This is an excerpt from The Photo Hustle by Karen Williams Buy your copy here: https://store.mangopublishinggroup.com/products/the-photo-hustle-1
If you picked up this book, I’m betting you love photography enough to pursue a career in it, but you have no idea where to start. That’s where I come in. I want to be the resource and mentor I never had, so you don’t have to learn the hard way. I’ll be sharing the insider secrets of the photography industry that they don’t teach you in school. Because combining your passion for photography with a career can get a little messy. Being a great photographer is only half the battle. To thrive in this industry, you need to be a savvy entrepreneur, too. And that’s why I took it upon myself to fill in this much-needed gap. Instead of hoping things will change, it’s time we take control of our careers—and I’m here to help you do just that. This book will equip you with everything you need to know for a successful photography career. But you have to show up and put in the work.
The photo hustle is real. These days, it’s not enough to have talent. You have to know the industry—and it’s a tough one to break into. Most photography schools and workshops don’t teach you how to run a successful business. Rather, they focus on the latest gear and techniques. They’ll teach you about posing, directing clients, composition, and lighting. They’ll show you all the pretty editing tricks and how to set up a shot.
But actual business skills? That stuff rarely gets taught in the photography world. Marketing and branding? Not in most curricula. Sales and pricing strategies? I don’t think so. Client experience and retention? Doubtful. Financial planning and management? I’m not seeing it. Most photographers are expected to figure it out on their own, often through trial and error. But in reality, most photographers were never prepared for the “photo hustle” that exists on the flip side of their passion… I know I wasn’t.
Listen, I know you have the passion. I know you’ve dedicated your time to your craft. And I know you’re ready to get out there and share it with the world. Yes, photography is a tough road. But if you stick it out, get up when you get knocked down, and keep going, you can succeed. Keep pushing, keep creating, and keep capturing life through your lens. The world is waiting to see your visual eye.
There is no magic formula for making it in photography. If you’re hoping for a perfect path to success from Point A to Point B, I’m sorry to be the one to break it to you—it just doesn’t exist. No two photographers fall into success in the same way.
“I’ve done everything right, but nothing is working. How do I get in?”
It’s a question I get almost daily, but this time it came from a friend—let’s call her Michelle—over coffee. Michelle, an incredibly gifted photographer, had been struggling. Two years out of photography school, and she hadn’t landed her dream gigs…or anything close to them. Instead, she was building a business photographing families and pets. She was good—damn good—but it wasn’t her dream. Like so many photographers I talk to every day, Michelle had talent and drive, but couldn’t break into the industry. So, what gives?
I told Michelle what I tell all photographers: the industry has secrets they don’t want you to know. No matter how good you are or how many boxes you check, breaking in is tough. And if you don’t know what I’m going to share with you on these pages, then your chances of getting in are just as slim. Some photographers make it by luck, some hustle, and some are “discovered.” But believe me, there’s no perfect path, no magic formula—just straight talent and lots (and lots) of hustle.
When I was studying for my BFA, my dream was to shoot the cover of Rolling Stone magazine. That dream was shaken when, in September 2023, the president and founder Jan Wenner dismissed Black and female artists as not “articulate enough” for his book The Masters, a collection of interviews with rock’s greatest.2 His words hit hard, sparking the same frustration I felt following the George Floyd tragedy and the hollow promises made in light of his death. After fifteen years in the industry, I had become accustomed to being one of the few Black people on set, and I began to question why so many talented, hard-working photographers of all kinds were being sidelined. The answer is simple: the industry keeps a lot of information locked away. And I had become a part of the industry-wide gatekeeping that I hated so much. This book is the product of my determination to change that.
Spoiler alert: I’m not a professional photographer—I’m the person behind the scenes, hiring photographers, shaping art direction, and building brand stories big and small. I’m living my dream as a photo editor. Over the last fifteen years, I’ve had the opportunity to work for WIRED, Southern Living, Netflix, AARP, MasterClass, Square, and San Francisco Magazine. But the journey wasn’t easy—I faced a ton of job rejections that nearly shattered my confidence. But I refused to let them break me down—I chose not to let others dictate my worth or my future in the field. So, I took matters into my own hands and hustled hard for years. I even changed jobs fourteen times in sixteen years, transforming each of my setbacks into an opportunity to learn, grow, and improve my craft. My journey of hustle and hard work led me to where I am today. I even founded my company, Black Visual Queen, to change the industry and help photographers like you find their path to success in this highly gate-kept arena, where opportunities are often so elusive.
First, a word of warning: this is a tough industry, and brand photography isn’t for everyone. The road to that dream is a long one, paved with hustle, hard work, and lots (and lots) of rejection. But since you’re reading this book, I’m willing to bet that knowing this doesn’t deter you. You’re one of the photographers who have the determination to work with prestigious, big-name clients, and you’re not ready to throw in the towel on your dream just yet. If this is you, then listen up, because I’m going to teach you everything you need to know about the photo hustle—and how to get in. The photo industry is not just reserved for the elite; it’s for anyone willing to do the work. All you need is a little tenacity, talent (which you have), and the tips and tricks I’m going to spill in this book.
Through the years, I’ve seen top photographers ready to quit, exhausted by fierce competition and overwhelmed by technology. Many don’t know how to market themselves. So, if you’re frustrated by rejections, ghosting, or “we’ll keep your name on file” responses, just keep going. Keep hustling, keep honing your craft. The challenges are real, but don’t let them extinguish your passion. Embrace your uniqueness, stay motivated, and don’t fall into the comparison trap. Photography is rewarding, and the world is waiting to see your unique perspective.
In the following pages, you’ll learn everything photography school didn’t teach you and all the industry secrets the insiders don’t share. This is the book I wish I’d had back when I was starting out in photography: the tell-all (well, maybe not all—I’ve signed a lot of non-disclosure agreements!) about the photography biz, especially for editorial and brand work.
The book is split into two parts. Part 1 covers how to get in the room—in other words, how to break into the industry, how to pitch, how to market yourself, handle finances, and land the gig. We’ll be diving into your “why” as a photographer because knowing that helps you make the next right decision.
Part 2 explains what to do once you’re hired—how to navigate estimates, contracts, agents, photoshoot etiquette, avoid the dreaded blacklist (yes, it’s real), and how to redeem yourself if you find yourself on it.
Consider this book your trusted mentor. I want this to be the book you reach for when you land the gig and have no idea what an estimate looks like or what to watch out for in a contract. I want you to take this everywhere with you. Carry it in your purse. Stow it in your camera bag. Use it as a resource to help you navigate the tough business side of photography. By the end, I want you to feel encouraged, equipped, and confident to build the successful photography career you’ve always dreamed of.
Ready to find your “magic formula?” Let’s dive in.