Ten to One
Completely unrelated image, but for anyone taking offense to this post….have a beer. Relax.
I recently had dinner with a friend who is a “creative.” My friend makes things for people, creative things that blend several disciplines. As usual, we got to talking about work, about jobs and the industry. Probably not a good idea….He gave me the lowdown on a recent project, a complex, multi-layered piece, which is the backbone of what my friend creates. He has a long track record, a good education and much work to prove these things. The kicker…..the total fee was $2500. This got us talking even more and my friend went to his office and retrieved a similar product only THIS product was from a job he did in 2001. Same multifaceted, layered piece only better. The design was better, the materials were better, the images were better and the overall piece was just better. The kicker….the total fee was $20.000. Now you might be having convulsions after seeing that fee but people that is how it USED to be. Not always but often. Was this fee inflated? Perhaps, but what if afforded, ultimately, was better work. And what it afforded was for the creative group to be, well, creative. I find a fair number of people today who never knew this kind of arrangement, or fee for that matter. Today, we have a different story. In today’s creative world, budget is often times the number one concern, and speaking only from the photographic angle, the actual work has become far less important. Far less important typically means far less good. But, many clients are not looking for great work, they are looking for inexpensive, temporary images. I’ve heard clients refer to online images as being “mature” after two-weeks of life. So the mentality is, “Why spend money and make something great when we are going to replace it in two weeks?” Consequently, photographers, designers, etc are finding themselves having to do, literally, ten times the number of jobs for the same amount of money. This method of work typically doesn’t lend itself to making great work. And, the artist is so busy searching for the next job, or balancing several jobs at once, they don’t have the time that allows for critical thought needed for creating lasting work that matters. Because this has been the reality for a while now, what I’m finding is an entire generation of young creators who not only don’t know the possibilities of real budgets and times, they are simply thrilled to be getting work at all. Wait! For those of you thinking I’m bagging on the whipper snappers, save the hate mail. I’m only 42 and I might be the same way if I was 25. This is a very difficult position for anyone. Is it right to tell a 25-year-old “Don’t take that job” when you see them taking a commercial photography job for $2500 that requires to them sign over their copyright, spend three days in post, something that ten years ago might have fetched them a $15,000 or $20,000 fee? I don’t know anymore. A few years ago I would have said, “Yes” to saying “No.” But again, today, I see so many people who are seeing a $2500 fee and saying “Wow, that’s great.” People who have never been paid a “real” rate in their entire career. Oh, this is probably a good time to mention video, motion, hybrid, fusion, or whatever else you want to call it. Ouch. But what is churning in the background, what is truly important here…..the quality of the ideas and work. People tend to get touchy when I talk about this. I don’t see current work being better than it was ten years ago.
There are a lot more people doing it.
There is less grain.
There is more sharpness.
There is a lot more talk about it.
There is a lot more promotion going on.
There is a lot of new things that are supposed to be making it better.
There is more technology.
There are more viewing options.
But the concepts, the thought, the ultimate image…well, I’m not sure. Everyone wants to believe we are better today, just like we want to believe we are better informed and best of all, more efficient. But, I’m writing this on a plane with a pen and paper, YES A PEN AND PAPER, because when I write this way it slows me down and makes me think.
Do I write as much? No.
Do I write faster? No.
Can I send it out immediately? No.
But maybe that is the point. You’ve heard the expression, “speed kills.”
A few days ago a young photographer said to me, “I love the darkroom but it just takes too long to make a print.” I said, “Well, why do you think collectors value them so much?” You could see the light bulb going off. I’ve brought this idea up before, in mixed company, and there is always the person who gets ultra defensive, the premature aging lines around their eyes drawing down as they blast me for being a lazy, slacker who doesn’t want to work and wants everything to be like it was “back in the day.” No, sorry. I’m just old enough to have known something better. That’s all. At some point, certain things will return to a likeness of what they were, at least for CERTAIN people who have the sack to actually force these things to happen. And, I know how much more creative many of the younger creators will be when they get a taste of how good they can be given the time and access. This will take some doing. Clients. Clients aren’t stupid. If they can get ten things for the price of one, they will.
How great would it be to have some type of financed foundation that sought out great creators, gave them the time and access they needed to actually work in a way that produces a lasting impact? I imagine a space, New Mexico of course, out in the sticks, off the grid, except for water, where the artist could go for six months to a year and create, finish, dream, etc.
So, my flight is angling down toward the ground, so I must go. We have everything at our fingertips today, but what we do with it, well, that is what counts.
The beer shown at the beginning of this post is no longer available.