There’s not a single business model, and there’s not a single type of electronic content. There are really a lot of opportunities and a lot of options and we just have to discover all of them. —Tim O’Reilly
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All it took was one new website to totally change the business model for photography. The bar has been set.
You’re going to want to bookmark this website: miramira.tv . Photographer Mario Testino, a favorite of Vogue US, launched the new site this week after sponsoring a 48-hour hackathon asking students: “What could the next frontier of visual communications look like?” They told him, and the results are probably not what you’re doing now, but are almost certainly where we all need to go. Fashion website/magazine Business of Fashion featured Mario and the new website in a top-line article this morning. Testino tells them early on:
“The kids don’t have 35 years of experience, but they have hundreds of years of knowledge through access. The mix of that is quite magical. In a way, I’m looking for new ideas, new ways of seeing things, new ways of solving a challenge.”
What he’s saying isn’t that different from how many of us feel. We’re all looking for new ideas, new ways of seeing things. That’s just part of being a photographer. Unlike the rest of us, though, Testino took some serious steps for force a change in his vision: he relied on eyes that are not his and trusted what they saw. The end result of his effort affects us all, though, whether he intended that to happen or not, whether we like it or not.
Testino has hit on something that requires a change in how we do business. Not that we copy exactly what he’s doing, but consider the structure behind the effort.
Open Up Your Archives
Who among us doesn’t have tons of pictures sitting around that no one has ever seen? Both of the photos above fall into that category. We took the pictures for an event that never happened. They’ve been sitting in my archives, untouched, since 2009. Testino’s model is to worry less about copyright infringement and more about making sure the pictures are seen; all the pictures. Granted, his archives are filled with pictures of supermodels like Kate Moss. Not everyone is going to offer that kind of appeal in their archives. Still, the point is to get the pictures out there. Curate yourself in a bolder, more dynamic way.
Manage Your Social Media
We all have social media accounts sitting all over the place. I don’t know about you, but I have multiple accounts that I can’t even remember. A new website comes along, looks good up front, then goes nowhere. Even on the ones that do have staying power, though, such as Facebook, Twitter, and Instagram, our efforts tend to be disjointed, haphazard, and almost accidental. One of the critical aspects of the new website is that it serves as a landing place for all Mario’s social media posts. If he puts a picture on Instagram, it points back to the website. If he puts a video on Facebook, it points back to the website. Everything is coordinated so that social media followers don’t just see one picture and move on. They click and see more.
Organize Photos By The Stories They Tell
We have projects, we have themes, and we have those shoots that are just out there. Traditionally, we would organize them into portfolios according to genre: fashion, editorial, portrait, wedding, babies, etc. That’s the way mine are organized now. Testino hits on a key change in how people view photos online, however. They look for stories, not genres. They want to see a series that has a beginning, middle, and end. Maybe they’re all from the same shoot. Maybe they’re not. What matters is that when someone looks at them, they see a story line that is recognizable. Save the portfolio approach for lookbooks, whose usefulness is limited. Mario makes a good point here:
“Today, I feel that the books are limited because you can only reach a certain amount of people. Whereas online, you can reach 2 million people in one go. There’s something about sharing that I find very interesting, and very of today. So it makes sense to put it online.”
Develop Relationships
Photographers know they’re supposed to do this, but, as a group, we’re lousy at doing it. We tend to develop relationships based on what they can do for us, not whether we can help each other. Part of what fuels the depth of content coming to this new website are Mario’s relationships with people; not just models, but his assistants, makeup artists, stylists, tour guides, etc. He puts their stories on this new website. He highlights people other than himself. The concept makes perfect sense when one thinks about it. What’s missing for many of us, though, is that concerted effort to create and maintain relationships. I’m horrible at it. That needs to change.
Work In Different Media
On the new website, one not only finds the incredible photographs for which Mario is famous, one finds videos, and podcasts, and stories. Testino isn’t afraid of new and developing media. Instead, he’s mastering it and using it to his advantage. I’ll admit to being frightened by this one. Back when Canon and Nikon first started adding video capability to their DSLRs, I argued that there is a world of difference between video and still photography. There is. But if we stay focused on a singular media the world is going to pass us by. So, maybe we need to take a class or hire a twenty-something kid to show us how it’s done. Staying focused on only still images no longer makes good business sense.
