The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
Waterworks, an exploration of New York City’s water supply and wastewater treatment systems, was originally published in 2003. This new and expanded edition is a complete reworking of the book, featuring 362 photographs, made between 1992 and 2024, and two new large, folded insert maps. Greenberg visited reservoirs, aqueducts, tunnels, gatehouses, water supply and sewer pumping stations, water tanks, wastewater treatment plants, stormwater retention facilities and maintenance covers throughout the watershed and around the city. The maps identify over 400 sites in the system, from upstate reservoirs to abandoned systems and tunnel shaft sites. In the late 1990s, Greenberg received unprecedented access to photograph the system, which made much of this work possible. After 9/11, all facilities were closed to the public. Since then, Greenberg has located hundreds of sites in plain view but largely unknown and unidentified; anonymous street furniture invisible to most people. The book and map — a field guide for anyone called to their own exploration — show a mostly underground and hidden system. The map is based on field investigations and historical documents and is designed by Greenberg and Larry Buchanan.
Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.
Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.
As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.
If you picked up this book, I’m betting you love photography enough to pursue a career in it, but you have no idea where to start. That’s where I come in. I want to be the resource and mentor I never had, so you don’t have to learn the hard way. I’ll be sharing the insider secrets of the photography industry that they don’t teach you in school. Because combining your passion for photography with a career can get a little messy. Being a great photographer is only half the battle. To thrive in this industry, you need to be a savvy entrepreneur, too. And that’s why I took it upon myself to fill in this much-needed gap. Instead of hoping things will change, it’s time we take control of our careers—and I’m here to help you do just that. This book will equip you with everything you need to know for a successful photography career. But you have to show up and put in the work.
The photo hustle is real. These days, it’s not enough to have talent. You have to know the industry—and it’s a tough one to break into. Most photography schools and workshops don’t teach you how to run a successful business. Rather, they focus on the latest gear and techniques. They’ll teach you about posing, directing clients, composition, and lighting. They’ll show you all the pretty editing tricks and how to set up a shot.
But actual business skills? That stuff rarely gets taught in the photography world. Marketing and branding? Not in most curricula. Sales and pricing strategies? I don’t think so. Client experience and retention? Doubtful. Financial planning and management? I’m not seeing it. Most photographers are expected to figure it out on their own, often through trial and error. But in reality, most photographers were never prepared for the “photo hustle” that exists on the flip side of their passion… I know I wasn’t.
Listen, I know you have the passion. I know you’ve dedicated your time to your craft. And I know you’re ready to get out there and share it with the world. Yes, photography is a tough road. But if you stick it out, get up when you get knocked down, and keep going, you can succeed. Keep pushing, keep creating, and keep capturing life through your lens. The world is waiting to see your visual eye.
There is no magic formula for making it in photography. If you’re hoping for a perfect path to success from Point A to Point B, I’m sorry to be the one to break it to you—it just doesn’t exist. No two photographers fall into success in the same way.
“I’ve done everything right, but nothing is working. How do I get in?”
It’s a question I get almost daily, but this time it came from a friend—let’s call her Michelle—over coffee. Michelle, an incredibly gifted photographer, had been struggling. Two years out of photography school, and she hadn’t landed her dream gigs…or anything close to them. Instead, she was building a business photographing families and pets. She was good—damn good—but it wasn’t her dream. Like so many photographers I talk to every day, Michelle had talent and drive, but couldn’t break into the industry. So, what gives?
I told Michelle what I tell all photographers: the industry has secrets they don’t want you to know. No matter how good you are or how many boxes you check, breaking in is tough. And if you don’t know what I’m going to share with you on these pages, then your chances of getting in are just as slim. Some photographers make it by luck, some hustle, and some are “discovered.” But believe me, there’s no perfect path, no magic formula—just straight talent and lots (and lots) of hustle.
When I was studying for my BFA, my dream was to shoot the cover of Rolling Stone magazine. That dream was shaken when, in September 2023, the president and founder Jan Wenner dismissed Black and female artists as not “articulate enough” for his book The Masters, a collection of interviews with rock’s greatest.2 His words hit hard, sparking the same frustration I felt following the George Floyd tragedy and the hollow promises made in light of his death. After fifteen years in the industry, I had become accustomed to being one of the few Black people on set, and I began to question why so many talented, hard-working photographers of all kinds were being sidelined. The answer is simple: the industry keeps a lot of information locked away. And I had become a part of the industry-wide gatekeeping that I hated so much. This book is the product of my determination to change that.
Spoiler alert: I’m not a professional photographer—I’m the person behind the scenes, hiring photographers, shaping art direction, and building brand stories big and small. I’m living my dream as a photo editor. Over the last fifteen years, I’ve had the opportunity to work for WIRED, Southern Living, Netflix, AARP, MasterClass, Square, and San Francisco Magazine. But the journey wasn’t easy—I faced a ton of job rejections that nearly shattered my confidence. But I refused to let them break me down—I chose not to let others dictate my worth or my future in the field. So, I took matters into my own hands and hustled hard for years. I even changed jobs fourteen times in sixteen years, transforming each of my setbacks into an opportunity to learn, grow, and improve my craft. My journey of hustle and hard work led me to where I am today. I even founded my company, Black Visual Queen, to change the industry and help photographers like you find their path to success in this highly gate-kept arena, where opportunities are often so elusive.
First, a word of warning: this is a tough industry, and brand photography isn’t for everyone. The road to that dream is a long one, paved with hustle, hard work, and lots (and lots) of rejection. But since you’re reading this book, I’m willing to bet that knowing this doesn’t deter you. You’re one of the photographers who have the determination to work with prestigious, big-name clients, and you’re not ready to throw in the towel on your dream just yet. If this is you, then listen up, because I’m going to teach you everything you need to know about the photo hustle—and how to get in. The photo industry is not just reserved for the elite; it’s for anyone willing to do the work. All you need is a little tenacity, talent (which you have), and the tips and tricks I’m going to spill in this book.
Through the years, I’ve seen top photographers ready to quit, exhausted by fierce competition and overwhelmed by technology. Many don’t know how to market themselves. So, if you’re frustrated by rejections, ghosting, or “we’ll keep your name on file” responses, just keep going. Keep hustling, keep honing your craft. The challenges are real, but don’t let them extinguish your passion. Embrace your uniqueness, stay motivated, and don’t fall into the comparison trap. Photography is rewarding, and the world is waiting to see your unique perspective.
In the following pages, you’ll learn everything photography school didn’t teach you and all the industry secrets the insiders don’t share. This is the book I wish I’d had back when I was starting out in photography: the tell-all (well, maybe not all—I’ve signed a lot of non-disclosure agreements!) about the photography biz, especially for editorial and brand work.
The book is split into two parts. Part 1 covers how to get in the room—in other words, how to break into the industry, how to pitch, how to market yourself, handle finances, and land the gig. We’ll be diving into your “why” as a photographer because knowing that helps you make the next right decision.
Part 2 explains what to do once you’re hired—how to navigate estimates, contracts, agents, photoshoot etiquette, avoid the dreaded blacklist (yes, it’s real), and how to redeem yourself if you find yourself on it.
