Fly Fishing the Owens River

Owens River Fly Fishing

Mammoth Lakes, California - Winter

Some time over the past couple months has been spent archiving my library of images which is a hell of a process. Sorta seems like moving houses in that you have no idea how many stuff you’ve accumulated over the years until it’s necessary to move it. Archiving my library is daunting but necessary. Should have been doing it all along. A lesson I’ve learned during this process is how easy it is to forget about images once they sit on hard drives for a certain period of time. Life goes on. You get busy. Commercial shooting and other paying projects get put on the front burner. So now I’m faced with having to archive 10+ years of imagery onto a separate site that will allow the images to be licensed instead of collecting dust on a shelf. That aside, it brings a lot of joy to see images from trips past that I haven’t looked at since they happened. Also brings the thought of travel to the forefront and what COVID has done to the possibility of doing it at all. Internationally at least.

The images you see here are from a camping trip last year to Lone Pine, CA in the Alabama Hills. On the way out we hit the Owens River briefly to see if there were any trout hanging out in a particular section we’d never been to. Turns out, there weren’t……

Click HERE for an archive of fly fishing imagery which will is still a work in progress and always will be as my library continues to grow.

San Diego Magazine -Hiking and Biking

San Diego Hiking Trails

Fun assignment a month or two back for San Diego Magazine shooting the cover/feature for their Hiking and Biking issue which seems to be a recurring thing for me. It’s been a great way to get out into parts of San Diego that I’ve never seen before. The cover “model” was Karlene Chavis - Chief Meteorologist for CBS 8. She a big hiker and was awesome to shoot/talk with during the couple hours we were out on the trail. It never gets old interacting with the real person that you don’t get to see/know on TV. I’m not at all implying that she is fake while doing the news, but there is only so much a person can do during their live broadcast. And when someone is on television, the public develops a persona for them and they are expected to always act a certain way. So whenever you’re able to see a newscaster, athlete, celebrity, etc. as just normal, not someone putting on a facade, it’s quite refreshing.

Click here to see more of my adventure photography

San Diego Magazine - Best hiking trails in San Diego

San Diego Magazine - Best hiking trails in San Diego

Basketball Never Stops

Basketball during Covid-19

It’s hard getting people to stop playing basketball. They will find a way. These image are from a court in south east San Diego during Covid that were shut down for obvious reasons. Still though, people wanted to ball and wouldn’t let anything stop them. Hard to get angry at that. They climbed the fences, went through the holes, whatever it took. So the city had to take further measures. No doubt they were only temporary solutions. Basketball never stops.

Click here to pick up a copy of American Backcourts

Colina Del Sol - San Diego

Colina Del Sol - San Diego

Basketball hoop with a chained padlock on it - San Diego, CA

Basketball hoop with a chained padlock on it - San Diego, CA

Andis Clippers

Andis Clippers

People will probably get sick of my ramblings about personal projects, but I don’t care. It’s an important message to send. As of now it’s been about 10 years since the Barbershops of America series began and I’m still on the lookout for old shops during my travels. One of the most rewarding parts about these projects is their ability to organically connect me with like minded people/brands. Andis Company is one of those brands. They started out in the 1920’s and is now being run by it’s fourth generation of the same family. Hard not to get behind a company like that. A couple years ago I stopped in to their headquarters in Wisconsin and was given a behind the scenes tour. The operation is incredibly impressive, but what stood out the most was the camaraderie and interaction between all the employees. Even during my limited time there it was obvious that they enjoyed each other and enjoyed working for Andis. So I’m proud of our past collaborations as well as this most recent image they licensed for an ad on social justice that ran in USA Today.

Andis Company

Andis Company

ROAD TRIP

Hopefully I’m wrong but this is probably the last road trip of the winter. If that’s the case, I’m thankful it was so productive. Started with some personal shooting, then a commercial shoot in Nevada, more personal shooting, and then some incredible snowboarding with friends in the San Juan’s. Really grateful for all of it, but also hate saying goodbye to winter. It’s never long enough. Or maybe I’m just greedy?

Click here to see imagery from my America series.

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Fitness Photographer for Wellness Brands

Authentic Campaign Photography for Health, Fitness & Supplement Brands

Some shoots stick with you—and this one definitely did.

