finding your niche in photography (and in anything you do)

Choices x3
We talked about choices in almost everything we do daily. 

From the trivial who-the-heck-cares what to have for breakfast to the complicated, life altering choices such as erm...who to marry...erm...ok that's not a good analogy but you get my drift.

In the coming post, I will share some views on turning pro (with some f.o.c. rant about certain people calling themselves pros thrown in) or stay a hobbyist.

Today, I want to talk about finding your niche in photography and I think this applies to almost anything you choose to do in life as well.

Often time, photographers especially those who struggle in eking a living out of their photography career and end up shooting almost any jobs that come by because they were not able to, or are still searching for a niche, something they totally love and/or good at. 

Finding a niche in photography is not easy. Often it is a process of trial and error and self-discovery. It is swift and easy for some but it may be elusive throughout most parts of their career for many.

So how exactly does one 'discover' one's niche in photography?

Is it about shooting stuff that you are most passionate about?

If it is, what constitutes the stuff that you are most passionate about? 

The subject (eg. insects)? The genre (macro photography)? Or does it really matter to you?

Have you found yours? Again, does it really matter to you?

I'll attempt to share some thoughts on this topic...

Career photography or passionate shutterbug?
At some point of your involvement in photography life, you would have contemplated whether you should or can make a career out of your photography.

I know I did.

Photography started as a hobby for me many years ago. After it turned into a passion, I asked myself should I take the plunge and turn it into my career of choice. I took some assignments and managed to pay off initial my investments after just a couple of assignments and I made a little more to invest in other gear.

With the confidence that my clients have sort of endorsed, the big question comes. Should I make that move?

After much pondering, I decided to stay as a hobbyist but I do not reject new jobs if the timing and price is right. And I am still doing this after 20 years on.

So what can I share on making photography a career choice? Am I qualified to offer any advice at all? 

I may not be but I do have some points to share. So if you are keen to see it from my viewpoint, do read on...

Google "career in photography" and you'll find tonnes of advise asking you to try out one of, or a combination of these:

• Start with something that does not require heavy investment in gear, such as weddings, portraits, etc. This is simple deduction. You are just starting out to make money and you probably have to skimp on your meals to buy memory cards...I know some who do; 

• Offer yourself as an assistant cum second photographer to some pros...this may not be easy coz if you made your intentions clear from the start, no pros are going to let you be their second photographer since you are potentially his/her future competitor;

• Start from the basic of the trade. In the days of shooting film, I've been an assistant in a photo studio. I did everything but shooting...supposedly I am supposed to be able to learn the trade by washing the studio toilet. Of course I learned pretty fast enough that I'm being taken for a ride. Pretty fast coz I quit after just 2 days. There is hardly any gratification in watching someone who basically shoots license and passport photos with an occasional family portrait for a living;

• What's the market like? A lot of choices we make, or in this case niche we search for depends on the development of the market in this trade. Malaysia is a country where people are NOT willing (yet) to pay decent money for a good photographer's services. Some pros can vouch on how factual this statement presents itself. When you have people bargaining with doctors, lawyers and accountants on the professional fees chargeable, don't expect in another 200 years that people are going to pay you chunks of cash for photography works. It is to some point, pretty insulting if you ask me. One photographer friend of mine is willing to do a full-day wedding shoot for a mere RM300 (that's less than USD100) when comparatively, someone say in the States would be charging USD1,500 for an 8-hour job;

• Room for creativity. There is also this pressing issue of shooting what you fancy or what your clients demands. If you are making a living out of your photography, this is a no-brainer isn't it? You shoot what your clients want. Not what you think he wants. It's how the market here works, generally. 

These are some additional issues that I personally feel one should ponder:

• If you are pretty broke and your bills are overdue, you might have to shoot any jobs that come by and with that, you may end up charging much lesser than the usual 'market price' to weed out competition;

• Don't waste your time becoming assistants to others. Get into the job and start making a name for yourself. If you have a family to feed, you will find a way to market yourself and get yourself some shooting assignments. You just will because choice is not an option;

• Don't expect to be paid handsomely in the first few years into your job. Photography is a career where reputation and word-of-mouth marketing work hand in glove with each other. You screw up one wedding shoot, and you'll almost have to start again from zero. Even if you did something incredibly remarkable on most of your jobs, you still risk being priced out by others. Especially when clients' main concern in pricing outweighs the creativity work they might get.

