Recently there has been a spate of very sad, and ultimately defeatist articles decrying the “death of photography”. We have no shortage of examples. Seriously. In all their pain and detailed examples of how the art and business of photography have been “ruined” (their words), I can find little to no examples of the basic, most important reason that photographers are falling behind. And that is; Photographers are wildly devotedly, happily, and ecstatically in LOVE with the processes of photography. Like any devoted partner, they see the relationship as sacrosanct, and the most important in their lives. And they are totally, 100% wrong to be so.
Photography is a process, plain and simple. Romanticizing it makes it more difficult to change, to adapt to new rules, and to find solutions that are not instantly visible.
While they are deeply committed to and in love with the process of photography, their clients are simply… not. We call that a disconnect. And a shame. Let me give some examples.
Solution?
Solution?
All around us. Photographers creating images that brands love. Photographers embracing new ways of communication (think Vine, Instagram, Snapchat) are finding clients that are interested because their customers are interested. And their customers are even less interested in the romance of photography than your clients are. They. Don’t. Care. Sadly, for photographers they never will. So stop being in love with the process. Stop romanticizing “photography” and be more interested in the needs of the clients, and how they use the images they are commissioning. Stop being fearful of the changes going on all around us in the world of image creation, and embrace the awesome opportunities for image development and client engagement. This may be the most confusing time ever to be a photographer, but it may also be the time of most opportunity. ADDENDUM: To anyone who thinks I may be saying we shouldn’t care about photography, I want you to know that is absolutely NOT what I am saying. Of course we must care about what it is we do… but we must be careful not to romanticize it beyond its own capabilities. Photography is technology. Technology changes, adapts, and emerges as something different at almost a maddening pace. It also destroys as it changes. Not malevolently, but simply as its nature is to constantly be evolving. I would love to see your comments on this. I am putting this article on Lighting Essentials so you can use the comments area there if you wish.
