Ed Schlotzhauer

An artists journey

Category: Business

Ideas about the business side of art.

Generalist or Specialist
We are often told that we must specialize in a genre of photography. Otherwise, we will not make a name for ourselves and become successful. Is this really true?
Specialist
Conventional wisdom is that a photographer must specialize to have a market and recognition. After all, the overall field is so crowded that you need to focus your efforts on a narrow slice to be able to compete. Only by becoming one of the best ____ can you ever be seen.
Specialization gets very selective. Are you going to be a portrait photographer or a pet photographer? A fashion photographer or a food photographer? The list goes on endlessly. Aerial, underwater, astro, street, wedding, event, etc. There are probably dozens if not hundreds of narrow genres.
The advice to specialize is probably wise from a financial perspective. The more you can narrow your market the easier it is to identify and reach customers. If you work at it, you can probably become one of the well-known pet photographers in your city. That can become a good business.
Plus, in theory, a specialist should become an expert in the nuances of their field. They should be familiar with the subtle signs that elevate a common moment to an extraordinary one. And they should be completely familiar with the “tricks of the trade” that other pros use to make outstanding pictures of their chosen subjects.
©Ed Schlotzhauer
Generalist
A generalist usually covers a broad set of subjects and locations. Like a small-town doctor who treats everything from kids to the elderly and everything in between.
The equivalent in photography might be the artist who says they do not restrict themselves to a single subject but shoots anything that interests them. A generalist, again in theory, may have a good working knowledge of the overall field but lacks deep knowledge in any area.
Such a photographer will probably have a difficult time of making a name for themselves. A natural human tendency is to label people. Galleries or dealers or museums want shortcuts. They want to say this photographer does this type of subject. Then they can file that away until they are looking for works of that subject. But if we say we do “everything”, then to this audience that effectively means we do nothing.
That is not them being mean or overly narrow minded. They are just efficiently dealing with an overload of information. One way to do that is by pigeon holing people. And that is reinforced by their underlying belief that artists must specialize to become well known.
©Ed Schlotzhauer
Only choices?
Are specialist or generalist the only choices? Is that even the right question?
In my simple-minded view, there are only 2 reasons to be a specialist. The first is because you truly love a subject and want to devote your life to studying only that. For some it may be flowers. For others it may be dogs. It doesn’t matter what it is. The point is that for you, it is big and important enough to block out everything else.
The other reason to specialize is to make more money. As I said, specialists can develop a reputation and generate lots of business. In this case the focus is on business rather than art. I can’t say that that is bad. That is for you to decide.
But maybe the question is do you execute a business plan or follow your artistic instincts where they lead you? They are not necessarily mutually exclusive. Photographers Joel Grimes and David duChemin come to mind as examples of changing their subject matter focus over time as their artistic vision changes. And in painting, Picasso is a significant example. He went through several periods of distinctly different art styles.
©Ed Schlotzhauer
Omnivorous
I’m not a specialist and I am not really a generalist. At least in the sense that a generalist does a little of everything.
I see my artistic style as being omnivorous. In the sense of taking in or using whatever is available. There are some subjects that interest me greatly. These are things I will nearly always shoot when I find them.
But the larger space is things I encounter that pique my interest because they are a creativity challenge. Things where I see a situation and think it could make an interesting, even good picture if I work it right. The challenge of making something attractive out of an ignored or inconsequential seeming scene motivates me. It is kind of like making something out of nothing.
©Ed Schlotzhauer
Is the subject really important?
Is the subject the overriding concern? This seems like a strange question, because the discussion of specialist or generalist revolves around the choice of subject. Looking back on my work over the years, I see a strong trend of moving from a small set of subjects to a broad interest in more things.
Along with this is the realization that particular subjects are less important to me than they used to be. I get excited from making something interesting out of what I find where I am right now. It is not the subject in this case. It is the graphic or composition possibilities or the lighting or possibly the symbolism. The challenge of making an interesting picture out of what most other people would ignore.
So, I have discovered that now, I seldom go looking for certain subjects. Instead, I seek compositions that are interesting. I try to find what would be considered mundane or uninteresting things and make them interesting. I understand that, once I capture the image, it is not that subject anymore. It is a 2-dimensional image containing that subject. What the image becomes is often independent of the actual subject.
