Download My January 2012 PDF Newsletter Today!

Download my January 2012 pdf newsletter! It's full of articles and images about the past year and thoughts about the coming year. Press the download button below for your FREE copy and enjoy!

Business Headshots vs. Business Fun Shots

Kim SaltmarshOften, when professional people come to me to have me create their portrait, they have a vision in mind of what they want me to do that can be somewhat rigid and I think, stifling to both parties. Obviously, some organizations and the roles that some people play in their professional lives dictate a certain style of portrait. That's not always true however, even though the individual may feel that it is.

I certainly do create traditional "head shots" for corporate executives and other professional people, but given the opportunity, I am more than happy to try to break the mold and create something more interesting. I blogged a while back ("Got Style") about several people who were more than willing to be interesting, and it showed in their photos.

Over the last year or so, I have been working on magazine articles with Kim Saltmarsh who, along with her writing jobs, is a morning radio voice at WCAP in Lowell, as well as a TV Pledge Anchor at WGBH-TV in Boston. So I suggested to her that, rather than do something expected, we do something more that would show her personality. I have done this with people from many professions too, not just media professionals, but I thought that exploring a dignified but fun approach would be worth doing in Kim's case. I think it works!

What's The Difference?

As a freelancer, two of my roles in this operation are marketing and sales. I hear all of the experts: branding blah blah blah differentiation blah blah blah engaging blah blah blah. Can you hear it? Obviously that's all important and unless I or someone I hire does that for me, I will be a very lonely freelancer indeed. It's a given that exposure to the right audience is essential. There is a ton of advice out there on the tubes of the internets as to how to go about making that happen.

But what makes what I do different from all of the other photographers out there who are marketing to the same people? I have actually read articles that say things like: 'you don't have to be the best photographer to be a success'. While that may seem encouraging if you, like most of us, have insecurities about your work, it's also a really convenient excuse to let up on pushing yourself to create more and better work. The race to the middle! Is that where success lies?

If 5 photographers make themselves visible to a potential client through their effective marketing and sales efforts, and they all seem to be the same in the eyes of that potential client, which one does she choose? (If no one raises their hand I will have to call on someone!)  The answer is: they choose one at random, or one who answers their email request for a bid. Clearly, there are other factors that, in the real world, come into play such as a usable web site, as opposed to one that re-sizes the browser, plays music, has slippery, ever moving and morphing navigation controls that scream: GET ME OUT OF HERE! What other factors might make a potential client choose one photographer over another, all things seeming equal? Proximity of the photographer, referrals and references, the consistent message put forth in their web presence, etc.

Have I led you up to the precipice of the obvious yet? What's the real differentiator? Remember, if no one raises their hand...  Answer: It's the work!  Photographer Nick Onken has written a good piece here that you should take a look at, BUT COME BACK! http://nickonken.com/blog/2011/01/the-quality-diversity-of-your-product.html

People have a penchant for sameness much of the time. Kids don't want to be different. It seems to be an instinct at some point in our human development. At times it does makes sense to emulate success. That's clearly valuable as a learning tool. I think where it becomes destructive is when it is a mantra, such as the misguided conventional wisdom that standardized testing of school children is going to generate a well educated population. I can tell you that if there had been a standardized test to graduate from high school when I was that age, I might still be there now trying to pass it. But say such a methodology were to be successful. What has been accomplished? Millions of identically informed people who have never been encouraged to be different, to think critically or to be creative. There's a prescription for success...

Assuming that your marketing and sales thing has been taken care of, although it is always ongoing, and the presentation of your work is of a high quality and consistent, both on-line and in person (read: have a great book*), THE most important thing is the work and how it is better, more creative and different than all of the others from whom a client might choose. It's so important to keep pushing yourself, to keep growing and stretching, both technically and artistically. And equally important is to push yourself to do personal projects as well as the work you do for business. Hopefully, you soon will be able to see the two come closer together so that the work that people hire you to do is the kind that you love to do.

*If you are not sure of what I am referring to at the asterisk, please call my friend Selina Maitreya, or read one of her books!      http://selinamaitreya.com/

I have sprinkled this post with some recent work that I like, for no other reason than to show it. Plus getting it out there will force me to go out and create more :-)  So here are even more!

