NESOP Architectural Photography instructor, Keitaro Yoshioka, took a few minutes to share his thoughts on the most important elements for an emerging photographer in developing a marketing and business plan.

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NESOP: What do you believe are the five most important elements to guide an (emerging) photographer in developing his/her business plan and why? 

Keitaro: First of all, I think it is important to note that I don’t believe the standard MBA-format business plan works well for photographers.  It doesn’t fit the creative model for new photographers attempting to launch their careers.  Originally a vehicle for obtaining bank or investor funding, the “traditional” business plan has elements that are important but others that simply don’t apply in this context. 

I also think it is important that anyone entering this field understands the difference between photo enthusiasts and professional photographers.  If you want to make a living as a photographer, you need to have technical, creative and business skills and understand that, as a professional photographer, you are running your own business. 

With this in mind, I require my students to create both a marketing plan and a five-year plan.  Five key elements in developing these are:

1.                  Have a vision and trust your vision.  Know what makes you and your work unique.  The are a lot of photographers out there and they all have something different to offer; the most successful ones will all agree that you must trust your vision.  As an emerging artist, understand that your portfolio may be as good as or better than many of the established professionals.  To succeed, you must stay true to your vision and market yourself well. 

2.                Create your marketing materials and marketing plan; keep your “brand” in mind when doing this.  You are going to send out your own promotional cards and other promo materials (hard copy and/or electronic depending on your clients and strategy).  These materials should include your strongest image(s) and the images and materials should clearly represent/describe what you do.  Your materials should convey the image you want for your business. 

3.                Research the market to identify your potential clients. Create your (client) database based on research.  Your database should contain the company name (if applicable) and contact information (mailing address, e-mail address, direct phone or extension, website, social media sites, etc.) for all the individuals who will make the hiring decision.  Don’t simply target a department—send your materials to the marketing director, photo editor, creative director, art director, etc.  Ultimately, you want to get in front of these individuals, show them your portfolio and make a (positive) impression on them.  Create a schedule to follow up with anyone to whom you’ve sent your promotional materials—do what works: make a cold call, set up an appointment to meet, etc.  Just be sure to follow up. 

4.                Plan (and budget) to stay educated and stay in business.  Photography is always changing.  Today, more than ever, photographers must stay current with the latest technology and trends and always be ready to reinvent themselves.   This is true in terms of the equipment we use to make images and the ways and technology we use to market ourselves.

5.           Have a (five-year) plan.  Rejection is part of being a photographer, so if you are a freelancer or planning to operate your own studio, the ultimate question is how you will handle that.  Do you have a plan for the “lean” early years?  Do you plan to take other (unrelated) work in an effort to support your photography?  If so, how long can you support yourself in that unrelated field while still managing to produce new bodies of work and promote your photography business?  Because THAT is the focus—building your business and your career as a photographer.  Some may see results within a year.  Others may take five years to start earning a “stable” income from photography.  There’s no guarantee in this business.  One thing is certain, though:  If you are not shooting and if you are not aggressively marketing your business, you will not get jobs.  So, however you do it—make a plan, set goals for your photography business and constantly revisit them and work toward achieving them.        __________________________________________________________________________________

A successful commercial photographer for over 25 years with client lists including IBM, Microsoft and Proctor & Gamble, Keitaro is not only a masterful photographer, but an expert in handling the business aspects of the job.

“This series presents images produced as an answer to sexist and misogynous attitudes that pervade our society. In particular, they are a reaction to conservative positions on issues like professional equality, sexual violence and reproductive rights in the context of American politics.  My objective is to contribute to the conversation and help shake the complacency of those whose rights are being violated; to encourage them to take on a more active political role and advocate more strongly for themselves. The rights of women are mutilated, partly due to fear of change and loss of privilege. But even more dangerous than this abuse by others is self-degradation. Women have become complicit in this war against equality by agreeing – implicitly or explicitly – with their own inferiority, or simply by remaining silent.

These images seek to show the literal and symbolic marks that aggression makes on women, while reminding the viewer of integral aspects of womanhood such as sexuality, sensuality, fertility and beauty. It is necessary that men and women alike accept the nature of femininity and allow all women to flourish with all their aspects and virtues.” - Catalina Piedrahita

© Catalina Piedrahita 2013

© Catalina Piedrahita 2013

© Catalina Piedrahita 2013

To see more of this series, and to view her other work, visit her blog.

