Commercial Photography
You call the shots with so many options

Starting a commercial photography business has the same challenges as starting any new business. Fortunately, there are many options available in this category including,

• Product photography

• Event photography

• Business head-shots

• Stock photography

• Fine art photography

Commercial photography is not my main business however, I hope I can provide adequate and basic information on this category of photography.

Product Photography

Most commercial work involves photographing products or food for catalogs and websites. It is standard to charge an hourly rate or a daily rate for this type of work. As a novice it is better to charge an hourly rate, until you become accustomed to how long your shoots will take. You will need to invest in lighting equipment, paper backgrounds and a professional DSLR. A light tent is a great piece of equipment for photographing small products. Images for magazines typically need to be a very high resolution. Knowledge of Photoshop (CS4 is the latest version) is the norm these days, as well as other imaging software programs such as In Design and Photoshop plug-ins. The more graphic elements you can apply to the image (as a graphic artist) the more work you will be able to bring in.

Photographing an inanimate subject may not seem to be creative but on the contrary, creativity is a key component of this skill. Look inside magazines and see how products are being displayed for advertising. Develop your own style and then put together a portfolio of work samples, both electronic and hard copies.

You will need to learn how to license the images to the client. Some clients will require you to turn over the copyright while others may just ask for reproduction rights. Whichever option you choose, make sure you have contracts so it is clear. Work with an attorney who specializes in copyright and intellectual property laws.

Event Photography

Event photography can help fill in the gaps of a commercial photography career. It is a good idea to partner with an event planner for referrals and leads. Events are typically held in the evenings and on weekends so be prepared to work non-traditional hours. Events can range from birthday parties and bridal showers to more formal corporate and black-tie events. You should have a contract prepared in advance of the event. Typically an hourly fee applies to these types of events. If you are including a CD with the event, make sure you have priced your fees accordingly and you have the copyright or reproduction release clearly written out. The PPA (Professional Photographers of America) is a good resource for copyright information.

Head-Shots

I have found head-shots to be a very profitable product line in my photography business. Just about every professional needs a head-shot for their website and promotional pieces. It is an extremely lucrative because there is no cost of sales; they are quick, easy and all done electronically.

I provide a service at my studio or on location at their site. I offer discounts for large groups over 20 people. Most large corporations have funds in their budget for publicity so pricing is not typically a consideration. I have earned up to $1000 for as little as three hours of work. YES THAT IS OVER $300 PER HOUR WITH NO EXPENSES INVOLVED!

I charge $125 for the session fee and one electronic image. For additional images I charge an additional $25. I always offer retouching as most of my clients will agree to some retouching for an extra $10 - $50 depending on the complexity of it. My average fee for a head-shot is $200. For groups I discount the fee to $45. The fee always includes sizing the image for the web, print and business cards. I deliver the images electronically to both their webmaster and to them and send along with a letter giving full reproduction rights. Then it's done; quick and easy.

If you are interested in this facet of photography, develop some samples (as well as before and after images with retouching) and start sending them out to brokers, realtors and some small companies in your area. If you are a member of your Chamber of Commerce, you can purchase a mailing list from them and send a flyer to the corporations. By getting your name out there, you could also be contacted for events as well.

Stock Photography

Almost all stock photography is done electronically. There are many successful stock photographers, but that doesn't mean it is easy. You will need to start with at least 300 excellent images. By excellent I mean sharp, exposed perfectly, and unique. Start by researching stock houses on the internet. Some specialize in certain types of photography while others are more generalized. If you have a niche(travel, pets, cities etc) you should seek those out first.

Establish a rapport with the agency so you can stay a step ahead of the competition. You will need to submit thousands of images annually and have some of them accepted to earn an income from this profession.Most photographers use this as supplemental income and do not quit the day job. Check out I-stock for getting started in stock photography. They have very broad classifications so it is easy to get set-up with them. You should also check out Stock Photography at Can Stock Photo They offer affordable royalty free stock photography. Downloads for just $1.00, with thousands of images added weekly.

Fine Art Photography

Wouldn't all photographers love to sell their images in galleries and museums? Ever hear the expression: "the starving artist?" It couldn't fit the role of the fine art photographer any better. Very few photographers sell their photographs as fine art and make money at it, but some do and do it very well.

First of all, partner with a decorator who loves your work. You should have a identifiable look, whether it is flowers, landscapes, black and whites or city-scapes. What ever you choose, there will be someone out there who will like your work. Stroll through galleries and art shops and ask what the best sellers are. You can also look at furniture stores to see what they are displaying over the sofas.

In order to be considered fine art, your images should be printed on the finest archival papers, matted with acid free mats and framed with UV glass. Lexjet is a good source for fine art papers. They can recommend a paper or send you a sample pack. Purchasing your own large format printer, mat and glass cutter can be a huge start-up expense, but in the long run you can cut down on your cost of sales and turn your product into a more profitable one.

If your work is good enough,you should be able to enter a juried art show. This is a starting point to see how the public (art-lovers) view your work. I have found photography has a limited appeal, even at art shows, so don't be disappointed. Sell smaller, less expensive versions of your work in the form of notecards and small prints. I do not recommend craft shows for selling your fine art photography.

Another avenue for selling fine art is to medical and dental offices. Landscape photographs can be marketed by their healing effects. Soft images of waterfalls, meadows, mountains, flowers, etc. all have been proven to help soothe patients who are suffering from illnesses. Look for new offices going in or older ones who are in need of redecorating. You can go door to door or use the services of a sales rep.

Commercial photography is a very broad business category with a huge playing field. If you love photography there will be something out there for you to do to capture your market share. Follow your business plan and don't give up.

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