The Self-Portrait (or How to Deal With a Problem Subject)

I was speaking with the amazing Anya Downing of Engage Marketing Design (http://engagemarketingdesign.com/) last week and we were looking over my website. Among other things, she wondered about my portrait on my Info page, commenting that it was not my usual style. Well, I told her, my son took it. Considering the subject with whom he had to work, it's a great photo, as are others from the shoot. But she was right, the photo is his style, and although he is not (yet) a studio shooter, he creates exceptional photos in his own style.

I began thinking about whether I wanted to address this self-portrait issue. I do tend to internalize most anything that is said to me and about me from someone whose opinion I value, so off I went.

Self-portraits, as most anyone will tell you, can be difficult. I find my self-portrait subject to be generally uncooperative, and I have some difficulty having him not "pose". I've tried different things...

Western Avenue Studios, Lowell, Massachusetts - 2007

Westford, Massachusetts - 2007

After using this shot (above) for a while, I did a semi-environmental portrait, in my living room (right). But after a while, my son informed me that this was not up to my usual standards. I am paraphrasing ;-)

Then there was the shot below that I created for a group art show in Lowell. I think I would call this a self-portraits [sic].

Western Avenue Studios, Lowell, Massachusetts - 2009

Or there is always the action shot...

Western Avenue Studios, Lowell, Massachusetts - 2010

So yesterday, I needed to do a shot of my studio for another purpose, and I decided to put myself into the scene...

Western Avenue Studios, Lowell, Massachusetts - 2010
Whatever.

Ok. So what would I do for some other middle-aged guy who wears jeans and has no delusions about looking anything like George Clooney... Simple. I'd go with dramatic lighting, black background, no props, no chair, little to no retouch.

The Creative Process - A Constant State of Agitation

If you're like me, you enjoy the times when things are happening; those times when things are getting done and when you are creating things. But if you are really like me, you also have a tendency to look ahead to the quiet times that follow the storm. A little of this is OK, but I think being creative and productive, and interesting to others requires us to be in a constant state of agitation. We need to be thinking of what to do next, how to create, how to do something better than the last thing that we did, and how to continuously reinvent ourselves. That restlessness is what drives the creative process.

It's a little like brewing beer. Huh? Well, when beer is brewed, the wort (pronounced like dirt), which is the mixture of grains, hops and water, is inactive until the yeast is "pitched" into it. Soon after this happens, the wort becomes very active and "agitated". My analogy is about to breakdown here because the Lowell City Councilor Franky Descoteauxcreative process doesn't involve turning sugar into alcohol, but never mind :-)  My point is, the introduction of that yeast causes some pretty violent agitation which, in turn, results in the creation of beer. Very productive indeed! Without the introduction of that yeast, no beer will result. In fact, the inactive wort will turn into something very nasty after a few days.

OK, so my analogy is a little out there, but I can feel the pulls in my own life that cause me to be creative and productive, or not. We all have times when we are doing things that we don't want to do and wish them to be done with. But don't wish away the good stuff. And don't avoid the chaos. Put yourself into challenging positions and places. It really took me a long time to get the confidence to ask people if they would pose for me, for no other reason than that I wanted to create a portrait of them. People almost never refuse. People are not going to come to you to create something for them until you create a body of work that demonstrates your ability to do so. You craft that by putting yourself out there, by challenging yourself, by getting restless, by thinking about the next thing to create. As tempting as it can be to be complacent and satisfied with your work to this point, don't. Pitch that yeast.

Me and My Shadow

I am constantly learning, or trying to. I don't have all of the answers. In fact, some days I could stand to buy a vowel... But sometimes I see photos that really leave me wanting less. I'm not really a fan of HDR, or that toasted look that is so readily available with Photoshop, but that isn't what I mean. I am thinking of the more basic concepts of light and shadow, and the seemingly irresistible urge to get light into all of those shadows, leaving nothing for the imagination.

