyone who’s in love with photography. This is going to be my fifth year in business, so by now you should know that you shouldn’t expect a scientific study nor a bunch of numbers and graphs from me. This is just MY letter with MY opinions, MY thoughts and MY views on a couple of things. I could add “in my humble opinion” to just about any sentence in this letter. I’m not asking you to take this letter too seriously. I’m not asking you to agree with me. I’m just asking you to stop and think for a couple of minutes.
Respect to Resurrect
It’s probably not common to give a letter a title, but I’m doing it anyway. This letter is called “Respect to Resurrect”. I know photographers who talk lyrically about the good old days when being a professional photographer was easy. But personally I have only known a highly competitive business that continuously changes and shifts in a fierce battle to survive. I don’t expect 2010 to be any different but why don’t we all approach it on the positive side and try to start the resurrection of our industry. The keyword to make that happen is RESPECT.
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Dear photographers, respect other creatives!
Thanks to the internet and technology we aren’t just photographers anymore, we are also copywriters, retouchers, designers, marketeers, publishers, … We’ve even become film makers. I am the first to embrace all this. This is what I’ve been dreaming of since I was at film school. I’ve always felt that I was born way too late for my taste of music and way too early for the technologic possibilities I need to express myself. But let’s not forget that we all have our limitations, lots of those in my case.
Starting out my career as a screenwriter / director for television, video is a medium I’m familiar with. I’ve seen how small, cheap DV-camera’s and powerful home computers made it possible to shoot and edit video way faster and cheaper than ever before. And now I’m seeing how technology finally makes it possible to ad stunning movie-like visuals to the mix. The technology to make a blockbuster movie is within reach to all of us.
But having a 5D mkII and a laptop with Final Cut Pro doesn’t make you a film maker. Sure there are similarities but moving images differ from still images. Writing a script not only requires some talent but it’s also a craft that requires knowledge and experience. Learning Final Cut Pro is only a very small part of learning how to edit. Recording good sound is more than just plugging in a microphone. Directing is not just about yelling “cut!” Can you be good in all those things? Some probably can but can you do it all at the same time?
Don’t get me wrong, if you’re interested in video (or writing, designing, …) by all means go for it! But don’t think you can learn it by just reading a book on the subject.
We rant about uncle Bobs stealing wedding clients and corporations producing their own annual report pictures and rightfully so. But then please don’t start stealing away specialist work from videographers, writers and other creatives.
“Convergence” is here to stay. Different media are overlapping and I’m very happy with it, but that doesn’t mean we can be specialists in everything.
—–
Dear manufacturers, respect those who buy your stuff!
Too many manufacturers still lock themselves up in their ivory towers and by doing so are loosing the edge to those who leave those towers and turn them into a cosy bar where they can meet for a beer with their clients.
The bigger the company the harder it seems to be to get out of those towers. The giants like Canon and Nikon sometimes seem to reinforce the walls rather than making doors in them. Local branches of these companies are doing their best. I had great experiences with Canon Belgium and Europe and I know some people who had similar experiences with that other brand. But I also felt the frustration of local people when it comes to the rigidness of the worldwide headquarters. I just don’t understand why a company like Canon wants to take Vincent Laforet’s movies offline while they are probably the best commercials ever made for the 5D mkII and 1D mkIV. Is it just to show who’s the boss? I don’t know but it doesn’t seem like a smart choice. So big guys in Japan, listen to your local people!
I consider myself lucky to be able to work with some people and companies with a vision and I hope they can be an example to others.
Dear manufacturers, we photographers want to help you improve your products. We even want to help you make more money. But in return we want you to make the stuff we need and give us support to get the most out of it.
—–
Dear photographers, respect your clients!
One of the most horrible experiences I had last year was attending a meeting of a trade association where several experienced social photographers talked about their sales strategies. Like I said before, there’s nothing wrong with making money but hearing some of those speakers talk about how they abuse the trust of their clients to make money, made me cringe.
We all know someone who can sell sand in the Sahara but I don’t know a single person who’s able to sell it twice to the same client. And even if you would be able to shake money out of an ignorant client several times, what does that say about you? During that trade association meeting I felt disgusted when I saw those assholes being proud about how they do business. If photographers don’t have a very good reputation it’s because these people are ruining it for the majority of photographers who want to make money in an ethical way.
I know that my chaotic mind sometimes gets in the way of giving clients the service they deserve but the day I deliberately give them inferior products and service because “they don’t notice it anyway”, please punch me in the face, really hard!