Travel
Yeah, it may cost you a bit, but it needs to happen. Get out of the studio, explore different cultures and environments, meet different people, photograph something that isn’t your own backyard. That doesn’t necessarily mean one has to travel far or expensively. Consider volunteering for a charitable activity that takes you someplace different and take pictures while you’re there. Maybe you explore small towns in your own state. There are many ways to twist this. We don’t all need to winter in Abu Dabi. One trick here is to figure out how to get clients to pay for your travel. Don’t ask me, I don’t know. I am certain it can be done, though.
Get Help
No, I’m not necessarily talking about psychiatric help, though I’m guessing almost all of us could use some. One of the first things I picked up from the BoF article is that Testino has a CEO, and it’s not him. Suki Larson is the chief executive of Mario Testino+. Mario Testino+ is the business side of everything the photographer does. This is where things are kept organized. There are people who schedule travel, organize photos, manage social media, plus his two photo assistants and others. All this business elements are handled by people who are not the photographer. Sure, most of us don’t have the budgets to hire that many people; maybe not anyone at all. Still, we need to find people who can help us. Perhaps we have to do some creative bartering at first, but photographers are notoriously lousy at business. Maybe we need to let go of that side and find someone who knows what a P&L is and why it’s important.
Position Yourself For The Future
Photographers notoriously look backward and long for the way it used to be. They were doing it 30 years ago and we’re still doing that now. Stop it. Stop yearning for the days of film. Quit looking at old business models that failed 20 years ago. Instead, now is the time to be exploring things like virtual reality and 3D imagery. No, we’re not there yet on either front, but they are coming in one form or another. Being able to adapt to those new media quickly will keep you at the front of your field. Don’t be afraid. Look ahead.
Keep Doing Stuff
Not everything is going to work for you. Mario is a rare kind of photographer who has a knack for seeing a niche and making it his own. We can’t all be Mario Testino. What we see in his business model, though, is that we have to keep doing stuff. We have to keep taking pictures. We have to keep trying new things in new places with new people. There is no room for us to sit back and bemoan the fact that no one is knocking on your studio door. Keep moving. Explore what is beyond you. I like what Mario says at the end of the BoF article:
“It’s the doing that makes you get better. Everything has changed, I think I should already be over in a way. I think there is something to be said about staying open to everything and anything. Curiosity is the biggest gift that you have.”
Testino has set an extremely high bar and not many of us are going to reach it. One thing is for sure, though, and that’s the fact that the photography business has already changed around us. We will either adapt, or we will fail.
Wake Up, September Is Ending
It is always with excitement that I wake up in the morning wondering what my intuition will toss up to me, like gifts from the sea. I work with it and rely on it. It’s my partner. —Jonas Salk
The end of September signals a time to wake up and realize the year is nearly gone
I hate that stupid Greenday song. Curse Billie Joe Armstrong for having written it. Curse the stupid video which is entirely too long and much too depressing. Of course, I have both the song and images from the video stuck in my head whether I want them there or not. They’re driving me nuts.
Summer has come and passed
The innocent can never last
Wake me up when September ends
Like my fathers come to pass
Seven years has gone so fast
Wake me up when September ends
Here comes the rain again
Falling from the stars
Drenched in my pain again
Becoming who we are
As my memory rests
But never forgets what I lost
Wake me up when September ends
What the fuck am I supposed to do with that? How does this song help me in any way other than as a reminder that, oh yeah, we’re about to enter the fourth quarter so any goals we had set for the year we either complete now or pretend we never brought them up. Here it is the end of September. Before we know it the snow will be flying. There are things we need to get done.
There Goes The Neighborhood
Looks like the whole planet may be ending its September phase. The news that the atmosphere has surpassed carbon levels of 400 ppm (that’s parts per million for those of you who slept through science class) definitely puts us in that range of being glad I need to pay my AARP dues. While the number really is more symbolic than anything, it is a wake up call that we might want to start looking for alternative places for our grandchildren or great-grandchildren to live. They certainly won’t be hanging out on this planet in a couple hundred years or less.
