Pricing & Negotiating: Lifestyle Photo/Video Shoot For A Hospitality Brand

By  Bryan Sheffield, Wonderful Machine

Concept: Environmental Lifestyle & Architecture images featuring hired talent using client space(s)

Licensing: Unlimited use, excluding broadcast, of all images captured for three years from first use

Photographer: Lifestyle & Architecture specialist

Client: Mid-sized Regional Hospitality Brand

Here’s the initial estimate:



Fees: The agency contacted the photographer to put together an estimate for a three-day shoot featuring talent interacting at the client’s property to showcase the location’s uniqueness, amenities, and aesthetics. The agency provided us preliminary scouting images and a creative brief and wanted to see an estimate for both stills and video, as well as robust production to include talent and styling.

Deliverables initially included up to 20 final still images and a two-minute video edit. The client had requested unlimited use excluding broadcast. We priced each image around $500, plus $8,000 for a director fee and video usage, based on the client’s intended use of the content — primarily on client web and social media platforms — and possible regional advertising. While we would’ve liked the fees to be higher, the client didn’t have a media buy plan and we got some pushback from the agency on higher creative/licensing fee rates within their budget guidelines.

Crew: Given the nature of the project, I included a producer as well as a production coordinator to help schedule the days and hire/manage the rest of the crew and styling team. We added a skilled camera operator/Director of Photography along with a first assistant for stills, a gaffer for the motion team, and a second assistant to swing. Both the DP and first assistant would accompany the photographer on the tech/scout to help inform the lighting and equipment needs within each location. We added a digital tech/media manager to handle the files on set. These rates were appropriate for the given market; the digital tech’s day rate included a $700 fee plus an additional $650/day for their workstation.

Equipment: We included $7,500 for cameras/grip/lighting, $700 for hard drives, and a modest fee to cover production needs like tables, chairs, steamer, wardrobe racks, etc.

Casting & Talent: We included $2,000+20% per talent for up to 15 people to be used over the three shoot days. We also added a $2,400 casting fee for the director and producer to take on the casting, which was to be a mix of friends/family and professional talent.

Styling: We included a hair/makeup stylist plus an assistant, a wardrobe stylist plus an assistant, a prop stylist (who would also attend the scout) plus an assistant, and appropriate wardrobe costs based on the talent, scenes, and creative direction with a TBD caveat pending final creative plans.

Meals: We estimated $5,610 for catering and craft services based on $85 per person, per day.

COVID Safety: We included three days for a COVID compliance officer, plus a PPE budget advised by the CCO. Our CCO would arrive each shoot day with a screening questionnaire, check everyone’s temperature each morning, and monitor the set throughout the day with cleaning and guidance for craft services and meal breaks. We would have all crew/talent/agency PCR Covid tested before the shoot days and included $130/test x 27 anticipated people as the cost for doing this.

Misc.: We included insurance costs for the director to cover their premium — pending any additional client insurance requirements — as well as a line item to help offset parking, possible additional meals/craft, and any other small needs that would arise during the week.

Post Production: We included $1,000 for the photographer to perform a basic cull, curves/color correction, and provide a gallery of their selects. Simple retouching for up to 20 images was estimated at one hour per image, with a TBD as a caveat, to be based on final agency creative notes. The photographer would be doing all retouching at a $125/hr. rate. Video editing was estimated at $3,500, with a “TBD” added that this would be pending final client/agency creative notes and revisions.

Feedback & Revisions: As we’ve seen more and more lately, when the initial RFP (request for proposal) came to us, the agency had not yet sold the project to the client. This estimate was being used alongside the agency creative to have the client sign off on the project. This isn’t ideal, as we’ve seen photographers jump through hoops just for a project to never get off the ground. With that said, as the client conversations continued, there were quite a few adjustments to the creative plans and costs and, as a result, our estimate was revised a number of times over several months.

As the shot list grew, the on-set days increased to four and the talent needs expanded to hired professionals — though a decreased quantity. With a casting agent present, we added additional crew to our motion team, a drone operator for two days, and a props/set decorating team to help style the location. The post-production fees expanded to cover the additional images, video editing time, and an agency request for a colorist and audio licensing to be added.

While the shoot would be rather straightforward, the ten-hour shoot days would be stuffed and required a competent team with a concise plan. As stated previously, there was some pushback on our initial creative/licensing fee, but we landed not too far off and felt that a creative/licensing fee of $22,000 was fair. We previously had a fee for the director to attend a tech/scout day on the location, but with the increased SOW (statement of work), I added an additional $1,100/day fee for a few days of pre-production needs.

Our updated estimate still had the same tenets as the original, but the new needs increased the budget by more than $50,000 to the subsequent estimate below:



Results: The photographer was awarded the assignment, and the shoot is currently in post-production. It was a very successful project and the client and agency are very happy with the work created!

If you have any questions, or if you need help estimating or producing a project, please reach out. We’re available to help with any and all pricing and negotiating needs—from small stock sales to large ad campaigns.

Featured Promo – Augusta Sagnelli

Augusta Sagnelli

Who printed it?

Who designed it?

Tell me about the images?
Various editorial images I made between 2018 – 2020 that I feel emulate my style and brand that I want to present to clients.

How many did you make?
I printed 100 of each image.

How many times a year do you send out promos?
I use them as thank you notes to clients/location/people on set/places I stay while traveling.

Do you think printed promos are effective for marketing your work?
I want to use this model for each one being a part of a limited “set” that you can collect and once they are all gone, I will create a new set of imagery that follows its own motif.

Featured Promo – Emily Lian Wright

Emily Lian Wright

Who printed it?
Vistaprint printed my work and I am quite happy with the results! Vistaprint is reasonably priced and produces decent quality product and as a photographer starting our budget is a huge factor.

Who designed it?
I designed my promo! I graduated from the Bachelor of Photography program at Sheridan College. The curriculum includes courses in graphic design and provides the students a well-rounded set of skills and education.

Tell me about the images?
These images have been taken over the past couple of years. In the future, I would like to keep the promo images more current.
My imagery choices range from portrait to fashion and product to architecture. I really wanted to showcase my range of capabilities! These images were from a few of my favourite shoots and ones that I had received the most positive feedback! There were also a lot of great memories that came out of these shoots. Some of my favourite memories come from working with wonderful models and stylists, and through wonderful teamwork my visions were brought to life.
It’s been interesting to do product shoots and one of my favourite was of Kavi Whisky shoot! While shooting the product, I was given a tour around the distillery and a lesson on how whisky is made. As an added perk, I also got to taste the amazing whisky! Yum!