Controlling the light that falls on your subject and everything else in the shot, whatever your subject might be, is fundamental to creating a good image. That goes for whatever type of light you're employing; I am referring to available light too. Creating a good photo does require controlling the light, even if the light source is the sun. If you do landscapes, then controlling the light means being where you want to be when the light is "right". Scout out your location and be there when the sun is exactly as you want it. If that means showing up at nautical twilight, then you are controlling your light by choosing when it is right. If you photograph people or objects, then trees, windows, curtains, almost anything can be used to control available light.

Boothbay at DawnSummer MorningMy point is, use the shadows too! People photographers who use strobes and hot lights sometimes have the urge to "open up the shadows". Fine. But sometimes, those shadows are what make the image interesting. Even totally black areas do that. Use them! Shadow creates depth, texture and contour for your subject. Shadows in the non-subject areas of an image cause the viewer's attention to be drawn first to the subject, and then provide some interest and maybe even mystery to the subject's surroundings.

The next two shots were available light with a fill, and available light with a gold reflector only, respectively.

JustinTosh FarrellI like to read blogs and articles in which the technical aspects of the shots are detailed, and sometimes the number and types of lights that are used are pretty surprising. I read one the other day in which a single person was under 5 lights! If I use more than two strobes for anything, it's very unusual. And usually my second strobe is for an accent, a streak of light on the background, or something shot through a "cookaloris" (something put between a light and a subject to create a pattern), such as a window, a window blind, etc.  This is a matter of personal preference though. I also tend to use my lights at the lowest power, sometimes inches from my subject. But that's the look that I am going for most of the time. Your mileage may vary...

The next three shots were done with one light. The first incorporated florescent ambient light. And "Melissa with Sweater" has no light in the front! A gridded light behind her is refecting off a gold reflector in front of her face.

Dug NorthMelissa with SweaterKerry
I am most definitely not showing my images in this post as the best examples of what I am trying to say, but I obviously can't illustrate that with other photographer's images without their permissions. I would however, encourage you to check out the images of other photographers who are masters of light and shadow. Here is a tiny list of my favorites for you to Google. Some are from another era, some from today, neither set in any particular order:

Irving Penn
Richard Avedon
Yousuf Karsh
Arnold Newman
Philippe Halsman

Joe McNally
Annie Leibowitz
Tracy Powell
Marty Umans
Zack Arias

One of These Things is Not Like The Other...

One of These Things is Not Like The Other...one of these things is not the same (Apologies to Sesame Street!)  This bit was always a favorite at my house when my son was little. But I was thinking this morning about photography (there's a shock), and how applicable this verse is. When we get started creating photographs the normal path to learning the art is to focus on technique and to imitate and emulate the masters. When I was a teenager my parents bought that great Time-Life book series on photography for me. I remember waiting anxiously for each edition to arrive and would get inspired by every page. The contemporary photographers at that time had a huge influence on me. My mind is still firmly rooted in the look of images created by Arnold Newman, Pete Turner, Irving Penn and Richard Avedon. But there's a time when you need to be yourself. Imitation, emulation and outright copying are fine for a while, but whatever your art may be it has, at some point, to stand out from the crowd; to be unlike the others.

I read a blog recently in which the writer interviewed Set Godin about his latest book (http://www.digitalweddingforum.com/blog/our-interview-with-marketing-guru-and-author-seth-godin). This quote sort of jumped up and demanded notice:

    Seth: When everyone has a camera, and everyone thinks they are a photographic artist, it’s clear that access to the device is not a scarce resource. If that’s all you’ve got, I’m not going to pay you. The art isn’t in the taking of the picture. The art is in what you do the other 21 hours in a day.

    If you don’t like that, you should become an amateur and do what you love, but don’t expect to get paid for it!

Independent portrait photographers who are consistently creating images that could be mistaken for those from a retail studio should take notice. Of course there are always clients who want a basic, "school picture day" portrait, but even there, it's really important to raise that bar. If some potential client is comparing a handful of photographers and, absent any referrals to or prior knowledge about them, they all present the same style and quality, and one is the Mall retail portrait store, then the only thing these photographers have to differentiate themselves is price and possibly location. Google the portrait store at your local Mall and you will come to a very quick conclusion as to which one wins on price. In fact, lowering your price will not even help, unless you make it $0. If this sounds familiar you are selling a commodity. Wikipedia, (which knows all :-), defines commodity as "some good for which there is demand, but which is supplied without qualitative differentiation across a market. It is fungible, i.e. the same no matter who produces it." Sound familiar?

