Understanding the State of Photography: Insights from Heather Morton

In this episode of the “10 Frames Per Second” podcast, hosts Joe Giordano and Molly Roberts sat down with Heather Morton, a professor in the photography department at Sheridan College, and creator of the BIPOC Mentorship Program, to discuss the evolving landscape of photography. This insightful conversation delved into the challenges and opportunities within the industry, particularly in the context of commercial photography.

Key Highlights from the Podcast

The Importance of Photography Surveys

Heather Morton, alongside Rob Haggart of A Photo Editor site, has been working on a yearly photo industry survey. This survey aims to provide a comprehensive understanding of the current state of photography, focusing on commercial practices. The survey is designed to:

• Track changes in the industry over time.
• Provide actionable insights for photographers.
• Encourage transparency and reduce gatekeeping in the industry.

Educational Value

Morton emphasizes the importance of business education in photography. She notes that many students struggle with the business aspect of photography, which is often underrepresented in educational programs. The survey results are used to:

• Educate students on current industry practices.
• Highlight the importance of networking and community building.
• Provide real-world insights into pricing and business strategies.

Survey Findings

The survey has revealed several interesting trends:

• Recovery Post-COVID: Many photographers reported a strong year in 2023, as client budgets that had been paused during the pandemic were reactivated.
• Rise of Video: There is an increasing demand for photographers to incorporate video into their services.
• Word of Mouth: This remains a crucial method for photographers to promote their work and gain new clients.

Challenges in the Industry

The podcast also touched on several challenges faced by photographers:

• Gatekeeping: There is a need for more transparency in the industry, particularly regarding pricing and business practices.
• Competition: The influx of new photographers, often with limited experience, can drive down prices and create a race to the bottom.
• AI and Technology: The rise of AI poses both a threat and an opportunity, particularly in areas like product and lifestyle photography.

Demographics and Diversity

The survey also explored demographic trends within the industry:

• Age Distribution: A significant portion of respondents were between 35 and 54 years old, with fewer younger photographers participating.
• Gender and Racial Diversity: The survey highlighted a predominance of male photographers and a lack of racial diversity, indicating areas for potential growth and inclusion.

Looking Ahead

Heather Morton and her team plan to continue conducting these surveys annually to track industry trends and provide valuable insights. They aim to foster a more inclusive and transparent photography community, where photographers can share their experiences and learn from one another.

Conclusion

The “10 Frames Per Second” podcast episode with Heather Morton offers a deep dive into the current state of photography. By understanding the challenges and opportunities within the industry, photographers can better navigate their careers and adapt to changing trends. For more insights, be sure to follow Heather Morton on Instagram and stay tuned for future survey results.

Photojournalism, podcast, photography surveys, Heather Morton, Sheridan College, advertising, communication, new media, McMaster University, commercial photography, visual testimonial narrative, authenticity, subjectivity, Rob Haggart, photo editor, business education, gatekeeping, COVID, AI threats, geopolitical instability, transparency, word of mouth, education, community, competitive field, optimism, pessimism, diversity, gender, racial diversity, freelance photographers.

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