How many did you make?
I researched different businesses in my area that I believed would benefit from my services. I printed 50 booklets, sent out 40 and saved a few for future potential clients. I always carry my business cards and a few booklets on me or in my car because you never know who you are going to meet and when that could be a potential client!

How many times a year do you send out promos?
This is my first promo! In the future, I would like to send out one or two promos a year! This way I can keep in contact with my clients and they can see new and updated work I’ve done throughout the year!

Do you think printed promos are effective for marketing your work?
I think printed promos can be very effective! The booklets are expensive so you have to do your research and be selective in who you send them too. I moved to a new town in October and needed a way to introduce myself! Promos are a good way to let new clients know I am a new business in town and to show them some of my work.

Featured Promo – Tanya Goehring

Tanya Goehring

Who printed it?
Blurb, Premium

Who designed it?
My rep/photo consultant Monashee. She is a master at pairing images from different shoots to create really nice stories and layouts.

Tell me about the images.
The images chosen were a combination of still life, portraits, and lifestyle. This was the first promo I was going to be sending out, so we wanted something that gave a good overview of my capabilities and style with an emphasis on how I approach storytelling and how I move between people, places, and objects fluidly. I shoot many different genres and what weaves it all together is my style. We also wanted to infuse my creative work (seen in some of the conceptual fashion work) into the promo so it felt connected through my overall style and creative viewpoint. In this promo, we chose to focus on conveying what I can do for a client and what I bring to the table creatively.

How many did you make?
I printed 40 promos. Because I’ve never sent a print promo before, I wanted to create a more comprehensive and special promo to introduce myself to a select few clients in a more impactful way.

How many times a year do you send out promos?
This was my first ever print promo and it was ready to go out into the world just as covid hit… so you are one of the first people to actually receive it ;). I’m looking forward to sharing it with the people I had planned, however, it’s definitely a challenge when people are still working from home. It’s a bit awkward not knowing where people are and if it’s cool to send it. My plan was to send out a larger promo every 1-2 years and do smaller print promos 2 x per year. We’ll see what happens once the world turns around.

Do you think printed promos are effective for marketing your work?
I’m very hopeful they are! I love print and I feel that seeing work in print helps show a client how it would and could be used and print is definitely one way that it would be used.

Featured Promo – Joel Goldberg

Joel Goldberg

Who printed it?
I printed it with Mixam – they were extremely helpful throughout the process, allowed for a great deal of customization, and I was very pleased with their paper options/printing quality.

Who designed it?
I did! I’ve always had an appreciation for design and took a few classes in some of the appropriate adobe programs throughout my college career. Since my design skills are limited – I kept the book simple and practical. Imitating a cookbook style was the goal since I wanted this booklet to have a purpose.

Tell me about the images?
Throughout the year 2020, as work was sporadic (pandemic…), I had more time to dedicate and brainstorm about personal projects that I wanted to execute. I had dozens of ideas written down into a notebook, but an idea I jotted down which focused on citrus seemed the most relevant and intriguing. Originally, the project was going to cover lemons, limes, and oranges, with a sweet, savory, and drink image/recipe to go along with each.

I strive to provide a purpose, or message through my photography, which can sometimes be more challenging, or secondary, when comparing food photography to portraiture, or documentary photography. I kept brainstorming about how to make this project mean something, rather than just a collection of pretty food images…That is when the cliche phrase “When life gives you lemons” popped into my head. Although cliche, I ran with it — it was the perfect way to introduce my food photography, which might seem “irrelevant” during such a trauma filled time, and make it relevant, by reminding ourselves that throughout all of the stress, anxiety, sadness, and trauma we’ve all experienced this past year, it has been up to us to find the light to keep going. For years, I’ve worked on developing an artificial light setup that replicates a very specific form of natural light, not one that is direct and harsh with shadows that are dark and defined, and not one that is diffused by clouds, but a unique in-between. I finally nailed it about 2 years ago, and this book is a great example of that.

So, I decided to ditch limes and oranges (for now!) and run with just lemons. I put together 3 recipes with some inspiration from a variety of notable food publications.

The first pair of images of a Penicillin Cocktail – which is made up of a lot of immune-boosting ingredients, like honey, ginger, lemon, etc. I thought it was the perfect cocktail combination for the topic + time.

The second pair of images, Pasta Al Limone — is a classic Italian recipe, which incorporates all the works….parm, butter, carbs, etc. The addition of lemon juice and a lemon garnish really brighten and lighten up the dish.

The third pair of images – Candied Lemon Donuts is another riff on turning sour to sweet. It’s a simple recipe that doesn’t create a frying oil mess in the kitchen. Candied lemons are great for a number of things, and in this case, I loved how they photographed on a white glazed donut.

The book’s packaging is also carefully chosen – freezer vacuum seal bags which food is typically stored in, which was perfect for a book on food!

How many did you make?
3 dozen. The 3 dozen covered my current client base, a majority of prospective clients that I’m currently building relationships with, and a couple of close friends who wanted a copy for themselves.

How many times a year do you send out promos?
Once or twice a year, no more than that unless it feels absolutely necessary. I would much rather put a great deal of time and effort into one solid promo, which will leave a lasting impression than send them out frequently, and be less effective. The timing is important too. I sent this out at the beginning of the year 2021…the book’s theme touched on turning a new page or finding light in a dark time, and the new year was a great time to capitalize on that.

Do you think printed promos are effective for marketing your work?
Absolutely…just sending out a book won’t do it though. It still takes being consistent, building and managing your relationships with clients, and great work, to leave an impression. I have to remind myself that every day!

I think of it like hammer and nail. The nails are the client outreach, emailing, the social networking, relationship building, etc. A really good promo is your hammer. It’s your tangible work that shows your style and what you can do, allowing potential clients to pin you up on their board of people they might hire.

As a photographer, I know that my clients manage hundreds, if not thousands of emails from people just like me, who are trying to get their foot in the door. This promo has helped me get my work/name out there, but on its own, it won’t win me a job. It takes a village…

I once was told by an Art Buyer, when I showed up to a meeting with a physical portfolio, despite everything going digital, she said “there’s still nothing like printed, tangible work, nothing will replace it.” My printed portfolio allows you to remove+replaces an image at any time. She took advantage and kept one print for herself during our meeting!

