I know that the title or subject line is a little grandiose.. but I am really working HARD on training my mind to think in terms of “Top Architectural Photographer”.  I am just not the kind of person that can speak of myself in grand terms.  As of the first of March I have mentally and physically made the switch to being a photographer who specializes.  I have left behind the “Generalist” title.  Starting about 4 years ago… I had several marketing specialists tell me that architecture was my calling and this needed to happen.   But of course do I listen?  I tried to find a way in my own mind to rationalize the “generalist” direction I have pursued since I started this business a long time ago… shooting just about eveything that came along.  Actually I enjoyed it a lot as there was never a dull moment.

Well it finally sank in.. time to change.  I feel like I have squandered several  years of being ahead of the game.  Actually that is anything but true.  This point in my life and career was the perfect time to make the switch.  As of tthis moment in time the whole concept of specializing is really right in my head.. finally.  Consequently this leaves me very excited about the prospects and all the new horizons and challenges.  Considering that I have been severely burned out for at least the last 6 months… this whole thing is huge and invigorating!   So a big YAHOO from me is appropriate.

Funny how things happen.  I was listening to a free online marketing webinar that was directed at creative pursuits and the speaker made reference to the need to “Specialize” as the niche markets are really the most vibrant.  Again I rejected it as I  had already been down this path.. but within minutes I responded in my head with “YES”  GREAT IDEA!!  Pretty simple.. no discussion or anything.   Just a simple conviction that it was the right choice.  Crazy since I had pondered this forever.  Had several marketing meetings with the “people” of EmeraldLight… asked trusted clients their opinions and it always came back the same… stay the course

Just to add some concrete validation I went through all my invoicing records from the last 5 years.   Easy to say that  2/3rds of my income has come from architecture.  I have had a lot of success in this arena.. from features and covers in national magazines to outstanding multi-day projects in some really cool places.  Another bonus…  I am very comfortable with the subject.  One of the bellweathers that this might be the right direction to go is when I create photos for myself I gravitate toward subjects that are architecture related.  As much as I love people to photograph and have been very successful with it… I don’t generally photograph them for pleasure.  I think this points me to a “decision made”!  Pretty much a no-brainer if you go by the numbers and reality of the subject!  What in the world took me so long!  Consequently I guess being a Gemini… I am two people inside… twins if you will.  Hard to be anything but a multi-faceted photographer!

Of course now the hard part.  Creating the look of being a specialized photog.  Changing the website, updating the online ads that are floating around, getting the info out to my social media, etc., no small task!  In the beginning it seemed like such a huge undertaking.  But in reality.. it was not really all that tough.  I have already converted the website over.  Switched out several ongoing ads and my social media is in the process of being changed.  One last piece of  the puzzle is getting the info out to people and business that I am now focused on architecture!!  An email campaign will hopefully start next Monday and follow every 4-6 weeks along with a print mailing on an 8 week schedule.

Whew.. now I am worn out just rethinking this whole process.  Not really.  Just more convinced I made the right decision.. as tough as it seemed over the years!  So I am now in my eyes a “Top Architectural Photographer”!

Got home a week or so back from a workshop that I attended in Santa Fe, NM at the wonderful Santa Fe Workshops (highly recommended).  It was with the absolute genius, Frank Ockenfels 3.. and I do mean a “Genius”.   This man is seriously at the top of his game and resides at the absolute top of the heap in the photo world. Check out his website for an amazing experience.  Movie posters, celebrities, musicians and everything else in between…  extremely awe inspiring.

http://www.fwo3.com/

I routinely attend a workshop a year if possible.  Consequently I have been to quite a few over the years.  Some excellent.. some so-so.  However.. this is the first time that I have ever been SO turned upside down photographically and dropped in an environment that was completely out of my element.  All my normal way of doing things was removed.  No lighting.. no autofocus.. no exposure.. no post-production.. no enhancement.. no composites.. no nothing.  Simply shooting from the gut or the heart.. my choice.  I have been in this business a really long time.. and the experience was truly beyond humbling.

First day we were put in a completely dark huge studio with an open door at each end.. steaming in a little daylight.  The directive was to stay in the middle of the studio and make photographs of each other with a silver/gold foam core reflector that Frank provided for each of us.  You could hardly see.. let alone make a photograph.  This process sent me into a serious tailspin.. I believe along with everyone else.. very hard to imagine anyone escaped the feeling.   Consequently this day was a disaster from inside my head…  along with my dreadful photographic output.  I thought maybe the solution to the problem was the next bus home.. but no one bowed out..  not to stick out like a sore thumb as I slinked out the door with my tail between my legs.. I decided to persevere.

Steadily and starting the process of  building from the bottom up.. we.. the participants all make progress over first of the week.  Small bits at a time for me! By Wednesday we had made enough progress that it was time for a real test.  We traveled south to the vacant “old” New Mexico State Prison.  Might not sound interesting.. but a major riot in 1980 turned it into a partially burned out hulk with a lot of great textures.. spaces and perspectives.  We would be shooting with a variety of professional models which would make this a little more real world.. instead of the boring process of photographing each other.  However the directive from Frank Ockenfels 3 makes the “gig” a tad more interesting.. “I don’t want to see anything that looks like it was shot in a prison”.  What you say?  Tough of course.. but doable.. certainly.  For our tools..  we were allowed a flashlight or two.. plus any lighting gadget we could buy at Home depot.. last but not least the silver/gold foam core reflector.. the present from Mr. Ockenfels.  Once again.. NO photographic lighting tools that are the mainstay of my work… yikes!

On Friday night all the workshops presented their photographic week to each other during a nice big dinner at a beautiful downtown Santa Fe hotel.  Lots of great and amazing stuff from the other groups.. but I have to say what was pulled off in our workshop group was short of amazing.. even if I say so myself.  I sort of had the feeling that everyone was “getting it” (as Frank would say) during the week.. but until you see all the students photographic output married together in one show.. you really can’t imagine that the level of output could have been so high.

The web link to the presentation follows at the bottom of the page.  The media show that Frank put together for Friday night is comprised of each participants handful of best photos. The opening is Frank himself with our studio manager, Sara and her assistant, Taylor providing unique appearances.   What appears to be a short flick.. is really stills shot in rapid succession on a DSLR and strung together into a movie piece.

I truly hope that you have a look as it is definitely inspiring (from my view) as to what can be accomplished in the right learning environment.  Not saying I am special.. just that I turned myself inside out and learned a whole new way to look at a subject.

See..  you really can teach an “ancient dog” new tricks!!  I would love to hear any comments. Meanwhile… here is the link.

http://santafeworkshops.com/FridayShow/82k_u56.html

Someday plan on attending the Santa Fe Workshops for at least ONE go-round.  It will be the best money you have ever spent on yourself and the improvement of your personal photography.