Making a living as a photojournalist isn't as easy as it used to be, but it's still possible.
For those of you who don't know, Natalie Keyser is a Canon Light Seeker who works primarily in the world of photojournalism. Based in Brooklyn, NY, her work focuses on the impact of political turmoil and conflict, youth culture, and migration on individuals. Her work has been supported by numerous organizations, including the Pulitzer Center, Magnum Foundation, National Geographic Society, and IWMF. This means she knows what she's talking about. And when I got the chance to virtually chat with her, she sent me a list of several topics. So, instead of picking one, I asked her to pick them all, which she graciously agreed to. So, this virtual chat ended up being split into two sections. This section is about the business of photojournalism, and the other is about tips for telling a better story. But what I love about this chat is that Natalie doesn't consider herself a business expert. But she's simply been in the industry long enough to know what works for her and what doesn't. To me, this is more valuable than someone who says they have it all figured out, but coincidentally no longer practices the topic they claim to understand.
Grants and Competitions
First, Natalie talks about the importance of applying for grants and contests. When it comes to grants, the application process can be fierce and heartbreaking. Even though the photojournalism industry as a whole is small, there are still a lot of people who want to make a living. So the competition to win grants and awards is fierce. But Natalie explains that just the editing and application process is very helpful in learning how to do what you do best. Even if you don't win, you're getting your work in front of the people who have the power to make decisions. That means that just applying can help you stand out in future applications and presentations (more on presentations later). But even the process of finding grants to apply for can be a daunting task. So Natalie mentioned a resource called Picter, a platform that hosts the application process for various grants and contests. Contests are not only a great way to get your name in the public eye (if you win), but they're also a great place to get inspiration, because they help you learn what types of images are winning and what types of work and stories are being celebrated. I think it will help you not only to see if your work is on par with the winning images, but also to see how you can differentiate yourself and create work that is different to the current mainstream.
pitching
Natalie starts this conversation by saying that pitching is one of the most underrated ways to promote yourself and get your name in front of the people who matter. Not only that, but she thinks it's one of the best ways to get your career in the direction you want it to go because instead of waiting for the phone to ring or applying for jobs that “just seem right,” you get to pick your story and define the type of work you'll be known for. Editors are, as a whole, very busy, so presenting them with an idea that has all the details worked out takes some of the strain off of that. So, if your pitch gets accepted, you've defined the type of work you'll be known for. But even if your pitch doesn't get accepted, this process lets editors know the type of work you're really passionate about. So even if you get accepted for other types of jobs, you'll still be associated with the type of work that interests you. So, if that type of job does come up, you'll be the first name that comes to mind.
How to negotiate the price
One of the hardest things to do in any industry is learning how to price. And Natalie makes a really great point about not always trying to be the “lowest price.” You might get a few jobs if you price the lowest, but overall, this approach devalues the industry and leads clients to think that good photography is cheap. This forces photographers to work harder for lower pay. Here, Natalie shares some of the industry standards for per diems, such as around $500 for a national magazine article, and also shares that there are great ways to make money on top of your per diem. This can come in the form of getting extra pay for travel, equipment rental (you can rent your own), research, post-production, and more. When it comes to licensing, Natalie recommended tools like the Getty Image Calculator to get an idea of what prices are close to industry standards. One of the most important tips I got from this section is to always ask your client to give you a budget first, and then always try to increase it, since most people never actually start negotiating with a maximum budget.
Self-promotion is one of the best ways to get your name in front of the people who matter. But it can also feel like a daunting task. Here, Natalie explains that her process is a little different than her workshop partner, Daniella Zalcman. Danielle, on the other hand, prefers to send prints, cards, and other thoughtful materials. Natalie prefers the simple act of sharing and pitching on social media. As we discussed before, pitching is a great way to not only land potential work, but to get your name and attention in the eyes of the people who are making decisions. Natalie is very passionate about the story she is working on, so the simple act of simply sharing and consistently talking about and sharing that story is a great way to show passion for what she does.
Choose your collaborators
When I think of collaborators these days, I think of the process of making collaborative posts on Instagram. But what Natalie is talking about in this section is finding your audience and knowing your market. Knowing what kind of story you want to tell, whether it's a short-term story or a long-term project, do you want to be in the field of documenting celebrities and pop culture, or do you want to tell a story centered around the food industry? Basically, you want to find a market area that interests you and find people from there who fit your ideas. Are there editors in your market who are attracted to your style and who you can focus your pitch on? You can also create partnerships with peers who are in the same niche and exchange ideas. The main idea here is to create something like a roster of the main people in your market that you want to work with.
Conclusion
Anything business related is a complex topic and any of these topics could be an entire day long class. But these bite sized nuggets of gold are just that, nuggets of gold and at least point you in the right direction. For me, the biggest takeaway was the power of pitching. You may not always get a yes, but the act of getting your idea down on paper and out in the world can only be a positive for your career. If this chat sparked anything in you, let me know in the comments. If you're interested in this topic, some of Natalie's other articles might be worth checking out:
