Picture this: Turning Your Passion for Photography into a Profession

by Breanne Cooley
September 24, 2009

I sat down with Allyson Wiley, an award-winning photographer, to dig deeper into what motivates her as an artist. She is currently working towards her Master's Degree in Photography. She started her own photography business, shedding light upon the world around us--one snapshot at a time.

1. Tell me a bit about yourself. What inspired you to get into photography?

I have a passion for traveling - not only for the beauty and learning that exists as you explore other places, but because putting myself in different situations than what I am accustomed to allows me to grow as a person. I'm given an opportunity to explore and challenge my values, my upbringing, my beliefs, and my likes and my dislikes. For this reason, I was drawn to the social sciences - more specifically anthropology and sociology. I loved exploring what social relationships mean, our similarities as humans, or differences as societies. I decided I wanted to turn this into a career--to communicate my observations through photographs. I wanted to use the camera as a tool to travel, to grow and to observe.

2. At what point did you say to yourself, "I want to turn my passion into my profession"?

After being offered a (great) sales job out of college. I was of course honored to have been selected, but I was torn. I couldn't picture myself selling, or working for anyone else. I wanted to have the freedom to make my own hours and to travel if the opportunity presented itself. I wanted a job where every day was different. I know I will work hard when I am passionate about what I am doing, and I just wasn't passionate about the proposed sales job. I actually knew NOTHING about taking photographs; I came to find out that it was quite technical. I decided to pursue graduate studies in photography, hoping it would allow me the lifestyle and freedom I wanted in a job.

3. Describe the specific steps you took once you committed to "taking the plunge" and starting your own photography business. Did you meet with any professionals for advice, read any books, or did you just go for it solo?

I decided to go 'back to school' and learn the technical skills needed for a photography career. I took photography courses that focused on lighting techniques, different camera mediums, and the basics of starting your own photography business. I was then able to connect with people in the industry, which was invaluable. I did some assisting and interning; however, I knew I wanted to work for myself. I quickly branched out and started my own business.

4. What formal training do you have in photography?

I completed a photography master's program, which entailed 2 years of graduate studies in photography. I studied at the Brooks Institute of Photography in Santa Barbara.

5. Do you think online and campus based photography programs add value? Do your clients ask you where you have been trained, or do they just want to see your portfolio of work?

Some commercial clients like to know what formal training I have, but most clients like to see an online photography portfolio. On my website I have a 'clients' section, which I believe gives me some credibility in the field. When clients see I have worked with George Lucas, or have been featured on ABC's 20/20, they tend to trust that I know what I am doing technically;however, I do believe client expectations can vary, depending on what type of photography you pursue. If you are photographing mostly families and couples (portrait or wedding photography) clients are less concerned with your training; an online photography degree and portfolio is a much stronger selling point. But if you are trying to gain high end commercial clients, they will want to know that your training is up-to-date and that you are proficient in using the latest photography equipment and computer programs.

6. How do you build up a strong portfolio? What advice do you have to aspiring photographers?

Shoot, shoot, shoot! Shoot at sunrise and sunset--the light is a beautiful golden color, and the shadows are long and interesting on almost every subject. Bring your camera everywhere.

I would also suggest that you figure out what it is that you are interested in shooting. Is it children, couples, products, nature, architecture, pets, or fashion? Where does your passion lie? Who would be your ideal client? When you figure out what you want to specialize in, you can really go for it! You can begin target marketing by pairing up with a professional who is established. Learn some tricks!

7. What do you love about owning your own photography business? What is difficult about it?

I love that I am on my own schedule. I can run errands in the middle of the day. I can decide if I want a busy week or a vacation week. Everything I put into my business benefits me. Every hour I work is for myself and it makes my business stronger.

It can be challenging to switch off my business, especially because I have a home office. Sometimes I find myself working until 1am. I truly am excited about what I am doing, but I think I tend to work more because I don't separate my work from my home life very well. Sometimes it can be a bit lonely, because you don't have co-workers so to speak, but I find that my photography networks have given me the support I need.

8. Have you seen a change in the amount people are spending on photography as a result of the recession?

A little change. This past year I shot 20 weddings. I found that people were negotiating a bit more, or having me shoot less hours at their wedding. Instead of shooting for 8 hours, maybe I would shoot for 6 for a bit less money. The nice thing is people are always getting married;they want quality, especially in a photographer, so my wedding work is a bit recession-proof. Especially if you are willing to bend a bit in price, in the end the client is happy and they will refer you because you were easy to work with. It's a win-win situation.

Something that has really changed my business is volunteering my photography services. This has been an amazing part of my business. A couple years ago I found a non-profit that didn't have a lot of visual representation. They set up orphanages in Zimbabwe, where most of the children they provided for had parents who died from AIDS. I decided to go to Zimbabwe and take pictures for a month. At the end of the month, I gave the pictures to this non-profit. They used them everywhere, for fundraising, for thank-you gifts for their donors, and on their website. They even used them for a presentation they made to the United Nations! I in turn got exposure (which was an added bonus). It was something I believed strongly in because I wanted to help, but it also got my name and work out there. Of course going across the world for a month is an exciting adventure, but you can definitely volunteer close to home.

I also photograph children here in the Bay Area who are hoping to get adopted through The Bay Area Heart Gallery. There are TONS of ways to volunteer your time and talent. People want to hire photographers who care, and who are contributing to a greater good.