A moon or two ago, I realized that to reach the ultimate in happy meant making a living with my camera. To be brave, and reach for a dream. Not one to shy away from a challenge (or anything else for that matter), I started to set up “virtual” shop. You learn a lot about yourself in a process like this (bad AND good), especially where something so personal as your art is concerned. This is not a venture for those faint of heart, or with thin skin… You will learn a LOT about your mistakes (if you’re smart). I must be pretty smart, ’cause I’ve learned I made a lot of mistakes.
I once thought anyone who earned money from their photography was considered a professional. Yes, kids… I’m afraid I was that dumb. That’s like saying anyone who can boil water is a chef (and we know how ugly THAT could turn out…) I have since moved to the front of the class, and along with the other front row kids, I now know making money with your camera does NOT make you a professional, nor does a spiffy business card, or a schmancy website, or a bazillion megapixel camera, or all the trendy software in the world. Nope. It’s simple, anyone can make a buck here/there with a camera, but not EVERYONE can be a professional. Not everyone truly understands the art involved in composing, and creating a beautiful image with a story, not all respect the industry and all it entails, not all strive for or meet excellence, not all have the grit necessary. Additionally, I’ve learned that serious professionals invest in continuing their education. The topic of education is something that’s weighed heavily on my mind for a while now, and here, on the heels of the Evergreen School, I figure it’s about time to share my thoughts for anyone interested.
Like the saying “They can take your guns, but they can’t take your spirit”, the same applies to education. No one can take what’s in your mind. The investment is monumentally less than the rewards you will reap.
My educational journey began with a somewhat accidental membership to the Professional Photographers of Washington (PPW). Accidental you say? OK – so I joined to attend conference at a discounted rate. Let’s face it, I love a bargain… what woman doesn’t? I wanted to attend conference and hear Parker Pfister, Jeff & Julia Woods, Michelle Celentano, etc.. I had no idea the windfall I’d really get.
While the speakers I’d gone to hear at spring conference were great, the real jewels in this PPW treasure chest were the members, and the unabashed generosity with which they shared information, offered help, the encouragement and direction given/offered, etc. It was like a homecoming, like finding a family you never realized you had! During these few days, I also developed a very deep, and sincere conviction to do everything in my power to respect the photographic industry, and operate my business as a true professional. No one twisted my elbow, I just realized, in my dealings with the folks at PPW, the way I was running my business, (along with most folks I knew) was not the right way. I also realized there were many professionals with whom I interacted who never made an effort to educate me about photographic business practices, and industry respect. I soon realized I had a lot of mistakes to correct, and my business ship had better make a very hard and fast turn if I wanted to avoid becoming a pirate and sinking like a stone.
My first step was to join the Professional Photographers of America (PPA) in addition to my new PPW membership. After that, I volunteered to help with the 2010 PPW conference as a print handler. I had learned so much attending and watching the ‘09 judging, I wanted to be a part of the print competition for 2010. Still I needed/wanted more interaction, so I began looking at the District groups. Not much was happening in my district (Olympic), sooooo I volunteered to take the job of Olympic District Representative. As I began to schedule the quarterly meetings, I made more contacts, and began developing treasured friendships.
I am studying for my CPP (Certified Professional PHotographer) credentials, another step in the direction of professional photography – and this CPP certification requires a percentage of the necessary points come from print competitions. This means the entered prints must receive a certain minimum score from nationally recognized judges – the bees knees of the industry. YIKES!. That scares the bejeezus out of me, as the competition judging is T*O*U*G*H, and these scores are not handed out like candy on Halloween!! I rather like that, because if/when you get a good score from these nationally respected judges, you know you have really done something, you’ve truly earned merit. Those points have a LOT of value!
Education takes on a number of forms. Thus far – participation in professional groups, self study for professional accreditation exams, participation and competition amongst your professional peers have been covered – but there’s also more formal professional education. It’s important to constantly learn, to train – not just on your own, but under the tutilage of a master craftsman. I have attended two separate week long schools under Master Photographers this summer – and I can say these were EASILY the best decisions I’ve made in my photographic career.
So how do you study under a Master? That’s the simple part – You attend AFFILIATE SCHOOLS. Affiliate schools are intense, usually week long workshops that darn near drown you with information. Your brain will hurt, and you will grow stronger than you ever imagined. The half day, one day vendor seminars that pass through town like the traveling circus can, in no way, hold a candle to these Affiliate schools.
Look, I am the queen of the seminars. Ok, I admit it. Every seminar that passes through the Seattle area, by every vendor from Adobe to ZookBooks – I go. I learn, I see the same people – many of whom I know, not so much by name, but by sight. They all have businesses. I don’t think I see any of their names on the PPW roster (which, btw, is a warning – I will find you and attempt to recruit you, even if I have to come to a seminar!). I must say that after going through my books, and totaling the cost of what I spent on these seminars for one year – I could easily attend a week long affiliate school. I will, undoubtedly, attend more seminars – but my dollars will first go in the direction of affiliate schools.
This summer, I first attended Image Explorations (I.E.) in British Columbia – started and managed by the uber amazing Master Photographer, Don MacGregor. At I.E. I attended a week of instruction in the class of Doug Box, another AMAZING Master Photographer! It was one of the WISEST investments I’ve ever made in my career. My head was swollen with information about marketing, sales, lighting, posing, business practices… My world had been turned upside down.
My intellligent decisions continued this past week, proven by my attending the Evergreen School.
For the Evergreen School, we spent August 16-20th on beautiful San Juan Island, off the coast of Washington state. We were a manageable group, about 14 of us. This school was taught by Don MacGregor (who has more photographic mastery initials after his name than this blog will hold…), the subject being Location and Lifestyle Portraiture. Whew!
What did I get from the Evergreen School? Well, besides a little more than a dozen AMAZING photographic friends, I compounded the education I received at I.E. – building an incredible amount of knowledge regarding posing, lighting, finding locations, marketing, presentation, studio operations – just off the top of my head. Practical application of a number of important aspects of photography, and also different ways of thinking, learning to escape my own boundaries and find new, and better creative expressions.
When you find yourself wondering how to get to that next level, how to start and/or run a photography business properly, with industry respect (given AND received) – join the PPW (or the Prof. Photog. chapter for your state) and PPA groups. Respect the industry, allow yourself to bring your talents to the level you deserve. A level you’ll never reach without the support of professional peers. You will learn from them, and they will learn from you – and in the interim, the relationships you develop will be glorious. You will find yourself with a network of friends, mentors and wells of inspiration, and you will be the same to others! Your sense of value, strength and knowledge will grow, and your work will reflect this growth. It will be evident, immediately.
You might even come home with a mantra like I did! Yup, I got a mantra at Evergreen… Two feet, two eyes, keep them moving. I’d love to explain, but you’d just have to be there to really get it…Maybe I’ll see you at the next Evergreen School….






