Wedding photographer Scott Johnson details his key learnings after almost 20 years in business
For those who want to make a living as a photographer, there’s more to contend with than simply making beautiful images. In fact, attests wedding photographer Scott Johnson, making beautiful images is the bare minimum. And no matter how much you’re willing to work for the job, getting started is often a case of being in the right place at the right time.
“I started in the industry in 1998 – I was a hand printer in a professional photo lab, printing pro photographers’ wedding work,” recalls Scott. “That’s how I got into it. I learnt about composition and how to make a good image by looking critically at these photos.
“I always had an interest in photography, so I kept bugging people to let me come out and carry bags for them, to see more about how it’s done. Then I got a job as a photographer on a cruise ship. That’s where I learnt how to do it because we were on commission. If you didn’t make a decent image, you didn’t get paid.”
On returning, Scott started picking up work as a second photographer at weddings. “It was a happy accident,” he remarks. “I came off the cruise ships and discovered that a photographer I used to print for had set up his own business. He said: ‘Are you free? My second photographer’s let me down. I know you’ve done a little bit in the past.’
“After two years working with this one guy, I was starting to get more bookings than him. I thought: ‘Actually, I can probably do this by myself.’ So I set up the company I run now – and that will be 18 years ago this year.”
Striking a balance
Now, with almost two decades of experience running the same wedding photography business, Scott is a fount of knowledge for those seeking to enter the industry.
“No matter how good a photographer you think you are, learn the business side of it first,” he suggests. “Otherwise, you’ll make a lot of mistakes at the start. I didn’t know about VAT threshold, dividends, lost profit, that kind of thing.
“You have to know how to make money. You could be the best photographer on the planet, but if you’re not making any money, what’s the point? If I could have my time again, I would do that first.”
“I was naive about business when I started out. But you quickly learn where you’re going wrong. It’s all about speaking to your accountant regularly to keep a tally of the jobs coming through, and knowing what your figures are.”
One of the biggest realisations of Scott’s career came a couple of years in. “It was the evolution of discovering it’s okay to say no,” he explains. “I set up in 2006 and, by 2009, I was pretty much saying yes to everything. In 2010, I did 115 weddings and it nearly killed me.
“You get so conscious of the fact that, if you’re not doing weddings, you’re not making money. But there comes a point where you’re doing too much and burn out.”
Building a support network
As Scott will verify, photographing 115 weddings in a single year is too much work for a single person. “At the point I realised I was burning out, I needed to identify that I’d taken too much on and it was okay to ask for help,” he notes.
“The best thing now is that I’m involved with the Society of Photographers, and go to their convention every year. I speak and judge there, and it’s a great place to meet like-minded people.”
As he became more embedded in this community, something clicked. “All of a sudden, you think: ‘Actually, you’re not too far from me. Do you want to come and be my second photographer?’ And you lighten the load. During Covid-19, that was amazing because everyone was pulling in the same direction. If I got sick, I knew I had four guys who could come and cover for me – and vice versa.
“Having a good network of photographers you trust is important because it’s a lonely job. When I’m sitting in my office at home, I’ve just got the cat to keep me company for nine hours. So now, I’ll regularly jump on a call with someone – and we’re both editing, but we’ll be talking like we’re in an office.
“That level of relationship with people is so vital – not just on a business level, but mentally. This industry will beat you up if you let it. You need a sounding board to vent and share ideas with; where you can ask for help when needed.”
Investing in equipment
As the tools of his trade, Scott has to ensure his cameras and lenses are delivering images at the highest level. While he emphasises the importance of not spending beyond your means, he also points out that you can’t get left behind.
“I tend to go on a three-year cycle. Some equipment – like lenses – I’ll keep forever because they’re always going to be great,” Scott explains. “But with cameras, there will come a point where your work is better than the camera you’re using. It becomes essential to upgrade and invest in new kit.
“You’ll be printing bigger albums, making larger wall art, and if you’re using an APS-C sensor, it naturally evolves for you to go to a larger format. My FUJIFILM GFX100S is three years old this year, so I might get the new GFX System camera depending on what kind of year I have.”
He advises that, while your own usage may vary, what’s important is a methodical approach to investing in equipment. Your business will not be successful if you can’t justify your outgoings.
“I currently use a GFX100S. Just because the GFX100S II came out doesn’t make my current camera any worse,” he points out. “Don’t get blindsided by it being shiny and new – what you’ve got is still good.”
When it comes to putting down money for your first proper camera, Scott has the following to say: “Get the best camera you can afford. Don’t overstretch yourself at the start, that will set you up for problems down the road. But don’t buy the cheapest, buy the best you can afford – if you can get a GFX System camera straight away, awesome, go for it – and then invest in training.”
Getting the word out
Keeping a steady stream of work coming through is a crucial part of the job. This is where outreach and networking come into play.
“Word of mouth has been key,” asserts Scott. “I’ve done multi-generational weddings from families now! I’ve had mums who got married years ago, and I’ve now done their daughter’s wedding – which is great. For that kind of thing, having a good, consistent brand is so important – I’m not flipping styles between this and that.
“If you’re not online, it’s career suicide,” he adds. “I have a website where I try to update the images every two or three years. And social media plays a huge part. Instagram is the way forward. I’m trying to get on TikTok, but I’m 44 – I don’t know what it is,” Scott laughs. “But I know that’s where Gen Z are coming through.
“I also work closely with venues around me. I’ve got an open day on Sunday, where I can showcase what I do to new couples. Dealing closely with venues is really important because it’s generally the first thing couples book. If you can get in at the ground floor with a couple just sorting out their venue, that’s great. If you’re further down the pecking order, they might have run out of budget by then.”
Building professional relationships with other suppliers in the industry can lead to a constant supply of work. But it’s not something you can expect to materialise the first time you work at a venue.
“Just be nice when you’re turning up; don’t start ordering people around,” Scott advises. “Get to know the wedding planners, do some free stuff. Get some photos of the venue and send them in: ‘This wedding was cool; here, this photo was a bit different to what I’ve seen on your website; have these images for free.’
“That’s a good way of getting in. You might start a relationship with somebody, then maybe you’ll get a sample album at the venue. Now, for the venue I’m at on Sunday, I’m the first port of call when it comes to recommending a photographer because I do so much for them – so they do stuff for me.
“It’s so important to get these relationships, whether it’s videographers, other photographers, venues, DJs. The more present you are, the more people keep seeing your name out there, the more it adds value to your brand.”
As someone intimately aware of the need to surround yourself with a healthy community, Scott is only too happy to help others learn from his experiences.
“I wish there was more of this when I was starting out. Photographers were a bit unapproachable 20 years ago – it was such a secluded job,” he recalls. “No one wanted to help anyone because why would I help my competition?
“But it’s got a lot more helpful. Those guys are still out there, of course, but everyone is a bit more willing to bounce ideas off each other. We’re all in the same boat after all.”
