Since the Australian Institute of Professional Photography (AIPP) recently launched it’s first TV ad campaign (‘Look for the Logo’), there’s been a lot of talk amongst photographers about the AIPP, and a lot of divided opinion. It’s something I feel passionately about, so what better time is there to put my thoughts out there than right after the biggest AIPP event of the year: the Australian Professional Photography Awards (APPA)!Ā So here goes… why I’m proud to be a member of the AIPP and why I think every professional photographer should join (and enter the awards)…
In January 2010, I left my public service career to become a full-time professional photographer, and launched my baby; Heartstory. At the same time, I joined the AIPP. I didn’t think twice about what I was getting for my money or whether it was worth it: I joined because it’s the leading industry body for professionals in this country, because I assumed that’s what all professional photographers did,Ā and because I wanted to be taken seriously. I never could have anticipated or even imagined the amazing things that would come from taking that one little step.
A few months after joining, I jumped headfirst into my first awards opportunity: the ACT/NSW AIPP Print Awards. I grew up in the fine art world, and have been a part of other creative industries (theatre and design) so the ‘awards’ process doesn’t feel so foreign to me, and I didn’t um and aah, I just did it. My decision to change career was a huge one and I wanted to push myself as hard as I could every step of the way. I watched in a state of terror as my first ever print came up in front of the judges (big name photographers who I’d never met and felt like a fraud next to) and received a score of 72, and although the competitive, ambitious part of me cringed, the rest of me experienced an incredible feeling of elation. It was the realisation that I was now part of something huge. Over the two days of judging, I came to understand what I’d really done by joining the AIPP… I was no longer just another passionate amateur dreaming of making something of myself, I had stepped into an amazing industry of unique, talented professionals who strive each and every year to produce incredible work, and to support and inspire each other every step of the way.Ā I went on to receive three silver awards, and came away from that event excited about my future in the industry and the potential that lay before me. It’s going to sound odd, but attending that two days of judging was, at the time, one of the best experiences of my life (obviously with the exception of certain personal moments, like the birth of my son!).Ā A short time later, I found out those awards had won me the title of 2010 ACT Emerging Photographer of the Year, and the funny thing about that was that I didn’t even know that was up for grabs until it was given to me… that’s how ignorant I had been about the whole process.
A couple of months after that, I entered my first APPAs, and then I repeated the whole process of state and national in 2011 and 2012. Since that first time, I’ve won a total of 14 silver awards at state, and at APPAs I have received 10 silver awards (one with distinction) for each of the 10 images I’ve entered. I’m nothing if not consistent, haha! Around half of the images I’ve entered have been personal work, and the rest client work.
I’m not telling you all this to boast about my achievements. I am still very much a newbie to professional photography, and I know it. Two and a half years into my business, my hard work is only just beginning to pay off, and I was only eligible to move from ’emerging’ to become a fully accredited member of the AIPP in January this year. Winning awards does not automatically make your business more successful, or the way you wield your kit more superior. Winning awards means that you’ve chosen the right images for the right competition, that you’ve created something special and unique that has moved the judges, and that you’ve received high end recognition for your hard work. And yes, that feels good.
But you don’t need to join the AIPP to win awards. What I’m getting at is moreĀ about the opportunity of entering — what you can do with that opportunity and what it can mean for you, and as with anything really great in life, it’s about the experience. To accept and embrace the opportunity of entering the awards means many things: you’ve poured a hell of a lot of time and effort into critically analysing and improving your work (it’s not like you’re going to just throw any old thing in when you know yours might be the next print up after Sue Bryce or Jerry Ghionis), and that’s an incredibly worthwhile thing for any creative professional to do. It also might mean you’ve even helped your peers do the same, which is great practice in objective critique, a fantastic skill we all should foster (and it’s much easier to try and put yourself in the judges’ shoes when you’re not looking at your own work!).Ā It means you found the courage to put yourself out there, which is an undeniably important confidence building exercise, especially when you work for yourself (no-one else is going to sell you; you absolutelyĀ have to learn to do it for yourself, and this is a great opportunity to start overcoming your fears!). And, last but not least, it (should) mean you’ve watched/heard the judging (whether live or online) and you’ve really started to understand some of the ingredients that go into the conception and creation of incredible images, and that you’ve seen some of the best work Australian photographers (your peers!!!) have to offer, work that you are unlikely to see anywhere else, and it has impressed and inspired you beyond your wildest dreams and you cannot wait until the day that you can even come close to producing work like that and you are fighting off that feeling of ‘I’ll never be that good’ and instead channeling ‘I can do that, I will do that, I can do that, I will do that, I just have to work really, really, really, really hard, and I really want to be the best I can be and I believe in myself because everyone.started.somewhere. And once that fire is in your belly…
If you’re not a member, you may not know that the AIPP has an honours system. Members earn points from images awarded at APPAs, and can move from accredited membership to earning their Associate, their Master of Photography, and further. It was amazing watching the presentations on Monday night at the biggest industry event of the year to see what some photographers have achieved during their long and passion-filled careers. And such amazing incentive to remain committed year after year to doing your absolute best, always. That’s what the awards is really all about: incentive and inspiration to strive for excellence. Every single photographer, no matter what they shoot or what kind of business they run or work for, every single photographer has the power and opportunity to contribute to this industry, and to the wealth of beautiful, fascinating, clever and moving work that’s being produced. I’ve heard people question the point of the awards and say ‘all that matters is that your clients are happy’… and if you really think that’s all that matters then I think you are very dedicated to customer service, but don’t you think your clients would be even happier if you were producing even better work than you are now? Wouldn’t you like to produce better work than you are now?Ā I can tell you without a shadow of a doubt that the work I’m producing for my clients now is far superior than what I was producing two and a half years ago, and that is not just because I’ve had more ‘practise’. It’s so easy to get caught in a pattern when you’re providing a service, and you find one that works. And if you’re truly happy with your client work and don’t want to change it, that’s fine too, but what about you? What about the artist inside of you? A pattern does not keep a creative professional nourished for a lifetime. And I think most of us want a lifetime of beautiful discoveries and work that makes us feel amazing inside, don’t we?
