Destiny Magazine profiles Michelle Wastie in A Snapshot of Success, exploring how women are navigating the competitive world of commercial photography. The digitalisation of photography has made the industry highly competitive, but talent, nuance, strong marketing skills and solid networks remain key.
With a background in advertising styling, transitioning to full-time photography was a natural progression for Wastie. She had already developed a good eye because of the specialisation of advertising. "I knew what a good final shot was supposed to look like. I just needed the technical skills to complement it, so I did some photography courses at the College of Digital Photography," she says.
She's worked on several high-profile advertising campaigns, doing everything from shooting for billboards to creating a 200-image lifestyle library for Discovery Health, but she's also an avid portraiture artist who greatly enjoys shooting everyday people and doing editorial work. Her career is soaring and she recently shot a Guinness campaign for an agency in London that won gold at the Cannes Lions.
She's currently aiming for international representation, but her biggest goal is to bring a dream project to life. "I've been thinking about an exciting and ambitious exhibition concept that would literally need 70 days to get right. I'm working out how to execute it," she says.
Why photography?
I'm good at holding a space. I'm grounded and balanced, which helps me anchor a photo-shoot. You have to learn how to navigate a brief, manage the neuroses of your photographic subject and stay calm amid the chaos of what's happening around you. It's not just about taking a picture. It's about making the person in front of the camera feel good.
What are the key industry challenges?
Photography's tough. It's very demanding because you have to be consistently on point. It also has to be run like a business, so you need to stay on top of bookkeeping, financial statements, pitching and meeting prospective clients. It can be difficult selling yourself sometimes, but you have to believe in your work. The thing that will drive your revenue is your creative expression.
How can aspiring photographers enter the industry?
They need to be patient and realise that it takes a while to build a relationship. Digital has changed the game. 90% of the work that was once reserved for super-professionals has filtered down to anyone with a digital single-lens reflex camera. You can't rest on your laurels in this competitive environment. You have to constantly market yourself and your business. Have a quality portfolio, connect with the client and know how to present yourself. Getting a commission and the chance to shoot is the reward.
