How to find your niche?

& keep it.

When I'm chatting with experienced creatives, mainly in my 1:1 sessions, there is a common phrase that appears to crop up. Now this isn't just something I say, it's justified & warranted- but let me tell you the creative that generally hears it incase (by golly) it's something you resonate with. In which case this article is perfect for you.

Now usually this creative is one who is usually fully freelance, has done perhaps one or two editorials- maybe with a famous face, usually is doing paid work at a discounted fee but has a range of work they are taking on. These smaller gigs are usually upcoming brands, emerging music artists, model tests, headshots, event & live photography. They're keeping busy. However, where they want to be is nowhere to be found in their portfolio & if you asked them they'd be able to explain somewhat where they want to go but perhaps not what they want to do. Both are very different. You may be able to list the clients you dream of working with, but what is it you want to be making with them? If you can’t answer that question, it’s time to figure it out.

This might I add is very normal, when you are starting out & making the jump to freelance, you suddenly realise quickly that you need cash & that our industry is not one that is just giving it away. You hustle & do reach outs, you make connections & then slowly but surely jobs start appearing- are they your dream jobs & exactly what you want to be doing (no) but they are a rite of passage & also pay your rent. This is all very normal. However, it is very easy to go from this, to the person I described above and the main reason for that is by becoming a slave to the client.

When you are being driven solely by jobs, you are willing to adapt & bend your style to a multitude of briefs. You will be able to do a high key flash event photography but also a daylight shoot for a small jewellery brand, but then do a dark moody shoot for an emerging artist. In doing so, you have lost who you are as an artist & what you bring to a project- otherwise known as your niche.

This is how you discover it again.

During this step by step guide, I would recommend taking a break from shooting any personal work. Obviously we need bread, so client work can remain but similarly refrain from posting any of it- just whilst you are figuring out the below & realigning with what you want to be shooting. This is about doing less, thinking more & working less in the immediate sense.

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