Managing the creative commercial populist disconnect

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What a mouthful of a title. It should really also have the subtitle “what pays isn’t always what’s popular or what I want to shoot” – but that would have exceeded the string length for post titles, run off onto three lines on the title, and completely ruined the front page design aesthetic of the site.

But I think there’s really no simple or concise way to express it. What sells/ what clients pay for is not always what is popular with the viewing public; in fact, it’s usually completely uncorrelated since the commercial side of things seldom elicits an emotional response in the way personal photographs do. And on top of that, what photographers actually enjoy photographing is seldom what pays – sometimes also because the nature of the subject matter means that it has no commercial value in the first place. So, as a commercial photographer, what do we do?

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