Inside the Photography Business: Adam Mazur
PhotoMerchant: Tell me about yourself and your photography business.
Adam Mazur: I started photography as a hobby with film cameras and then moved to digital SLR. In 2009, during the GFC, I was made redundant from my job as an industrial designer and drafter for five months and I decided to start a photography business, which is called Atomik Arts.
I now work full time as an industrial designer, run Atomik Arts on the weekends and this year I’ve picked up lecturing at TAFE for 3D modelling and technical drafting.
Originally I used photography as a way of getting into music events. My first event was Sensation White in Melbourne, which is a big trance concert. I was photographing for In the Mix, a music website. From then on I covered events for them and Teknoscape, another music website. In 2009, I won the Perth Dance Music Award for ‘Best Scene Photograph’ and that helped gain more exposure to my work and got more of the industry interested.
I did more events, developed relationships with promoters and now I shoot exclusively on commission for promoters. My last interstate event was in Sydney for the website Resident Advisor.
Apart from that, I do modelling photography and I’m getting into weddings. I’ve got my first wedding coming soon and few others lined up. I’m a bit nervous!
PM: What’s the most important thing you’ve learned about running a business?
AM: You’ve got to bend over backwards, promote yourself hard, make the right contacts and give people value. Whatever you’re offering, make sure that they’re getting something that’s unique. With my photography for music events, I always try and capture the atmosphere and fun that everyone’s having.
PM: You work on a commission basis for the promoters. Do you ever sell prints to the people who are at the events?
AM: Every now and then I sell a few prints. I’m looking forward to getting a few more sales from Digital Downloads as they offer an affordable and accessible choice for punters to look back on the great times.
PM: Why do you think your customers like working with you?
AM: My pricing is reasonable. I also process and deliver photos quickly. I bend over backwards for my best customers. If they want photos right away, I do my best to deliver.
PM: Is there anything you’ve changed about your business since you started?
AM: I’ve changed quite a few little things. You’ve always got to tweak your approach, how you market to people and how you spread the word. Pricing as well is always a tricky one. When I started, I tried to charge industry rates and I didn’t get much business. Even if I charged those prices now, it would probably still be very difficult to get business, even though the quality of and demand for my work has gone up.
PM: How do you manage your workflows and calculate the costs of running your business?
AM: I don’t manage it too well. I’ve definitely got to make some big changes and get serious. I’ve got to figure out a way to get more money for my limited time and still give customers more value. Digital Downloads will help by providing clients with high resolution pictures as part of a package. That way the customer is still getting value but I’m not working too much harder.
I think the business can grow quite a lot more. The way that the government in Melbourne embraces art and culture is quite special. There are always events happening and cultural occasions ì all sorts of things that engage the public, and it would be great to see the same thing happening more in Perth. I shot an event the other night in Perth that incorporated music by local bands with an art and photography exhibition. I want to cover cultural events in Perth. It’s a developing part of my business and I’m sure I’ll get there one day.
I don’t want to let go of my design career though. It fuels the growth of my business and I really enjoy it. I think photography and design co-exist and benefit each other really well.
PM: What do you do to stay competitive with other photographers in your market?
AM: It’s important to promote and raise more awareness about my business, and I do that mostly through Facebook, Twitter and my website. When I’m out I hand out cards and fliers.
Apart from that, I try to keep the quality of my work really high. When I started photography it was all about photographing as many people at an event as possible. But now I focus on getting sharper, clearer photos – quality, not quantity.
PM: If you could go back in time and give your younger self a piece of advice, what would it be?
AM: Have no regrets and take every opportunity as it comes. I’ve always been reserved and cautious and may have lost a few opportunities because of that. Once I was at an industry party and a nightclub owner said they loved my photos and they’d love me to take photographs for them. I said I’d get in touch, and really I should have, but subconsciously, I wasn’t confident enough. Two weeks later I noticed a competitor photographer was taking photos for them.
PM: Do you have any tips for new photographers?
AM: Develop your own style and let it evolve. I’ve changed my style since I started. I used to do more abstract long exposure shots but I’ve realised that people want clearer shots.
It’s also important that to offer value to commission clients, and make photos accessible to individuals. For example, make sure people can tag them on Facebook and share with ease.
Take inspiration from other photographers. There are three photographers in Perth who are really great in the social scene. I watch their work and sometimes catch up with them at the events.
PM: What do you think is going to happen in photography in five year’s time?
AM: The price of cameras coming down makes it difficult for the existing professionals in the market because it erodes the market. But as long as photographers have their own style and they’re fulfilling client needs, the professionals will differentiate themselves from the enthusiasts.
PM: What do you do in your spare time?
AM: When and if I have spare time, I might have a nap. Or if I do have a spare night, I’ll probably go on a car cruise. I like turbo charged cars a lot! I just got invited to join super golf, which is golf with really big clubs and big balls. It’s silly, but it’s fun and a good way to catch up with friends.
I think it’s important to make time for your friends and family. After all, they’re there to support me play a major part in my success.
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Adam Mazur runs Atomik Arts and is based in Perth, Australia. |
