Category: Business

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Pricing, Photographers & the Race to the Bottom

The bottom is getting crowded.

I read Seth Godin’s blog daily. He’s usually concise and right on target. His post entitled,”Clawing your way to the bottom” really hits the mark as far as what professional photographers and other visual creators are up against.

I used to make a lot of money shooting stock – that is before the consolidation of agencies and the commoditization of stock. While it’s understandable why that happened when the world went “digital”, the prices and value of images has dropped so far that an “average” stock shooter can no longer make a living shooting stock.

I’m grateful that I never relied solely on stock photography to make a living. However, commissioned photography has not escaped the race to the bottom as far as photographers pricing themselves out of business. There’s only so low one can go on their fees. It’s a short fix to nowhere.

The solution is there for anyone who is willing to do the work – that is, make the effort to stay at the top of your game. Focus on the big picture. Be curious. Don’t panic. Stay away from trends., Focus on the story – not on the gear. Tell them a story. Live life because if you don’t – your work will show it.

 

 

 

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What I Would Say to my 30-Year-Old Self

Most folks would write about what they would say to their 20-year-old self, but I chose to address myself a decade later when I’ve had some time to experience more of life.

You’ll be OK – How many of us have thought at times that things will never work out? I have survived a lot of experiences that I thought I would never get through. I’ve done some stupid things and made some dumb decisions. Some have taken their toll but I’m OK.

Don’t confuse “young” with “emerging” – It’s common in our culture to equate youth with fresh or emerging. Don’t tell yourself that this will be the only time in your life that you will “emerge”. I was young when I first started out but I am only now “emerging” in terms of my craft. I am creating from a lifetime of experience and my authentic self.

 Business is personal – Relationships are what it’s all about. People will come and go in your life in both business and personal. Be mindful of the relationships that have value and keep those connections secure. As singer/songwriter Don Henley wrote, “you get the best light from a burning bridge”.

Don’t preach to the choir – Don’t just hang out with likeminded people. It’s boring and provincial. Broaden your perspective by connecting with people who are different ages, genders, races or religions. It will bring more understanding and tolerance in your life and others.

Don’t be a quitter – but know when to walk away – I tell folks, “I’m not a quitter. I don’t even walk out of a bad movie”. I’m tenacious and it has gotten me far in my life. At a film festival where I won best documentary, I told a filmmaker that I might have never started to make my movie if I knew that I would still be involved with it, 3 years later. He told me “that’s normal” and then said “you’ll know when it’s time to walk away”. I have found that to be true with all kinds of things – not just making movies.

Make each day count – I’m paraphrasing a bit,

LeonardoTitanic
Leonardo di Caprio, Titanic

but in the movie Titanic, Leonardo di Caprio’s character, Jack makes a remark about making each day count. I love that scene. Life goes by in a blink.

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Are You a Woman in a Man’s World?

“Hey, it’s an ice cream man – who’s a lady!”  I was the lady…

It was the first year that Good Humor hired women as ice cream truck drivers. It was the summer after my freshman year at college, when I applied for a job as a driver. I fibbed and said that I could drive a standard transmission so I would get the job.  I got the job and as I bucked out of the Good Humor lot on my first day, I learned how.

I have always been the “token” female in my professional circles throughout my life.  To be honest, I never set out to be a front-runner for my gender or to prove a point. I simply followed my interests and and didn’t let the naysayers stop me from what I wanted to do. I just went for it.

In my profession of still photography there are definitely more women in the business now, than when I started.  At times it has been challenging and no doubt many opportunities were lost simply because of my gender.  But I was tenacious and I was passionate about photography and the access my cameras would give me to the lifestyle I wanted. I wanted to explore the world and experience places and events and share them with others. I’ve spent a lifetime doing just that.