This project was created for GNC, shot at Unbreakable Performance Center in Los Angeles. The goal was to create strong, authentic visual content that aligned with GNC’s mission: fueling strength, inside and out. The story behind the people in front of the camera made that mission come to life in a powerful way.

One of the athletes featured was Kirstie Ennis, a U.S. Marine Corps veteran, amputee, and all-around badass. She's an adaptive athlete, mountaineer, and motivational speaker—and someone whose presence in front of the camera is both powerful and humbling. She doesn’t just show strength—she redefines it.

Alongside her was Jay Glazer, founder of Unbreakable and a force in both the sports and wellness worlds. His gym is home to elite athletes, fighters, and celebrities—but more than that, it’s a space that’s all about building both physical and mental toughness.

For this shoot, I focused on clean, brand-forward imagery with impact. We used Unbreakable’s raw and gritty environment as a backdrop, while keeping the lighting and compositions sharp and intentional. The visuals had to reflect real movement, real muscle, and real power—because that’s what the brand (and these subjects) are all about.

If you're a nutrition or wellness brand looking for visuals that feel grounded in real people, real athletes, and real stories—I’d love to talk. Whether your shoot calls for high-performance energy or quiet strength, I bring the same mix of professionalism, collaboration, and grit to every project.

Click here to see more of my athlete photos.

Pasquale The Barber

Life has a tendency to take over. I don’t mean that as a bad thing, but it certainly has a natural way of pushing certain things to the side. Maybe it’s just priorities? Who knows. If the downtime caused by COVID has been good for anything though, it’s been a recalculation of what’s important and what isn’t. For me, I’ve been happy to unearth some projects from the archives that haven’t ever seen the light of day. This doc we did on Pasquale The Barber is one of those projects. It was so much fun in a lot of ways, one being that it’s my first time “directing” a video production. I use those terms lightly though because it was a very small personal production between myself and cameraman Jordan Valente. I’ve know Pasquale for years now, ever since photographing him at his shop for the 1st barbershop book way back in 2011(?). This video was shot in 2018, but got buried on a hard drive when life and other commercial projects took over. The only real downside of waiting so long to put this together is that “Pat” has since retired and moved into a senior home. Fortunately we were able to track down his son who was able to play the documentary for him on his computer at the facility. And I’m told he enjoyed it very much. Cheers to Pasquale and all the other old school barbers still carrying on the tradition.

Click here to purchase a copy of “Barbershops of America - Then and Now”

Swami's - Surfing

Swami’s Surfing - Wall Art - Photography Prints

Garry Winogrand said “everything is photographable” and nobody should argue with him. A lot of photographers get caught up in their “niche” or what ever it is their clients expect from them. That’s fine, but it’s also a very limiting. They think that showing other work with different subject matter will turn off their clients and “followers”. And that’s one of the major problems I have with the photography industry. It wants everyone to fit into a category and play by the rules of that particular category. If you’re a commercial shooter then you can’t shoot editorial. And a photographer that shows in museums/galleries can’t shoot for commercial clients because it will cause the fine art world to lose respect for their fine art work. Bullshit. Shoot whatever the fuck you want and don’t worry about what anyone else thinks. Even if you play by all the rules, you still won’t win everyone over. Not even close. So photograph whatever turns you on and it will eventually attract the right people. Take a look through my website and you’ll see quite a variety of subject matter. Everything from the most famous professional athletes to obscure street scenes without any people at all. How are they all connected? They aren’t. It’s just what I enjoy shooting. Everything on my website is in some way directly connected to my life and lifestyle. What I shoot isn’t for everybody, nor do I want it to be. Either way, I show up 110% on every shoot whether that’s for a client or for images that won’t ever come off my hard drive. I love photography and making images of everything.

For the better part of the last 15 years San Diego has been my home. You would think that at some point surfing would be added to the list of regular activities, but it hasn’t, and probably won’t. In fact, I don’t have much draw to the ocean aside from its obvious beauty and calming effects. As a dedicated backcountry snowboarder though, I have a large appreciation for the sport of surfing and the obvious parallels between the culture and lifestyle of the two sports. So when it comes to photography, it doesn’t matter to me that I don’t surf. There are aspects that draw me to photograph the sport. Like the images you see below. Are these images that my clients want to see or expect from me? No. Do I plan on pursuing assignments in the surf world? Definitely not. But Swami’s is an iconic surf break and I enjoyed making these and think of them as the kind of images I like to see coming from the world of snowboarding. So there has to be a crossover.

