Last nights APA event in Los Angeles was incredibly informative for photographers. The event was geared to help photographers discover why clients hire them by having a panel of creatives in the commercial industry share how and why they hire specific photographers. Hosted by a local photo agent, Andrea Stern in Los Angeles, the panel included three creatives in advertising and editorial. Included on the panel was an art director at a top ad agency, an art producer from a top agency and a photo editor from the magazine world.
Throughout the night they shared information that is normally impossible to get. They shared what they like and dislike, how to best show work and how to get your work in front of them. They gave information for those who are just starting out in the business, and for current working photographers. The event included food, drinks and great networking. If you are not a member of a great photo organization you should look into joining one, because these types of events can change your career in a very positive manner. APA, American Photographic Artists, constantly holds events to help photographers become and stay successful by providing information to educate, develop and inspire.
Some of the advise the creative panel offered is listed below:
1) When it comes to showing your work it's not about quantity, it's about quality. If you have ANY images in your portfolio or website that are week it will keep you from getting the job. Don't just show okay work, show only your best work.
2) Most clients look at your website and make decisions to hire or not hire you based off of your site. However for every big advertising assignment ad agencies still call in a tangible portfolio as well after viewing your website to get a better feel for the work. If you are showing your work on an ipad you still need a beautiful portfolio.
3) Regarding showing work on the ipad, once you get the meeting only show your best work, not several folders containing all types of images. Clients don't want to feel like they need to make an excuse to run out of the meeting because you are showing everything you have. Only show your best work.
4) Regarding getting advertising work, the subject of the "Creative Call" came up. The creative call is the call advertising agencies make to the top three photographers who are bidding for an assignment. Many times the job is awarded based off of the call so you always need to be on your "A game". You shouldn't sound like your doing two things at once, or distracted in any way. You should be focused on the questions they ask and the questions you will ask pertaining to the job. You should never give your opinion of how YOU see the job first, but wait for the art director to share his or her vison as you want to help bring the vision to life.
5) Cold calls are not good. Most creatives will not answer the phone if they see a number they don't recognize and they won't call you back. The panel was very frank and honest and that was the beauty of being there. In a city like Los Angeles its harder to get the truth out of people compared to cities like NewYork where people are blunt. If I had my way, I'd much rather have someone being blunt with me if that information can help me become better in my life or business. Sugar coating anything is never good for anyone.
There were many amazing facts, tips and incredible information shared throughout the night and I will make sure I am at every APA event from now on. After last nights event my website will be changing drastically. The best photographers don't always get the work, but those who constantly market themselves usually do.
Always Dream Big,
Matthew
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