I’m amazed at what technology has enabled me to do in my life and in my profession. I have been able to utilize the tools of today and the plentiful electronic distribution portals to bring awareness to various issues or cultures through my still images and motion. Currently, I’m working alongside my partner, Tom Kelly on a project entitled Like a Woman. It’s a series of short films and environmental still portraits of women who are working in male dominated professions – a subject I can certainly relate to.  We’ve just finished our

Taylor Laverty, Pilot of Good Year Blimp, Carson, CA
Taylor Laverty, Pilot of Good Year Blimp Spirit of America

 latest film about Taylor Laverty, a female pilot for the Goodyear blimp, the Spirit of America. She is one of only three female blimp pilots in the world. Taylor amazes me with her skills and professionalism and I am grateful to see the strides going forward in gender equality. 

Change happens slowly,  until it eventually becomes the norm.  By creating these short films I hope to nudge change along a little quicker and  inspire other women to reach for opportunities that are out there and used to be off bounds – not that long ago. I am always looking for interesting stories about women who are paving the way in fields where few women have gone before.  Please contact me.

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How a Personal Project Can Augment a Career

I’ve shot 10 short films for my latest project entitled,  Like a Woman. The project is about women who work in traditionally male-dominated professions. Sadly, there are a lot of professions to choose.  The latest films consist of profiles of Simona de Silvestro,

Simona de Silvestro, Formula e Race Car Driver, Berlin, Germany
Simona de Silvestro, Formula e Race Car Driver, Berlin
Taylor Laverty, Pilot of Good Year Blimp, Carson, CA
Taylor Laverty, Pilot of Good Year Blimp, Carson, CA

a Swiss, female, Formula e (electric) race car driver for the Andretti team, Taylor Laverty, a pilot for Good Year Blimp (airship) and Tayna Ragir

Tanya Ragir, Sculptor, Los Angeles, CA
Tanya Ragir, Sculptor, Los Angeles, CA

, a talented sculptor. Every one of these women was inspirations to me.  I have been a minority female photographer and filmmaker for almost four decades.

I have come to the realization that success has been about my journey and pushing my own boundaries. Many times I have been well paid, but I define my successes by the value of the journey, not by the monetary gain. My memory  is full of incredible experiences, including the last three – riding the Good Year Blimp, being in on the race track in Berlin with the Andretti team and meeting multi-talented sculptor Tanya and significant other David, both who energized my mind and spirit and awed me by their creativity.

I came away from these three experiences enforcing what I knew already, that a   “personal project” has a life of its own and that they have been an outlet for what is inside me. These projects they’ve given me PR value and memorable experiences, but most of them have been timeless and continue to resonate with me as well as others, years after the fact. I suppose,  I already knew that but it wasn’t until David told me that my Delta Bluesmen film (which I created more than a dozen years ago) excited him and made him want to see more, that the thought hit home. I touched upon a subject that was near and dear to him and he let me know about it and that made my afternoon. It may seem like a small gesture, but his acknowledgment and appreciation will stay with me a lifetime.

I have been very blessed in my life and I should remind myself of that more often. I became a photographer a very long time ago because I felt that the craft would provide me with access to a lifetime of memories and the means to create awareness. Every so often, I get reminded of the why I became a photographer and visual communicator and whenever I have, it has buoyed my spirit when I needed it the most.

Thank you to all my subjects, Good Year, Andretti and TE Connectivity for all your gracious help and support. Stay tuned for the short films.

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Dos and Don’ts of Refreshing or Reinventing a Brand?

When you’ve been in business for more than 10 or 20 or 30 years, you need to reassess your marketing and/or your brand. Our company went through this process this past year and did a total redesign – logo, copy, website etc. KM LogoOur business had totally changed but our branding didn’t reflect those changes.

While we had always been two photographers shooting both independently and as a team, our branding was never clear that there were two of us. Many thought Kelly Mooney was one person. We hired a graphic designer to come up with a logo that not only reflected the partnership but also reflected that fact that our business was more than just still photography. We were no longer two photographers shooting still imagery, but a small production company offering integrated still and motion solutions for buyers with multi media needs.