Consider this book your trusted mentor. I want this to be the book you reach for when you land the gig and have no idea what an estimate looks like or what to watch out for in a contract. I want you to take this everywhere with you. Carry it in your purse. Stow it in your camera bag. Use it as a resource to help you navigate the tough business side of photography. By the end, I want you to feel encouraged, equipped, and confident to build the successful photography career you’ve always dreamed of.
Ready to find your “magic formula?” Let’s dive in.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
I worked for three days making photographs of the innumerable spaces and galleries at The Metropolitan Museum of Art in New York City, using my imagination to “picture” what it would look like with ballerinas in the various spaces.
In my studio, working with two dancers from The American Ballet Theater, Camila Ferrera and Betsy McBride, as well as a fashion stylist, Nikko Kefalas, hair stylist, Anike Rabiu, and make-up artist, Magdalena Major, I made images that would “fit” in the Museum’s spaces.
Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist. Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.
As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
Throughout my 27 years of freelancing, I’ve constantly needed book projects to maintain my sanity.
Back in October 1999, my talented editor/designer/wife Jodi and I ambitiously published my first photography book, Back on the Farm. It was self-funded and wholly terrifying…but also thrilling. We printed 4,000 copies and I figured that if we could sell them all within 10 years, the book would be a success.
Two months later, the book had sold out and a new side business was born.
Over the next ten years, we published seven more photography books about various South Dakota subjects, including a children’s book written by Jodi, and books about the Missouri River, small towns and World War 2 veterans.
After that furious decade of publishing, our three busy kids needed more of our time and the books took a backseat. But it didn’t take long to realize that these book projects had been my main creative outlet. The freedom that book photography offered was something I sorely missed as my stable of advertising clients grew and my assignment work squeezed out any spare time for book projects.
I’d been photographing western South Dakota for my fine art catalog for years, and I always knew that another book was hiding among those images. I assembled the bones of the book during the pandemic and shot the remaining 60% of the photos between 2020 and 2024.
We published West River in October 2024. The book is a tribute to ranching families and the amazing landscape they inhabit, as well as a few other uniquely western South Dakota tidbits. The title is derived from how the Missouri River splits the state into halves, known by residents as East River and West River.
We are planning to publish East River in late 2027, and it will be an equal-sized companion piece to West River.
With these new book projects to work on, most of my sanity has returned! They’ve been great fun to plan and execute, and in turn I believe these personal projects make my corporate work better
Greg Latza is a freelance photographer based in Sioux Falls, South Dakota. The majority of his work is for agricultural, industrial and energy clients, most notably Tractor Supply Company and Kubota.
Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.
Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.
As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
Terra Nostra is an exploration of place, memory, and the invisible threads that connect us to spaces we inhabit. Photographed intuitively, the images embrace imperfection. Long exposures, soft focus, and alternative lenses let light and atmosphere shape each frame, softening sharp edges in favor of emotion and mood. These photographs prioritize feeling over documentation—a visual sense of how a place lingers in memory and spirit.
This project resurfaced during five years spent with my father during his illness. Places like Kimmel Lookout in Pennsylvania became meditative spaces as I made photographs to help process the emotions of witnessing a loved one’s decline. Through these experiences, this series became a bridge between personal story and a broader connection to place.
Terra Nostra invites viewers to step into the spirit of these spaces, to sense the echoes of the past and the presence of what endures.
Suzanne Sease is a creative consultant and former ad-agency senior art buyer. She works with both emerging and established photographers and illustrators to create cohesive, persuasive presentations that clients can’t resist.
Suzanne offers something rare: an insider’s perspective on how client’s source creative talent. Her deep understanding of the industry is underscored by her impressive resume: 11 years as senior art buyer at The Martin Agency, seven years as an art producer for Capital One, and stints with the art-buying department at Kaplan-Thaler and the creative department at Best Buy, where she applied her expertise to reviewing bids to see which were most likely to come in on budget. Over the years, Suzanne has worked with a wildly diverse range of clients, including Seiko, Wrangler, Bank One, AFLAC, and Clairol Herbal Essence. Now, as a consultant, she is equipped to problem-solve for her clients from an unusually dynamic point of view.
As a longtime member of the photo community, Suzanne is also dedicated to giving back. Through her Art of the Personal Project column on the popular website aphotoeditor.com, she highlights notable personal projects by well-known and up-and-coming photographers. The column offers these artists excellent exposure while reflecting Suzanne’s passion for powerful imagery.
Heidi: Your work has an impressive range – it would be hard to categorize. You mentioned your work asks questions. What questions you thinking about in your recent personal work. Aidan: I’ve always been drawn to photography because I’ve seen it as an access point to the world. A license to ask, to look, and to learn. Sometimes I find answers, but most often I just find more questions. With this current work that I’m making while in grad school, I’m taking my interest in landscape—an interest that’s been fostered in objectively beautiful places like Antarctica, the Amazon, and Patagonia—and applying it to the contemporary urban, corporate, and residential environments of Los Angeles. The questions that I’m finding myself thinking about while I walk around and photograph stem from my personal experience of moving to a big city for the first time after years spent living on the road, mostly outside in nature. LA is bizarre and layered. It’s a mix of so many things without really having a centralized, defined identity. And it’s home to a lot of this American obsession with concrete, stucco, and bright colored walls that I’ve been finding myself interested in using as elements to question our relationship with this environment we’ve built and surrounded ourselves with. I’m using this time in school to learn about creating work that provides space for the viewer to have their own relationship with the images—space to ask their own questions instead of making images that are limited by the answers they provide.
It’s interesting, you’re challenging what a wall is – using that typology to question the meaning of a barrier or confining something. Is this an act of resistance in your mind? Yes, I think so. Or, at least it started out that way. When I first started walking around Los Angeles, it was easy to make work that directly contrasted the open air, natural landscapes that most would think of when they consider the term “landscape”. The images came easily, but quickly felt cliche. Somehow singular and predictable in their general pessimism. It’s easy to focus on the strictly negative–especially here in LA. It’s a dirty city with a massive unhoused population contrasted with insane wealth, all in and around and on top of itself. To treat it only as one thing—whether grimy or glamorous—would be a very narrow point of view. There are so many aspects to LA, and as I continued to walk and to photograph, I began to find myself interested in the complexity of these layers and in how they’re represented in the community architecture of subways, storefronts, traffic markings, and yes, walls. So much of it is colorful and built to look nice, but ultimately to direct or deter us in one way or another. Not meant to be comfortable. Liminal in nature. You’re allowed here, but only to a certain capacity and not for very long.
And then, layered onto these surfaces of glossy colorful paint or polished steel are traces left—markings, scribbles, covered graffiti or hand prints that show a back and forth that is sometimes violent and other times subtle. Visual responses to this landscape, or in resistance to it.
It’s been a fun exercise to shift from relying on obviously compelling subject matter (like penguins in Antarctica or secluded communities in Greenland) to make compelling images. I miss spending my time in nature, and I’m sure that’s seeping into my work. But this has been a very rewarding chapter that’s leading me in a direction that I’m finding quite engaging.