During some downtime in January / February, 2013, Falcone also worked with Hollywood Records recording artist Allstar Weekend.  He is currently back in the studio with Mayday Parade documenting them as they write their 4th LP in Atlanta, GA.

Next up: Falcone and Mayday Parade hit the road with Interscope Records / Hopeless Records recording artists All Time Low and Pierce the Veil, supporting their Spring ’13 tour.

To follow Tom Falcone / see more of his work:
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Derek Sanders of Mayday Parade. Bamboozle, 2011.

Allstar Weekend. New York, NY, 2013.

Brooks Betts of Mayday Parade. Atlanta, GA, 2013.

NESOP instructor and ’08 alum, Caleb Cole, has published a monograph of his series, Other People’s Clothes. In a limited edition of 250 copies, this hardcover book has 59 images (some never before exhibited), 146 pages, an introduction and interview by Jade Sylvan and design by Robyn Giragosian.

“The images in Other People’s Clothes are a product of my exploration of private moments of expectation, a visual expression of my experiences stepping into the shoes of the types of people I see on a daily basis.”

You can meet the artist and purchase Other People’s Clothes at his upcoming book release and signing on Friday, March 22nd, 6-8pm at Gallery Kayafas, or you can view the series and purchase this book on his website.

In “Shadows Stilled, Seized, Lost”, Giese will discuss the development of the process for her project “Concealed at first at last I appear”, a series of unique silver gelatin skiagrams, as well as explore the historical and contemporary context of the work and future ideas for developing the ongoing project.

“I create camera-less images to investigate my relationship to the physical space I exist in and how the chemical process of photography is still important in advancing our theoretical understanding of the photographic medium.” – Amy Theiss Giese

For more information, and to register for the 2013 conference, click here.

Founding Director of Project Have Hope, 1998 NESOP alum Karen Sparacio was recently featured in Be A Social Entrepreneur for her work with women in the Acholi Quarter of Uganda. By facilitating the sale of their beautiful, handmade paper bead jewelry, these women are able to earn money to feed their families, send their children to school, and look forward to a richer future.

“After a 10-year career in photojournalism, I’ve taken a break from daily assignment work to start a non-profit in Uganda and focus on an in-depth documentary project photographing in Uganda’s Acholi Quarter. As a photojournalist, my role was to be a passive observer, documenting life. As the founder of Project Have Hope, I have become an active participant in creating change. Project Have Hope seeks to empower a group of Acholi women to take charge of their future by providing them with the education and means to create sustainable economic solutions.”

Click here to read the full article and learn more about her inspirational mission.

Second year NESOP students Yorgos Efthymiadis and Arielle Simmons had their work selected by juror Aline Smithson to be part of ‘The Magic of Light‘ exhibition at the PhotoPlace Gallery, VT.

“For this exhibition, I was looking for work that was talking about light, showing its magic, its possibilities, and nuances. I was also looking for sophisticated images and work that was sometimes unexpected, but was shot with intention and focus. In a world where everyone has a camera, it is important to make work that is well executed, create submissions that are consistent, but also make work that is fresh.” – Aline Smithson

Both photos will be included in ‘The Magic of Light’ exhibition catalogue.

Exhibition dates: Mar. 1 – Mar. 27, 2013
Gallery hours: Tuesdays – Fridays, 11-4; Saturdays, 10-1

2nd year student Rob Collins has snagged the cover shot for the latest edition of Focus Skate Magazine.

Focus is a bi-monthly East Coast skateboarding publication highlighting the culture surrounding the sport.

This is Rob’s 2nd Focus Magazine cover.

’11 NESOP Grad Scott Achs was recently the featured artist for ‘Viewfinder’, an ongoing series that appears on the Official Blog of the Impossible Project.

“I usually think of myself as a contrarian, but from time to time, for the sake of inspiration, I find it important to experience a cliche. With this in mind, I put on my mid-October tourist hat, and along with my POLAROID ONE 600 and several packs of PX 680 Color Shade film I took to the road.”

To read more, please click here.
To see more of Scott’s work, please visit his blog: http://blog.scottachs.com