Do start by asking yourself the following questions:

  • Has your business changed? How?
  • Does your logo/branding reflect those changes?
  • Does your logo and branding (taglines) say something about what your business does?
  • Do you want a total revision – new logo, color scheme and copy – or a simple refresh? Why?
  • What is your company known for? Does your branding reflect that?

Some Don’ts

  • Don’t make the mistake of redesigning your logo and colors and overall packaging to look current if your company is still providing the same services the same way. It may freshen up your image on the outside, but if it doesn’t reflect what your company does or offers – it will be a fail.
  • Don’t forget to establish guidelines and be consistent. Logo, colors, fonts, taglines, imagery and your “voice”. When you have a clear sense of your brand, it will be easier to make choices about images or copy to use that are in alignment with your brand.
  • Don’t use vague or generic copy. Copy loaded with catchwords or phrases that are overused and meaningless.
  • Don’t overcomplicate it. The whole point of branding is to make your company’s logo or tagline memorable and define what your company does.
  • Don’t change your branding if the benefits don’t outweigh the risks. Remember that changes to your brand could potentially reduce the connections you already have. So have a good reason for re-branding.
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5 Ways to Leap Forward and Get Unstuck

Roller skaters jump over teammates, Tokyo, JapanIt’s February 29th and that means we all get an extra day this year. Let’s celebrate leap year by taking action to leap forward – not just today, but every day this year and every year.

  • Finish something you started. This could be anything from an online course, a book you put down, a personal project etc. I always tell myself that a start is a start to nowhere if you don’t finish it.
  • Identify one thing that you’ve talked yourself out of (for all the right reasons) and take action on it. This could lead to the start of something. After you’ve faced your fear or resistance and have overcome your inertia – follow up with a plan for completion.
  • Toss out one bad habit. It’s easy to fall into a rut with bad habits. Identify one bad habit and change it. Start easy. If you find yourself starting your day in an unproductive manner change it. If you begin your day by checking your emails and then letting it consume your entire morning then start your day by tackling something that you keep putting off before you get distracted by someone else’s urgency.
  • Get rid of the resistance in your life. Are you letting toxic people derail you? Misery loves company but I’d rather hang out with people who energize me than those who bring me down. There are plenty of people on both sides of the misery camp. Surround yourself with those who add value to your life and stay away from those who suck the life out of you.
  • Tell yourself you can. Take notice how often you stop yourself by telling yourself you can’t. Really take note and every time you find yourself in that default mode of “I can’t” – tell yourself you can. You are your thoughts so be careful of what you tell yourself.
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Why Playing it Safe is Bad for Business

Gladys Mooney on motorcycle
My grandmother on a motorcycle. circa 1920’s or ’30’s.

Have you ever talked yourself out of doing something that you felt passionate about?

Have you ever bought into others’ advice, even though it was contrary to your own beliefs?

If you answered yes to either question then you are like most of us humans, and you second-guess yourself by buying into your fears.

Now ask yourself – Did anything good ever come out of NOT doing something? Other than stopping yourself from following foolish pursuits that may have put you in harms way, stopping yourself probably never led to a positive outcome. In my experience whenever I stopped myself from following my own instincts, it not only didn’t move me forward – it set me back.

So, why do we let resistance keep us from what we are meant to do? It’s fear of the unknown. And why do we let others’ resistance and fears stop us from taking a leap of faith? Can other people predict the outcome anymore than we can? Just because something didn’t work for someone else doesn’t mean it won’t work for you or me. There just are too many variables that play a part in whether someone succeeds or fails.

I’ll make one prediction – If you stop yourself from pursuing your big idea or even your small idea – it won’t happen.

So why are you letting resistance rule your life? That’s just plain stupid.

Watch this and then ask yourself – what are you waiting for?

 

 

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7 Things I Learned About the Business of Photography

It’s a Business – You may catch some lucky breaks in your career or you may be an incredibly gifted photographer – but if you want to make a living taking pictures and sustain yourself financially,

Times Square New York City

you will need to manage your art and your career as a business. That means find a way to make a profit in pursuing your craft.