What I’ve learnt during the AIPP awards process over the the last three years isĀ immeasurable. I have met and become friends with some amazing people, and we’ve built an incredible support network. I have had the opportunity to help and encourage other new photographers. I have received some confronting and incredibly helpful feedback on my work. I have watched friends go from feeling unworthy and terrified to winning gold awards and taking out categories and realising just how good they can be if they really work for it. I have laughed and cried and had full body goosebumps. I have had anĀ incredibleĀ time.
And the actual awards is only part of what makes me proud to be an AIPP member. It provides fantastic and regular opportunities for learning. Some workshops and seminars run through the AIPP cost less than a night out. The AIPP is run by photographers; they know what we want and need, and they listen. Some of my other favourite times from the last two and a half years have been industry events, like ‘The Event’, a four day spectacular of talks and workshops run once a year for a ridiculously good price… like a music festival, but for photographers. Amazing stuff, created and run by the clever, tireless and dedicated folk from head office. The AIPP requires their members to earn a certain number of professional development points each year in order to keep skills up to date and maintain high standards, both creatively and in business. I think this is a brilliant requirement, and so easy to do when there are so many events, workshops and seminars out there to choose from, most of them very affordable (especially compared to most photography business expenses). I’ve also noticed a lot of people running ‘private’ workshops are now having them accredited by the AIPP, so participants can gain points from attending those too, and I love the give/take that is happening there between members and the association.
And finally, it comes back to the people. When you work in an organisation, you mostly become affiliated with and connected to those around you because of shared responsibilities and goals, regardless of whether you go out together on a Saturday night. But when you work for yourself, in isolation, like so many photographers do, you don’t have that. What the AIPP does is provide a backbone of opportunities for photographers to learn, grow and extend themselves, and through the provision of those things, they have created a platform for us to mingle, network and connect with one another. I am quite sure that I wouldn’t have the feeling of solidarity and inclusion, or the support networks and friendships I have without the AIPP. And those things mean the world to me as an individual, an artist and a businesswoman.
I don’t think I can do much about changing the minds of those photographers who don’t agree with the need to join the AIPP, and to be honest, I’m wouldn’t even try unless I had the opportunity to have a one-on-one conversation with them. But I hope this post kicks a few of you into action to either join, renew, go for full accreditation, or enter the awards. If you truly want to commit to professional photography as a life choice (because we all know it’s not just a job), you cannot afford to miss out on being a part of this organisation. The fees are nothing — build them into your business costs and forget about it. I pay my accountant more than double what my AIPP fees are each year, and it’s not like I’d consider ditching her just to save a bit of money, or questioning what she charges and if she’s making too much profit from my pocket.
If fear over entering the awards is holding you back, I guarantee you’re not the only one, it’s normal and it means you care, which is a good thing. And did you know that even multiple gold award winning photographers have prints completely bomb from time to time? I bet some of you are worried that your work wouldn’t even be judged as ‘professional standard’ (ie, in the 70-79 score range), but I’m pretty sure that’s just fear — most people are a lot more capable than they think. And if you’re wishing you could be up there with those of us winning awards and having a blast attending these events, then just do it. There’s nothing stopping you but yourself, and that’s a little bit silly when you really think about it. There’s nothing to be gained from protecting your ego, telling yourself you’re not good enough, or hiding behind the ‘I don’t have time’ excuse. And there’s everything to be gained from putting yourself out there and giving it your best shot. If it doesn’t work out, you pick up the pieces and try again — wiser, stronger (and with more friends). The more I put myself out there, the braver I get, and the more amazing things that happen to me. It’s one of life’s little secrets and something that all successful creatives learn at some point. Growth doesn’t come without discomfort.
This year I won 4 silver images in the Family Category. I attained Associate Delegate status last year while I was still an Emerging Member, but I’m not eligible to receive my Associate until 2014. And I already have half the number of points I need for my Masters. It’s a pretty amazing feeling to know I’ve done that in three years, and all with silvers. That’s just a lot of hard work, time, consideration, research, listening, watching, asking for help, and taking a few risks. It’s achievable. Now go and do it.