Rather than responding to a market need and losing control of your photographic voice, you are staying true to your development. Hey, I’m trying! Your best work will always be the stuff you’re passionate about. I’ve always believed that leaning into finding and establishing your own voice as an artist will eventually lead to an identity that’s more uniquely yours rather than a style that looks like everyone else’s following whatever the latest trend. And on top of that the work that is the most fun to make often is the often strongest. Good things come from good work so I try to stay true to making work that inspires me.
I’m still very much on this path of finding my visual identity and am constantly reminding myself to prioritize making work that gets me excited. But doing this is easier said than done, especially when you depend on your artistry for income. In my 20’s, my answer was to live in my truck. By not needing to keep up with rising rent costs I was able to pursue projects that I resonated with rather than having to sacrifice my vision to pay bills. But I recognized this as somewhat temporary solution—despite lasting 7 years on the road without paying rent!—and not likely a sustainable long term path that would lead to the things that I wanted for adult-me, like a stable family lifestyle. Now that I’m in LA, married and starting a family, things have changed and that discipline of staying true to the work that inspires you is much more difficult. LA is an expensive city and my continued path of finding my place within its working professional photography scene has not been a direct one or particularly easy. But it’s led me to some interesting places—some of which have resonated in surprising ways, like commercial fashion and architecture and others not as much. I’ve tried to remember that it’s hard to know whether or not you like something without ever trying it. There are lessons to be learned in even the most unexpected places and on the most unpleasant of jobs.
How do you exercise discipline and fight the temptation of trends? I’m as tempted by trends as anyone and I’m happy to experiment with new ideas and see what sticks. I take with me whatever I think I can use to get closer to my evolving identity and leave the rest behind.
How does fashion and architecture interplay in your images, does one inform the other? I’m curious about what connects us, both across continents and within our communities. My work has always touched on environment, sometime on a personal or cultural level and sometimes in more remote, abstract ways. But even when I’m in the middle of nowhere I’m thinking about how we are affected by these places and how we in turn affect them. Fashion reflects how we present ourselves to one another socially—how we choose to either fit into a social environment or stick out from it. One of the many “threads that connect us” if that’s not too on-the-nose. And I think architecture deals with how we as a society choose to interact with our physical environment. The building materials we use, the colors we choose, the space we give ourselves (or don’t) reflects so much about our societal values, our place in the world and our relationship to it. The work I’m making in school is architectural and while it doesn’t directly feature people (yet) it is still very much about people.
Your Antarctica work is a sharp contrast to your state fair work in both tools and approach. Tell us about the approach for each. Both my Antarctica and State Fair work are ongoing projects and contrast each other (and themselves) as they are both unfinished collections of images made over the span of a few years and a few different developmental stages in my photographic path. I’ve had the privilege of having visited Antarctica a handful of times since 2019, and each time I go down I’ve experimented with different viewpoints and perspectives. This often manifests in a variety of obsessions with different cameras and the aesthetics that each camera system provides. From grainy black and white 35mm to color 4×5 film to digital medium format… who knows where I’ll be in my journey of endless experimentation the next time I get the opportunity to get back down there.
As far as the State Fair goes, my wife’s family runs a chocolate chip cookie company at the Minnesota State Fair. I was never a big state fair goer growing up but since it now looks like I’ll now be going every year to bake cookies until the end of my days, I figured I’d better make some images along the way. I started with my 4×5 over my shoulder finding quieter moments amidst the dusty chaos of fried food and farm animals. The 4×5 is an ice breaker. People are curious about it and much more willing to have their photo taken than when I carry a more “normal” looking camera. But after starting back at school I was tasked with trying something completely different. Give up control. So I decided to lean into the chaos, ditch the tripod, shoot digital, play with flash, and shoot from the hip (maybe glancing at the camera’s fold-out screen, maybe not). I’ve recently been combining the 4×5 images with the digital in editorial pitch-deck PDF’s with the thought that it shows the breadth of my technical skills while covering a single event.
After commercial and editorial success, here you are back with creating more personal work – asking more questions – what are you hopes for pushing the personal body of work? I’ve written like 10 different responses to this question and still don’t know if I’m any closer to being able to answer it. I’ve been pushing into the commercial and editorial worlds and I’ve certainly had wins here and there but I have by no means found any sure-footedness in either. While I continue to pursue financial stability I keep coming back to the mindset that I mentioned above: make the work that makes me feel something, at any cost, because that will be my strongest work. All the “wins” or “successes” I’ve had seem to have stemmed from work that I’ve made solely because I’m passionate about it. Personal work.
However, when I was last in South America making Autopista Autopsia, I wasn’t quite able to find the creative flow that I’ve heard other artists talk about. I was pushing my personal work in a new direction but I was having a hard time knowing how to get there. Listening to interviews and reading about the making of projects and books that I’ve always looked to for inspiration, I would hear stories about how one image would effortlessly lead to the next or about how good it felt to be making the work that artist was making. I, on the other hand, was feeling blocked up and I didn’t know how to move past feeling like I was forcing the work. On top of it all, I didn’t feel like I had the right community to turn to for constructive criticism. For too long, I was using social media as the only arena for showing personal work and getting feedback.
I needed help rethinking my creative process and reestablishing my relationship to the medium altogether.
The pursuit of a MFA in photography will absolutely not provide a road-map to success in the commercial world. In fact, if anything, it’s sure to steer me in a completely different direction all together. Though I do think it will bring me closer to creating work that points me towards the core of my artistic identity. And the stronger the personal work that I can put out into the world the more likely it’ll lead to that next “win”.
I won’t ask you about your truck, when was the last time you heard from the previous owners? The truck! The previous owners are a Swiss couple who are currently living out of their van somewhere in Europe. We follow each other on Instagram and I drop them a line every few month with photos or with mechanical questions about this or that as all the manuals they left me are in German. It’s a very wholesome relationship that I hope to have with whoever I pass the truck along to, someday, maybe.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
For the past six years I’ve photographed local newsrooms from Alaska to Florida, documenting the dedicated but dwindling local news landscape. As a photographer with over 15 years of experience in newsrooms, I have a great deal of respect for the institutions that bring small communities the news.
An average of two newspapers shut down every week. In the wake of these closures many communities become news deserts. In their place is an information landscape of nationalized, and increasingly partisan, news that is ripe for misinformation. Studies now show that local government spending goes up, voter participation declines and cities often lose their bond rating after the loss of a local newspaper. Local Newsrooms needs to convey these insidious and largely unseen impacts.
With a growing catalog of images, video and interviews, I’m working to create a visual story of regional and national relevance. I plan to display some of this work in small town libraries, and similar spaces to make local newsrooms more visible in their neighborhoods. My goal is to use this work to engage communities in the search of and support for trusted local news while at the same time raising the importance of this issue to a national audience that may not have fully realized what has already been lost, and what is at stake.
The Conway Daily Sun newspaper morgue in Conway, New Hampshire on April 21, 2023. The free newspaper was founded in 1989. The printing press connected to the newsroom ceased printing in 2023.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration advertising and in-house corporate industry for decades. After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999. Follow her on Instagram
Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Image Licensing service on the Consulting Services page of our website.