It’s Not Personal – Keep emotions out of your business decisions. This is a tough thing to manage because it’s usually at odds with the passion that energizes the creative side of you. I think my best work is very personal but I try to avoid the pitfalls of letting my emotions cloud my business decisions that are in my best interests. That could mean walking away from a job or a bad contract.

You’re Selling Value – If want to make money and stay in business, you need to understand your value or your photography’s value in the marketplace. Are you unique, have special skills or access to places other don’t, have one of a kind images, or are you simply a really good professional photographer who a client can hire with complete confidence? The answer to that question can help you assess your value in the marketplace. If you don’t know what your value is, then it will be very tough to sell yourself. You can’t sell what you don’t believe in.

“Always be Marketing” – I learned this from James Malinchak – America’s Big Money Speaker. I’ve never been comfortable selling myself, which is somewhat odd in that my dad was a great salesman. It always felt a bit disingenuous to me to toot my own horn, and no doubt I missed a lot of opportunities by not doing so. It’s tough to sell ones self and many of us are better off having a rep or an agency do that for us. But, I have found that the best marketing happens organically, when I’m at conference or a social gathering and connections are more personal.

Be Proactive Not Reactive – Change is inevitable. If you want to sustain your business, you can’t get complacent. Keep in mind two things: 1. Nothing lasts forever and 2. There will always be cycles of ups and downs. As Robert Frank said the other night when I heard him speak “Keep your eyes open”. He said that in answer to the question, “What advice would you give students?” and I’m sure he was speaking about creativity, but if you allow yourself to become complacent as an artist – your business will surely suffer.

Don’t Burn Bridges – Singer/songwriter Don Henley wrote; don-henley-don-henley-sometimes-you-get-the-best-light-from-a-burning“Sometimes you get the best light from a burning bridge”. Isn’t that the truth? It’s also a lesson that I have learned the hard way. Think twice before you say something or react in a way that might come back to bite you.

Relationships are Key – Most business people will tell you that their best clients have been from referrals. It’s a lot easier to create a bond with a new client when you have already been vetted. Some relationships are easier to manage than others. Some are good and some are toxic. It’s up to you to sort through which relationships you want to nurture or abandon.

More practical tips can be found in The Craft and Commerce of Video and Motion

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The Value of the Experienced (Old) Photographer

I don’t think of my self as old, except at times when a part of my body doesn’t act or react the way it used to. But, I would say that many of my colleagues would call me old, chronologically speaking. The premature deaths of Glenn Frey, David Bowie, Natalie Cole and Alan Rickman – all in the span of a few weeks and all in their late ‘60’s, has given me pause to look at my own mortality. It has also given me resolve to make the most of each day.

The fact is there is nothing we can do about our age.

Gail Mooney with James Michener, Chesapeake Bay, MD
Gail Mooney with James Michener, Chesapeake Bay Photo © Thomas Kelly

Unlike other things in life that we can change, we can’t change our age. But we don’t need to allow a youth-obsessed culture, define our value. I’ve grown weary of the dismissive attitude our culture has about aging. It’s especially frustrating for me as a photographer, filmmaker, and creative entrepreneur. Creativity comes from the spirit within. Our spirit never ages, so neither does our desire and need to create. I’ve never felt more in tune with my spirit and my authentic self than I do now. I never imagined that would happen at this point in my life but I’ve never felt more creatively alive.

I get bewildered and frustrated when society perceives my value as somehow diminished, simply because of my age, but then I look at my assets.