Featured Promo – The Collective

What is the collective?
I have been working with photographers over the internet for over ten years. It is a small group of photographers and every assignment is drawn from real-life assignments. The Collective is a group of photographers who continue on with the community as legacy members. If a student completes the course they are de-facto in The Collective if they want to be. I have worked with and trained over 500 photographers in the past ten years, and some in the book are from the very first class I did. The Collective is a name we gave the book to feature the work of any member who wanted to be in it. We have a loose collection of members from all over the world. There is no additional cost for them to be in the collective issues, and we are hoping for two per year.

Who printed it?
It is a Blurb Trade book. I am super happy with the quality of the paper and the printing. And the price makes it affordable.

Who designed it?
I designed it. My background is in photography and design. (I once owned a very large ad agency in Phoenix where I was a partner and creative director.)

I am a bit of a minimalist in design, just get the photographs onto the page and make the viewer feel welcome and comfortable. Simplicity makes it seem more ‘portfolio’ like.

Tell me about the images?
The photographs come from all over the world and from photographers with diverse and multifaceted portfolios. Each photographer has two pages, and they are limited to one photo per page. Some of the photographers choose to make a more commercial shot and some stay in the editorial/art approaches. It is up to each to decide their imagery.

How many did you make?
The initial print run was 60. The photographers purchase a copy or three as well. The price for the book at Blurb are wholesale, no money is being made on the sale of the books, we just wanted to share them in book form.

What have you learned teaching these aspiring photographers over the years?
I have been a photographer for many decades, and my entire life has been spent in the creative arts – jazz musician, designer, photographer, creative director, and creative consultant. I watched how the system had changed from the traditional learn to use a camera / become an assistant / start business. Harder and harder to do with smaller staff, digital, and the internet’s help. All the information that would have been learned by working with a busy photographer is all but lost to those starting out these days. Especially to those who are over forty (over 25?) and I wanted to provide that education on what to charge, how to handle clients, creating a portfolio that works, shooting to layout, working with AD’s and designers, marketing, and much more and pass it on to people wanting to work in this trade. Most of my students are over 40, and all of them are working as much as they wish to.

The book is a reminder that there are many ways to enter a creative life, and from any age.

Featured Promo – Laura Thompson

Laura Thompson

Who printed it?
I used because I really love the double-glossy-trading-card feel of their postcards and that you can order small batches for a reasonable price.

Who designed it?
I made the cards based on the branding kit Sharon Wagner/Swail Studio designed for me. The zig zag I used was taken from some of the logo patterns she made, the placement of the contact information mimics the business card she designed, and the rest was my application of the branding colors and fonts she recommended in the kit.

Tell me about the images?
Curly Fry Ring is one of my favorites. I took the photo around the holidays one year when a lot of people I knew were getting engaged and married. It seemed like a good way to announce that I’m new in town. The fry came from Arby’s.

How many did you make?

How many times a year do you send out promos?
This is my first year investing in marketing promos. The goal is 4 times a year with different clients getting different cards at different times of the year. One round of potential clients got the Ring postcard at New Years and another set got the Ring postcard at Valentine’s Day.

Do you think printed promos are effective for marketing your work?
I just moved to Nashville and it’s a brand new market for me. I’ve never done targeted printed materials like this before but I think it’s starting to catch on. In addition to sending postcards out, I had a run of stickers printed that I’m posting up around town using the same patterns and logo block for additional brand recognition.

Pricing & Negotiating: Real Patient Portraits for Pharmaceutical Company

Craig Oppenheimer, Wonderful Machine

Concept: Portraits of one patient against a solid background

Licensing: Unlimited use of all images captured for three years

Photographer: Portraiture specialist in the Midwest

Agency: Large, healthcare focused

Client: Pharmaceutical company

Pricing And Negotiating Craig Oppenheimer Feb 2021 Pharma Portraiture Estimate

Fees: The agency requested unlimited use of all images captured for three years, and they wanted us to specifically use their usage terminology, as detailed in the estimate. The concept involved photographing a real patient in a variety of ways and integrating the images into a CGI background in post. I first determined the fee by pricing what I felt was appropriate for one year, which was $12,500, and then doubled that fee to account for the requested three years, to arrive at a fee of $25,000. In addition to that creative/licensing fee, I also added a pre-production and pre-light day fees for the photographer.

Crew: While the shoot was rather straightforward, we knew the logistics of working with a real patient and the many intricacies with specialized wardrobe and styling would require a decent amount of pre-production. Therefore, we included adequate producer and production assistant days. Additionally, we included two assistants and a digital tech. Lastly, since we’d be compositing the portraits into CGI backgrounds, we included an on-site retoucher to help show the client proof of concept during the shoot to ensure we were on the right track.

Styling: In addition to a hair/makeup stylist, we included a wardrobe/prop stylist along with an assistant. The props would be minimal, but we anticipated shopping for and procuring three different outfits for the talent. On top of the actual wardrobe/prop expenses, we added additional expenses to cover shipping, transportation, and kit fees incurred by the stylists.

Health and Safety: We included a COVID compliance officer for both the pre-light day and the shoot day, along with a few hundred dollars to cover PPE and supplies.

Locations: Two days were included, for both the pre-light and shoot day.

Equipment: For both the pre-light and shoot days, we included ample expenses to cover camera, grip, lighting, tech workstation rentals, and production supplies.

Meals: We based catering for the shoot day on 12 attendees at $75 per person.

Misc.: As a buffer, we included $750 to cover unforeseen expenses, and light meals on the pre-light day for the minimal crew that would attend. We also included $1,000 for insurance.

Post Processing: We included $500 for the photographer to provide a rough edit of the shots for consideration, and then $2,000 to handle retouching. The CGI backgrounds would be provided by the agency, and the photographer would be integrating the images into those files. We anticipated this taking approximately 10 hours of work, and based the fee on $200/hour.

Results: The photographer was awarded the project.

Hindsight: Having bid projects for this agency previously, I knew they’d likely have a healthy budget. However, we’ve bid and produced very similar projects for substantially less money in the past. The photographer ultimately came in under budget upon invoicing, which helped convince the agency to have him bid on a supplemental project.

If you have any questions, or if you need help estimating or producing a project, please send us an email. We’re available to help with any and all pricing and negotiating needs—from small stock sales to large ad campaigns.

Feature Promo – Julie Grace Immink

Julie Grace Immink

Who printed it?
I just went to the DIY kiosk at my local drug store to print the photographs because I have a low-brow freelance promo budget. WizardPins is the company I used to make the enamel pin. My idea was to design an official membership emblem for my unofficial photography fan club. The inspiration came from other organizations that wear membership pins on their lapels, like the Shriners Masonic Society and the Unarius Academy of Science.

