Since I began working with a photo rep in 2018, I’ve often been asked what it’s like to work with one, and if you really need a photo rep to help you get jobs in food photography.
Many photographers dream of being represented by an agent. Someone who’ll take care of the business side of things and bring in the dream clients while they focus on being creative. It’s the brass ring that so many food photographers are reaching for.
In this post, I’ll talk about what photo reps do, about my experience working with one, and how to know if you’re ready to start looking for a rep to take you on.
What Does a Photo Rep Do?
In a nutshell, a photo rep is responsible for leveraging their contacts to help you find photography assignments. Their job is to act as a liaison to negotiate your fees and potentially the production budget with a prospective client on your behalf.
Some reps specialize in a particular genre of photography (such as food), while others are generalists. Whatever the case may be, a rep looks at the big picture needs of the type of clients they serve and builds a roster of photographers that will cover all their bases.
It’s important to note that reps aren’t responsible for managing your entire business. You’ll still need to handle things like your bookkeeping, insurance and paying your employees or contractors, such as digital techs and food stylists, or outsource these to the appropriate people.
Unless you have the type of rep who works on your marketing for you, you’ll have to execute a marketing plan that includes print promos, emailers, and your online and print portfolios.
What’s It Like Working with a Photo Rep?
There are different types of photo reps and they don’t all work exactly the same way. Some reps work on photographer branding and marketing while outsourcing the production aspect—or vice versa.
While every rep will serve as a middleman in the negotiation process, some also act as photo consultants or marketers that help you reach out to potential clients with curated and targeted campaigns that will help you get noticed.
Once you’re asked to quote on a job, the photo rep steps in to help facilitate that process.
My experience working with a photo rep has been with a marketing expert who also negotiates my fees and consults with a producer to estimate the cost of production on a potential assignment.
In addition to the tangible aspects of acting as an intermediary between myself and a client, I’ve found that working with a skilled and experience photo rep to be invaluable in terms of my artistic evolution, by providing mentoring and support and a practiced eye on my work.
When Are Your Ready to Get a Photo Rep?
While it’s true that you have to have developed your photography skills to a high level to attract a photo rep, a beautiful portfolio of images isn’t necessarily going to help you the secure representation of an agent. You have to have a long and varied client list and experience working on advertising projects and other gigs with high budgets. You’re not usually ready for a photo rep until you’ve had a few years of experience in the industry.
A photo rep will expect that you’re already generating revenue in your business and that your posses skills and experience that are missing from their roster.
Not every photographer needs a photo rep. Since the advent of digital media, there are many types of food photographers. Some work on high budget advertising campaigns, while others shoot social media content exclusively. Some photographers shoot a lot of cookbooks, or focus on working with clients in hospitality.
The bottom line is that you may want to get a photo rep if you’re consistently working on shoots with large budgets. A photo rep will typically take a 20-30 percent commission on any work they secure for you. If you’re working on small projects, this commission will not allow them to cover their overhead and make a profit.
This is why an agent will not typically represent you if you do mostly editorial work—as is notoriously low-paid. For example, a lot of food photographers love to shoot cookbooks, but the budget are usually low for what is expected in terms of the scope of the project.
If you’re ready to start working with a photo rep, you’ll want to make sure that you find one that you can connect with, who’ll provide you with constructive guidance and help you advance in your career as a food photographer.
How to Find a Photo Rep
You can start looking for a photo rep with a simple Google search of photographers’ representatives in your area. However, you don’t have to have a rep who lives in the same city you do. You can have reps in other cities where you’re willing to travel.
Your rep can also help you get work in other states or even countries. For example, I live in Canada but a lot of my marketing efforts are focused on securing American clients. Some photographers have more than one rep. For example, I know a photographer who has a rep in Los Angeles, and a rep in New York.
Once you’ve done your research and narrowed down a list of reps that you might want to work with, you’ll want to reach out to them as you would a client, with an email introduction containing a website link and PDF of your best work. Ensure that you phone in advance to make sure you have the correct contact name.
Rob Haggart, who has the Instagram handle @aphoteditor shares photographers promotional on his feed, and has come up with a list of photo reps worldwide.
To Sum Up
If your goal is to work as a commercial photographer in advertising and brand shoots with larger budgets, then you’ll likely want to seek representation. If you work mostly in editorial, with small business or a with smaller brands, you may not attract a photo rep who will work with you.
Also, reps only work with a few photographers, and they may not take you on if they are already representing another food photographer, unless that is what they specialize in.
Ultimately, networking is they key to promoting yourself and your business and finding a photo rep you will be a good fit for you.
Want more business advice? Work with me one-to one in one of my mentorship programs. Whether you want to develop a marketing plan, need help with your pricing, or a supportive sounding board for your photography business, I can help!
