Hi all Some years ago, an event took place, that wasn't the proudest moment in the history of the professional photographic industry. I refer of course to an advertising campaign by the yellow box company to launch the "Instamatic" camera. Photography has always struggled to maintain a position in the thinking man's/women's 'psyche', but at that moment it plummeted to a new low. There is no doubt that the campaign was very successful for the followers of Dr Eastman's business. In an 'instant' Joe Public could become a fantastic photographer, simply by owning one of these amazing bits of plastic. In an 'instant' they could see the results - or nearly. Immediately photography became an 'instant' process. All this was inevitable of course, as film manufacturers naturally saw that their way to profit was through the general public wasting rolls of film (like the Coleman's Mustard syndrome) than in the professional's careful use of 5 x 4in film. As a side issue, to many of the public, Polaroid and Instamatic cameras became confused as one and the same thing.
Yes, we all know that the composing of an image is what happens between our ears, and the camera whether digital or film, is simply the means of recording what has evolved in our minds. But the seeds of instantaneous art and creativity were sown and the majority of the public were seduced into thinking that it was therefore easy and consequently had no value. After all, any one could do it. This last week, I had the privilege of photographing the interior of Sherborne Abbey, Dorset(UK), With Saxon and Norman origins and its Perpendicular architecture, it has one of the finest fan vaulted ceilings in Europe. The ceiling was about 60feet high, the choir and chancel covered approximately some 60ft x 50ft with pews in very dark oak. The alter backdrop some twenty feet square, was carved from a very light Purbeck stone. It took me some four hours to set up about twenty lights creating an atmospheric mood, whilst at the same time balancing the flash power against the daylight coming in through the stained glass windows and forty tungsten candle power lamps in the pews. Great fun!! With a young lady in full flight on the organ with Buxtehude's Westminster Clarion on a rising crescendo - it was, as they say - awesome magic!! All this time, the general public were allowed in to view the Abbey, right up to the time when I was ready to start firing the shutters on both 5 x 4 and digital cameras with the resounding crackle of electronic flash powder!!. At times there was quite an audience, seeing for the first time the ceiling bathed in a wonderful light. And yes, you've guessed it. A wag came up to ask - why all the lighting? He gets fantastic results from just using his 'Instamatic'!! And now of course we are in the digital era. Photography is no longer 'Instant!' Oh no! It's much, much faster than that! Or as Terence Donovan used to say - Speed of Light, my boy - Speed of Light!! And on top of that the value has gone down even further. Never mind that the technology of keeping up with vast arrays of Gb's and Mb's and pixels costs an arm and a leg, and an enormous amount of time to tame, the perceived wisdom from the clients angle is, that imagery should be available even faster than before. It is the computer, not the individual's time that is being used to generate pictures. The latter doesn't count! Because it is a computer it therefore must be done even more instantly and at an even lower cost. I was reminded of this last week, when I became aware of a request by a company requiring a CD ROM disc full of creative images illustrating the oil industry. These were to cover platform work, air to sea, sea to sea and under water images etc., for updating their existing library and to be used for advertising purposes. A magnificent fee of �30.00 would be paid for a full cover shot. I cannot imagine what an inside quarter page would be. Yes of course, one just ignores the request and treats it with the contempt it deserves. I wouldn't even open the filing cabinet drawer, let alone download any images! But let us be under no illusions. Clients would not specify these levels of fees, if they thought they couldn't get away with it. Sadly the photographic industry and profession, has over the years, been guilty of undermining itself. Against the backdrop of the amazing creative skills and ingenuity of individuals in the profession, there has always been a suicidal attempt by some to constantly undercut their fellow professionals to the point where there is no bone left. Whilst the industry also continues to trumpet the way to great imagery is through owning a particular camera, or other piece of kit and not what happens behind the eyes, is it any wonder that the general public and subsequently many clients, place such low values on the creative skills of those in our profession. It was ever thus, you say! So, thank heavens for the few who understand the value of high quality creative imagery and are prepared to pay for it. There is still a huge educational mountain to climb to convert the rest. Kindest regards to all Norman Childs Mobile: +44(0)7831 519217 Telephone: +44(0)1256 767611 Fax: +44(0)1256 767612 Web site: www.greenshoots.co.uk =============================================================== GO TO http://www.prodig.org for ~ GUIDELINES ~ un/SUBSCRIBING ~ ITEMS for SALE
