‘EXPOSED – The Business of Photography’ by Deryck van Steenderen

“If we don’t have the key, we can’t open whatever we don’t have that it unlocks. So what purpose would be served in finding whatever need be unlocked, which we don’t have, without first having found the key what unlocks it?”

Captain Jack Sparrow

‘EXPOSED – The Business of Photography’, published by Verse Creative, is the book that I wish I had when I was starting out as a young photographer. I borrowed an established commercial photographer’s studio to shoot my first fashion test shoot in at the age of 19. I was fired up and felt like I could conquer the world. His advice? “Choose another career, you can always do this as a hobby.”

At the time I thought he was just being negative but many years later I now understand what he meant.

I read countless books and magazines on photography and photographers but none of them prepared me for the reality of the business of photography.

Whilst honing our technical and creative skills as a photographer we also need to hone our business skills, without which we are unlikely to succeed as professional photographers.

Our goal should be to have a financially viable, sustainable career producing the best work possible as professional photographers. A financially viable and sustainable career means one in which we are able to live a decent level of lifestyle, whilst making provision for our retirement at the same time. Just as every other career deems this normal, so should we.

“Creativity is being able to see what everyone has seen and think what nobody else has thought so that you can do what nobody else has done.”

John C Maxwell

Exposed was written specifically for the South African professional photography market. To order your copy please e mail info@versecreative.co.za or purchase it from one of our stockists:

STOCKISTS

CAPE TOWN :  Cameraland http://www.cameraland.co.za 68 Long street, Cape Town

JOHANNESBURG :  Home of Photo http://www.ivok.co.za Shop G46, Brightwater Commons, Republic Road, Randburg, Johannesburg

PRETORIA :  Outdoor Photo (ODP) http://www.outdoorphoto.co.za c/o January Masilela & Garsfontein road, Menlyn, Pretoria, GP 0181

STELLENBOSCH :  Stellenbosch Academy of Design and Photography, http://www.stellenboschacademy.co.za 41 Tegno Road, Techno Park, Stellenbosch

“To leave the world a bit better… to know that one life has breathed easier because you have lived. This is to have succeeded.”

Ralph Waldo Emerson

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