Anish Rawat, Team Lead for Global Sports & Corporate Partnerships at IMAGO Images, unveils some secrets of the photography industry in this interview. He shares valuable guidance for photographers, helping them navigate the industry's flip side by decoding customer mindsets and unraveling the intricacies of sales.
Lens & Business: Insights by Anish Rawat
“It is our job as the agency in between to establish the right understanding from both sides and keep the overall system running in a healthy and fruitful manner.”
Could you introduce yourself and give some insights on how long you have been in this industry?
I lead the International Sales and Partnerships Team. Coming from a sports sponsorship consultancy background, I have the experience of working with well known football clubs and brands actively looking to associate their image with sports. As I joined IMAGO, a combination of my past experience and my knowledge of image license (frequently facilitating it for my past clients), has played a major role in contributing to IMAGO’s growing success.
Can you elaborate on the primary responsibilities of the Sales Department within a photo agency?
The key responsibility is to identify businesses that use images on a regular basis, approach them, understand their requirements and speak on where and how we can potentially work together. Yes, having a deal is on top of the pyramid, but we give equal importance to understanding what the client is looking for/ how we can be a good fit.
From a sales perspective, what are some key elements in a photograph that can increase its marketability?
An understanding and perception of what their end user is looking for! Different client segments have different requirements. Some need images to be available fast, as they want to be the first one sharing the breaking news, some need just something unique that is shot at the perfect time (action images) as not everyone has the best timing. Combining both is important so that they are the first one to pop up when searching for breaking news and have as good timing of the click as possible. Number of images also plays a crucial role as the client normally likes to choose something from a few options. Again, overdoing can be confusing. So it is all about the right balance between speed, timing and enough options of images per topic.
What is the most common mistake you see photographers make when trying to sell their work, and how can they avoid it?
I think photographers sometimes believe their set of images are worth more than a client is willing to pay. They are not wrong in thinking this way, but from experience, clients sometimes do not take into account travel time, time they have taken in editing and also the amount of time they may have been shooting at an event to get the set/image they are trying to sell. It is our job as the agency in between to establish the right understanding from both sides and keep the overall system running in a healthy and fruitful manner.
Could you provide some tips on how photographers should present their work to increase sales prospects?
Focus on captioning and keywords. Understand that everything seen in the image can be a search term by the client. Hence try to mention it all in the captioning/keyword.
How can photographers effectively use digital platforms and social media to boost their sales?
Photographers need to make sure their photography stands out, especially at an event that is crowded. The more information they can provide about the subject they are photographing, the easier it makes for the editors in charge when selecting imagery for the publication.
Can you share an example of a photograph or a series that sold particularly well and what made it stand out?
One image that sticks out to me in recent times is the image of Lionel Messi lifting the World Cup. It was deemed that for Messi to be named the greatest football of his generation, he needed to win the World Cup. The amount of attention leading up to the final and after was something I have not seen in a photograph since Diego Maradona famously won the World Cup in 1986.
What kinds of photographs are in high demand in the current market, and what does this mean for photographers?
What are the best-selling photos in the industry nowadays, and what makes them so desirable? The growth of Women’s football over the past few years has been huge. The amount of money federations and football are investing is making a big difference, and you can now see the benefits in the number of fans attending matches.
What kinds of photographs are in high demand in the current market, and what does this mean for photographers?
What are the best-selling photos in the industry nowadays, and what makes them so desirable? The growth of Women’s football over the past few years has been huge. The amount of money federations and football are investing is making a big difference, and you can now see the benefits in the number of fans attending matches.
What advice can you give to photographers seeking to improve their visibility and sales in the industry?
I feel a photographer needs to keep their website / social media up to date. Self-promotion is extremely important, so if they feel they have a picture or a set of pictures they are proud of, they should make people in the industry aware.
How important is the recognition of the photographer when a client wants to buy a photo?
This has certainly changed over the years due to the volume of images being used. For a photographer to see his / her name alongside their photography makes all the hard work worthwhile. I have always tried to get photographers’ credit where possible.
What can make the price of a photograph vary?
The pricing structure can vary on a number of factors. The final usage can determine the price, editorial or commercial. Some photographers may have a collection of photographs that no other photographer/agency has, and in this aspect, a photographer could command a higher price for any usage.