Concept: Additional licensing for previously shot conference images, including a new set of selects
Licensing: Publicity and Collateral use of the original 25 images for an additional 3 years, and Publicity and Collateral use of 7 additional images for 5 years
Photographer: Corporate and Portraiture photographer
Client: U.S. non-profit healthcare organization Agency: Healthcare communications agency representing the client
A photographer partnered with me to help navigate an image licensing expansion for a recent conference shoot. The client, a non-profit healthcare organization working through a major healthcare communications agency, wanted to expand usage rights for a set of images and license additional selects from the previously photographed event.
Client Request
The original license covered a batch of 25 images from the conference shoot for use on digital, social, conference, and internal platforms – terms that generally fall under what we define as Publicity and Collateral use. The client had previously agreed to $6,900 in creative/licensing fees for this usage, granted for a period of 2 years.
As the client sought to extend the usage of these original images and license new selects from the shoot for a longer timeframe, we also identified an opportunity to improve clarity in the licensing terms. The original agreement did not include a definitions clause for the stated usage categories, and the terms digital, social, conference, and internal felt somewhat open to interpretation.
To address this, we recommended that the photographer adopt clearer and more standardized usage definitions. We updated the language in the new agreement to reflect our recommended terms and included a Definitions section, helping both parties better understand and align on how the images could be used.
The client specifically requested pricing for:
Extended Usage for the Original 25 Images: The client wanted to extend the current usage of the 25 images for an additional 3 years.
Unlimited Usage for the Original 25 Images: The client was also interested in pricing for unlimited, perpetual usage rights for the original 25 images.
New Selects: The client wanted to license additional selects from the conference shoot, requesting them for various usage periods: 2 years, 5 years, and unlimited use in perpetuity.
Proposed Options for Original 25 Images
Keeping the previously agreed-upon fees in mind, we wanted to propose a solution that expanded on the original licensing agreement to meet the client’s needs while ensuring proper compensation for the photographer. To navigate the negotiation, I worked closely with both the photographer and the agency client to craft a pricing structure that was fair and competitive. Here’s the expanded licensing structure we proposed:
Extending Usage for Original 25 Images
We proposed two options for extending the usage of the original 25 images:
Publicity and Collateral use for an additional 3 years: This extension would cover the same usage platforms (originally defined as digital, social, conference, and internal use) for an additional 3 years.
Additional Fees: $4,500 total.
This fee was calculated as a fair percentage of the original licensing cost, considering the multi-year extension and the added value.
Unlimited use of up to 25 images in perpetuity: This option offered the client perpetual, unlimited use of the original 25 images.
Additional Fees: $10,500 total.
Given that unlimited use provides value over an indefinite period, I suggested we propose a fee 2-5 times the original annual fee, offering a flat rate to ensure the photographer’s compensation for indefinite usage.
Proposed Options for Additional Selects
Pricing for Additional Selects from the Conference Shoot
For the new selects, we offered the following usage options and fees:
Publicity and Collateral Use for 2 Years
Fee: $325 per image (plus any additional retouching).
This price was based on the original per-image licensing cost, slightly increased to reflect the extended usage.
Publicity and Collateral Use for 5 Years
Fee: $650 per image (plus any additional retouching).
We scaled the price for the 5-year usage based on a multiple of the 2-year option, maintaining a competitive yet fair fee.
Unlimited Use in Perpetuity
Fee: $1,200 per image (plus any additional retouching).
The price for perpetual use was designed to reflect the value of indefinite usage rights, with a tiered discount offered for multiple images to make the offer more attractive to the client.
Proposed Pricing for Additional Selects with Unlimited Use
To accommodate the client’s interest in licensing additional images with unlimited usage, we proposed a discounted bundle for licensing 15 additional images with unlimited use in perpetuity. The proposed package rate was $12,750, or $850 per image. This offered a significant discount compared to the single image rate of $1,200 per image, encouraging the client to license more images at a reduced rate.
After the negotiations, the final terms and costs were agreed upon:
$4,500: Publicity and Collateral use of the original 25 images for an additional 3 years.
$4,550: Publicity and Collateral use of 7 additional images for 5 years, including basic color correction with delivery of the selects.
Grand Total: $9,050 for the extended image usage duration and additional selects.
The client was able to extend the original licensing agreement for the desired period while also licensing the new selects for an extended term. The photographer was fairly compensated for the additional usage and new images, while the client secured the expanded usage they needed.
Takeaways
Clear, well-defined pricing structures simplified the negotiations while ensuring the creative work was properly valued. By offering flexible licensing options such as time-limited extensions, perpetual use, and multi-image bundles, the photographer met the client’s needs without compromising on value. This transparent approach gave the client control over the decision-making process and allowed them to make informed choices within their budget, encouraged larger purchases, and fostered a fair, collaborative process to meet their needs. Ultimately, it strengthened the working relationship and demonstrated how thoughtful image license pricing can benefit both sides.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
My initial basic idea was to stage a play as a photo and collage series.
In terms of content the series is a funky journey through the topics of our times to the outer edges of our collective cultural memory.
Mainly it is a homage to the theatre itself.
However, it has no stringent plot. I try to create constellations and relations between figures, in each image, that are full of tension and contradiction but don’t make a concrete statement – the plot is meant to arise in the viewer’s mind.
In response to recent developments, I embraced an analog approach. I’ve created stages like compositions with aquarelle paintings and populated them with illustrious figures related to each other through collage, like marionettes playing on a theatrical stage.
I draw my inspirations from across art history and various cultural influences. From the theatre, painting, photography and collage art throughout the centuries.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration advertising and in-house corporate industry for decades. After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999. Follow her on Instagram
Heidi: This stunning cover image intersects magic, nature, and those who respect her. – tell us the backstory around how you and Kimi met this moment? Perrin: Kimi and I were invited on a bit of a reunion trip with our good friend Edmund Jin, We had all traveled extensively for a few years together and we wanted to revisit some of our adventures. We were about 100 miles from the mouth of Isle Magdaleña. Every year there’s a sardine run that is usually met with striped marlin as the main predatory fish. But this year was a transitional year from El Niño to La Niña, and the ocean seemed to have exploded with a few different types of baitfish and millions of mahi mahi. We swam playfully into the bait balls until that mahi fish crashed into us. At one point a bull mahi caught me right below the eye and now I have the cool little scar to show from that one. Kimi was filling her spearfishing cup and preparing to bring back a bunch of Mahi for Buddy and Turk. I swam over and asked if could shoot this particular baitball. It was a different type of mackerel. This vortex of fish was just so beautifully formed. She swam up through the bait and came out with two fish one in each hand. We laughed so hard I think I drank some saltwater.
How many covers have you two collaborated on?
Perrin: This is our second Patagonia cover. I think we’ve gotten close to 15 though in the outdoor space, it’s been a beautiful journey of creating, and ocean time.
Patagonia Cover, 2016
BTS of their first Patagonia cover, published in 2016
Nature reigns supreme as the ultimate producer. How do you know when you got the image and not overstay your welcome? Perrin: For this particular situation I think the bait fish were actually incredibly happy to have us. The moment we would swim away the ongoing feeding frenzy would continue. I feel that with my dive buddies and best friends we have language underwater that really doesn’t rely on speaking. it’s mostly hand gestures and facial expressions and occasional underwater grouper calls (a grunting noise that can be heard underwater. As soon as I shot this image I broke the silence communication and just yelled WE GOT IT.
How did this photo come across your desk at Patgonia and ultimately make it as the coveted cover placement?
Jenning: I received a text from Kimi post dive saying she and Perrin shot some on point Patagonia photos that she thought I would love. It was a few weeks by the time Perrin got home from Mexico and sent me the submission. Its always a treat when we receive Perrin photos as he is a remarkable underwater photographer and we love all things Kimi. I renmbember excitingly downloading his photo folder, after a quick glance I knew what they (Kimi, Perrin + Mother Nature) managed to create + capture was something special. I shared my top selects with the Patagonia Journal (catalog) team who shared the same thoughts I did that the image set was solid and captured the essence of Patagonia photography. My department manager Heidi Volpe helped secure the coveted journal cover. I emailed Perrin + Kimi and told them to keep the photo on ice for us, since the journal is print the lead times are longer but I was jockeying for some prime real-estate for the bait ball story + images and to please be patient as I pushed photo thru the process to image final.
What does nature tell you about women in the water? Perrin: Women have a special place in the ocean. It’s always interesting the way whales and other cetaceans or even predatory fish that would typically be shy, always seem to swim directly up women in the ocean.
What cues do you tap into when searching for a potential location to free dive? There are a number of factors that play into looking for a new freedive spot. I think the biggest one is the underwater architecture of that location and how the tide affects that location. It’s also seasonal just as surf follows the seasons, so do fish. Everything is timing ( at least for the best spots).
Once you find the spot, what does your prep look like?
I like to let people go first and watch the drift. Then work with the captain on how we can improve the angle of the current or the distance from the pinnacle or point of interest. If the current is fast you need a greater distance to breathe up enough before your dive.
How does your creativity differ in these two worlds: immersion in the ocean vs terra firma?
Oh I really do my best to do everything in the ocean or around it. I’m not very good at being on dry land for too long.
Photo: Nick Kelly
All black and white photos: Katharine Kollman
Photo: Geoff Coombs
After so many years in the water, what are the most drastic changes you’ve seen, what can everyday people think about or what behaviors can we change to avoid further ocean impact?
I always think about the saying (well you should have seen it in my day). that is usually coming from much older people. I feel that I watched it change drastically from a kid till now and again once I started traveling oceans and revisiting places only a few years later.
Single use plastic is an easy one but also just being conscious of the type of fish you are consuming and where it came from or more importantly how it was caught.
The ocean faces challenges that are almost without borders however. I think there needs to be more attention addressing factory fishing and the global fishing fleets that are quite literally emptying the oceans.
You’ve contributed to several films around the ocean as a healer, how did you expand as a creative after working on those two projects?
I think my style of work has always leaned towards the darker more mysterious parts of the ocean showing beauty in the shadows and unknown. After working on Learning to Drown and Daughter of the Sea I think the importance of telling these types of stories was just amplified. The ocean helped me through the darkest parts of my life and I hope it can help others as well.
What ocean-based projects are you working on now? We are just going into post production on the story of my friend Vaimiti, Its kinda a surf story but highlighting the cultural similarities and hardships that Hawaiians and Tahitians share through colonization and loss of identity and culture.
The next project is a Freedivers journey through a traumatic brain injury.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
Working with Jan Barboglio in Mexico was an incredible experience that allowed me to capture the soul of her artistry through my photography, both still and motion. I focused on the rich textures, aged patinas, and intricate details that make her handcrafted ironwork so unique. The warmth of Mexico’s landscapes and historic architecture provided the perfect backdrop, enhancing the timeless beauty of her designs. I aimed to tell a story—one of tradition, craftsmanship, and the deep cultural heritage that inspires her work.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration advertising and in-house corporate industry for decades. After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999. Follow her on Instagram
Each month, we pick one of our recent estimates to write about in a Pricing & Negotiating article. Redacting the names of the photographer and client allows us to share valuable and educational information that would otherwise be confidential.
Concept: Portfolio content photography of an architecture and interior design firm’s recently completed restaurant & retail spaces within an airport Licensing: Collateral and Publicity use of up to 15 images in perpetuity Photographer: Architecture & Interiors specialist Client: Large retail space architecture and interior design firm
Summary
I recently helped one of our NYC photographers build an estimate for a good-sized architecture and interior design firm. The firm requested an estimate for photography to document 4 of their soon-to-be-finished spaces within a NYC area airport terminal. The final use of the photography would primarily be web collateral within the firm’s website, publicity efforts, as well as submissions to a few notable design award competitions. When we first began speaking with the client, they let us know that the completion date was about 3 weeks out. Moreover, they informed us that the photographs needed to be taken at night because the restaurants and shops would be open the following day.
The client was very specific with their shot list needs. They would, however, rely on the photographer to accomplish this list in an artistic manner. They also let us know that they would need the final images within 2 days of the shoot date in order to meet their award submission dates. The client would arrange all special permissions for the photographer, crew, and equipment access to the spaces due to our need to work after the airport terminal had closed. We also knew that although our client designed these 4 spaces, they would all be owned and operated by other brands. With this in mind, we attempted to upsell and inquired whether the brands or proprietors might be interested in use of the final work. These potential clients, however, were not interested.
I added a “Client Provisions” note to describe what the client was to provide. For this project, the client would provide locations, all location access and coordination, all location styling and cleaning, all employee/staff coordination, crew meals and craft services.
Fees
I put the Photographer’s fees at $6,500 for the shoot, and licensing of up to 15 images. We understand that the NYC market is very competitive and there are many other photographers in the area that could accomplish this job. The saturated market (unfortunately) put downward pressure on the photographer’s fees. We felt that $6,500 was a fair and competitive fee based on the metropolitan area, client, and the use of up to 15 images. The client offered a budget of “between $10,000-13,000” for the project. Based on the rush retouching fees needed we felt comfortable coming in roughly $1,100 above that.
Crew
We added a First Assistant/Digital Tech at $650/day to help with lighting and camera equipment management, and computer/file management while the photographer was shooting. These fees were consistent with the crew rates on the photographer’s past projects of this nature.
Equipment
We included $750 for camera, lighting, and grip rentals. The photographer brought their own cameras, lenses, and simple lighting. We added $450 for the digital tech workstation rental laptop, cables, etc.
Misc.
We included $240 for insurance coverage. We then added $250 for the anticipated taxis/car services to get to and from the airport, additional meals, and other miscellaneous expenses.
Post-Production
We added $500 for the photographer to perform an initial edit of all the content and delivery to the client. We also included rush retouching rates of $225/hr for an estimated 2 hours per image.
Results
The photographer was awarded the project and the shoot was a success. During the shoot, there were quite a few issues as several of the locations were not totally finished. In order to accomplish some of the wider images, the photographer needed to have their camera placed in a location not closed to the public. Due to this factor, a good amount of additional retouching was needed on the images, which was approved by the client.
