Commodity Photography

As music photographers, we often hear a band say “we won’t pay you that much for your photograph because we can get the same thing elsewhere for less”. The tendency for less experienced photographers is to give in and accept a lower license fee for their work. Their rationale is that they are still getting paid, and they are getting their name out there. While getting paid and getting your name out there has some value, there are two very important underlying messages being conveyed here. First, you are telling the band that you agree that your work isn’t worth more. Second, and equally important, the band is telling you that your photographs are not unique. You have not set yourself apart from the rest of the market.

Wikipedia defines “Commodity” as “something for which there is demand, but which is supplied without qualitative differentiation across a given market.” When your photographs of a band are just like all of the other photographs of that band, all of the images of that band are a commodity. In commodities markets, orders always go to the lowest bidder. Commodity photographs are like cars – bands can get them anywhere and can shop around for the lowest price. To set yourself apart, you have to strive to be the Ferrari or Bentley of music photography.

You don’t need to photograph every band out there. What you need are fresh, unique, creative images of the bands you do photograph. Strive for that and bands will recognize it. They will pay you more for your photographs because they cannot get them elsewhere at any price. They can only get them from you.

Search the online image databases and see what else is out there. See what your competition is doing. Use that knowledge to create something new. Then stand your ground and demand a fair price for your photographs. If you have searched online and know what the competition has to offer, you will be able to negotiate with confidence because you will know your images are unique.

Welcome to the world of professional photography!

Author: Walter Rowe | Category: Business, Music | Comments(0) August 2007