SpaceX and Tesla CEO and probably the closest thing we have to a real-life Tony Stark, Elon Musk, seems to think colonizing Mars is our best bet. On one hand, I would like to think that if anyone can actually pull off that project it would be Stark, er … Musk. At the same time, though, the difficulty he has had with some of SpaceX’s rockets recently, especially that one mysteriously blowing up on the launchpad, give me a moment’s pause. With all due respect, I don’t want to be heading to a new home and end up having elementary schools named after me. I’m not that hero.
We need to figure out something, though. September is typically the lowest month for atmospheric carbon dioxide. The situation gets worse from here. I know I wouldn’t plan on buying any beachfront property anytime soon unless you’re looking at, oh, maybe Middle Tennessee. Maybe Dollywood can add a beach resort in a few years. That would be fun, wouldn’t it? Yeah, let’s run with that idea.
Arnold Palmer Died, So Did Golf
Actually, the game was on life support before the legendary golfer hit the eternal 19th hole this week. I’ve never been a huge fan of the game largely because I’m not any good at playing it and also because it is one of the most stupid sports to ever be televised. Watching maple sap dripping from a tree trunk would be more exciting and at the end you could make syrup. The Scots were cursing us when they invented golf. That’s the only reasonable explanation.
Major equipment providers are ditching the sport, though, because it’s not “connecting” with Millennials. Rounds of golf played are down. Attendance at tournaments is down. There’s no money to be made there anymore, at least, not like there was when Boomers discovered the sport some 40 years ago. Arnold Palmer was a big part of the golf explosion of the 70s. As he sits down at that eternal watering hole for a round of his favorite drink (lemonade and ice tea carefully prepared and mixed), he’s joined by an entire generation that once thought golf was really cool. They’re all dead now. No one living gives a fuck about the sport.
The question facing club owners now is what to do with all that land full of sand and random holes once no one is interested in wasting whole days standing out there either getting sunburned or avoiding lightening. Might this not only spell the end of golf, but the end of those pretentious members-only clubs that have long been bastions of racism, elitism, and bigotry? More than we could do without the sport, we definitely wouldn’t miss the dismissive attitude. There was a rainbow over Palmer’s home town after his funeral. Maybe that’s a sign.
Good-bye Wonder Woman Fantasies
You know the world has changed when you wake up one morning and find that Wonder Women is definitely queer. Actually, she’s just not that into the entire male gender because they don’t exist in her home of Themyscira. Lead writer for the series, Greg Rucka, confirmed as much in an interview this week. He explains it this way:
It’s supposed to be paradise. You’re supposed to be able to live happily. You’re supposed to be able — in a context where one can live happily, and part of what an individual needs for that happiness is to have a partner — to have a fulfilling, romantic and sexual relationship. And the only options are women. … But an Amazon doesn’t look at another Amazon and say, ‘You’re gay.’ They don’t. The concept doesn’t exist.
Of course, we know plenty of women who wouldn’t mind if the concept of men didn’t exist. That’s another wake up call we should probably answer at some point. We have also known for sometime, in the back of our minds, that there was no way Wonder Woman could really be that into guys. To come from Themyscira to the US would have to be rather like being condemned to a hell full of mysoginistic, sexist assholes. Our brains know that but our groins haven’t wanted to admit it. Time to wake up from the fantasy, boys. None of this world’s Wonder Women are looking for anyone with a penis. Get used to it.
Time To Move On
The end of September is a sign that we have got to move on, dude. Summer’s frivolities are nice, but they don’t last forever. They shouldn’t last forever. We need to wake up and get some shit done. We both know we need to drop a few pounds before the holiday food binge starts. Don’t tell yourself any more lies, the pumpkin spice cravings are just the first warning sign. Hit the gym now so you can enjoy the guilty pleasures later.
Oh, and if you’re not dating anyone, now’s the time to fix that problem. You know your mom is going to be so very disappointed if you show up at another Thanksgiving with your lame roomate in tow. He burps too loud and his fart jokes aren’t funny. Wake up, download a half-dozen dating apps and get busy. You know you’ll dump whomever by Valentine’s Day anyway. Is it so bad that you take a few months to make your mother happy?
Someone needs to write a new song about September. Eleven years and I am so very sick of this one. Wake up. Let’s get going. We can still turn this year into a win. Maybe. At least save it from being a complete disaster. Not voting Republican helps. Eyes open? Here we go.
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