Area photographers unite to reach employers
Fourteen area commercial photographers are banding together for a new way to reach the companies and advertising agencies that they depend on for work.
The photographers, members of the Central Virginia chapter of the American Society of Media Photographers, will be showing their work at an exhibit that runs through May 13 at The Crittenden Gallery in the Corrugated Box Building, 201 W. Seventh St., in Richmond.
Allen Jones, an exhibit organizer, said the exhibit was put together to show another side of the photographers' work while at the same time allowing them to meet potential clients.
The chapter usually hosts a portfolio night and invites area ad agencies and corporations in to see member work.
Commercial photographers typically shoot pictures for ad agencies to use in campaigns and for corporations to use in marketing material.
The portfolio nights were successful, but the chapter wanted to highlight the photographers' more creative side and possibly open the door for new clients.
"We wanted to have one foot in the art world and one foot in the commercial world," Jones said.
The exhibit, called "Off the Clock," features 22 pictures taken outside the photographers' daily business that are generally of a more artistic bent.
Photography is both commercial and artistic, said Jeffrey Allison of the Virginia Museum of Fine Arts.
"The photographer is at once both businessman and creative personality, and all too often the businessman is forced to the front while only on rare occasions can the heart of the artist be allowed to take hold," he said.
Allison was one of three jurors for the exhibit.
Jones said the effort has drawn positive feedback.
While the photographers have been able to highlight their artistic side, they still need to get work.
Jones said there is plenty of work in the area, but photographers face a lot of competition for it. The chapter wants ad agencies and corporations to know that the photographers in this area are as good as anywhere.
"You can go to New York, L.A. or Miami, but you can get the same level of talent right here," he said.
Chip Mitchell, president of the chapter, said that in tough economic times, photographers can argue that hiring local is cost-effective.
"Why fly in some guy from New York" when you have [a good photographer] right here?" he said.
Jones and Mitchell want to take the exhibit around the state after it finishes its Richmond run.
-- Louis Llovio
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