“You should be able to be creative for 90 percent of the shoot,” he says. “To achieve this, the technical details all have to be refined beforehand. When I was an assistant, I always imagined what it would be like doing the shoot myself. I recognized the importance of taking responsibility for what I was doing.
“My team all have that attitude, too. The symphony is fantastic. You can’t do it without them, so choose your assistants and production members well.”
When a client’s creative needs have been met, Lynch tries to push the envelope a little further with images he wants to create for his portfolio. With the safety shots complete, he is free to experiment. To develop the cooperation he needs from his subjects for his signature twist, Lynch works to gain their trust, to help them feel more relaxed and comfortable with him.
“You have to research your subjects, find things to talk about, involve them in the shoot, collaborate,” he says. “I try to make my subjects feel comfortable, and get to know them a bit. Make the moment special for them, as well as yourself, if this is what you want to do with your life.”
For those looking to walk the same path, Lynch suggests a strategy:
“It took me 10 years to get where I am now, and I learned a lot along the way. Planning, self-promotion, practice, and tests are essential disciplines for a photographer looking to get into this side of the business.” He is a big supporter of dedicating time to personal projects each week.
“One weekend each month, explore an editorial project for your portfolio, then one for advertising work. The next weekend, you can work on the personal projects that reflect your style, and your interests—what gets you excited, something new. The last weekend of the month, try devoting to business organization and promotion. A regimen like this will keep you growing and that’s very important.”
What does success look like to Lynch?
“Success isn’t in the price tag of a day rate, it’s in the achievement of goals, and the ability to launch new ones. Money is helpful, because photography is very, very expensive, but if this is what you want to do, to satisfy yourself—that’s what matters.”
For more Lynch images, visit www.KevinLynchStudios.com