X-Equals – image, workflow, technology, business

All photos © 2008 Melissa Rodwell Photography LLC

How did you get started in Photography?

I initially wanted to become a fashion designer. I had been collecting Vogue since I was 12 years old and had just fallen completely in love with fashion. After seeing a photography exhibit of Helmut Newton’s work in a Paris gallery at 17, I came home, begged my dad to let me use his Canon AE 1 and the rest, as they say, is history. I went to Art Center College of Design in Pasadena, California to master the technical side of photography. I graduated in 1987 with a Bachelor’s Degree in Photography. I started shooting commercially while I was still in school.

What is your core business?

My core business is fashion, music and personality photography. I do shoot the occasional architecture and interior jobs because I love doing it. But I don’t promote that side of my work. I get those gigs through friends and word of mouth.

How do you attract new customers? Direct Market? Referral? Blog? Association membership(s)?

For one, I send out promos and do email marketing campaigns at times. I keep my portfolio constantly updated for drop offs and last minute appointments. I get a lot of gigs through word of mouth and contacts. I do not belong to any associations, however I did belong to APA at one time, but only for their great resource of attorney help and forms like licensing and invoices. My website usually is my main promotional tool now. I direct potential clients to it and I keep my site updated all the time.

How important is it to have a website?

Honestly, in today’s market, I don’t know how a photographer that wants to make a living from photography can live without one. It’s a must!

What is the single-most challenging component of your business?

That answer has changed a lot over the years. In the beginning, the challenge was to establish my name. Then it was to collect tear sheets for my book so I could get bigger jobs so I had to travel a lot. Then the challenge was how to have a relationship AND a career. Then it was how to find a base so I could focus more on my work.

Now it’s about time management.

I am married… again, and also have a blog that needs attention. So it’s learning how to be a good partner in a relationship, write for my blog and write people back who are subscribing and supporting my blog. All the while, shooting gigs, doing the post work from my shoots, editing the pictures, getting the images to the clients, looking for more work, testing for my book with new ideas I want to try out and also doing things for myself outside of photography that ultimately nourish my creative side and aid in expanding my Self. It’s not easy, trust that!

” I keep my portfolio constantly updated for drop offs and last minute appointments. “

All photos © 2008 Melissa Rodwell Photography LLC

How are you leveraging technology in your business?

By hiding from it?? Oh wow, it’s heavy. Coming from such a hardcore background with film, I was a little miffed I had to learn a whole new medium with digital. I sort of balked at it for a long time. I’m slowly grasping the knowledge. And to be honest, I outsource my workload.

For instance, I hire people to retouch my images. I do my image processing in my home office, but the retouching I leave to the pros. I do a little bit myself, but only for fun. I will read up on new equipment and new technologies all the time. I actually milk my assistants on my shoots for the latest info! I know that sounds crazy, but I ask other photographers for their advice and input.

How would you describe your work?

Sexy. Emotive. Strong. Well lit. My strongest ability as a photographer is my ability to capture the moment and to pull something out of the model that is provocative. I also believe my lighting is a strong suit of mine. It took years to master these abilities, no doubt!

How does an aspiring photographer gain expertise in fashion photography?

I get asked this a lot and my answer is always the same: Shoot! Shoot all the time. And then pick up your camera and shoot some more! Shoot until your hands are aching. The only way a photographer gets better is by training their eye and you train your eye by shooting a lot of images!

I also want to emphasize the importance of understanding fashion. You must understand clothing design and fabrics. Fashion photography is the business of photographing a product: the garments. You must understand the product you are working with in order to be a success at it. You need to understand how silk drapes on a body and what kind of light is best to use when shooting it. Or velvet. Or taffeta.

I see a lot of photographers take more time making the model’s look great but the clothes are wrinkled or poorly lit. In that case it isn’t a fashion photograph. It’s a model photograph and that won’t get you gigs. Unless, of course, you want to do paid tests for agencies. Which isn’t a bad way to start to build your book, but your work is going to have to show you know how to shoot the garments otherwise you won’t land fashion gigs.

How does a photographer stay in tune with industry trends and fabrics / materials; how to set proper lighting, etc. ?

Testing with lighting is the best way to try out new trends. Trends can be found by picking up the current issue of any fashion magazine on the newsstand. I read Vogue, instead of looking at the editorials. That way I keep in touch with who’s designing for who and what they’re designing.

” Shoot! Shoot all the time. And then pick up your camera and shoot some more! Shoot until your hands are aching. ”

All photos © 2008 Melissa Rodwell Photography LLC

Where is the company headed in the next 5 years?

I will continue to shoot fashion and music gigs until I can’t shoot anymore, I know that for sure. I’d love to see my blog grow. I am utterly blown away at how many people are responding positively and I am loving the community spirit that is growing within it. I also am prepping/shooting/thinking of ideas for another photography exhibit that hits very close to home. It’s fairly controversial so I am going about it with baby steps.

So far, I’ve shot 4 images for the show.  I would like to have about 20 when I’m completed with it. I also would love to publish a book from my Boys Collection and from this future show. I just signed with a killer agent! So hopefully that will be a long, successful relationship as well. I know I will be based in Los Angeles from here on out. I’ve traveled way too much and have lived all over the world and even though I have a love/hate relationship with this city I have FINALLY accepted that LA is my HOME and its’ where my heart is!

Parting comments?

I just want to thank you guys for giving me this opportunity to speak about myself and my work. Fashion photography has afforded me a great life! I have traveled to amazing places and have met incredible people along the way. I am truly grateful for the passion I have for it and the gift I was given to see.

The one thing I will add is that your passion for anything in life is tantamount to your success. If you’re not passionate about photography, or fashion photography per se, it’s better to find what does drive you and go after that. Fashion photography is a competitive industry and if you aren’t 100% in love with it, somebody right behind you is. And they are happy to take those gigs right out from under you!

Insert your shameless plug here:

If you get a chance, check out my blog: www.fashionphotographyblog.com

For my commercial work, check out: www.melissarodwell.com

For my exhibition work, check out: www.melissarodwell.net

” … your passion for anything in life is tantamount to your success. “

All photos © 2008 Melissa Rodwell Photography LLC

Check out some related posts!

1. Photo Profile – Tony Francesconi
2. Photo Profile – Mike Rusczyk
3. Photo Profile – Tobin Yelland
4. Shootin’ ain’t all ya’ do – The business of doing business
5. Photo Profile – John-Paul Pietrus
6. Improving Digital Photography with Film
7. Photo Profile – Joshua Carroll
8. Photo Profile – Beth Jansen
9. Photo Profile – Michelle Moore
10. Photo Profile – Tom Hoops