—–
Dear clients, respect the photographers!
Stop seeing a picture as a bunch of pixels on a disk or as a group of ink droplets on a piece of paper. A picture = vision + experience + knowledge + creativity + equipment + talent. That is what you pay us for.
We don’t mind working lots of hours a week, because we love what we do. But please understand that working 60 hours doesn’t equal 60 times our hourly fee. Most of our time goes to administration, marketing, meeting you and other unpaid tasks.
Also please stop thinking that what you pay us equals what we put in our pockets. We have to invest huge amounts of money in up-to-date equipment and backup equipment to make sure we can make pictures for you. We also need a car to get to you, we need a studio to welcome you, we need electricity, water, gas, …. We hope you are able to set some money aside to enjoy life after you stopped working and have insurances and health care in case something goes wrong. We are sure you understand that we want to provide ourselves and our families the same security. And then there’s the huge amount of money most of us invest in our society by paying our taxes.
—–
Dear magazines and newspapers, respect quality!
I know, the last few years have been really hard on you and budgets are down. But don’t settle for a slow death. There will always be a market for quality. To reach that market you’ll need the courage to stand out and embrace new technology. Hang in there, e-readers are on their way and people are starting to spend money on quality online content.
—–
Dear amateurs, respect the professionals!
The words “amateur” or “professional” don’t say anything about the quality of the work. In fact I know lots of amateurs who make amazing pictures. The distinction is about making money with photography or not. And an amateur simply isn’t allowed to make money with his pictures, it’s as simple as that.
You don’t want to lose your job because there are too many people who want to do your work for peanuts. So please don’t make professional photographers lose their job.
If you want money to buy new gear you have two options: make more money or spend less. If you’re good, you can make money with photography but then you’ll have to become a professional photographer and cope with all the costs that come with such a decision.
But above all, enjoy photography for the art of photography!
—–
Dear professionals, respect the amateurs!
Even someone who has been a successfully professional photographer for 40 years can still learn from an amateur who just bought a camera. A fresh look at things can’t be bought by money. Experience and skill even get in the way of that.
Each professional should be an amateur from time to time. When is the last time you photographed just for fun? When is the last time you’ve enjoyed the freedom and creativity that comes with working without deadlines, limitations and expectations?
Team up with some amateurs and trade your knowledge for their fresh views, the fun and the freedom of doing something for yourself.
—–
Dear wannabe professional photographers, respect the professionals!
So you want to be a professional photographer? Then you’ve just signed up for a bumpy ride with lots of hard work but if you have the passion, it’s worth it. As a wannabe pro, you should respect what you want to become. Undercutting rates, dirty tricks and that’ll-do-work are not the right strategies to make it into the business.
Many professionals are willing to help you out but only if you don’t let them down. Assisting is hard work but the harder you work, the more you will learn. Be reliable, don’t cut corners and exceed the expectations.
Open up and you’ll discover that a competitor isn’t necessary an enemy.
—–
Dear professional, respect the wannabe professionals!
Did you suddenly wake up as a professional photographer? I know, I didn’t. First I was an amateur, than I became a wannabe professional. A wannabe professional who thought that undercutting rates, dirty tricks and that’ll-do-work were valid business strategies. I still make mistakes that harm the industry but I’m lucky that a couple of more experienced professionals are always there to help and educate me about the business side of photography.
So have patience with the mistakes the new generation makes. That doesn’t mean you’ll have to tolerate it. Talk to them, make them understand the cost of doing business.
I strongly believe that the cake is big enough for all good photographers to have a piece of it. If you let the newcomers to the business have your piece, it’s not their fault, it’s yours. You are more experienced then the new people and have a larger client base, so if you keep working hard you will hold the edge. Make sure you stay on top of your game and you’ll be having plenty of cake for many years to come.
—–
Dear photographer’s associations, respect the current reality!
As much as I would like to see the return of the good old days where things apparently evolved in a much slower pace and being a professional photographer was a good steady job, things have changed. Many photographers associations are doing great work and are riding on the right waves but I’ve also had some experiences with organizations who seem to be missing the boat. You should focus all your energy and resources on helping your members survive and thrive in today’s and tomorrow’s industry.
As the world changes, our profession too will change. Look at the world from the perspective of your members but don’t forget to also put yourself in the shoes of their clients. Don’t waste your energy on desperately trying to hold on to the past. Fight for what’s worth fighting for.
—–
Dear photographers, respect the art and the craft!
The hardware and software industry keep throwing innovations at us. Photographers from all over the world show us innovative techniques and inspirational images. That shouldn’t scare or discourage us. All these new opportunities should make us happy like a kid in a toy store.
You should stand up for your vision, for what makes you unique. But you also have to open up for the vision of others. If you need to buy an extra ticket for your ego when you take the bus, ditch the ego. I’d rather have a stunning, inspirational fellow photographer sitting next to me on the magical bus ride of photography.
—–
Dear All,
If you managed to read this letter all the way to end, you deserve my eternal respect.
Have a fantastic 2010!
wow, that IS a long post, but a good one Bert!
Very well worded Bert. Perfectly expressed the hopes and wishes of me, for one. I think of many of our peers too.
We don’t need much in this world, Respect is one of them.
Excellent words and I hope all take heed.
With Respect.
Rob.
Great insight from different angles.
Good stuff.
I like the respect thing, i like the evolve thing.
I read it all, i’m a hero!
Hi Bert,
The best of wishes and respect for 2010. It was a long post but interesting and I even did finish it
.
Regards,
Edwin
Happy New year Bert! You gained my admiration a couple of years ago, and my respect shortly thereafter. You haven’t let me down. Great letter, great wisdom. Thank you.
Wow, what a post to start 2010! These can be considered like the 11 commandments of photography
I especially love these sentences:
“I was born way too late for my taste of music and way too early for the technologic possibilities I need to express myself.”
and
“A picture = vision + experience + knowledge + creativity + equipment + talent.’
Way to go Bert!
Nice post Bert… as always you’re one of the few who is able to express a clear, realistic view on the photography business without falling back on ranting everybody who doens’t think the same way you do!
small remark: in the amateur paragraph, “losing” only has one ‘o’, unless something is loose…
happy 2010 for you and your family!
Awesome post Bert!
Happy New Year to you and all your loved ones!
Peace.
Thanks for posting. Happy New Year and my respect to you, Bert!
[...] scrisoare inspiraţională pentru toţi cei implicaţi, într-o formă sau alta, în fotografie, semnată [...]
Very nice post. You hit the nail in the proverbial head. The world would be a better place if everyone took your advice. But then we would also have to stop fighting wars. But then we can still strive for it and hope for the best.
Bert,
Happy New Year! Long time no chat
time passed really fast, from the day I tweet and ask you about the 70-200mm L F/4 its been a year I having it in my dry cabinet!
I like this post a lot! I always believe a successful business come with determination to do the best of work with the right ethic! Not just in photography but also in any other business.
I respect you for this!
Happy New year to you and your family
XOXO
Great words of wisdom, Bert! Those that apply to my circumstances I will take to heart.
Happy New Year!
Much RESPECT Bert. Great post.
Bert, I don’t have anything to add to the content of your letter. It’s very accurate and I recognize many of your remarks. Although you call for action now, I do believe that a letter like this could (or should) have also been written the previous years. And the content will problably still be valid at the beginning of 2011. In my opinion, it’s a process that goes on and never stops.
These wise and true words. I think I’ll be returning to read them from time to time! As the other said – Respect Bert! Best wishes from Poland. Have a great, creative and prosperous year!
Amen!
Happy new year, Bert!
Great letter.
Lets keep learning from photographer and people like you.
Thanks for all your sharing; and have a great 2010.
Luis LS
wow…! Unexpected but so true
Great article. Thanks for taking the time to write this. It will make me a better photographer/businessperson/human.
Thanks for your thoughts and concerns Bert. I agree with you completely and look forward to a challenging but rewarding 2010. If we work hard and support each other as photographers we will see change for the good in the industry.
Eddie C.
Respect Bert!
You’ve managed to put your ideas, which align very nice with mine, perfectly into words!
I hope the whole world reads your post, and acts on it!
Hi Bert,
first I’ll wish you a happy new year.
Until now it’s the first time I post a comment here, but I’m reading your blog for the last 1 1/2 years.
It’s a very long, but interessting Post and I would write some of my thoughts. For me, photography is only a hobby, but I think I’am not an amateur and not a wannabe-professional. I disagree with your view of a professional, let me explain:
Some weeks ago someone asked me “is photography your business, are you a professional?”. I thought a lot about that question. I would define me as a professional. For me, a pro is someone, who know how to use his equipment, to set the right parameters on the camera, to know how to edit a picture in postproduction etc. I think a pro should’t do photography as his business, but one who do photography as his business, is mostly a pro (or one of these which you call “wannabe-pro”:-).
