What now?
February 3, 2009
So as my 4 or 5 regular readers may have noticed there’s been a lack of posting of late. Between post-holiday syndrome and whatever else (laziness, 24 and LOST) I’ve been delinquent and I apologise.
There’s been so much doom and gloom every day and obviously our industry has been directly affected. Domino Magazine closed last week, only the latest of many prominent shutterings, and I feel like every day I get an email from an out of work job seeker.
Obviously everyone is adapting to lower budgets - for production, for fees, for marketing (PDN did a great piece on how photographers can stretch their personal promotion budgets) and whatever else they have to do to survive. As someone who works on the representation side of the business I wanted to write my first substantial post of the year with a less than Harvard Business School approved survey of our business.
Below are my (completely unscientific, and probably not particularly profound) observations of what rep agencies are doing to survive beyond simply trying to adapt to lower budgets.
1) A lot of photography agencies will re-organise their rosters.
By this I mean that a lot of agencies will take a long hard look at the talent they represent and end their relationships with the artists who aren’t doing as well financially, or are frankly of questionable temperament and are no longer worth dealing with. The smaller boutique agencies who represent fewer artists may be more averse to doing this. Representing talent involves many costs (there’s more to just putting a name on a website) and many agents will be making business decisions to part ways with talent.
2) Conversely, a lot of agencies will take increase the size of their rosters.
See who works and who sticks. A lot of photographers will use these uncertain times to look at their situation and perhaps look to make a move. And some agencies will gladly take on a number of new photographers to see who can make money. I follow PDN’s People On The Move and their latest update had what seemed like 20 photographers who had recently found new representation. And agencies may be slightly less selective with who they take on…they may care less about, say, taking a photographer on whose aesthetic and work may already match one of their own. And taking on new talent can mean hiring more people as well.
3) They will not survive.
A lot of agencies have been around a long time and perhaps their founders are ready to close up shop and pursue something else. Other agencies simply do not have the ability to persevere in such an economic environment. I do not know who it will happen to, but the sad reality is that the odds are likely. However this means that a great deal of fantastic talent will be seeking new representation, contributing to number 2) above and number 4) below…
4) The rich will get richer.
Similar to how the Bush years effectively crushed the middle class (one last dig, come on) the more established agencies will grab only the best names that approach them…and they will be the first ones to be approached. There is security in going to a well-known agency (and for many of the talents out there who are rumoured to be on the move only certain agencies will make sense for them). If any of you have heard any of the same things that have come my way the last few weeks then you’ll understand what I am talking about.
Unfortunately this means that less risks will be taken in looking for new talent to develop. Photographers who have not had an agent before may find it hard to get an agency to take them on.
However those talented and younger photographers who are already ensconced at such agencies will likely benefit…clients will want to work with fresher (and technically cheaper…) names in these times.
So that’s it…the four main things I see happening as photography agencies adapt to survive and even prosper. What are people’s thoughts on this?





