I think this is one reason why I seldom photograph people. A person is a dominant element in an image. Almost any photo containing a person becomes about that person. I prefer to control my composition more. If to me it was about the lighting or the graphical design, I want to be able to make it so.
Make your own kind of music, sing your own special song. Make your own kind of music, even if nobody else sings along.
Cass Elliot
Specialist or generalist?
Is it true that we need to specialize in one genre of photography to make a name for ourselves? Probably. It is easier that way. But is it true that we must specialize to be a creative and good photographer? My feeling is: absolutely not.
At this point in my life, photography is a personal challenge and a creative exercise. I feel compelled to make beauty out of uninteresting things. That is my personal reaction to the world today. And I prefer spontaneity, even chaos. Sifting through the clutter to find something interesting is fun.
I am more closely related to generalists. But with a difference. I pick and choose based on what interests me, what draws my eye, what poses a challenge I am willing to accept. I love some subjects more than others, but the subject itself is becoming less important to me than the creative challenge.
December 10, 2025
If No One Ever Saw It
Would you still take this shot if no one ever saw it? The answer to that can tell us important things about our goals and motivation.
There are many reasons for shooting images. I am focusing on “serious” pictures. Not just selfies or simple travel pictures or sunsets. Rather, ones where we are motivated to put our best effort into it because it is important to us. Where we are trying to create something lasting.
Shoot for hire
Some photographers are hired to create images for a client. It may be commercial photography or weddings or other things. but the result is that you will shoot images as specified by the client. They expect to see most if not all of the shoot.
This is a good way to earn money and build a reputation. If you can impose some of your style and personality on the result, it can also be a creative outlet. But ultimately, the client dictates.
In the context of this article, the point is that the client expects to see most of your shots. They will pick the ones they want to use.
©Ed Schlotzhauer
Shoot for a competition
Sometimes we shoot for a competition. Whether it is International Photographer of the Year or your local camera club monthly contest, the process is generally the same.
We probably are given a subject or genre to focus on. We may have a deep catalog of relevant images to choose from, or we may go out and shoot specifically for the contest.
But ultimately, we will have to go through the painful process of deleting all except the one (or 5 or 10, depending on the contest) that will be submitted. Then it will be judged and, hopefully, shown to the “world” as a winner.
The point is that this is an outward focused process. The result of the exercise is to carefully present our star image to the world to compete. Sometimes we even study past winning images and the judges to try to game the system and give ourselves an edge.
The goal is to win in a public arena. Maybe at the expense of what we really like best.
©Ed Schlotzhauer
Shoot for exposure
Many believe the siren song of “likes”. That lots of clicks, comments, and followers makes us a “real” artist, maybe even important.
I am having to talk here from what i have observed. I do not personally participate in this. Sorry if I overstate it.
I will just ask what has that social media presence earned you, versus what it has cost you? Becoming well-known and widely followed, maybe even becoming an ‘influencer”, is usually a long process with lots of time and effort. It involves learning the algorithms used by your social media channels of choice and trying to optimize for them. Maybe this involves conforming to the type of work that is popular with their viewers. The things that usually get “likes’.
This may not be the work you resonate with. Perhaps your real creative work is unpublished.
Keeping up with this takes a lot of time and may involve bending our artistic vision to the popular taste du jour. I can see that if you are a commercial photographer this might be a way to get visibility and some new clients. But I do not play this game. It is not worth it to me.
©Ed Schlotzhauer
Shoot for ourselves
Or, if you are very lucky or strong minded, you decide to shoot primarily for yourself. You are the audience who matters.
It is hard to get rich or famous like this, so why would anyone choose to do it? Well, I believe that comes down to our goals, our personality, and our situation.
Is your goal to be famous and, maybe, rich? Or is it to satisfy some creative need within? I shoot to fill that creative need. I am an introvert. The marketing and self-promotion required to shoulder my way into the mainstream art world is alien to my personality. It is too big a price for me to pay. Trying to do that made my art drudgery, not creative fun. Plus, I am very lucky and grateful that my situation doesn’t require me to earn my living from my art. At this point in my life, I can reserve it for my personal joy and expression.
I realize that everyone is different and has varying goals and needs. This is just being honest about my motives.