In the End I would thank you for all your sharing, I’ve learned a lot from this blog and from the other one, squeezethelime.com!
Best regards,
Mathias from Germany
Well said, it’s a complex world we live in, and respect can make things a lot easier.
Love your work by the way.
Greetings from Chile
Bert – First of all, happy new year to your and yours. Second of all, excellent post. This was an excellent read and something I’ve bookmarked for future reading. From the this amateur who sometimes thinks he’s a wannabe pro, thanks for pouring yourself into this post, it’s informative and inspirational.
aparmley – IL, USA
nicely put, especially the bit about 60hrs a week vs our rates.
Catch you later
CW
Awesome post Bert! And a Happy New Year to you and your family too!
Thx all for your comments, I really appreciate them and it’s good to read that so many people have respect for the industry.
Well written! Great post!
A nice start of 2010
Good words Bert.
Great post. Respect the view of others should clearly be a main concern in our world, and photography is not an exception.
I do disagree on the fact that amateur giving pictures for free harm the industry (may be because I’m a software guy, who saw free software completely transform the industry to make it a lot better one for all stakeholders) but that’s more of a detail and doesn’t change anything to the core of the principle : always look at the way others sees the issue at hand, and respect their view on that.
Way to go !
Respect for Bert writing this letter! I hope it is a marker for a paradigm shift. I support the entire letter. Can we not use it as a manifest for the Respectful Photographers Federation?
I’m sure I will read this post again several times this year to stay on track. Thanks Bert!
Bravo!!!! Thank you. Happy New Year 2010 to you too!
I guess I am one of those wannabe pro’s :p
Pretty nice blog post, thank you !
Thank you Bert for writing this letter, it is very educational for amateurs like me, a definite eye opener.
Hi Bert–
Great post.
I’d like to add “Photographers respect your subjects.” I’m thinking mostly about the people in front of our cameras, but it probably is applicable to any subject in some way.
WOW Bert RESPECT!!!
) SUCCES mate!!
You just left me speechless!! What an inspirational and true letter……… Really gives me food for thought!! Really hope that the people you talk about get “it” and really do something about “it”…
I am so glad to know you and be inspired by the things you do for photography!
I wish you, your family, and all the people you care for, all the best for 2010 (and all the years to come afterwards
Ioannis Tsouloulis.
Hi Bert,
Loved your letter. I was wondering if I could have permission to quote ‘A picture = vision + experience + knowledge + creativity + equipment + talent”. I just started working for a local photographer and I am going to be writing a blog for him. I think this is an amazing equation. I will give appropriate credit after the quote.
Thanks for your consideration
Bonnie Tallaksen
[...] [...]
Wow… great stuff. Reminds me of Jerry McGuire. Way to lay it all out there!
> You don’t want to lose your job because there are too many people who want to do your work for
> peanuts. So please don’t make professional photographers lose their job.
I agree. Except that in the real world many people *are* loosing their jobs and having their salaries cut by the outsourcing of their jobs to countries where others will work cheaper. And though their work is often not as good, the client — the employer in this case — is happy with the end result.
So it’s up to the professional photographers to develop the business skills to demonstrate to their clients that Uncle Bob or some fresh-faced wannabe doesn’t have the ability to deliver what they want.
Is that so hard to do that pros must rely on the charity of amateurs and wannabe-pros to not steal their clients?
wijze woorden Bert!
Thx all for your input
This is so true and so full of heart! Inspiering and envisioning…
Made me feel like I Made some good decitions for my 2010!
Thanks Bert!
Ps I might have some 120 rolls lying around…
Ds
@Martin: thx and go shoot that film!
Great Blog and great letter here, !! Thanx for putting such wisdom online !
Great post Bert, to be honest and as a wannabe professional, I’d really like more posts like this from pros. Even this post has given me a huge insight in the way pros (should?) think and motivated me even more if that’s possible to carry out my own dream of becoming a pro. For example, I’ve struggled hard to find a price level for my work and in the end I just decided to go for something that may not be the cheapest, but also not the most expensive. The middle of the road so to speak. But in my queeste to find reference pricing material from other photographers (to make sure I wasn’t under- or overpricing, not to steal their business!!) I never found anything that helped me. I’ve seen bad photographers overpricing and great ones underpricing. I was lost.
Now, your post of doesn’t help me directly but in a different way: it gave me insight in your thought process. And that made a lot of things clear for me.
Thanks!!