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
“Dragon” Glen de Souza founded the Dragon Keylemanjahro
School of Art & Culture in Cocorite, a suburb of Port of Spain, the capital of Trinidad and Tobago in 1986. The main purpose of the school is to keep children off the streets and away from drugs. Searching for artistic activities to engage them in, he rediscovered the art of stilt-walking, a tradition known in West Africa as the Moko Jumbies, protectors of the villages and participants in religious ceremonies. The art was brought to Trinidad by the slave trade but was forgotten soon after. Dragon Glen De Souza can be credited with bringing this tradition back to Trinidad and Tobago in a large-scale fashion. Today his school has over 100 members from age 4 and up. The stilts are made by Dragon and his students and can be as high as 12-15 feet. The children show their artistic talents mostly at the annual Carnival (celebrated in Trinidad and Tobago on February 12 and 13), which today is unthinkable without the presence of the Moko Jumbies. A “band” can have up to 80 children on stilts and they have won many of the prestigious prizes and trophies that are awarded by the National Carnival Commission. Designers like Peter Minshall, Brian Mac Farlane and Laura Anderson Barbata create dazzling costumes for the school which are admired by thousands of spectators. Besides stilt-walking the children learn the limbo dance, drumming, fire blowing (often all done on stilts) and how to ride unicycles. Between 1997 and 2004 New York City based photographer Stefan Falke took countless trips to Trinidad and Tobago to work on this essay which resulted in the book “MOKO JUMBIES:
The Dancing Spirits of Trinidad”, published by Pointed Leaf Press.
The images were in the official selection of the photo-journalism festival Visa Pour L’image in Perpignan, France, in 2004. This is the first time they’re exhibited in New York.
Between 1997 and 2004 New York City based photographer
Stefan Falke took countless trips to Trinidad and Tobago to work on this essay which resulted in the book “MOKO JUMBIES: The Dancing Spirits of Trinidad”, published by Pointed Leaf Press. The images were in the official selection of the photo-journalism festival Visa Pour L’image in Perpignan, France, in 2004 and at Deutsches Haus at NYU in New York in 2018.
Stefan Falke is a German born photographer who lives in New York City and works for international magazines, film studios and corporate clients. He has published four books: “MOKOJUMBIES: The Dancing Spirits of Trinidad“, about a stilt walking school in Trinidad, and “LA FRONTERA: Artists alongthe US-Mexican Border“, for which he photographed 200 artists on both sides of the entire 2000 miles long US-Mexico border to document the vibrant cultural activities in that region. His last two books, “Keep Going New York !!” and “ReflectingNew York” where self-published on Blurb.com.
APE contributor Suzanne Seasecurrently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration advertising and in-house corporate industry for decades. After establishing the art-buying department at The
Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Pricing & Negotiating services on the Consulting Services page of our website.
Concept: Product Photography for a Holiday Campaign in collaboration with a celebrity Licensing: Publicity and Collateral use of 4 still photos and 1 animated GIF for 1 year Photographer: Still Life/Product and Food/Drink specialist Client: Sparkling beverage brand
Summary
I recently worked with a photographer to develop an estimate for a holiday-themed product photoshoot for a well-known beverage brand’s collaboration with a high-profile celebrity. The project involved creating still life images of a holiday table centerpiece featuring the client’s product alongside the celebrity’s co-branded food item. We considered the various creative needs, including product shots and lifestyle setups where hands would interact with the product.
The deliverables included up to four high-resolution still photos and one animated GIF intended for digital PR, social media, and the client’s website, with a one-year global license. The shots were primarily designed for web use, however, there was also the possibility of some print use.
The client provided a shot list outlining key visuals and requested Publicity and Collateral licensing for one year of global use. The creative and licensing fee was set at $5,500 for producing the still images and animated GIF, which we felt was in line with the single shoot day and somewhat limited use. Additionally, we added a pre-production day to help with coordination, studio setup, and creative planning, at a cost of $750.
Crew
Though the project’s production requirements were relatively simple, we decided to include the photographer’s preferred assistant to ensure everything ran smoothly. This covered the assistant’s day rates for both the prep/set build day and the shoot day, with a rate of $500 per day, bringing the total to $1,000 for two days.
Styling
The creative brief emphasized the importance of some festive styling for the tablescape, which would serve as the backdrop for the products. The photographer took on the basic prop styling, and we included $250 for 5 hours of prop sourcing and $800 to purchase props and décor items. We also brought in a food stylist for two days to ensure the products looked their best on camera. The food stylist was responsible for sourcing supplemental ingredients and food items to complement the products, so we budgeted $2,000 for two days of prep and styling work.
Casting and Talent
The brief called for a hand model to interact with the products in several shots, so we budgeted $360 for the hand model’s session, which included a $300 half-day rate and a 20% agency fee. The model’s usage fee for one year of global publicity and collateral use was budgeted at $1,200.
Locations
The photographer had a local studio they worked with regularly, so we included one rental day for the set build and one for the shoot. The studio rental was budgeted at $500 per day, bringing the total to $1,000 for both days.
Equipment
While the photographer was able to provide most of the necessary gear, we included a supplemental budget of $750 for any extra equipment rentals and their kit of cameras, lenses, lighting, grip, and a workstation.
Meals
We allocated $300 to provide light meals for the crew on the shoot day, ensuring everyone had breakfast and lunch.
Miscellaneous
We included a $250 budget for miscellaneous expenses to cover any potential additional costs, such as parking and mileage.
Post-production
For post-production, we allocated $600 for retouching four images, with each image receiving up to one hour of work at $150 per image. Additionally, we allocated $500 for editing a 15-30-second animated GIF to complement the still images.
Results
The photographer was awarded the project, and the shoot is slated to commence before the holidays!
The Art of the Personal Project is a crucial element to let potential buyers see how you think creatively on your own. I am drawn to personal projects that have an interesting vision or that show something I have never seen before. In this thread, I’ll include a link to each personal project with the artist statement so you can see more of the project. Please note: This thread is not affiliated with any company; I’m just featuring projects that I find. Please DO NOT send me your work. I do not take submissions.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration advertising and in-house corporate industry for decades. After establishing the art-buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999. Follow her on Instagram
Each month, we explain a recent cost estimate, contract, or purchase order in the form of a Pricing & Negotiating article. By redacting the names of the photographer and the client, we can share useful information that would otherwise be confidential. You can read more about our Building Estimates service on the Consulting Services page of our website.
Concept: Executive Headshots and Environmental Portraits Licensing: Perpetual Publicity and Collateral use of 7 images Photographer: Portrait and Lifestyle Specialist Client: National Grocery Store Chain
Summary
I recently collaborated with a photographer to develop an estimate for a corporate portraiture photoshoot for a US-based grocery retailer. The project’s goal was to capture the authenticity, approachability, and leadership of the company’s Chairman/CEO and President/Vice-CEO.
We planned for the shoot to take place in a single day at a store location in the Southwestern US. The client would plan to coordinate the schedule to minimize disruption to store operations and, at the same time, allow the photographer to accomplish everything they needed to.