Seth Godin goes on to say:
    Seth: Stop looking for more business! The most important thing is to reinvent what it is you sell and to overwhelm your current clients with the experience they encounter when they engage you. This is what word of mouth will come from. Not from better photos, not from a better brochure, not from a cheaper price.

I am not sure that I agree with him concerning "better photos", both because I think that is ultimately where you differentiate yourself, but also because I feel he is contradicting his earlier statement. But if he means better photos, technically, I would agree, at least to a degree. In some future blog I will go on a rant about photo gear and its relationship to great photos (or lack of a relationship...), but I would interpret "better photos" to mean all aspects of your portfolio, including your vision, body of work, consistency and style, and in that case I feel that it matters a lot. But bringing that experience with which you will overwhelm a client, along with your vision and uniqueness is really what will make potential clients want to hire you. If you are the same as everyone else, nothing will do that; not even price.

Nervousness and Photo Shoots

Everyone has it to some degree. Some people claim to never have it, while for others, it can be debilitating. But nervousness is often a very important participant in a photo shoot, for good or bad. Photo shoot subjects, unless they are professional actors or models, can come to a shoot bringing a suitcase for of nervousness; baggage in both senses of the word. People generally bring their nervousness to a shoot because they are unsure of what will happen, often feeling as though they will be responsible for knowing what to do.

As I have mentioned on a couple of occasions, I was a musician in a former life, and so thinking about nervousness has always been a part of my life. When you perform, whether it be musically, verbally, or some other way, you might have feelings of doubts or inadequacy, which manifest themselves as nervousness. I know that when I performed, especially when classical music was involved, I brought along with me the years of music teachers who had criticized my "sound" and technique. I still have the New Hampshire "All State" evaluation form from one of my auditions in high school which labeled my tone as "harsh". Yum! So in my typically defiant way, I went on to study the trumpet at Berklee, always putting myself into situations where my sound was of primary importance, eventually developing it to the point where it was the best aspect of my playing. But if you aren't aware of it, when you stand in front of an audience to perform, those old criticisms can come swirling back. Never mind that your audience has no idea that you have brought such baggage.

Getting back to the subject in a photo shoot though, it is often the case that the nervous person that arrives at your studio or location to be photographed has brought years of such baggage, but in this case, about themselves; their appearance, their behavior, etc.  The absolute worst thing that a photographer can do is to have his or her own baggage on display as well. Your subject has to feel that you are in charge of the situation. You need to make the person feel that they will be told, every step of the way, what to do, where to stand or sit, how to do so, etc., and that you will be sensitive to their discomfort and will be certain to alleviate it.

That being said, there is a certain kind of nervousness that is good for the photographer to have. It's really important to leave the destructive, baggage kind of the nervousness at home. It won't help you, the photographer, or your subject to feel as though you are in control and know what you are doing. It will signal to your subject that their own feelings of nervousness are validated. When I doubt myself, I use the recommendation of the excellent photographer, Zack Arias, that you just need to show up at every shoot as though you are shooting for Rolling Stone or some similar gig. As I said, I used to get really nervous as a musician, when performing classical music because of my feelings of unworthiness, but I found it helpful to step out of myself and imagine that I was Maurice Andre. I think that experience has helped me a great deal as a photographer to do likewise. It's really important to realize that there is a positive kind of nervousness though that need not adversely affect your abilities to shoot well, nor the ability of your subject to be themselves, but will, in fact, enhance your performance. That "edge", which I always feel before a shoot, and don't suppress, helps me think in that same out-of-body way. Rather than getting bogged down in what to do and how to do it, I start to think as I imagine Arnold Newman, Richard Avedon, or even Joe McNally would be thinking in that same situation. The difference that I can see in the faces and the demeanor of clients when I calmly control the situation on a shoot is pretty amazing. If you are a photographer, use this edge! If you are looking for a photographer, I would urge you to find one who has it.