You won’t see it
So, back to the question of what if no one sees it. I think I have established that my primary audience is myself. I’m not trying to make my income from photography, and I do not really care about likes or comments. They are welcome when they happen, but they are not the reason for making an image.
I do share some images with friends and the occasional show entry or online article, like here. Even an infrequent hanging in a gallery. Most of my images are for sale. But I would give a print away to a friend who appreciates it rather than sell it for an insulting price that doesn’t even cover my costs.
And the ones anyone does see just are the tip of the iceberg. I would not show an image I am not proud of. That means only a small portion of the images I shoot might ever be seen.
If I shoot thousands of images but only consider a few of them worthy of being seen, am I a failure? Not in my mind. My standards are high, and I am not motivated to try to get much seen publicly.
©Ed Schlotzhauer
Would I shoot it?
Photography is mainly a creative exercise for me. I resonate with the challenge of trying to do something above average with the scene I find. If I am learning and growing and making fresh new work that pleases me, I am content. That is my standard and reason for making pictures. Your mileage may vary.
So, would I take the shot if no one ever saw it? Trick question. I will see it, and I am the audience that matters for my work. Yes, whenever I get the chance, I will shoot it. It may not be a “money” shot. It may not make me famous. But if it excites me, that is what is important.
Note: The inspiration of the phrase “if no one ever saw it” came from Nuno Alves on Medium.
October 8, 2025
You Still Need To Backup
Backup is one of those hygiene subjects we would rather not think about or talk about. But it is important. You need to backup intentionally and consistently.
Film days
Back in the “good ole’ days of film”, (they weren’t really the good days) we never had to worry about backup. The developed film was the permanent physical backup.
All we had to worry about was storing it properly and in a fireproof location. These days, finding a fireproof location is more of a challenge. Photographers who had some exceptionally valuable images might have duplicate film images created and stored in a vault or safety deposit box.
I have many filing cabinet drawers full of slides and negatives. Sadly, I never look at them. Partly because they are old and I have improved a lot and changed my interests some. But mainly because, being physical instead of digital, they are hard to search and locate. I can’t see me ever taking the time to scan them all.
©Ed Schlotzhauer
Digital days
I expect most of you reading this shoot digital exclusively. I know I do. Digital has many advantages. Obviously, since it has almost completely taken over photography.
But digital. has a huge disadvantage. The image data is ephemeral. It has no physical presence. If we delete the file, it is gone. Permanently, if it is not backed up.
What would happen if your main image disk said “poof” and a little smoke leaks out? All your images are gone unless they are backed up. As if they never existed. Most of us would consider this a disaster.
©Ed Schlotzhauer
Disks fail
But disks are very reliable, aren’t they? We can find published reliability numbers like 1,000,000 hours MTBF (mean time before failure). That sounds very safe.
But those are projected statistics for large numbers of disks. My particular drive could fail tomorrow. And they do. I am sitting here looking at a stack of 11 failed disk drives that I am waiting to get in the mood to take outside and smash with a sledgehammer.
SSD drives seem to be more reliable than rotating magnetic disks. Seem to be. But let me reveal a dirty secret about solid state drives: they are so unreliable that they are extensively engineered to mask their failures. Bits fail all the time. Whole sections of an SSD can go bad. The drives have sophisticated error correction algorithms built in to allow for this and keep them functioning with no apparent data loss. Kind of like RAID built in.
They haven’t been around long enough to have conclusive data, but in general, SSDs seem to be more reliable than magnetic disks. But they fail.
Don’t get me wrong, SSDs are an improvement, and I will switch when prices go down enough for the quantity of storage I need. My point, though, is that SSD’s still fail. They are not some magical devices you can forever trust your valuable images to and be guaranteed safe.
©Ed Schlotzhauer
Clouds fail
So, the obvious solution seems to be put all your data in the cloud. Right? Let somebody else handle the storage management.
There are problems. Cloud storage gets expensive in the quantities most serious photographers need. And keep in mind that this is an ongoing expense.
And how fast is your internet for upload speed? I am fortunate to be served by one of the best internet providers in the nation. Theoretically, in perfect conditions, I could upload a Terabyte of data to the cloud in a little over 3 hours. IF everything is perfect and if the cloud storage could accept data that fast. Previous internet providers I had would take weeks to upload this much data, because upload speed was much slower than the download speed.
