The Business of Photography: Lesson #1

After about 5 years of studying and practicing photography as an amateur and doing some freelance work, I am finally making the transition into photography as a full-time profession. After filing the proper paperwork and documents with the State of Georgia, I am well on my way to formalizing everything. This has been a huge undertaking especially for a full-time graduate student and I’d just like to first thank all of my supporters, especially my mentors, clients and assistants that have been there along the way. One of the greatest challenges has been to provide a service that clients find value in, while keeping my artistic point of view and quality standards intact.

I have come to the realization that my work is high quality, and that I am not willing to reduce that quality in order to increase profits, this decision may seem averse to the fundamentals of operating a business but I would argue for it all the same. The role of a photographer requires many skills, as does the creation of quality photos. Though clients may not see the difference between images shot at 8 Mega pixels or 15Mp, or understand the value of having a strobe lighting system over natural or continuous light, these differences are reflected in the final product. I realize that clients are not concerned about the details of the process, they only see the value in the final product and though that is my focus on every shoot, it is my responsibility as a business owner to reconcile the two for maximum client satisfaction and sustainable operation of the business.

I am gearing up for a major re-branding effort to signify the launch of “James K. Holder Photography” including the further development of my portfolio, which presents a unique challenge because in order to attract clients, to pay for quality photos, I must first illustrate the quality of these photos by creating them with other individuals. Portfolio building requires any artist to walk a fine line; you have to somehow find a niche of people who can help you produce great images, without alienating potential clients. This is typically referred to as Time for Print (TFP). This is essentially a mutually beneficial arrangement between a photographer and a host of other industry professionals including but not limited to models, makeup artists, and fashion designers. The goal is to foment a synergetic environment where each contributing member may showcase their unique talents in order to further whet the skills of each partner. Though there may not be an exchange in currency, each has paid his own way through his specialized talents and is thereby adding value to the project and the other participants.

My goal in writing this document is to make it unequivocally clear that though I often engage in TFP arrangements with industry professionals, it does not debase the value of my professional services, but rather enhances it. Therefore I will not simply offer someone a TFP arrangement if it will only benefit him or her, it must be MUTUALLY BENEFICIAL. In cases where a client may lack satisfactory experience, I have on occasion accepted new photo equipment as compensation, however this is in the rare case. Because my focus as a photographer will always be quality, I can assure every client and TFP participant that they will receive 100% of my efforts but I require that effort to be reciprocated in the case of TFP in effort and in client agreements as 100% of my published rates available at www.jkh2.com . Unfounded requests for TFP and or discounted services will not be considered.