Chuck Espinoza Photography

Los Angeles Based Freelance Photographer.
Photography business

Creative confusion

October 11, 2017

I just can’t get my head around what’s going on. It’s like I fell asleep for fifteen minutes and the entire marketing, advertising and photography world changed. While we scroll past hundreds of images without much thought given to the process or work needed to create it the value of photography seems to be on an ever diminishing trend. What good is a single still image in a world full of motion?

What is the value of a still photo in a world where we are bombarded by it? We have so much imagery  in our daily lives that sometimes we just want to turn it off. As I annoyingly scroll past “sponsored posts” I wonder who in their right mind thought that a commercial that I can fast forward with a flick of my thumb would have value? What agency or creative convinced Sun Chips that spending money on this branded content would be money well spent?  While the bots and the stats show that Sun Chips received value we all secretly know that the Youtube star eating a can of Pringles is what really has value.

While so many of us discounted the value and importance of YouTube stars and social media influencers we blinked and they have moved into the driver’s seat. They are controlling the narrative and it’s flipping the industry upside down. Good for them. To hear their stories and see how they were ignored and lambasted for years and now have brands and agencies begging for their help.

What do I do as a photographer? I know there are people that still find value in a single still image. We see it in advertising, we see it in the news and we even see in it on social media. Photography has value.

Sun Chips you should ask for your money back because if anyone watched that video on Instagram, it was by mistake.

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