Contact me directly to purchase Swami’s surfing prints for your home, office, or commercial space - rob@robhammerphotography.com

AMERICAN BACKCOURTS - FINE ART PRINTS

There is no greater compliment to a project than when a person decides to hang an image on their walls. Buying art for your wall is a commitment and an expense, so it makes me extremely grateful when my image(s) is chosen out of all the other options in the world. It’s also satisfying to think about the personal connection to people across the world. Even though I may never meet most collectors in person, it’s fun to think about my images in their homes and the joy they receive from looking at them on a daily basis.

Click here to grab a fine art print from American Backcourts for yourself

FINE ART HORSE PHOTOGRAPHY

Starting new projects is so exciting. It’s also one of my downfalls. I don’t like being behind a computer, always preferring to be out in the field creating images. Which means that I don’t do enough marketing, emailing, social media, cleaning my disaster of an office, etc. I can’t help making images though. It’s addicting. After publishing America Backcourts I had no intention of stopping that series, but also wanted to wanted to start something else. The problem that I’ve learned over the years though is you can’t force a series. It has to find you or it has to come naturally. That’s the only way it sticks. You can’t shoot something because it will get likes or because you think it will do well commercially. You have to love it. As it stands now, Horses appear to be my next thing. Maybe not just horses, but the lifestyle and culture that surround them as well. I grew up in New York close to Saratoga Race Track. “The August Place To Be” as they say. Love the track. Still do and am fortunate enough to now live near Del Mar Race Track. The atmosphere around tracks is great, but the horses are the thing that tie it all together for me. That’s where my affection for horses started, but now I like the “working” aspect of horses even more. The way they are used on ranches and for transportation is especially interesting. As much as love the action though, there is something really special about the still shots. The quiet moments, like this one. If you can’t feel more relaxed by looking at an image like this, then there’s something wrong with you.

Stay tuned for more horses……

Click here to purchase a fine art print of this image

ROAD TRIP

Just back from another US road trip. Most days I think Colorado is my favorite place in America but Wyoming is now competing for the top spot. Been spending a lot of time there during all seasons over the past couple years and it just gets better the more I explore.

Side note: the first part of 2020 was quite limiting (and frustrating) for travel and rightfully so. Things have really picked up though. Most years I do about 35k+ miles of road travel throughout the USA, but it’s looking to be a heavier 12 months if things keep up at this rate.

CLICK HERE TO SEE IMAEGS FROM THE ROAD

Bishop, CA

Snowboarding is a very selfish act of mine. Aside from photography it’s the thing I love doing most in the world and the only activity where I allow myself to put the camera down. Went up to the Mammoth Lakes this past week to take advantage of the huge dump of snow they finally got and did a couple days of backcountry riding. The camera stayed in the bag except for the trip there and back. Made these two images just outside of Bishop, CA. Happy with them and happy to have made them. The snowboarding leaves me feeling extremely fulfilled, but I’d still feel guilty about being on the road without making any frames at all.

Click here to see more from my “America” series.

FINE ART HORSE PHOTOGRAPHY

Was up in the Lake Tahoe area a few weeks ago for a commercial shoot and happened on some incredible weather going over the pass into Nevada on the way to our location. No matter where I go for a client, setting aside time to shoot for myself is always very important. On this particular day there were just a few spare minutes before we started filming, but I made the most of it. This scene was actually adjacent to the set. Not sure when it happened, but I’ve got a thing for horses, and have started turning my camera toward them more and more. Got quite lucky with the birds flying overhead but love the way this frame turned out. If it weren’t for them this frame would be lacking.