Business, Art and Dealing with Change

This morning I was reading a post on a Yahoo group that I follow, and I found it both interesting and disturbing. I don't normally contribute to these interest-group discussions because they usually bore me, to be frank. The photography groups often focus on photo gear talk (yawn), rants about how microstock is killing the stock photo business (stick a fork in it?), advice about legal issues in which you realize, in the end, if someone wants to sue you you're screwed anyway, and ones like the one that I read this morning that bemoan the state of the photo business today. Now being older than dirt, I think I have a particular perspective on some of this. When I first learned how to use Dektol, Ansel Adams was still in his 60s :-) [Use The Google Luke!].

But I had a bad reaction after reading this particular post, in which a very well-regarded photographer, whose work I like very much, announced that he was going to lecture to some high school students and inform them of the "realities" of photography as a career. The implication in his words was that he was not going to be very encouraging.

I think reality is a good thing. It's very underrated :-) My response in the forum was: please don't go overboard!

A little story... Out of high school, I was hot to become a musician. I attended a music school in Boston, one that is very well-known as a Jazz and Pop music institution. There was nothing out there waiting for me when I got out. I was a trumpet player, and the gigs consisted pretty much of playing in a road band, doing local society gigs, getting one of the much-envied NY studio gigs, or one of the 4 seats in a hand full of symphony orchestras around the world that payed. Each year, that school was graduating around 100 trumpet players. You can do the math! I never remember being bitter or feeling that what the school did was unconscionable. I ended up playing Boston society gigs for a couple of years until I realized that I needed, and at that point, really wanted a change. As it happened, a change in the music business was happening then that is very much like what is happening now to media arts. Rock was overtaking the music niche that once was occupied by that which required brass. And then, thanks to digital technology, the music business experienced a total upheaval, as we all know now, although this latter event happened well after I was out of the biz.

But today that school is larger than ever, turns out more graduates than it did in my day, and is thriving, but in a very different space than it did then. It's still a music school. It's still commercially oriented in its approach, which differs and always has from the more traditional conservatories. It has evolved.

But I never looked at it as a trade school whose purpose was to train me for a business. It is and was an art school. When did we become so focused on college being useful only if it trained one for a trade or the business world? But that's another one of my rants... What's wrong with kids studying the arts? Yes, please do tell kids of the realities, as you see them today, of the business of photography, but please do not discourage them from studying the art of photography! Please have a larger perspective on the art of photography. That photographers could build a business around this art can really be seen as a recent phenomenon; recent being the latter part of the 20th century. The early greats of photography were not making big bucks at this. It was the advent of photos in print publishing and the explosion of other visual media that led to what we have come to know as "the business". We are currently somewhere in the middle of another revolution, and hopefully, in some way, the art will survive and we along with it.

Keeping the Headshot Fresh

Like it or not, we all change. Change is a part of life. Change is good...right? Well, in any event, it also means that images of ourselves that we show to the world, which are meant to represent ourselves as we are today, need to be updated periodically. We've all seen the business headshot or talent headshot that was either shot in a style that looks dated now or that features the subject at their ideal age - however long ago that might have been. I don't exclude myself from this category! Recently, I had my son, who is a very talented photographer, photograph me for my web site, Facebook, Twitter, LinkedIn, etc. I feel that professional photos of ourselves are an essential part of building an online personality. You can see my new images by checking out any of these sites. Please do! :-) The buttons are to your right.

Last week, one of my favorite Boston area actresses, Kristin Smith, asked me to do just such an update of her acting headshots. She wanted an outdoor setting, so we dodged the raindrops and braved the unbelievable black fly onslaught to get some great stuff. I haven't retouched these headshots, but clearly Kristin needs no improvement!



Now when I say "professional", please don't equate that with "formal", or "school-picture-day" style. While a certain style is often dictated by the usage that you foresee for a portrait, in many contexts, you and your photographer should feel free... be creative! These photos of Kristin are actor headshots, and therefore do need to have a certain look. But they can always have beautiful backgrounds, colors and lighting. Seamless background paper is easy and fairly fool-proof, but there are certainly more interesting ways to handle headshots. When you have your corporate or acting headshot done, definitely get the prerequisite style of shot done. But also try to do several different looks, backgrounds, outfits, and if possible, venues.