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Response to You've got to have a gimmick!

from John Kantor (jkantor@mindspring.com)
It's the reality in any field at which you want to be successful. But what about the people (some who probably post to this forum) who have talent and training, who work hard, who devote their lives to their work, and who never "make it" - or end up in some backwater, just barely getting by? As far as I know, that's the vast majority (in all artistic fields, not just photography). Is the proof supposed to be in the result? - i.e., they didn't make it, therefore they weren't good enough, or didn't work hard enough? That's the fundamental lie of capitalism. While it's true that _anyone_ can make it to the top, not _everyone_ can, and it's often through no fault of their own. Lots of people are good and work hard, but lots of people don't make it to the top (or even to a self-sustaining livelihood in this field).

I think it's ironic that people who devote their lives to mastering one of the most powerful mediums don't understand the importance of the media in creating their success. Annie Liebovitz often does brilliant work (the fact that it has been uneven of late is another issue). But she obviously knows that the way to stay on top is to do things that get her noticed - by more than other photographers. I used the term "gimmickry" on purpose to distinguish it from that Protestant concept of "hard work," but it's really just good marketing in a media-dominated culture.

Natacha is a good example of someone who "hasn't paid her dues" (to use the vernacular), yet has an opportunity that most of those who work hard year after year will probably never get. Is it fair? That's irrelevent - it's how the world works today. In her case, she's lucky enough to have hit on the flip-side of the media's influence - that of the importance of celebrity above and beyond the importance of one's work. It's great if your images are marketable; it's even better if the image of you, yourself, is too.

Ms. Liebovitz is facing this situation from the other side. She is already a celebrity and has to do things that will keep her name out there. And she is used by people who are more interested in capitalizing on her celebrity status than on the quality of her work. Is she so much better - or more unique - a photographer than anyone else out there? Of course not. But how many issues of Vanity Fair will they sell if they merely use good - but unknown - photographers in every issue? Vanity Fair uses her so they can say "this layout was shot by Annie Liebovitz." It is a symbiotic relationship.

In short, I agree with everything you say. I recognize that I don't yet have the technical skills to do the quality of work that is (usually) necessary, and I'm doing my best, given my current financial obligations, to do the other things that you suggest - but it's naive to think that that alone is enough.

(posted 8668 days ago)

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