Wednesday, August 22, 2012

Gregory Heisler Interview: An extremely important read for any photographer working toward an understanding of the commercial business

Grayson: Is it as simple as that? Art directors want to play it safe?
Gregory: Yeah, it is. I hate to say it because I think people are risk averse these days more than ever. Before they even pick up the phone, they know what the picture’s going to be. So there’s a certain comfort in that, a certain security that they can lay out the cover of the magazine and kind of know what it’s going to be. They can put one of his other photographs in its place and have an idea what it’s going to be, and they can sell that to their editor. The last thing people want is a surprise, these days. The weirdest thing to me is that magazines would never do this for their writers. They would never hire a writer who writes for another magazine; they want to have their own stable of writers. Newsweek would never hire a TIME writer, and TIME would never hire a Newsweek writer—but they would both hire the same photographer to shoot a cover for them. In fact they want to be in the club in a way. These magazines don’t have enough confidence to have their own style, so they use a borrowed style. That is shocking to me, but your perception is very accurate. It’s a way to be more commercially viable, but to me, that’s not having a style, that’s having a schtick. To me, style is like your fingerprint. Nobody else has it. A schtick is like gloves. You can buy them and put them on. Technique is like that. Anyone can set up their lights in the same way these folks do and come up with largely the same results. Not the same pictures, but largely the same result.

Check it out, and think about what is being said here. Lots to think about and lots to take in. Heisler is one of the more thoughtful and expressive photographers.

Oh, and his work rocks too...

Even though he may not be as 'perky' as some of the internet legends...

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