  • Experience – There are no short-cuts when it comes to experience. It’s earned over years of trial and error on the job and in life.
  • Problem Solving – I wish I had kept track of all the problems I’ve solved on assignments as well as in personal life. Countless decisions and consequences to learn from. I’ve gotten pretty good at it.
  • Creativity – I take more chances and push myself in terms of my craft now, than at any other time in my career. I’m not afraid to try something different because I realize that failure is part of the process. So, I hate it when getting older is equated with getting stale. Sure, some folks do but there are so many people in my generation that are still incredibly vibrant and innovative. Check out my latest personal project, “Like A Woman”, short films and still portraits of women working in male-dominated professions.
  • Perspective – I’ve lived through profound changes in the span of my life. They haven’t always been easy to deal with. Technology has changed everything – how we do business, how we communicate, and how we interact, globally. My generation has experienced both the analog and the digital world. Hopefully, most of us are able to see the merits of each. Change is inevitable, it always has been. I’ve been around long enough to experience many cycles of change, and I can tell you for certain, nothing lasts forever. I try not to let change intimidate me, but rather let it excite me to embrace what it has to offer. That has opened me up to all sorts of possibilities.
  • Wisdom – It’s true that we get wiser as we age but only because we’ve had a lot more mistakes to learn from. Whether we’ve learned from our heartbreaks or from the stupid things we’ve done, we’ve grown despite it. Wisdom is kind of like experience – there are no short-cuts to getting there.

I’d love to hear others’ thoughts on this topic and their perspectives.

 

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Business Tips for Photographers Who (Also) Shoot Video

In the blogging world of photography and motion, there is a lot written about gear and how to use it, but precious little written about “the business”.  Chances are, if you are a photographer who has been in business for more than 10 years, then you know that technology has not only changed our tools, it has changed the way we do business.Professional high definition video camera, isolated on white background

For starters, we are doing business in a global economy, and with that comes pluses and minuses. One big plus is that we are able to reach a much wider audience, than ever before. That is, if you have an understanding of how to do that and take advantage of the opportunities that are out there.  The minus or downside is, if we don’t adapt our dated business models, in a business that has seen monumental changes, we will not be able to compete.

Commercial photographers are in the visual communications business.  We create imagery that delivers a message or tells a story for a variety of “markets” including; advertising, corporate, architectural and editorial.  Each market has a need for visual content and these days that encompasses both still photography and video.  In the last couple of years, the lines dividing these two mediums have faded away, at least in terms of how content is consumed in our culture.

Here are a couple of tips to help photographers prosper in our “multi-media” world:

  • Decide what your company will offer.  Will you only provide still imagery?  Or will you expand your business and offer both still photography and video? Are you quick to answer: “I don’t want anything to do with video”? The problem with that answer is that most of your clients will probably have a need for video.  Are you going to send them away to your competition?  Or will you keep your clients “in house” and take care of their video needs and hire or outsource your competition? That’s a different way of thinking and has the potential to broaden your revenue stream.
  • Decide what role you will play if your company does offer video?  Will you be the director and work with a camera operator?  Or will you assume the role of a DP (Director of Photography) and direct as well as operate the camera?
  • What will you outsource and what will you keep in house?  Maybe you want to expand your business by offering both still photography and motion, but you’d prefer to just shoot the still photography and outsource the video.  In that case, you could assume the role of producer and oversee or outsource the video production.
  • Reassess your insurance.  Video productions have a lot more variables. They also usually have larger crews.  More than likely, you will need to upgrade your current insurance policy to accommodate and cover that.
  • Change your paperwork.  Make sure that you go through your talent and property releases and modify the language for multi-media.  Change any boilerplate contract language to include video (motion).
  • Licensing.  Regardless, if you decide not to expand into video production, you will have to contend with the fact that your still images won’t always be used in a stand-alone fashion.  Many still images will be commissioned and/or licensed as part of multi-media projects and that has a dramatic effect on licensing. And if you do decide to expand into video production, in your role as a producer, you will be licensing other people’s work.
  • Understand new business models.  Let’s face it, things have changed in the business of photography.  Photography has become ubiquitous and the competition is fierce.  You are not only competing with professional photographers – you’re competing with semi-pros, amateurs AND video production companies.  One thing is certain, it’s never been more important to have an understanding of multiple mediums and to be unique and stand out amongst the noise. There are no templates you should follow.  You have to be authentic and true to yourself.

Check out more tips and information in my ePub, The Craft and Commerce of Video and Motion.