But even if you successfully get your data into the cloud, it is now at the mercy of the service you use. They can go out of business, or change business models, or raise prices. If you use Azure or the Amazon cloud your data is probably safe. Maybe even Adobe. But you have no control. I like to control what is important to me. And I want to be sure my images are not being used without my permission or used for AI training.
Lightroom cloud?
Maybe the Lightroom cloud storage is the right answer for you. It is for some. If you are just starting out in photography, it may be ideal for you.
The latest data I saw said Adobe offers up to 1TByte of storage. That’s the tip of the iceberg of the 10 TBytes of image data I currently have. If they offer that much storage, it would be expensive. If I work an image in Photoshop and composite multiple images and use lots of layers, it can exceed 4GBytes for one image. That eats up terabytes fast.
And to access your images, you must have internet access. I have a fantastic internet provider, but outages still happen occasionally. Yes, Lightroom stores a highly compressed small version of images locally on your computer, but that does not seem good enough to me.
There are some other reasons I will not use the cloud version of Lightroom, but they are not directly related to backup problems.
©Ed Schlotzhauer
Seize control
Digital image data is a blessing and a curse. There are significant advantages to it, but never forget, it can easily go away.
So, we must proactively manage our data. That means backup. An aggressive, thorough backup plan that you monitor. This is a time to be paranoid.
If you are on a Mac, step one is to plug in a large external disk and enable Time Machine. This is the automatic backup system built into Macs. It is so good that it may, all by itself, be a reason to switch to Macs. I’m not kidding. Make sure it is configured to also backup your image data.
I will give you a glimpse into how paranoid I am in protecting my data. Even though my main image storage is a RAID system, my data is backed up hourly to Time Machine, and daily to two external disks, one of which is a network attached RAID drive. Every week I also make a copy that I keep offsite, and about once a month I make another snapshot of my data that is kept offline and safe.
Some local backup with a layer of cloud backup is a feasible alternative now, but so far, I have chosen not to go that route.
That sounds like a lot of work, but except for the weekly and monthly offsite backups that are not normally physically connected, it is all automatic. Thank you Time Machine and Carbon Copy Cloner. The CCC plug is FYI and just to let you know the specific tool I use. I get no consideration for recommending it.©Ed Schlotzhauer
Make it automatic
I admit, I am paranoid about my digital assets. They have been created over a long time with lots of work and expense, and they are precious to me. I do not intend to lose them because of a preventable accident.
Earlier I mentioned a stack of 11 failed disk drives. That is just the current accumulation. Many more have failed over my time of being a digital photographer. But I have never lost a file because of a disk failure.
I believe a well thought-out, in depth backup plan is a must for any serious photographer today. Perhaps I overdo it. But I am not willing to take the risk of doing too little.
I have tried to be clear that this is just my way of doing backup. Like all photographic workflow decisions, it is usually a personal choice. Yours may be lighter weight or more rigorous. Do what works for you. But do it.
Do not let backup be something you might remember to do occasionally, if you think of it. You won’t think of it at the right time. The clock is ticking.
September 17, 2025
Competition
Why is it that we feel like we are in competition with other artists? Maybe, at its root, it is envy or insecurity. I don’t like to live in a competition. My desire is to make art and share my vision with other people. I believe that feeling we are in competition with other artists leads to problems for ourselves and can be a malignant stress eating away at us.
Not competing until…
Most people merrily go through their lives enjoying art without feeling any sense of competition. But for those of us who become artists, unfortunately, we tend to become critical and competitive.
Once we are in the game we tend to look at other artist’s work more critically. It is hard to not think we could do better. Or think that our image that was similar was better composed and executed. Maybe we are right. Often, though, it is our ego or fear talking.
Theodore Roosevelt (may have) once said “Comparison is the thief of joy”. Regardless of who said it, it is true that comparing ourselves to others is seldom beneficial and uplifting.
Fear
Why should we fear looking at someone else’s work? I think a lot of us are insecure. We aren’t secure in our conviction about the adequacy of our artistic skills. We have to boost our confidence by convincing our self that we are as good as them. Perhaps we fear failure and are unwilling to put our work out in the world publicly and face the potential criticism and rejection.
