I am sure when reading the title of my little rant, (not sure if that will be the case) you are probably thinking, "is this guy bi-polar or what?". Well, both my partner and myself have come to the conclusion, that in order to succeed in the Arts today and specifically as a commercial Fashion Photographer, you have to become as homogeneous as skimmed milk.
I have noticed the literal hundreds of pages of fashion spreads that look like they could have been done by the same photographer but were done by literally a cast of hundred or even more. They all look the SAME! Of course the styling is somewhat different. But the style is undeniably "Homogenized".
I would go as far as to say, that being different and original is no longer an asset, but a major hindrance to success, as most do not want to take the risk of not looking the SAME as everything else that is produced. It is in THAT sameness that the advertisers and most main stream magazines take solace in the continuity of what is acceptable and not disturbing.
There was a time in Fashion where if you were not original, your chances of getting published was rare. Now I am NOT saying that there are not incredibly creative individuals out there producing outstanding work. What I am saying, is that it is becoming more and more difficult for those individuals to succeed in what is becoming a very difficult metier to survive even under the best of conditions. Playing it safe has become the norm and those with enough courage to express something other than the drab porridge being doled out daily, risk being considered as artistic mutants worthy of surviving on the periphery of the Biz.
I guess, what one must strive for is a balance between being too avant guard and too mundane, if they wish to be able to look at themselves in the mirror and feel somewhat good about themselves.
Just to end this little rant on another Note and no pun intended, but the Music Industry, the Arts and Cinema all seem to be suffering a similar malaise. But there is some light at the end of the tunnel and I believe that once the economic nightmare that most of us are going through (that is other than the 1% that control 50% of the money) does end, that being creative will become an asset again rather than an inconvenience for those not wishing to shake up the status quo.
I am just wondering…How many shades of Gray are there? Or is that Grey?
The problem, Benjamin, is that your clients have become mundane (and by "your clients," I mean art directors and others who are intermediate to the customers who buy the products).
Is it the economy, or is it a season of maliase that fashion is settling into? I might even argue that there is a heavy hand of the fear of being politically incorrect involved...and worse, everyone points the finger at the end consumer...who has never been the problem.
This isn't that much different from the "Sex Sells" ... "Air Brush Barbie" sells ... or "Glossy Screens" sell ... or any other aspect of an industry honing in on how to sell to the masses.
Romance novels strike me as being one of the most historically prolific industries at being homogenized (cookie cutter) ... but they make money perpetually. So if being homogenized keeps the money rolling ... homogenized it will be as the dollar, franc or pound will ultimately rule the direction of a given industry. Sadly, the world's ability to critically think & evaluate continues to erode toward a likewise economically driven homogenized state.
Excellence in mediocrity (the bell curve of a given industry/segment) ... the masses respond like moths to a flame.
Interesting, but in "Art World" uniqueness sells. Does it not? What about Victoria Secret fashion shows? Are they "cookie cutter"? Is Armani like everyone else? Ferragamo shoes? There is originality in the market place. The fashion portfolio of a photographer has always included "just for fun creative pics" pushing the boundaries made without an art director being present. David Hamilton was an innovator. Commercial work has usually been separate from personal work in my lifetime. In the past, some have turned the tide for being innovative; Sarah Moon comes to mind. My advice; continue to collect their checks, suggest pushing the fashion shoots and do creative side work with willing models, stylists and makeup artists. Be happy!