Southern California Street Photography

There’s a long list of things that need improving around here, but organization and editing should be pushed to the top of the list. Although it’s certainly a plus having TOO MUCH imagery in my archives. Creating the images is fun, and sitting at the computer isn’t horrible, although my attention span for it needs help. So what happens is I build these series to the point where editing them down to a usable/publishable body of work is daunting. Overwhelming really. And if there’s one valuable thing I learned from publishing “American Backcourts”, it’s that you should leave the editing to a professional. Collaborating with a professional photo editor is priceless. We’re not talking about someone who edits each file in Photoshop or Lightroom, we’re talking about someone who can unemotionally create a cohesive body of work with your images. They aren’t attached to the work and will give it to you straight. The good ones will anyway. As of right now, I’ve probably got 2-3 more books sitting in my archives. If I was smart, I’d sit down with an editor ASAP to help sort it all out. This street photography series has been going on for about 5 years now. It started in one neighborhood near our old place in San Diego and has expanded all the way up to San Francisco. Sometimes I just walk around my neighborhood with a camera for fun, and then there are the walks during down time on out of town commercial shoots. Regardless of the situation, I get a lot of satisfaction from this style of shooting, and need to stop procrastinating on the archive.

Click HERE to see more of my Street Photography series.

The Broken Skull Sessions

Stone Cold Steve Austin

The Broken Skull Sessions

Was back on set with Stone Cold during the Broken Skull Sessions last December when he interviewed Drew McIntyre. This wasn’t on the shot list or anything. Just playing around. It’s far from perfect, but I really like how it can give the viewer a look behind the scenes. Will definitely be doing more of these and working on refining them. Not just on set, but in all sorts of different situations. It’s fun. Sort of like a puzzle.

Click here to see some of my professional athlete photography

Butte, Montana

Butte, Montana Photo Gallery

American Photography

Butte is a fun name for a town. It’s fun to say. Where you going? Butte! Back in 2012 or 2013 I wound up in Butte while shooting for Barbershops of America, but didn’t get to spend much time there. Found a hell of a shop for the book with an all time character of a barber - “The Butcher” - Joe Bugni. Legend. If you want some free entertainment, go hang out with Joe for an hour at the Amherst St. Barbershop. Anyway, after leaving Joe’s it was late and I planned on getting a hotel. Went into the lobby of one of the few that are downtown and asked first to use the bathroom. The place was dead quiet without a sign of another person besides the girl behind the desk. She directed me downstairs, which I quickly saw was almost pitch black except for the almost extinct exit sign at the far end of the very long hallway. After searching for 30 seconds or so a very dim flickering bulb came on that barely illuminated the lifeless bathroom and a very strange feeling came over me. Not sure if it was a combination of the darkness and the unexplainable noises coming from the building, but I was scared out of my mind. That’s never once happened to me and I’ve been in some of the strangest places you could image. The feeling was so strong that I exited the bathroom and sprinted down the hallway for the exit and straight back to my car. Still to this day there is no explanation.

That inability to describe the situation is how I feel about Butte in general after this most recent trip. To be sure, I’m quite taken with the town in a very positive way. But I just can’t figure out a way to explain it with words. This also happened to me with the entire state of Texas until I read “Travels with Charley”, where Steinbeck hit the nail directly on the head. Butte is a unique place to say the least. It’s gotten a certain vibe. A tangible feeling about it that you won’t experience in other places. The history of the town is quite long, which is something you can look up on the internet, but that won’t do anything to replace the feeling of being there. We spent a couple hours roaming around, during which I cracked off some frames that I’m happy with. But in order to do the town justice, I’d like to spend a month there. Maybe I should? Butte is as American a town as you’ll ever find, and I’ll no doubt be adding a few of these to my ongoing “America” series.

Side note: if you find yourself in the area and like beer, stop into the Butte Brewery. Their german style Hefeweizen is one of the best I’ve had in the States.

Happy New Year

People started writing off 2020 back around July or August and you can’t blame them for that. It’s been a shit show of a year filled with plenty to complain about. Where does that get you though? I’m certainly not impervious to complaining. I do plenty of it and am trying to be better in that category. 2020 beat up on me just as much as it did anyone else, but I made a conscious effort to be as positive as possible about making the best of a shitty situation. This last year was the slowest I’ve ever been commercially. Anything that was on the table got taken off because of COVID. Still though, there is plenty to be thankful for. Aside from the obvious things like health, family, and friends, I’m quite proud of the fact that I put out 2 books last year. Most photographers go their whole career without publishing once. Why, I’m not sure? And this isn’t me gloating in any way at all. I’m really proud of the books, but there’s also a million things I would change about both of them. At a certain point though, you have to let go. Mistakes are inevitable. You do your best to catch them beforehand, but once it’s printed, it’s there forever. You just have to move on and be happy with the fact that you put something out into the world during a time when most people just mailed it in. There is no such thing as perfect, so don’t abuse yourself for falling short of it. I fuckin hate that word, actually. And think it’s the most abused/overused one in the English language. It makes me cringe any time I’m out in public and someone uses it as a place holder for the fact that they can’t come up with anything else to say. 2020 was the opposite of perfect, yet we’re going to see as time goes on that a hell of a lot of good came out if it. I’m personally very excited for that. The bullshit will never stop. So it’s up to us to look through it and create something positive.