Who designed it?
I designed everything on my laptop. First, I turned my photograph of the woman with her dog into a simple line illustration by tracing her silhouette’s outlines with black. Then I choose appropriate colors to fill in the details of her dress. I sent that final image to be transformed into a grandma-brooch and stuck it through the photograph with my contact information.

Tell me about the images?
Inspired by how community shapes our identity, my documentary work often explores my family and my neighborhood. The woman with the dog lived next door to me for 20 years. My father is the man sitting in the diner, and my son is the boy on the left holding the kitten. The other boys are my nephews. The other images are of people that lived near me in East Los Angeles. I am now based in Milwaukee and deeply inspired by the river that runs through the city. I am currently sourcing new subjects for my next series of portraits.

How many did you make?
I initially made 100 pins for my photography exhibition in LA two years ago. At the reception, guests were given the pins like a door-prize. Everyone wore them in the museum to pretend we were a secret art society that was for members-only. The leftover handful, I was brainstorming on how to use them and decided to turn them into a promotional piece to get my work in front of editors.

How many times a year do you send out promos?
You are the only editor I have sent a promotional piece. I plan to mail more later this year, hoping to catch a few editors’ attention. I admire the aesthetic of the editors of The California Sunday Magazine, The New Yorker, Time, Jody Quon, and Kathy Ryan, among so many others.

Do you think printed promos are effective for marketing your work?
Hopefully, creating the members-only pin shows my aesthetic, and editors will find the piece creative and memorable.

Will you make more pins?
I plan on making another series of enamel pins from my photographs and sell them as collectibles with limited edition prints. Creating a wearable/interactive art piece is charming. Martin Parr’s coloring book, I thought, was brilliant.

Featured Promo – John Davis

John Davis

Who printed it?
Smartpress in Minnesota.

Who designed it?
Lindsay Thomson at Wonderful Machine. I worked closely with Lindsay over about two months to design the booklet. After discussing overall look, number of images/spreads and sample treatments, she went to work on three potential directions. Once I decided on the final look we moved forward with the cover-to-cover design.

Tell me about the images?
I worked with photo consultant, Stephanie Menuez, in Spring of 2020 to select the images for the booklet. She had just finished a total re-edit of my website so we already had a pretty good idea what images would be considered. We decided to focus on my education work since it’s the biggest part of my client base. The images are a mix of student lifestyle, campus beauty, classroom and portraits shot for brick and mortar and online education clients across the country. I also wanted the promo to appeal to people outside of the education marketing world so we were careful to use images that spoke to a broader audience.

How many did you make?
We printed 100. The goal was to focus on a small select group of existing and “dream” clients. I only sent about 25 to existing education clients in the Fall of 2020. Since many people are working from home during the pandemic, I made sure to contact them before mailing to make sure they reached the intended recipients. The plan is to send another batch in February/March and keep the remainder for leave behinds.

How many times a year do you send out promos?
I usually try to send printed promos around four times per year. I supplement those with email promos that go out every two or three months. Since many people were working from home in 2020, this booklet was the only printed promo that made it out the door.

Do you think printed promos are effective for marketing your work?
I continue to have faith in printed promos. Their short term effectiveness is difficult to gauge but hopefully people put them on their wall or file them for future reference increasing the potential for a longterm pay-off. I like to do a combination of single postcards and at least one more engaging multi-image piece throughout the year. The more involved promos provide an opportunity for me to give clients a better idea of who I am as a photographer and creative thinker. Delivering printed promos is a challenge these days but I think people will appreciate the effort and are in need of something more tactile in this age of COVID Zoom meetings.

About a year ago I was contacted by an agency that still had a promo booklet I sent out over 15 years ago! It didn’t result in a job but, who knows, maybe they’ll reach out in another 15 years or tomorrow. Either way, It still opened a door that wasn’t there before.

Featured Promo – Kyle de Vre

Kyle de Vre

Who printed it and how many did you make?
A company in New York printed the run of 100 editions. (I did not have a very great experience with them since they ran the 100 copies without showing me a final proof and sliced the images off near the center of the book, and had to reprint everything) The book is technically not a promo but the original run of the book.

Who designed it?
I designed the book with a friend, since he knew InDesign, more than I did at the time. I wanted it to be simple, and about the images and the characters, which is why I chose to go full bleed with no text. Make people curious about the people that were drinking in Sophies Bar on Tuesdays at 3pm, which is when and where I shoot the entirety of the project.

Tell me about the images?
The images are all people I know fairly well, and would ask to come in for portraits. I have stories about each and every one of them, some I met at the bar and became friends of mine, some are co workers, some local neighborhood legends and regulars. I got the idea after I started bringing my camera to the bar every tuesday and shot a portrait of a friend, which is the first photo in the book. I also had a few regulars who I always said “see you next tuesday” to since the only day shift at sophies I worked was Tuesday.

I still need to shoot a few more portraits, but I am planning to put all the images together into a hardcover book with all the images from the original book i sent you in the near future.  I shoot it all on delta 3200 film with a hasselblad 501cm and I process and print all the images myself in the darkroom and scan the prints.

Feature Promo – Ashley Sullivan

Ashley Sullivan

Who printed it?
Printed by Paper Chase Press

Who designed it?
Designed by Demetra Mazria

Tell me about the images?
I worked alongside Megan Gonzalez (Art Direction and Prop Styling) and Diana Scanlon (Food Styling) to produce this test shoot. Megan and I worked together to put together a vision board with scrap images as well as rough sketches for our shot list. It was important to us to create lighting that was reminiscent of a sunny day in the tropics– I think we succeeded! We created a set of images that had an intentional pacing, diversity in angles, and a continuous color story.

How many did you make?
300 printed.

How many times a year do you send out promos?
I send out promos once or twice each calendar year.

Do you think printed promos are effective for marketing your work?
I thoroughly enjoy the process and result of concepting and designing a printed piece. I’ve always held in high regard the idea of bringing images beyond the screen. It may stem from my background in architecture — but carving physical space for something is both a beautiful and meaningful undertaking. To that end, I take care to ensure that each element is given the attention it deserves. I chose to have this booklet saddle stitched… a detail that caused my budget to stretch a bit, but it was important to me that the elements that surround the images would be of the same caliber.

With the seemingly infinite channels of digital marketing available, creating a tactile piece feels like purposeful work. Giving the images a place to exist, creating an experience for the viewer. While it’s nearly impossible to account for the effectiveness of one specific marketing piece, I do find that printed promos are ones that clients enjoy receiving, and will often make a point of sending a note to tell me so.

