by Laura Oles
Don’t tell Kirk Tuck that it’s a bad time to be a professional photographer. Yes, the recession is impacting all of us, and yes, making a living in the craft you love isn’t easy, but Kirk says that’s nothing new. He contends that being a professional photographer--and excelling in that role--has never been simple. This Austin-based advertising and commercial photographer has a packed schedule and doesn’t plan on slowing down anytime soon.
So, what’s his secret?
“People often have romantic notions of what it means to be a professional photographer,” says Kirk. “You have to be willing to do a number of different things to make a living in this business. “
In fact, Kirk doesn’t label himself a professional photographer. “I’m a creative content provider,” he says, his eyes smiling at the distinction. “I only spend about twenty percent of my time taking photographs.” Kirk says that his work today largely resembles his previous career when he was a creative director for an agency. “My clients need me to fill a number of roles. I write ad copy for client print projects, I create promotion videos for corporations, and I handle a number of other marketing-related tasks.” He delivers the difficult truth with the trademark Kirk Tuck smile. “If you only want to take pictures and do nothing else, you won’t make it in this business. “
Kirk concedes that the changes in the industry have caused disruption and made this profession more challenging in certain respects. “The market has definitely flattened. There aren’t many high-end shooting jobs anymore, but that doesn’t mean there still aren’t great opportunities for work. They’re out there.” And here Kirk makes an important point. “People don’t want the same things from photographers that they wanted twenty years ago. It’s your job to figure out how to deliver what they want NOW.”
For those who dream of taking a passion for photography and turning it into a career, here are a few tips from a man who has made photography his business for over two decades:
Get Over the Technology: Kirk’s contention is that many people--mostly men--spend too much time focusing on the technology they use for shooting. “I make a point to show my students that most of them probably have better equipment than I do. I want them to understand that it’s ME creating these images, not the latest flavor of digital camera. “ He holds up the 2004 model Canon EOS-1 he carried into our interview. “This camera does everything I need it to do.” Kirk calls the need to carry the latest gear the “talisman of power,” as if more expensive equipment automatically leads to superior products. He quips, “People don’t pay for the equipment. Seriously, how many clients ask you about your camera?”
Kirk goes a step further and states that technology is the easy part. “You can learn everything you need you to know with your camera’s owner’s manual and a handful of books. You can get the equivalent of a two-year BA degree in about three weeks of reading and then going out and experimenting with what you’ve learned. “
Many people worry that they have to have mastery knowledge of every aspect of photography, and Kirk says this isn’t true. “Some of the most talented photographers I know have a degree in something else and taught themselves photography. If you want to be a photographer, the best way to learn is by shooting.”
Dress the Part: Kirk has a bone to pick with freelance photographers who feel their role means they’ve earned the right to show up sporting concert T-shirts and flip-flops. “If you want quality clients, you have to dress as a peer. You want them to respect you and what you have to offer, and unfortunately, dressing like an aging college student is going to cost you jobs.” Kirk takes this particular topic seriously. “Potential clients are looking for people with a similar social milieu. They want you to mirror their social cues, and this includes dressing in a similar fashion.” This leads us to the next point…
Speak and Write Well: Photographers often spend so much time and energy perfecting and tweaking techniques that they lose sight of the fact that other skill sets are necessary for success in this business. Being well spoken, well read and possessing the ability to write well are all critical cornerstones of running a successful photography business. All of these skills are necessary to project the image of a qualified professional, one that can command a substantial fee because the work--all aspects of it--will be top tier.
Don’t be Too Sentimental: Kirk’s popular blog, The Visual Science Lab (http://visualsciencelab.blogspot.com/) is highly regarded, thoughtfully written and covers a variety of topics. Many assume that the blog is simply a natural extension of his love of the craft and his desire to teach. While that plays a role, he’s quite pragmatic about its purpose. “I write the blog to sell books, pure and simple.” He understands that the blog is an important marketing vehicle and one that can be effectively leveraged to help his business.
What’s Your Story? It is when we touch on this topic that Kirk becomes more animated and his eyes shine with enthusiasm. “It’s the quality of your story that matters, not the quality of your ink, pen and camera. You have to be able to share your unique viewpoint and also be able to tell your client’s story.” Storytelling is a skill that must be honed and improved through contemplation and practice.
“The industry feels a little like the Wild West today,” Kirk says, and many would agree. For those who want to do what they’ve always done, the well-paying jobs may be hard to come by. But for those who understand the rules of today’s playing field, which includes continuing to hone numerous skills outside of straight shooting, there may be plenty of work to go around.
To learn more about Kirk Tuck, his work, books and philosophy, visit www.kirktuck.com
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