This was the first time I wasn’t able to go home (upstate New York) for Christmas to be with family. Wasn’t going to argue with my mother who was nervous about us traveling across the country and getting COVID, but I also wasn’t going to just sit around San Diego twiddling my thumbs. So Emily, Mojo, and I decided to take a road trip up to Montana, Idaho, and Wyoming. It was a great trip. Normally it takes a while to digest a trip to know who much fun it was. I can already feel it on this one though. That part of the country really please me, to say the least. Lot of images to come.

Click here to see images from my America series.

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American Backcourts

Last week I listened to a podcast with Sturgill Simpson being interviewed by Rick Rubin. Rick is Rick. He’s a legend. And Sturgill is one of my favorite musicians. Not just because he’s extremely talented, but because he takes risks. Every album is different from the last which probably causes him to lose a lot of fans. During the interview Rubin asked if there were any major things that happened to him which greatly improved his career. His answer was great. He talked about a visit to Merle Haggard’s house where they met for the first time. At that point Merle was already a living legend and one of Sturgill’s heroes. Inside the house was the only Grammy Merle ever won. It was on the ground all banged up and scratched, being used as a door stop. At that point Sturgill knew that nothing mattered but the music and the awards don’t mean shit. Sure, awards bring attention to the music, but they don’t make it any better or worse. A turning point for him.

A long time ago I came to that same conclusion and let go of any desire or need to create images that I thought other people would like. It was the best move I ever made. From that point on there was a major change in my photography and the direction of my career. Those changes can cause a lot of short term stress, but ultimately worth it in order to achieve the long term goals. Working on a project like American Backcourts, which has now been going on for 9 years, you go through many different emotional stages. Along the way everybody wants to tell you what you should be doing. If I had a dollar for every person that said I needed to go to New York City to photograph all the famous courts there! While I appreciate their enthusiasm, we just don’t share the same vision. Much respect to those courts and their history, but that’s not what this project is all about. Besides, there are some guys who have been doing that and doing it damn well. If city hoops are your thing, check out Kevin Couliau and Thai Neave. They both do beautiful work. Ultimately, anyone in my position just wants to find a way to connect with other like minded people who will appreciate their book. So it felt great to have an interview/article on the front of the sports page in Indianapolis, Indiana. The Hoosier state. If ever there was a group of people who could appreciate my style of basketball imagery, it’s the Hoosiers. Dana Benbow did a great job with the article, and people really connected with it. Since the publishing a lot of people reached out saying how much they enjoyed it and my project. What more can you ask for? I’m really thankful for all the books headed to Indiana this week because I know the people who bought them think like me and will get a lot of joy from the content. Long live the personal project!!

Click here to grab a book for yourself or as a gift!

Click here to read the Indy Star article.

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Barbershops of America - Then and Now

Feeling really grateful for the press Barbershops of America has been getting lately. It feels good when people really connect with your personal work. Barber Evo Magazine ran an article and it was on the front page of today’s San Diego Union Tribune, which caused a number of really kind emails from people who read it. One in particular mentioned that the images reminded him of the shop he grew up in. Exactly the kind of emotional reaction I hope people will have when they look at the book.

CLICK HERE TO GRAB A COPY FOR YOURSELF OR AS A GIFT

What to know before publishing a photo book

Publishing Your First Photography Book

Why and How

Seems redundant to say that quarantine has been a trying time for everyone. My commercial business was shut down for 5 months straight. While stressful, it also became something I embraced because really, there’s nothing any of us could have done to change it. Commercial productions just weren’t possible, which isn’t an excuse to sit around and watch Netflix. For me it became a time to learn and soak up as much knowledge as possible, most notably on book publishing. I read a lot of books and blog posts, watched some videos, and attended a multiple online Zoom workshops. One thing that stood out from all of that was the question asking “why do you want to publish a book?” Everyone really seemed to emphasize that line. If you’ve followed what I do for any length of time, you know I’ve published a few books and have another one on the way. Then, why? After a lot of thinking I recognized how important that question and answer are for anyone wanting to publish a book of any kind. And I felt compelled to share exactly what my Why is as well as other thoughts crucial to the process. I’m a photographer, so my answers will be focused on that genre, but they apply to everyone.  What I offer here are just my thoughts. In no way do I have book publishing or the photography world “figured out”. Nobody does or ever will. Like anything, it’s constantly changing, so all we can do is stay on top of it and help each other out along the way.