Featured Promo – Mike Borchard

Mike Borchard

Who printed it?
Printed by Ex Why Zed, based in the UK.

Who designed it?
It was designed by me.

Tell me about the images?
The images are from a personal project I shot in Hawaii last spring/summer. The images are made by double exposing 35mm film, shot on older Nikonos cameras. The Nikonos cameras from the 70’s & 80’s are fully self-contained waterproof units and were originally designed for underwater photography. I would shoot an entire roll of film while out in the mountains or jungle, then rewind it, reload it, and re-shoot surfing over it again.

How many did you make?
I printed a numbered run of 150.

How many times a year do you send out promos?
My goal is two promos per year, and I try to make them both more in-depth promos rather than just a postcard or a foldout. Taking a quality over quantity approach.

Do you think printed promos are effective for marketing your work?
Yes I do, although it can be really difficult to measure. I’ve found sending out less promos to a more targeted group that I already communicate with or want to be communicating regularly with is more effective than just mailing out a bunch of promos to a large list of people that I have zero relationships with. I also enjoy the process of creating and bringing tangible works to life, so I’m never too stressed if I don’t see a huge direct response to a promo, because I’m usually stoked on the process anyway.

This project came to exist almost purely because of COVID. Last March, my travel and work schedule was completely vaporized, and I found myself with plenty of free time. Free time that I spent experimenting with trial and error burning up countless rolls of film while dialing in the double exposure process. It felt amazing to be out creating and trying new things purely for the stoke of it. No clients, no deadlines; just some old cameras, an idea, and plenty of time.

Pricing & Negotiating: Pharmaceutical Product Shoot

Craig Oppenheimer, Wonderful Machine

Concept: Lifestyle content of a patient using a medical device and interacting with their caregiver

Licensing: Trade Advertising and Collateral use of up to 6 images for 2 years from first use.

Photographer: Lifestyle and portraiture specialist

Agency: Medium in size, based in the Northeast

Client: Pharmaceutical company

Here is the estimate:

Pricing and Negotiating first estimate for a Pharmaceutical company production

Creative/Licensing Fees: The agency was in need of images showing a medical product being used, along with images of a patient interacting with their caregiver and family within multiple scenarios taking place in and around a house, as well as a few outdoor scenarios as well. The exact shots were a bit TBD at the time of estimating, but we did know they wanted to end up with six final images, and they’d be used for trade advertising and collateral purposes for two years. Based on recent similar productions and a knowledge of previously palatable fees/expenses for this client, we landed on a creative/licensing fee of $7,500. It broke down to $1,250/image, which we felt was reasonable for the intended use and the given variables.

Crew: We included adequate prep, scout, shoot and wrap days for a producer to help coordinate the production, and included two assistants, one of which would also attend the scout day. Additionally we included a digital tech on the shoot day and a PA to help with prep/shoot/wrap as well.

Styling: We would only be capturing one main hero talent, and three others, and we were confident that one hair/makeup stylist could handle that without an assistant. In an effort to reduce people on set, we combined the roles of wardrobe stylist and prop stylist, and included adequate shopping time in addition to the shoot and time to return the items procured, while providing them with two assistants to lend a hand. We included $500 per talent for wardrobe, and $2,250 for props, however we marked that as TBD since the shot list was still under development and the final scenarios would dictate the exact prop needs/costs. We also included $500 for stylist kit fees, shipping and misc. expenses.

Health and Safety: I’ve started to break out all things related specifically to COVID protocols and prevention into a new category when estimating projects, and here I added 2 days for our CCO, as she’d join us on the tech/scout and the shoot day, and $300 to cover PPE and supplies. I’ve found that $300-$500 is an appropriate amount for PPE and cleaning supplies for a shoot this size.

Casting and Talent: We had to find one main adult hero talent to portray a patient, a secondary adult talent to portray their caregiver, and two children to portray grandchildren. The casting agent we worked with would hold virtual casting sessions remotely, rather than have talent attend an in-person casting session, and I knew this price would cover their time for at least 2 days work of casting to help find the talent we needed. I included $1,800/day, which was appropriate for this particular market based on the usage.

Locations: Since the shot list was still a work in progress, it was a bit of a challenge to estimate location scouting and location fees, but I felt confident that we had enough time/money built in to handle the anticipated request of finding a residential property and a couple nearby outdoor locations. We also included $1,000 for location cleaning to address the anticipated concerns from the homeowners regarding COVID.

Vehicles: In order to try and keep the bottom line down, I marked a production RV as TBD, as there was a chance we could use the house and the exterior locations as a staging area, rather than an RV. I also added modest funds for van rentals to help with equipment and supplies.

Equipment: I included $1,000 for the photographer’s gear, $750 for the digital tech’s workstation, and $500 for production supplies such as tables, chairs, tents, heaters, etc.

Meals: I included $75 per person for breakfast and lunch

Misc.: To address potential mileage, additional meals and miscellaneous expenses that might arise, I added $500. I also included $300 for insurance.

Post Production: I included $500 for the photographer’s time to go through the images and make initial edits and provide a gallery of content to the client, and then $200/image for 6 images to handle the retouching.

Feedback: The numbers were well received, however we were informed that they wanted to add a video component to the project. They weren’t sure exactly what would need to be captured, but they asked for a quote and told us they had an extra $15k budgeted for it.

Here is the quote we provided:

Pricing and Negotiating first estimate for a Pharmaceutical company production

Crew: We got a quote from a local team and consolidated their numbers into this bid. We anticipated bringing on a DP, along with one or two assistants.

Casting and Talent: We increased the talent fees by an extra $500+20% to account for the video usage.

Vehicles: Now that we had extra crew with the video team and a padded budget, I took the opportunity to add the production RV into the estimate as I felt it would be necessary.

Equipment: This covered the minimal gear rented from the videographer.

Meals: We added a small amount to include extra meals for the additional crew.

Misc.: I added $800 to cover miscellaneous expenses that might arise.

Overtime: Now that we planned to shoot video, I felt that the time necessary to do so would cause us to go past a 10-hour shoot day, so I included an extra hour for everyone involved with the production, billed at time and a half.

Results: The photographer was awarded the job.


If you have any questions, or if you need help estimating or producing a project, please give us a call at 610.260.0200 or reach out. We’re available to help with any and all pricing and negotiating needs—from small stock sales to large ad campaigns.

2020-2021 Photography Directories & Sourcebooks Report

© Amy V. Cooper, Photography Consultant

In 2019 I wrote the first ever Photography Directories & Sourcebooks Report, an analysis of all of the major paid directory-style resources for commercial advertising photographers in the United States.

