JAMES GERRARD-JONES ON COMMERCIAL PHOTOGRAPHY

Tuesday, 7 August 2012

Working in advertising photography can be an excellent way to financially sustain your documentary or fine art practice. James Gerrard-Jones, of commercial photography agency Wyatt-Clarke & Jones, explains why… 


What are the benefits of joining an agency?
Promotion can be time-consuming. Being signed to an agency will ensure your work is reaching the right people so you can concentrate on your practice, leaving the promotion to someone else. A decent agency will be keen to support your ambitions as an artist  – that's the biggest kick for us at Wyatt-Clarke & Jones. We work with photographers from all different backgrounds – reportage, fine art, fashion – and the commissions we find for them help fund personal work that might otherwise never get made. Projects such as Adam Hinton's book Shibuya, published with This is Real Art, or the recent work for which Nadège Mériau received a Discovery Award nomination at the Rencontres d’Arles.

What does an advertising commissioner want from a photographer? 
We're surrounded by images everywhere we look so commissioners are looking for photographers with a distinct visual identity – something that's going to engage the viewer and communicate with them successfully. As well as unique talent, commissioners are looking for reliability and someone who understands the industry.



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