1) SO, WHY DO YOU WANT TO PUBLISH A BOOK?

I’ve spent countless hours inadvertently thinking about this one and the answer has become really clear - I believe in photography books. Every which way you can think of, I believe in them. There’s a very distinguishable line in my career that I credit all to photo books. It sounds dramatic, but I don’t mind saying that they changed my life. My collection has grown vigorously over the years, and if memory serves, the first one to alter my way of thinking and seeing is probably Uncommon Places by Stephen Shore. From there I went on to William Eggleston, who I’d say is one of my biggest influences. Then there was (in no particular order) William Albert Allard, Andy Anderson, Joel Sternfeld, Lee Friedlander, Joel Meyorwitz, Walker Evans, Robert Frank, Walter Iooss, Fred Herzog, Saul Leiter, Alex Webb, Dan Winters, and the list goes on, almost forever. Each of their books are, in themselves, a master class on photography.  The point is that I didn’t understand what real photography was until spending countless quiet hours with myself and books by the masters. Just starting out, I was ignorant and hot headed, thinking my images were great and that I didn’t need anyone’s help. What an idiot. Studying photo books has taught me so much about what great photographs are and how to create a cohesive body of work. How to tell a story. What’s involved in pagination. How design factors in. There are so many elements that I can’t begin to think of them all, but it wasn’t until I studied the greats that my own photography actually improved at all.  Even beyond education, photography books just give me an enormous amount of joy. I love looking through them. They have an almost meditative quality that allows you to get lost inside the front and back cover. Every time I close a photo book I feel better than before it was opened.  

2) IS IT ABOUT EGO? 

Without question, I’d have to say that in the beginning it is most definitely about ego. As a younger photographer there seemed to be something hanging over my head saying that you’re not a real photographer unless you publish a book. Sorta like an athlete that never wins a ring?!  Looking back, I see what bullshit that was. Nobody but you cares if you’ve published a book or not. So I’d say the first book was at least partially made because of ego. “Here’s the book I published. I’m a real photographer, right!?” After your first book launches you feel validated and your ego is stroked for a few days, but that quickly fades when you realize what a small percentage of the world gives a shit and how much work is needed to actually sell it. Ego aside, I was still really passionate about my barbershop project that became my first book, but the best thing I’ve done is to work on squashing the ego. Ego gets you nowhere. 

3) WHO IS IT FOR AND WHAT ARE YOU TRYING TO SAY? 

The first part sort of ties into the whole ego thing, just in a different way. Who are you making the book for? Take some time to figure that out and answer yourself honestly. If the answer is Your Ego, then the book is doomed from the beginning. If you actually have something to say though, then it has a fighting chance. I never realized how many books are actually out in the world until I started making my own. 8+ years later it still blows my mind how many books are published on a daily basis. So unless you have something to say that’s unique and has an audience, then it’s most certainly about your ego. “I’m an artist. Look at me and what I created”. Before you put forth a boatload of time, energy, and money be sure the book actually has some substance. Think about how and if it’s going to add or advance the world of photography. Think about what it will do for the subject you’ve focused on and that niche part of the world. Has your particular topic been done before? If so, what are you going to do differently and why are people supposed to care? My first book and project that I continue to work on is about traditional barbershops. Something I view as a beautiful but dying piece of American culture. I’ve always loved barbershops. It made me sad to see them vanishing, so I took it upon myself to document them before they were all gone. Almost 9 years later I’m on the 3rd edition of that book because I’ve continued to photograph shops in all 50 states of the USA. And now, looking back, a lot of the barbers in the book have already passed on. That’s sad, but I’m also grateful to have immortalized them in photographs. Wasn’t until about 5 years into the project that I realized the book is in a sense, a historical document. I’m proud of that. 

