The Photography Business Is Changing. Here Is What I See Working Long Term.
I have been a commercial photographer for the last decade. Patagonia, Ford, Rivian, Four Seasons, and over a hundred and sixty other brands. Every single year the game changes. Some years I adapted well. Other years I did not. That is just the honest truth about this industry.
This year I spent a long time rethinking my business model from the ground up. What I found surprised me in some ways and confirmed what I already suspected in others. If you are a photographer trying to build something sustainable, this is what I want you to hear.
1) Be More Than A Photographer
If you are only taking photographs, you are going to become obsolete. That sounds harsh but it is the reality. The photographers who are winning right now are the ones who bring more to the table. That means being a producer and a photographer. It means being someone who can not only create a campaign but actually distribute it to a real audience. It means picking up a video camera and learning how to tell stories in motion. The more you can offer, the harder you are to replace.
2) Small Productions Might Have Higher ROI
Big productions do not always mean big payouts. I learned this the hard way. A massive shoot with a giant crew and a long logistics chain does not automatically mean more money in your pocket. Sometimes the leanest, most focused projects are the most profitable ones.
I photographed the release of the Groveland outpost for Rivian, which included taking a Rivian for a week long road trip through Northern California and visiting Yosemite National Park
3) Use AI To Your Advantage
AI is a real tool and you should be using it. I know some photographers feel weird about this but I am not one of them. AI has genuinely sped up my workflow and helped me work smarter. Get familiar with it and use it to your advantage before someone else does.
4) Market Yourself
Marketing matters but not all reach is created equal. A million views from people who will never hire you means very little. Focus your energy on building an audience that actually makes sense for your business. Quality of attention beats quantity every single time.
Some brand work for Solo Stove for their release of the cookwear… hard not to enjoy a good breakfast while camping when you bring this along.
5) Build A Brand That Helps Others
Info products can make you money but do not expect overnight results. My ebook sells a few copies every month. We are talking twenty to fifty dollars. That is not going to change my life but over a year that is two to six hundred dollars that buys Christmas presents or funds a spec project. Small passive income stacks over time.
6) Never Stop Learning
The last one is the most important and I know it sounds cliche. Never stop learning, asking questions, and growing. I stalled for about two years because I stopped pushing my creative knowledge forward on social media. The moment I refocused on that, work started coming in fast. The connection between showing up, growing publicly, and landing clients is real and it is direct.
Hopefully this helps somebody out there figuring out their next move. If it does, drop a comment or send me a message. And if you have questions, ask away.
This lesson comes from my ebook "The Adventure Photographer's Playbook" and it costs $10. Why so cheap? The goal is to help as many new to mid level photographers as possible go from nothing to getting booked in 18 months:
The Adventure Photographer’s Playbook is an e-book created by full-time photographer Dalton Johnson to help new photographers go from nothing to booked in the adventure photography space.
This adventure photography e-book goes over the business and what “making it” as a photographer in the outdoor space requires. Covering topics such as pricing, marketing, building a body of work, reflection questions, and everything you need to know to make a career out of adventure photography.
Updated: June 2025
