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Business 2 Assignments - Week 2:
Industry Trends
Before we start this section:
- Read the PDN article "State of the Industry" - Handoput
- View the ASMP Strictly Business presentation "Breaking into the Business" (First 33min)
The field of photography is undergoing major changes. Increased competition, newly emerging technology, and rapidly changing client tastes are among the many factors affecting the photographic industry.
In order to be able to market yourself in this highly competitive industry, it is imperative that you have a clear and informed overview of the marketplace. What are the major trends affecting the major photographic specialties and how will they influence your career search? To start your research off, read the handout article "State of the Industry".
This article will provide an historical perspective of trends that have developed within the last decade, many of which we are still dealing with. You will be expected to conduct additional research which is to be included in your marketing plan.
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Assisting
Photographers Talk about Hiring Assistants
“I get e-mails and faxes with resumes—a bunch of them—from people who never call me to follow-up. I will never call somebody back off of a resume alone. They have to do the same due diligence that we do when we’re out there looking for jobs.”
It’s a sentiment heard over and over again when talking to photographers about hiring assistants. It’s not just enough to send a resume. It’s not enough to leave a message on a machine. Assistants need to follow up with the photographers they want to work with and not only sell themselves, their abilities and experiences, but show that they know and care who they are talking to.
"I get calls from assistants all the time that just flow in one ear and out the other, and I don’t even give it a second thought if they don’t indicate that they know something about my business, If they say, ‘I saw picture you did,’ ‘I read the book,’ or whatever, it’s a big step up the ladder.”
ASMP Assistance Wanted
__________
"My general experience with AIFL students has been favorable. Technical knowledge is generally ok, but lacking in familiarity with some commonly used equipment and techniques.
"...Although you do your best to dispel the naive perception that they will go out and just shoot fun images and make money, many don't get it! The reality is that they will need another two to five years (kind of like graduate school) working in the industry, joining trade org's, doing professional seminars and dealing with people, before setting out to become a shooter.
"...For my needs, having an assistant that is generally knowledgeable about most types of equipment, has a good attitude, learns fast without having to repeat things, keeps their mouth shut is what I am looking for."
South Florida commercial photographer and AIFL graduate
__________
"The photography business is very tough in the summer. The students shouldn't get discouraged if they're calling photographers and not getting any answers. Believe me, even the top assistants are going through a tough time.
"I do have some advice for the students. I know they do this, so tell them not to. Some beginner assistants send e-mails to promote themselves. I've seen photographers trash them, especially if they're not well written. Nobody has time to figure out hieroglyphics.
"Calling is not enough. I always send a letter or a card. It's the only they are going to keep you in their databases, otherwise, they'll never write your number down (or if they do, they will forget where they left it, or throw it away)
If you have a web site, better. I even send a picture of me so they know I don't pierce my eyeballs"
2002 AIFL graduate working as an assistant in South Florida
As an example of the above,
the following is an e-mail from a local photographer to an instructor at AIFL:
"Dear _____, I just got this email from a student at AIFL:
'Hello,
My name is _____ and I am a photography student at the Art Institute of Fort Lauderfdale. I am currently seeking an asisting position. You can contact me at _______.
Thank you for your time.'
"I think she should refine her approach (not to mention-use spell check!). Also, she asked the photographer to call her. Is she hot or what? Also, I got another one and you can see the difference."
Dear Mr. ______,
"My name is _______, and I am a beginning photography student at the Art Institue of Fort Lauderdale...I am writing you to find out if I could assist you in any way on your shoots. I am very good at lugging things around and getting coffee, plus I know a little bit about photography though I have much to learn and am very eager to learn. Please let me know if there is anything I can do for you. I will call next week to see if there is anything available."
Sincerely,
______"
__________
"...I am writing to let you know that I appreciate the things you taught me they have come in handy. I assisted Kate Turning (her website is a must see!) and it was like nothing else I had done. We were shooting the cover, centerfold and spread for Atomic Magazine, which is a pin-up, pulp art, and retro mix of media's mostly about retro fashions and swing dancing, etc. Anyways it was wonderful, and intimidating. The assistants were from Brooks and they know what they are doing (granted they were a decade older than me) but nonetheless, I would like to pass some information on to the students.
1. Know all format camera's and how to load them on a very comfortable level.
2. Spend a day at a lighting/camera rental place and learn about other lights and attachments. (the school checkout doesn't have all the equipment out there)
3. ASSIST! Many photographer's, you learn something new everytime, it can be stressful "being underpaid" but your knowledge is more useful, and if you are all about the money you are mi$$ing the "big picture."
