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p.2 #5 · Successful Photographers | |
One measure of success is when a photographer defines a new style which others seek to emulate, something which can best be seen in retrospect.
Monte (who I assisted in the early '70s) is in that category because he redefined the wedding genre in the 1970s and had lots of professional students who paid to learn how to emulate his style, both photographically and his approach towards aspects of running a business such as marketing.
Ansel Adams was an even earlier influence on me and another "BT Barnum" of the photographic world who shot, taught, and wasn't shy about self-promotion of either. Adams took the basic axiom of B&W - expose for the shadows / develop the neg to fit the highlights on the paper - and sold it like snake-oil in a five volume book series. For many years he was the 800 pound gorilla of photography. When Kodak decided to change its gray card to 12% in line with the newer ASNI standard Adams encamped in Rochester and lobbied until they relented and left the card at 18%, lest it damage the Adams Zone V based franchise.
Another photographer, also no longer with us, who had a distinctive style which was widely imitated was Herb Ritts. He shot an image with a new look that that resonated and with it launched a new genre in fashion photography that many have emulated.
Diane Arbus is another photographer whose work broke new ground and fostered a new genre of gritty photojournalism different from the style produced by Gordon Parks and others in photo tabloids like LIFE magazine which I grew up reading in the 1950s an '60s.
Annie Leibovitz isn't dead yet but certainly fits that definition of success. Her style is distinctive and emulated, and her flair for self-promotion and establishing herself as a "brand" is not unlike Monte's approach with the added favor of the same over-the-top production values of Ritts in his prime.
What other contemporary photographers will reach the same level of recognition and emulation? Check back and ask the same question in 5 or 10 years 
Edited on Nov 10, 2009 at 09:45 PM · View previous versions
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