The True Value of Photography: Is It Quality or Branding?
Photographer Kevin Abosch’s 1 million dollar potato image. Here is the full PetaPixel article.
In the perplexing world of photography, pricing often bewilders even seasoned professionals. A striking example is a simple potato photograph by Kevin Abocsh that astonishingly sold for 1 million euros. This piece has stirred much debate about the intrinsic value of photography in the art world. However, it's not just fine art photography that showcases such extremes. From portraits to street photography, pricing anomalies are prevalent across all genres.
Today, we'll delve into why some photographers, like Abosch who has photographed Silicon Valley CEOs and celebrities, can demand prices ranging from $150,000 to $500,000 for a single portrait, read the full Business Insider article here. It's a topic that raises eyebrows and questions alike. Throughout my career, I've seen how pricing can vary dramatically. I've worked on assignments for notable publications like the New York Times, earning about $350 a day in challenging conditions, and on other occasions, I've made over $10,000 in a day for commercial projects that were similar in style and effort, but of course not usage.
What's astonishing is not just the disparity, but the factors that contribute to such pricing. A closer look reveals that it's often not just the creative output, but the branding and marketing prowess, that sets these prices. Kevin Abosch’s ability to command high fees for portraits that, technically, could be replicated by a second-year photography student speaks volumes about the power of branding. The Business Insider article highlighted his use of a simple black backdrop, calling it iconic (which I think is ridiculous), which are things any competent photographer could manage. Yet, his rates are sky-high.
This isn't to downplay his skills but to emphasize a point: in photography, branding, and network are as crucial as the quality of the shots, sometimes even more critical. You can make the argument that legends like Avedon and Penn had a minimalistic set up and charged high rates, but those guys were legends and their portrait work had a lot more depth and creativity in capturing their subject’s personalities, leaps and bounds ahead.
The takeaway for both amateur and professional photographers is clear: mastering your craft is crucial, but understanding the market, building a strong brand, and effectively communicating your unique value are equally important. Photography is not just about capturing moments; it’s also about how you present those moments and yourself to the world.
As we explore these pricing phenomena, it’s crucial to remember that while these stories make headlines, they are not the norm but rather the exception. They serve as examples of what is possible in the extremes of photography pricing, offering insights and lessons on the dynamics of the creative industry. This is just food for thought, not an attack on anyone. I’d love to hear your thoughts as well so please watch my full YouTube episode breaking this all down.
