Photo: © Stephen Obisanya
Today, visuals are a crucial aspect of every musician’s project & lifestyle. It’s one of the best ways to grab the attention of listeners old and new, showcase your identity as an artist, add a narrative layer to your music, and give your fans the opportunity to connect with your music on a deeper level. So, how do you go about finding the right photographer who is capable of producing impactful images that capture the essence of your identity as an artist?
Well, it begins with:
Defining Your Visual Identity as a Musician
This is where you get the free rein to determine, if you haven’t already, how you want to craft your image and identity as an artist. Here are some suggestions: ¹Using descriptive words in separate columns, define who you are as an artist, and define who you are not. ²Consider your genre, the lyrics, sound, and emotion evoked in your music… what type of images have you seen that typically correlate with those, and do they appeal to you? If not, what type of images would capture what you wish to communicate with your music (Loud, bold, colorful? Moody, classic, dramatic? Retro, nostalgic, monotone?)? ³Create a list of artists you greatly admire, those who inspire you, and pore over their album cover artwork, press & publicity photos, etc.; take note of the style and features they have in common, subtle things you like, and keep these qualities in mind as you begin to consider photographers to work with.
Exploring Photographer’s Portfolios
Once you have a concrete idea of the visual identity that is most representative of your artistic brand, you can begin searching for photographers whose work fit that style, mood, and criteria. Start on the platforms you frequently use (Instagram, Facebook, etc.) and search using hashtags specific to your location or relative to the to the topic (i.e. #nycmusicphotographers #Brooklynmusicphotographers, #nycportraitphotographers). Browse the pages that pique your interest, and dive deeper on their respective websites. Consider checking social media pages of contemporary artists in the same genre because you’ll often find the handle of the photographers they’ve collaborated with tagged in the caption section. Don’t hesitate to do a Google search specific to your area (town or city) to find some photography portfolio gems you might’ve missed on social media (i.e. “New York City Music Photographers”). Keep exploring until you’ve found 3-5 favorite photographers with enough proof of work to warrant reaching out.
Making An Introduction
If this is your first time reaching out to photographers, reach out via email and try to be transparent about where you are, what you’re looking for, and what exactly drew you to their work. Being transparent in your message is a great way to gauge who’s capable of putting themselves in a collaborative spirit early-on to help you understand the general process and what to expect when working with music photographers. It’s important that the photographer you’ll be choosing will be capable of supporting you where you are, can listen to your ideas/concepts and brainstorm with you, and can execute on the ideas discussed. This introduction should be approached as a relationship-building exercise during which you want to pay attention to the type of feedback you’re receiving. This attention to detail will help you narrow down your choices to the final options.
Coming to an Agreement
If all goes well in your introduction, all there’ll be left to do is coming to an agreement based on the price, scope of shoot, location, guaranteed deliverables, usage licensing, and the binding contract. Consider what you’ve budgeted for the shoot you’ve envisioned and get clarity on whether or not that aligns with the photographer’s fees before moving forward. If you’re confused or unsure about anything, do not hesitate to ask the photographer to gain ample clarity beforehand. If they’re out of your budget, consider first asking for an alternative proposal adjusted for your budget or ask for viable referrals to photographers who may have a similar style of work but may be much closer to your budget.
If you follow these steps, you will undoubtedly find yourself one step closer to creating some of the most on-brand images that not only represent you as an artist but also translate your music projects into cohesive and thematic artworks that have a better chance of connecting with your audience.