This year I was excited to follow up with my clients and contacts to discover how these companies managed the challenges of 2020, pivoted their businesses and adapted to better support their artists.

While this is not a scientific analysis, I’m grateful for the insight that I received both from a survey of photographers based in the United States as well as input from the directory representatives, including advice for creatives going in to 2021.

With all of the directories, this year and in past years, I’ve received both positive and negative feedback from my clients. Different directories are better for different photographers depending on your experience, genre, location, service needs and preference for hands-on or hands-off maintenance of your listing. If you are not sure which directory is right for you, I invite you to jump on my calendar for a free call to discuss.

One of the positive aspects of the constraints of the 2020 pandemic is the shift toward virtual reviews, which has allowed more photographers and creatives to participate. Interestingly, photographers report that these virtual reviews feel more intimate and that they often get more time with the reviewer than when meeting in person.

In 2020, the directory Wonderful Machine received the highest praise from photographers in regard to pivoting and supporting them, with Found Artists coming in at a close second. Here is a selection of feedback I received about all of the directories, edited for length:

Wonderful Machine

Photographer Feedback: (I am respecting the privacy of the photographers who contributed by publishing their input anonymously.)

Wonderful Machine stepped up, both by lowering the cost of membership and increasing their marketing and exposure for members. They have been doing a weekly photo prompt and then promoting that work in their newsletters. They’ve been really great.”

“I’m happy with the conversion of traffic I’ve been getting from Wonderful Machine. They have also been sending out requests for stock imagery with more frequency. They have great resources and information on their website for photographers and seem to be more connected to their members. I received a few smaller job requests through my listing and they promoted one of my projects on their blog and Instagram.”

Bill Cramer, CEO, Wonderful Machine:

How have things changed at Wonderful Machine in 2020?

“In the past, we’ve arranged in-person meetings with publications, agencies, and brands on a regular basis to learn more about their needs and to share our photographers’ portfolios and to share our shoot production capabilities. Now that most of those clients are working remotely (and reluctant to have visitors), we’ve pivoted to video calls.

“We also added a section of our website called Creative In Place where our photographers can share a mini portfolio of shoots they’ve done during the pandemic.

“In March, when we saw how the pandemic was affecting our photographers, we significantly reduced membership and consulting rates and we guaranteed that through the end of 2020.

“In 2021 we’re launching a completely new website early in the new year. We’ve added some features including bookmarking and sharing features for clients, and a calendar feature that allows our photographers to update their travel plans so clients can find them wherever they are.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“I think there are several things photographers can do to stay competitive. First, they need to educate themselves on appropriate COVID-19 safety protocols so their clients can feel confident hiring them and so their subjects are comfortable. Next, photographers need to consider whether there’s any technology they need to incorporate into their process that will allow them to shoot remotely or that will allow their clients to monitor the progress of a shoot remotely. Finally, they have to continue to push themselves creatively, update their marketing materials and connect with clients that are right for them. Yes, that’s a tall order!”

Found Artists

Photographer feedback:
Found rolled out #shootsolutions, which highlighted creative solutions photographers were offering during physical distancing.”

“The biggest job I got this year was through Found, and I was able to take advantage of their bidding services.”

Jennifer Perlmutter, Director, Photography & Creative Services, Found Artists:

How have things changed at Found Artists in 2020?

“We launched our Shoot Solutions page to help creatives find artists who had workable solutions to shooting and creating through all phases of quarantine and lockdown. Our Executive Producer, who helps many of our non-exclusively represented artists with estimating and negotiating projects, educated herself in COVID-safe production guidelines to make sure we knew how to safely produce during this time.

“We stopped sending printed materials from March through August and focused our efforts on collecting information. We were thrilled to receive many home addresses and direct quotes from creatives to share with our members that showed a genuine interest in receiving (print materials).

“Volume 12 of our book will drop in late February to an adjusted list of creatives who provided those home addresses and updated office information. This book is also turning into a beautiful collection of personal projects created during this time as well as interesting and thoughtful commissioned work. These addresses are only to be used for our books and promo decks, so we are still being very careful with single mailers.

“We have retired our reviews for now but are hopeful we can resume those in 2021. Time will tell. We are planning virtual showcases to launch in early 2021 that will be pre-recorded and then promoted for the creatives to view at their leisure, which has always been more our speed.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“Keep creating. I have seen so many beautiful personal projects, projects that inspire creatives and clients, come out of this time. Keep reaching out. Email creatives and share your solutions to keep productions rolling. We can all continue to help each other make it through this unprecedented time.”


Photographer Feedback:
Workbook did a great job navigating the challenges and their Where Are We Now webinar series helped with much needed and wanted answers to figure out how to move forward.”

Heidi Goverman, Senior VP, Development & Client Relations, Workbook:

How have things changed at Workbook this year?

“Our company is built on the printed book, and the spring 2020 book had already been created when the pandemic hit. Additionally, the fall 2020 book was deep in production. So, we reached out to creative buyers to see if they would like to receive their own book at home. The responses were very positive, and many books were shipped right to their doorstep. For anyone who preferred to get their books at their offices, we continually monitored the situation and shipped when appropriate.

“We have been working on a new enhanced digital edition that will debut around spring 2021. But in 2020 we’ve launched a new website, upped our social presence, and showcased our clients’ work with all-new campaigns. We also took a look at pricing and added a new subscription level with the understanding that tiered pricing is a way to help more artists.

“We have launched a nationwide virtual portfolio event for our Pro level clients and have six events on our calendar for 2021 and are planning even more.

“We’ve also found webinars to be powerful tools for information. We have a series called Where We Are Now. We discuss the current state of the industry with expert panelists. Another of our webinars is First Impressions. We evaluate websites in real time with a panel of art producers and art buyers.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“Consistently marketing your work is key right now. Now is the time to be nimble and bold. The good news is there will always be marketers and they will always need imagery, so stay with it; keep marketing. It’s also really important to keep adding to your skill set and create fresh work. There’s always that chance during a time like this that something interesting gets created out of necessity. Creative buyers are always looking for the person who brings a new take on things. Every brand in the world has been pivoting; think about that when reaching out to them and show them your vision for their brand.”


Photographer Feedback:
“I had two high-profile meetings through AtEdge this year and hope to do more. I’ve seen some website traffic conversion from the directory as well as new Instagram followers when they promoted my work.”

Francesca Galesi, Associate Director of Photography, AtEdge:

How have things changed at AtEdge this year?