The 'new' photographer
Even the Malaysian market is so saturated. That's a fact. The question is how to find your niche so that you are known for what you do best.

I don't profess these to be sure win formulas. They are just some random ideas that crossed my mind when I find myself thinking...hmm...well, if you are just starting out and consider making a living as photographer, you might want to consider venturing into some of these areas.

• Become a hobbyists' photographer. Target collectors...watches, Hello Kitty, football kits, match boxes, Gunpla model, cars, etc...they have an extensive collection of stuff they are passionate about so do talk to them to shoot a series for them. If you're lucky you might come across some rich collectors of arts or you might end up shooting someone' strange collection of animal foetuses preserved in a variety of jars. This is, erm...occupational hazard. 

• Vacation photographer. Take the worries out of your clients' holiday photo mishaps by becoming their 'official' vacation photographer. Also applies if you tweak your marketing line a bit to suit couples going on their honeymoon. You need to be there yet be stealthy at the same time. I did a pre-honeymoon shot for someone previously. Pre-honeymoon because they want a series of photos depicting that they were on a honeymoon coz they don't want a third party tagging along their actual honeymoon. Understandable. The key is creating the concept for the shoot and the mood.

• Intentional product placement. How this works is, shoot something interesting but plan your shots with certain products clearly visible. Erm...choose a big or renowned brand. If your work is one that borders fine art so much the better. Then approach the brand and show them your photos. If they like them, they are very likely to strike a deal with you. If they don't, at least you've left an impression with them. They might just call you to use one of your shots for their newsletter even if the photos don't make it to the billboards. If they don't have any products, shoot anything that has something to do with their brands. You're the artist. Get creative.  

• Shoot wedding with a twist. Years ago, I did a wedding shot for a friend. Being a close friend of mine, I suggested a concept where I shoot the bride during her preparation, which includes among others, shots of her in the shower and changing. You may call this a wedding + boudoir shots. They were shot very carefully with no nudity and printed in monochrome and sepia. Unless your clients are exhibitionists, they need not show these set of photos to the parents and relatives. For the couple, well they loved it. 

• Specialise in shooting courting couples. Yes, you heard (read) me right. Getting the intimate expression out of them is a sure bet. They are courting. They have no time for sad times.

• You can also do individual portraits at home. Babies, pregnant mums, boudoir, pets, etc. 

• Bloggers' product photography. There are plenty of individual online traders selling a myriads of products but often not, their product photos are less interesting. Strike out a partnership with them to shoot their products. Mobility is key but it must be balanced with close to studio-like shots. DIY your own lightbox (or softbox as some prefer to call it). It's inexpensive and easy to make. It may not look professional but it gets the job done. Invest in a pair of still lights and a flashgun (two for syncing would be near perfect). Practice like mad at home shooting anything in various lighting set ups. You'll get there I promise. How to build your own lightbox? Google!

Well I said these are not sure win formulas but I do have some ideas how to make them work. If you're keen, contact me. I'll share them in exchange for a cup of good coffee.

Social media and the power of the Internet
Whichever idea that fancies you, I think you should not dismiss the powerful use of the Internet and social media. Speed is key.

Whatever you shoot, let your clients preview them immediately. Send a few initial unedited shots to them and get them to post them on their FB and websites. Get them to Tweet, Pinterest, Tumblr, whatever-have-yous them instantaneously. And in all that they do, ask the to tag you and mention you as the artist behind the photos. It's instant (and free) marketing for you!

Upload their photos immediately, yes on the same day on your website, blog, FB, Twitter, Pinterest, you know the rest. 

Then within 3-5 days, send them the rest of the photos, in CD or DVD as well as in soft-copies, provided they have settled your fees in full.

Speaking about fees, you might ask do I ask for a deposit or up-front payment before commencing a job? This is totally your personal preference. I hardly take assignments but even if I do, I don't take deposits because I strive to know my clients first and building a rapport with them before taking their jobs. 

Building relationship with your clients is very important because the most powerful marketing tool in this business (if you prefer to call it so) is still, your clients' word of mouth endorsement.

So brew yourself a sexy cup of coffee and flick your creative-cap switch to 'ON'. You'll be surprised what you can come up with especially if the coffee is an insanely good one.

Happy shooting and remember to "Learn to rules like a pro so that you can break them like an artist." - Pablo Picasso