4) WHAT IS THE CONNECTION? 

What is the focus of your book and why are you focusing on it? How are you connected to it? Unless you have a strong personal connection, it won’t work. If you’re shooting something just for a book in hopes that it will make you famous or cause a steady stream of publicity, then you’re going to be very disappointed. If that’s your reasoning, then whatever small audience you manage to attract, will immediately know your intentions. It shows up in the work. The desire has to come from somewhere deeper than money. It has to be something you can’t not make. People can see the passion in your photos, or not. So make sure you think this through and produce a book that truly means something to you! 

5) WHAT DOES IT SAY ABOUT YOU AS A PHOTOGRAPHER? 

Every photographer goes through slow times whether they admit it or not. Doesn’t matter who you are. This business will be filled with highs and lows. If fact, you’re more likely to be hit with more lows than highs. So if that’s something you can’t handle, then this isn’t the business for you. There was a period where I was getting boat loads of commercial work. Some of it was really fun. The rest of it sucked and made me miserable, but it paid a LOT of bills. If you continue to take those suck jobs, all it will lead to is more jobs that suck. That was happening to me, which gave me a bad attitude and caused me to withdraw quite a bit without even knowing it. So work started to dry up. I mean really dry. During that time I did a lot of reflecting about what I wanted from my career. And just as important, what I didn’t want. That is a whole discussion in itself, but something I strongly encourage every photographer to do at least a couple times a year.  My answer was to focus on commercial work only where “I was a customer before they were a client”. Meaning that the company/brand sells a product that I already use or their message/goals fit directly with my interests/lifestyle. This goes back to your passion showing up in the work. If you’re shooting for a company, brand, or cause that you believe in, then it will show in the images. Otherwise, I decided the money just isn’t worth the headaches and drama of high maintenance clients. Life is too short. That’s not to say I have my pick of any shoot I want. Definitely not the case at all, but I also just don’t care that much about money. What does this have to do with books? Well, what do you do with your slow/free time? Commercial collaborations can be fun, but what does it all say about you as a photographer? Fast forward 10, 20, 50 years and think about what that commercial work will mean? Do you just want to be a hired gun or actually create something of your own? Ever hear older musicians talk about “owning their masters” or “buying back their masters”? If you’re not familiar, it means they, as opposed to the record company, own the music. It’s theirs forever to make money from. Which is a funny thing to think about. They made the music. Of course they should own it, right? Not if the labels get their way. Same goes for the photography industry. A photographer’s personal projects are far more important (in my opinion) than their commercial work. Enjoy the commercial work and do a great job for your clients, but you have to go farther than that. Create something that is a direct reflection of you and your life and that passion will organically attract other like minded people. Which in turn will organically attract commercial clients. Next thing you know, you’re getting hired to shoot something you love and would do for free. 

6) IS IT ABOUT THE MONEY?

Anyone who has ever been through the process of publishing a book will tell you it can’t be about the money. Unless you’re wildly famous, making tons of money on advances and sales isn’t a thing. I’d like to go on for days about the +/- of publishing vs. self-publishing, but that will need to be a whole other rant on it’s own. Have experience with both and will share those thoughts another time. For now though, forget the money. If that’s your motivation then think now about another way. Make the book because you have to, and trust that it will lead to other things. This is all an add on to what I said in #4. Making a book on barbershops in all 50 states of the USA isn’t something any sane person would do, let alone expect to make money from. Still though, I had to make it. And what came of it? Yes, the books sold and continue to sell, but those margins are insultingly low. It’s what comes from the book that’s truly rewarding, both personally and financially. The book connected me with a massive group of good people all over the globe. That for me is reward in itself, but it also led to other things. As the circle grew, with it came commercial assignments and image licensing. And the best part, there is no selling involved. I don’t have to convince the client that I’m the right person for the job because they can see and feel my passion for the subject. If I was independently wealthy, I’d still be doing the same thing. I’d still work on the Barbershop project, The Hoops project, and all the others that are in the hopper. That’s how you should think about it. Make a book about something you’re totally passionate about and would do even if you knew it would never make you a dime. 

FUN?

Your book should give something to the viewers, but it also needs to boil down to fun. If you’re not having fun, then what’s the point?


Hopefully this will help you answer a few of the questions floating around in your head? Now you just have to figure out how the hell to actually sell your book….