Deliverables included 4 high-resolution headshots and 3 environmental portraits, all licensed for perpetual publicity and collateral use. They intended for these visuals to enhance the company’s marketing materials, reinforce its brand ethos, and connect with its customer base on a more personal level.
The client’s brief outlined a need for Publicity and Collateral use for the imagery, which informed the pricing structure. We determined that perpetual usage rights were appropriate for this particular project.
Perpetual usage relates to the duration the client can use the images. Perpetual usage means the client can use the images indefinitely. But, the usage is still confined to the agreed-upon media (in this case, publicity and collateral).
Unlimited usage, on the other hand, implies no restrictions on the type of media placement, often making it broader usage for things like paid advertising.
Why Perpetual Usage?
Leadership portraits don’t stay relevant forever. Executives update their photos every few years, so setting a time limit on usage would likely expire after the images are already outdated.
It simplifies things for both the client and the photographer. No need to track expiration dates or negotiate renewals for images that won’t be used long-term anyway.
It encourages repeat business. Even with perpetual rights, occasional leadership changes (just in the age and look of the person, or who’s in the actual role itself) mean new photos will be needed. Making the process easy builds goodwill and increases the chance they’ll return to the same photographer.
The intended use is long-term but not commercial. Since these images are for PR and internal branding (not paid advertising), perpetual licensing makes sense — it’s a one-time cost for the client, with not much downside for the photographer.
The creative and licensing fee was set at $3,500, a rate reflecting the project’s somewhat smaller scope balanced with the longevity of the usage rights. We also included a tech/scout day, priced at $500, to allow the photographer to familiarize themselves with the location and refine logistical details.
Crew
We included a first assistant at $500/day, with an added 25% payroll fee, bringing the total to $625 for the shoot day. Given the shoot needs, the inclusion of the photographer’s trusted first assistant to handle equipment setup, lighting adjustments, and management of digital workflows was of great importance.
Styling
We allocated $875 for a men’s groomer/hair and makeup stylist to be present on shoot day. This role would also include light wardrobe adjustments, providing the professional polish necessary for high-quality headshots and portraits.
Equipment
We allocated a conservative budget of $250 to cover any supplemental equipment needs. The photographer owned most of the required equipment, but additional backdrops were necessary to achieve the desired aesthetic for the headshots.
Misc.
To cover incidental costs such as meals, parking, and mileage, we included a budget of $200. We noted these expenses were to be billed at cost to provide flexibility while maintaining transparency.
Post-Production
We budgeted $300 for the initial edit and client review, hosted on a web gallery. We allocated an additional $700 for retouching seven selected images, priced at $100 per image to include up to one hour of retouching work each. This process ensured each image met the client’s expectations and upheld the brand’s standards.
Results
The photographer was awarded the project, and the shoot was scheduled to take place within the following weeks!
Heidi: You’re a multifaceted creative, synthesizing photography, filmmaking, painting, composing, and creating music. How does each skill inform the other?
Joseph: For me, it all began with the piano. I started playing at a very young age, and at the same time, I was the kid that sat in the back of the classroom sketching everything, with my head in the clouds. As I progressed musically and artistically through many years of classical piano training, I found that being a pianist unlocked a series of other doors in the realm of creativity. I became more attuned to nuance, emotion, atmosphere, and the contrast of light and shadow. This innate understanding, thanks to studying the likes of Satie, Ravel, and Rachmaninoff, as well as diving into the works of Sargent, Bouguereau, Avedon, Lindbergh, Koudelka, and Salgado allowed me to jump right into painting, photography, and cinematography, spending many years honing each skill to the point where I find myself “medium-agnostic.”
I’ve been told many times that I risk being a jack of all trades when I don’t focus on one thing. That never sat well with me. I’m much happier and more productive when I can switch mediums depending on what I want to express. I look at the Renaissance for inspiration, where multi-faceted creativity was celebrated and surpassed the limitations imposed by the expectations of a single and defined profession. When I was training as a cinematographer with the late Vilmos Zsigmond, he taught me to paint a set with light. First with the wide brush strokes of large sources, creating deep contrast that can be felt with eyes closed, then rendering details with smaller sources. Vilmos was widely known for his distinct visual style, often referred to as “poetic realism” and his mastery of cinematography came from a deep understanding of the human condition. A reflection here, a shadow there, making a composition sing with light and shadow, and somehow tapping into the unknown. That felt just like composing for the piano to me, or connecting deeply with a subject matter in photography.
Even as my photography and cinematography careers took off, I never stopped making music, having released two full-length albums of original piano compositions and currently working on my third. I’m deep into painting as well, studying at an atelier in Los Angeles with a focus on realism. I strongly believe my work in other mediums has ultimately made me a better photographer and cinematographer. Being a multi-disciplinary artist has also heightened my sensitivity and empathy substantially, and I find that I can usually connect with my subjects and clients effortlessly when making portraits or photographing commercial campaigns or assignments.
How do you manage your creative resources as you’re wildly prolific?
It’s always a challenge, but with the right amount of time management, anything is possible! When not on set, my days are divided into 4-hour sections where I balance client interactions, admin time for my business, personal creative projects, and most importantly, parenting. I also have “seasons” where I’m focused on one medium over another. For example, a typical week would entail prepping for a shoot, being on set capturing campaigns for major brands, managing post production, and being present and very much focusing on my seven-year old daughter. I’ve also recently joined the board of directors at APA-LA, so that’s been keeping me busy with new opportunities to serve our photo community. So I tend to compose at night, with headphones on, and after many months when I’ve had everything dialed in and written down, I would go to a fantastic studio here in LA and record everything in just a few days. On weekdays when I’m not on a shoot or in pre-pro, I will typically be painting or working on a personal photography project.
For inspiration, I find that the ocean does incredible things. I’ve taken up sailing, and will hop on my friend’s timeshared 36-foot sailboat once or twice a month to cut through water with some dolphins in Santa Monica Bay whenever I feel creatively stuck. It’s also been tough to stay creative with the horrific current state of the world, so lately I’ve been turning my lens onto environmental issues I care deeply about, such as the human impact on the polar regions and ocean conservation. That comes with an inherent sense of purpose, which is even more fuel for creativity. No matter what it is I’m doing, it always feels like a race against the clock as I tend to work in big bursts of energy, which I somehow channel like an antenna in a thunderstorm!
When you are composing music, are you seeing images?
Yes! It’s hard to describe perfectly. Sometimes I’m seeing nostalgic images that have velvet edges and blue, purple and magenta hues. Other times, I feel a heavy weight in my chest that flows through my fingers until it all exists outside of me. I also see light and shadow, or more accurately, I sense contrast. There is a lot of pain and beauty inside and outside of us, it’s everywhere, and I tap into it very deeply. Sometimes that manifests as colors and imagery, other times as a force that propels you or pulls you in like a freight train or a black hole.
Is the inverse also true, that by creating imagery you hear music?