“This summer AtEdge launched a new website to include a more robust search engine that can further pinpoint photographers, directors, post-production studios and imagery. Our new ability to filter by location is especially relevant in today’s industry given travel restrictions.

“Our revamped Campaign Spotlight and eBlast have resulted in a 25% uptick in overall traffic to our site in 2020.

“Face-to-face events have morphed into virtual one-on-one meetings, which will be a permanent additional perk for AtEdge photographers. Our virtual meetings are scheduled Zoom calls, 20- to 30-minute meetings, though we hear that many are lasting for an hour (or more). Each creative has a profile on our proprietary platform that shows the company they work for, along with the clients and accounts they service and an availability calendar. AtEdge photographers can peruse these profiles and schedule virtual meetings directly via the creative’s availability calendar.

“We are still sending out our printed books. Our team has reached out for home addresses, and we’re also making note of creatives who are still picking up their mail at work.

“We now offer an à la carte approach to pricing, allowing our talent to choose where they would like to spend their marketing dollars. There is a base price of $3,400 for an AtEdge Digital presence (website, Campaign Spotlight and social shout-outs). Add-ons for the printed books and virtual meetings are purchased separately.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“It is important to continue to photograph, to work on those personal stories that so often are what draws attention to you and makes you unique. The ones that maybe you never had time for. Focus on those.

“It is also vitally important to continue to market and continue to share your work. Advertising does not hit pause. Creatives are looking. Those who show strength in slower times are always the first to prosper when economies come roaring back. Now is not the time to fade into the background. Quite the opposite — now is the best time to boost your marketing and poise yourself for the expected surge in opportunities.

“Photographers have risen to the very real challenge to include COVID protocols and have created incredible campaigns since March 2020. The world will continue to open and close, but work continues.

“Your messaging is important. How one works, what are your current capabilities, where are you located…To be in tune with the current market happenings, to be positive and flexible, and above all, to be safe.”

Boulevard Artists

Joshua Herman, Director of Operations, Boulevard Artists:

How have things changed at BLVD in 2020?

“Instead of being able to host our series of agency visits around the country and our portfolio review events, we’ve instead had to find ways to supplement those opportunities from a distance; from monthly agency-wide conference calls with art producers to online portfolio reviews to increased email marketing.

“There are several pros of this (virtual review) format: a longer amount of time to meet, a more intimate setting since it isn’t taking place at an event where there’s a significant amount of background noise, a seamless showing of video and still work, and it’s highly cost-efficient and convenient since there is no travel expense and meetings are scheduled according to the reviewers’ and photographers’ availability. This provides continuous opportunity for photographers to meet with creatives all over the country instead of just during set event dates.

“As we continue to roll out our online reviews, we are beginning to focus on smaller markets that we aren’t able to host events in, such as places like Philadelphia, Minneapolis, Portland, Atlanta, Houston, etc. Once our in-person events are back in the larger cities, I think this will make a good ongoing opportunity for photographers to personally connect with creatives in the second- tier cities that may not be able to support a larger in-person event.

“Although I sometimes hear photographers say they prefer to show a book, which is understandable, I think there’s much more to be gained by showing their website (in online reviews) as the feedback from the reviewer will be focused both on the work itself as well as how the photographer is presenting themselves ‘publicly’ in terms of branding.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“Giving advice within this ever-evolving industry, especially during this unprecedentedly difficult time, may be a bit audacious, but what I can say with certainty for photographers and directors is that given the new working reality, putting forward your “turn-key” solutions is vital. Agencies aren’t just looking for great content creators now, they need problem-solvers who are able to bring solutions to the table. Therefore, I would suggest that photographers present a summary on their website regarding where their capabilities lie in creating work under these new circumstances and what assets they have at their disposal to address those issues. From having a comprehensive understanding of your state’s guidelines and regulations to having access to talent you may know personally to produce shoots amongst family and friends. The more solutions one can offer to overcoming these challenges, the more attractive one becomes for hiring. When this pandemic first struck, everything came to a standstill. Now agencies are playing rapid catch-up, and they’re continually looking for content producers who can produce quality content under these new working restrictions. So, address that directly on your website.

“Other than that, I would suggest taking advantage of as many opportunities as possible to connect directly with creatives working at agencies. The best way to keep your finger on the pulse is to stay personally in touch with as many art producers and creative directors as possible so as to anticipate what they’re looking for and where things are heading.”

Production Paradise

Mark Peel Lewis, Head of Creative Relations, Production Paradise:

How have things changed at Production Paradise in 2020?

“During the first main lockdown in March when 90% of our members were unable to produce content, we thought it would be a good idea to start organizing live talks with our community. The first talk we did was with producers and photographers based in China who had just come out of their own lockdown and were therefore able to relate with what everyone else was going through, give tips on how to make the most of their time and share their new reality with the rest of world. We also organized online courses and classes to share our knowledge on how to best promote your work online.

“Apart from this we kept publishing our spotlights and showcases as it was important or our members to keep being visible even if they weren’t working. Finally, we automatically extended all of our members memberships for 4 months so they wouldn’t lose any time on their current yearly membership with us.

“In terms of new services, we are about to launch new marketing consulting services for Instagram, LinkedIn and Portfolio Review/Personal branding with industry experts.

“We care a lot about the branding of our members so with our new services and the support of our experts/coaches for Instagram, LinkedIn and Personal Branding we can now help our members cover their most crucial marketing needs and make the best impact possible when being seen by their potential clients.”

What is your best advice for photographers navigating physical distancing and decline in photography production right now?

“Stay positive, spend time doing more personal projects, keep pushing your work out there and show that you are still here and kicking. I would also make sure that you get into 2021 with a proper marketing strategy, goal and plan so you won’t miss out on any opportunities that will occur during the year.”

Although I did not receive feedback from other directory sources, I know that LeBook shifted their Connections event to online and Komyoon has been adding new features to their app as well as their website. PhotoPolitic suspended events but continues to send emails.

I was happy to see an increase in support for photographers as well as shift in attention to diversity at some professional photographer associations such as ASMP and APA. The two offered portfolio review opportunities, grants, help with applying for federal aid, and resources for producing during COVID-19.

Black Women Photographers, Natives Photograph, Women Photograph, Color Positive, DiversifyPhoto and other listings gained much deserved media attention and support this year and provided community to their members.

Interested in investing in a photography directory? Read my extensive directories report and consider these steps:

  • –  Take your time and do a lot of research.
  • –  Define what services and levels of support are most important to you.
  • –  Understand who your competition is within each directory. (Is it over or undersaturated?)
  • –  Reach out to existing members who are similar in location and/or genre and ask abouttheir experience with the directories.
  • –  Speak to directory reps over the phone and ask lots of questions.
  • –  Pay attention to how these businesses are able to pivot and innovate with changes in theindustry, economy, and social influences.
  • –  Be a squeaky wheel. Check in with your directory rep(s) frequently to ask aboutanalytics, changes, initiatives, as well as more opportunities to be featured, promoted or introduced to creative buyers.

How to Survive (and Thrive) During the Pandemic:

  • –  Keep shooting and producing.
  • –  Work on your personal projects.
  • –  Stay consistent with networking and marketing yourself.
  • –  Be a problem solver, equipped with the information and resources to produce safely intoday’s environment.
  • –  Share that information on your website and with your clients.
  • –  Highlight capabilities, including remote shooting options, access to talent or locations.
  • –  Include your location on your website and in your marketing materials.

As with all marketing, you get back what you put into it. Good luck, #ImRootingForYou

David Alan Harvey Credibly Accused of Sexual Misconduct

In late December a bombshell article by Kristen Chick for Columbia Journalism Review detailed 13 years of inappropriate behavior from Magnum photographer David Alan Harvey. Eleven women described a wide range of disturbing behavior that you can read about here:

It seems that his behavior is an open secret and many are questioning Magnum and fellow photographers for letting it slide over the years.

Personally I’m sickened by what is described in the article and the thought of young female photojournalists having to endure harassment from Harvey. We need to root this despicable behavior out of our industry and I support anyone who comes forward to help do it.

Additionally, a former assistant is saying he stages his photographs which follows along with his abuse of power as pointed out by Biz Herman in this excellent thread:

Finally, there’s this Statement calling for collective accountability against sexual harassment in photography that you should read that was signed by many in the industry:

Featured Promo – Stephen Ambrose

Stephen Ambrose

Who printed it?
It was printed by Push Print London.
The book was printed on the fuji jet press using a process that gives a wider gamut of colours than litho.
Format: 28pp self-cover.
Size: 396 X 297mm portrait.
Printing: 4 colour throughout wide gamut Jet press both sides.
Materials: Fedrigoni Arcoprint Milk 150gsm.
Finishing: Centre singer sew x 4 thread colours

Who designed it?
Paul Belford at Paul Belford Limited

Tell me about the images?
This project is from an historical sports event that’s fought every year in the Piazza Santa Croce, Florence, Italy on the third weekend of June with the final being played on the 24th June which is the Feast of John the Baptist. Four teams play and they represent the four districts of Florence. I first became aware of Calcio Storico after seeing a film that Vice magazine had shot a couple of years previously and having spent the best part of a year shooting footballers for Adidas I was inspired to turn my lens to other less well known sports. Something where no money was involved and it was about camaraderie and passion for the team game. The players live, work in, and represent the four districts of Florence. The objective was to make a project out of two 50 minute games which was going to be difficult as I needed portraits, action, violence, details and landscapes/overviews to make it a coherent body of work.

How did you gain access to the event?
I applied for a press pass from the Florentine government in January 2019 and didn’t hear anything back until 5 days before the first game, I’d been approved, I immediately booked a flight and hotel. Unfortunately, meanwhile I had just ruptured my main bicep tendon in my right arm which meant I couldn’t take any weight with my right arm/hand but I could operate the camera and with a long lens on you take the weight with your left hand. My last minute flight and hotel were non refundable and I didn’t know if I’d get this opportunity again so I had to go.

I got to Florence on the Friday afternoon and had to pick up the press pass from the press office. When I arrived they issued me with a press pass for the stands only. I pleaded for access all areas but to no avail. I knew I could not get the shots I wanted unless I could get right up to the barriers on the pitch. I needed the position to be up close and personal.

On game day I joined the procession through the streets but after a short while I headed off to the pitch. A security guard showed me to the stands and then I asked if I could walk around the pitch. He looked at my pass and said no. I explained my predicament but there was a language barrier. Undeterred I went to the gates. I introduced myself to another security guard and again tried to explain my plight. Again we had a language barrier, but amazingly he got his phone out and called his English speaking wife to translate. I explained about the press pass and my desire to get closer than the stands allowed and after a short conversation back with her husband she told me to ‘go in and stay in, get in against the barriers and it should be ok’. It was such a relief, that moment, that conversation was a real turning point that made the project what it is. So for two days and the two matches I did the same, wandered in and stayed in and nobody bothered me. Everyone else with fully visible ‘access all areas’ badges and me with mine turned over and tucked away. In the chaos that is Calcio Storico I’d got away with it.

How many did you make?
I had 250 printed with Paul Belfords initial idea being to have them stitched with cotton in the four colours of the teams but that turned out to be almost impossible so we opted to split the print run in to blue, green, white and red cotton that represented the four team colours, Azzuri, Verdi, Bianchi, Rossi. Which is also the wording we used for the front cover.

How many times a year do you send out promos?
I usually send out postcards only once a year and this is the first book promo I’ve done.

Do you think printed promos are effective for marketing your work?
Yes definitely, at the moment more so as I think clients appreciate something tactile. But generally it is a good introduction to getting through the door with your folio.

Featured Promo – James Hartley

James Hartley

Who printed it?
Cryptic Carousel in Brooklyn, NY.
They do cassette duplication and manufacturing, and could make a custom cover that functioned as a photo booklet.

Who designed it?
I did. It’s a mixtape, had to keep it hand-written and personal.

Tell me about the images?
Block Rockers is an ongoing portrait series of New Yorkers i’ve seen out on the street, playing music through their boomboxes and outdoor speakers. When the portraits are made, the song they’re playing is noted, and later mixed with field recordings I’ve made around the city. The images, songs & recordings combine to create a visual mixtape of the city.

Tell me about combining images with sound?
The booklet functioning as a visual tracklist is what brought the project together for me. Seeing who’s playing what song brings personality to the photos and the music, like you’re walking the city and these are the characters you meet. It’s a quintessential New York thing!

How many did you make?
100. I sent about 10 out as press/promo, and the rest sold at the launch or online.

How many times a year do you send out promos?
I’ll send stuff out whenever I release or self publish something. I’ll aim for one a year, but it varies.

Do you think printed promos are effective for marketing your work?
I don’t think it’s essential, nor should anyone feel pressured to, but it can’t hurt. I think it’s good to see your work on different mediums, and I like having physical copies of personal projects I’ve done. Doesn’t hurt to share that…