4. Keep reading, know some of the other stuff too, like preparing to Get a Financial Life, and Assistant's Handbook, and all that other stuff that doesn't seem as fun but turns out to be more useful than a new pair of shoes.
5. Make use of the Internet, it's a great way to get free info.
6. Above all don't let go of your passion, and try to keep the balance in your life. Photography is to you as you are to it, be funny, serious, shocking, dramatic, classy etc. and don't forget to reward yourself. Lollipops, coke and a smile."
2002 AIFL graduate working as an assistant in Los Angeles
__________
The following is adapted from Assistant's Marketing Handbook
(No longer in print)
WHAT IS AN ASSISTANT?
An assistant is someone who provides active support to a working photographer.
His/her responsibility can range from floor sweeper to doing everything to
produce a photograph short of pressing the shutter release.
The assistant is an
integral part of a production team, often performing physical tasks so that the
photographer can concentrate on the creative and problem-solving aspects. The
actual day-to-day responsibilities will vary greatly depending on the photographer
and the nature of the job.
__________
WHY ASSIST?
Assisting affords the opportunity to learn both the technical and business aspects
of photography. Commercially, one cannot exist without the other. It offers an
ideal way to begin a career in commercial photography, particularly for those
without formal training or practical experience. Some advantages of assisting:
- Exposure to business practices and generally accepted procedures in the
industry.
- Opportunity to observe (and make) mistakes before the stakes get too high.
- Opportunity to observe the creative process and learn problem solving approaches.
- Exposure to a wide variety of types of photography (to determine your areas
of interest).
- Chance to fully determine career commitment before allocating excessive time and resources.
- Simple means of livelihood to work and learn before having the necessary
capital to buy equipment.
- Learning practical lighting techniques.
- Provides product knowledge of available equipment to determine future
purchases.
- A chance to network by meeting other people in the industry (e.g., future
competitors, suppliers, and potential clients) and learning how to deal with them
effectively in a businesslike manner.
__________
HOW LONG TO ASSIST?
Before starting to shoot commercially, an assistant, anxious to become a
successful photographer, might work for as little as 6 months or as much as four
years. The average seems to be between 2-3 years.
People continue to assist for a variety of reasons.
- Lack of money to purchase own equipment
- Lack of technical ability
- Lack of creative ability
- Lack of self-confidence
Or, just plain inertia in taking that last step and making the transition to
photographer. However, by the time an assistant begins the transition, s/he has
a lot more on-the-job experience to carry him/her into the market as a successful
photographer.
__________
ONE PHILOSOPHY ON
ASSISTING
Freelance assisting is a service-oriented occupation, because you are personally
performing duties as part of a production team. It is actually a microcosm of a
working photographer's world.
You are first a salesperson (as is the photographer) - qualifying prospects,
making appointments, and showing your portfolio to them to gain credibility and
confidence. You give a "sales-pitch" to emphasize the advantages of hiring you,
and then ask for the job (politely and periodically). Upon being awarded a project,
the assistant, like the photographer, will use his/her technical skills to execute the
job to the best of their ability.
Attitude and dependability are as important as technical competence, as in any
other service-oriented business where you must sell yourself. An assistant has
the opportunity to learn and practice the basic, but necessary, skills before
committing great time and capital of his/her own to start his/her business.
When assisting, take a propriety interest in the job as though it were your own. In
this way, you will rapidly learn the production process. Photographer's don't want
simply re-active assistants, but rather pro-active assistants who stay one step
ahead of them.
__________
FREELANCE OR STAFF/FULL-TIME?
There are as many good reasons for starting your career as a freelance assistant as there
are for starting as a full time or staff assistant. It is a matter of your circumstances and
an awareness of your lifestyle preferences
| Category |
Freelance |
Staff / Full-Time |
Financial Security |
No |
Yes |
| Income Potential |
Higher |
Lower |
Exposure to many types
of photography |
Yes |
No |
Exposure to many styles
of lighting |
Yes |
Limited |
| Experience in daily studio business |
No |
Yes |
| Participation in pre/post production |
No |
Yes |
Experience in promoting
yourself regularly |
Yes |
No |
Introduction to possible
future clients |
Many casually |
Few intimately |
Many people find it helpful in their careers to work both ways. Each has its advantages and complements the other. When assisting, consider working full-time and freelancing before starting out on your own.
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 Read the following and be prepared to discuss the information with the guest speakers next week:
The following information is optional, for those who want additional insight:
Utilizing all of the above resources, write a report detailing the attributes and responsibilities of an assistant. Download: ASSISTANT REPORT.
 This is due Week 4
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