I don’t hear music when making images, though I love to have good music on in a portrait session. Especially something that will influence the direction I want to take the work in. I do often get the same feeling in my chest while on set though, that intuitive push/pull towards the desired outcome of the work, especially when it comes to light and contrast.
Tell me about your upcoming project Midnight Sun, what is it and how did it come about?
I began work on Midnight Sun three years ago. It’s essentially a collection of personal images captured during assignments in Antarctica and the Arctic. In this work, I wanted to not only focus on the epic natural beauty of these remote regions but also the pressing issues of human impact, militarization, over-tourism, mining, and the effects of colonization on indigenous communities. The experience of visiting the Antarctic and the Arctic have been nothing short of life-changing for me. It ignited a sense of purpose and urgency to take my personal work in this direction, despite being a commercial photographer and cinematographer for most of my career with little experience in landscape photography and reportage. So I tried to keep everything authentic to how I see and feel things, which led to shooting this typically more documentary-style subject matter with more of a fine art aesthetic.
Midnight Sun is taking the form of a book and a music record – the images for the most part are devoid of people, a contrast to your commercial work. How did you expand creatively during that project?
Midnight Sun, while (mostly) devoid of people, is really all about humanity! It’s about our relationship to nature, our need to dominate and conquer resources, and our incessant urge to impose our way of life on indigenous communities. But it’s also about the beauty and fragility of our planet, our responsibility as stewards of the Earth, and our spiritual growth as a species going through some tough transitions. I experienced all of those things while in the polar regions and it completely transformed me and how I view my role as an artist in this era. The work is complete and is currently being shopped around with several publishers in proposal form. I am also deep in the process of composing my third record, which will accompany the book as a “soundtrack” of sorts. Unlike my last two albums, which were primarily classical piano records, the Midnight Sun record will have a more orchestral and “cosmic” sound that comes from the use of analog synthesizers along with acoustic pianos. It is influenced by more modern composers such as Vangelis, M83, Yann Tiersen and Max Richter, but infused with my own personal style of classical piano. Like the last two albums, I’m planning on releasing it on vinyl along with the book, as well as a boxed set.
How did the Lecia relationship begin, and what are you working on now?
I’ve been photographing my personal work with a Leica M6 since the mid-2000’s. This led to a book I published in 2019 called “Onward,” which is a collection of black and white images captured while on the road for 12 years as a cinematographer on travel assignments, mostly taken with my M6. Along with several great bookstores such as Hennessey + Ingalls, Skylight Books, and William Stout Architectural Books, Leica LA and Leica NY began to carry the book, which has done really well and almost sold out the first edition. I also had the opportunity to work with the late John Kreidler early on in my photography career, and he became Leica’s director of education well before he passed away last year. He was kind and gracious to me as always, and introduced me to some wonderful people at Leica. Then there’s the amazing Paris Chong! The curator at Leica Gallery LA, who is an absolute gem in our industry. She has been instrumental in guiding the direction of my Midnight Sun project, and I’m very grateful for her insight and encouragement.
On a related note, I use Leica’s SL-series cameras and lenses for all my commercial photo assignments, and all of Midnight Sun was captured with the same cameras and lenses as well. Those cameras and lenses have been incredibly compatible with how I make images, with beautiful color science and deep, rich blacks that make the images feel like you can dive right into them. I also often use Leica cinema lenses in my cinematography work. Essentially, I view Leica as a partner on both the artistic and the technical side to keep my photography evolving into the future.
With commercial work, have you found it necessary to narrow down what you’re known for?
My commercial photography and cinematography work is also wide-ranging. I’m interested in so many things, especially in authentically capturing images of people doing things. So in a given month, I find myself working on fashion campaigns, editorial portrait assignments, automotive campaigns, advertorial portraiture for healthcare and technology companies, lifestyle image libraries for brands, and even underwater work, such as the two Toyota commercials I shot for the Olympics featuring members of the USA swim team. I’ve always been a hybrid shooter, so while I’ll either come onto a union commercial as cinematographer, or capture an advertising campaign as a photographer, I’m most often doing both and have been developing and building a signature workflow for hybrid campaigns for many years, to the point where it’s what I’ve become known for and what I naturally gravitate to, work-wise.
This seems like a good time to remind everyone that the photography industry had a brief “me too” moment back in 2018-2020.
Several big photographers were named in a couple of excellent articles in the Columbia Journalism Review by Kristen Chick and Vox by A.J. Chavar.
I’m sure there are many who never came forward because while the initial outrage caused the named to disappear and delete all their social media, they soon crawl back. Two people I’ve been following are David Alan Harvey and Patrick Witty.
In the article by Kristen Chick, “Eleven women have described to CJR inappropriate behavior from David Alan Harvey over a span of thirteen years, ranging from suggestive comments to unwanted sexual advances to masturbating without their consent on video calls.” His agency, Magnum, was told about it and sat on the information for a decade before suspending him.
So what is David up to now? He’s very active on Threads, where he has 57,000 followers. On Instagram, his account is private, but he has 441,000 followers. On his website, he’s selling prints, has five in-person workshops slated for 2025, and offers online mentorships.
In the article by A.J. Chavar that talks about Patrick Witty: “I spoke to more than 20 people — some of them friends of mine in our shared industry — who said they experienced unwanted interactions with Witty, witnessed the inappropriate behavior, or were told details at the time the events occurred that corroborated the women’s stories. These stories included accounts of unwanted touching, kissing, and other advances at a variety of professional events during and prior to Witty’s employment at National Geographic.”
So what is Patrick up to now? Semafor is reporting that he’s been hired by the White House. Prior to that he was very active on Instagram with 72,000 followers, Threads with 12,000 followers, and has a substack with 3,300 subscribers where he lists his bonafides as a photo editor at National Geographic, WIRED, TIME, and The New York Times.
Do I think these people should be cancelled for their alleged creep-ass behavior that potentially ruined the careers of 30 women plus countless others who headed the other direction once the alarm sounded in their heads?
YES.
But you can do what you feel in your heart. When I brought Patrick’s behavior to the attention of “A Photographic Life” podcaster Grant Scott (former AD at Elle and Tatler) and his host Bill Shapiro (former EIC at LIFE), after they quoted him in a podcast, they refused to remove the quote or take down the podcast where they recommended people subscribe to Patrick’s Substack. Bill has subsequently become chummy with Patrick on Threads, engaging him in conversation on several occasions.
If that weren’t enough, in a subsequent podcast, Bill Shapiro quoted Bill Frakes who has a Wikipedia entry that states “The University of Nebraska–Lincoln (UNL) found that Frakes engaged in sexual misconduct and sexual harassment while he was a visiting professor. Frakes was found to have made unwanted comments about women students’ bodies and clothing according to a document obtained by The Omaha World-Herald.”
I think it’s important not to memory-hole what happened. Grant Scott told me he had no idea about Patrick since he works in the UK. Bill Shapiro just told me I was being mean. If industry leaders, despite their cranky old age, refuse to acknowledge the hard work of journalists and the women who brought this information to light, there’s no reason this behavior won’t persist. Personally, I refuse to forget that our male-dominated industry creates challenges for women, and we need to continuously work to rectify that. Lets not erase the work that has already been done.
