Teju Cole

Monday, 15 June 2015

“It used to be that a top commercial photographer was definitely in the former category [of photographer]. She was trusted as a creative artist to represent the brand’s purported values. The photographer was a kind of creative director or a design consultant whose style and manner were as much in the hire as her control of cameras and lights. But that has changed immeasurably. As commercial clients have become more anxious to control every detail of the messages they send out, and as the costs of error have multiplied enormously, so it has become more usual for the photographer’s leash to be tightened and tightened. The commercial photographer won’t be a photographer for long (saving exceptions). She’ll be a camera operator, controlled by agency representatives and client representatives physically present in the studios, looking shot by shot at Mac screens.” Francis Hodgson, David Bailey, Albert Watson, Peter Lik, and Prince Constantijn in conversation • Thought Economics