It is not really a zero sum game – one winner and everybody else looses. When we see someone’s work that is good and excites us, we should be happy. It was a great achievement by them and it can inspire us to rise to greater levels in our own work.
But doesn’t their achievement strike fear into us? Oh no, we aren’t any good, why am I calling myself an artist, how can I ever compete with them? This is our insecurity turned to fear. We try to compensate by criticizing the other artist’s work. Maybe it will make us feel better. If we believe our self.
Jealousy
Another negative feeling we may get is jealousy. We may not like to admit it, but think about it. Other people are getting praise and attention. They are selling well and making a lot of money. I should be in this gallery instead of them.
We wish we were them. So we resent them. We look for ways to tear them down and to prove, even just to ourselves, that they are not so great. To believe that we are just as good.
But don’t forget, you are jealous of them because you recognize their talent. That should be sobering.
Become a critic
Even if we don’t have full on, green-eyed jealousy, we may become a critic. To paraphrase George Bernard Shaw’s famous quote: “Those who can, do. Those who can’t become critics.”
We can get to this point through festering fear or envy or jealousy. We try to put ourselves above the other artist. To give ourselves credentials to label them, to minimize their achievements, even to just nit-pick (the top left corner is not in perfect focus).
Let me be very controversial and say I don’t think there are many critics who are worth listening to. Unless a critic has demonstrated history of creativity and success in similar art forms, they should be just another voice of someone entitled to their personal opinion.
If George Lepp or John Paul Canponigro gave me a critique I would listen closely and thank them for their opinion. I would carefully consider it and may or may not act on it. If I decided to critique George Lepp, he probably wouldn’t listen to me at all. As he should. I have little experience in his genre and zero track record compared to him.
Competitive market
It is unavoidable a highly competitive market. We are always being compared to other artists. Fairly or unfairly, there will be winners and losers. The best don’t always win. “If you make it they will come” is ridiculous. There are biases and vested interests and politics at play everywhere.
When we compete – and we always compete – we need to avoid the attitude that we are competing against “all those other artists”. That is turning our view out to worry about forces we cannot control. Instead, do your best and make work you are proud of.
Sure, for a particular contest, we could research the judges and their styles and biases and research the audience and what usually sells and create work designed to score well here. It might work. But whose art are you creating? Is your work going to be dictated by other people’s attitudes?
Relax
Fear, jealousy, envy, and being critical are self-destructive attitudes. Look at other artist’s work and admire the ones you like. Go to them and sincerely congratulate them. It will have rewards for both of you. You will reclaim your self confidence and creativity. Getting over the competition and fear and jealousy will free up your emotional energy to create art.
The reality is that we have our own unique vision, our own style and viewpoint. We are best off when we try to be the best version of our self we can be and create our own art. Even is nobody appreciates it. (cue a vanGogh discussion here 🙂 ) Unless you are starving and view your art as a job to earn money, it is better to follow your own vision. It would feel good to win that contest, but wouldn’t it be more rewarding to feel very proud of what we created?
Art is an intensely personal internal journey. Hence the tag line for my blog: An artist’s journey.
August 31, 2022
Excuses
Excuses, we have them for every occasion. There’s nothing interesting here. It’s too hot. It’s too cold. I’m too busy. The weather is not right. I don’t like this light. I’m not good enough. I’m shy. It could go on for a page or more. Excuses are our way of letting ourselves off the hook when we are scared or don’t want to do something.
As a heads up, this is about the dreaded topic of marketing. In case you want to stop reading now. 🙂
Why make excuses
Excuses are a way of absolving ourselves of responsibility. We shift the blame to someone or something else. It lets us off the hook. We didn’t fail, it was “their” fault we couldn’t do it.
Have you done that? I sure have. We don’t want to feel bad about ourselves. After all, we have a self image to nurture. The problem is when we rely on excuses to not do anything.
Fear
A lot of times we make excuses because we are afraid of doing something. Contact that gallery? No, they wouldn’t want my work. Submit for that show? No, I’m not good enough.
Fear of failure keeps us trapped in our own prison. We build a cage of excuses around us to protect ourselves from failing. But we can become trapped in a cage of our own making.
But we’re thinking about it wrong. What we fear almost never happens and not achieving our objective is not the same as failing.
What we fear
I believe a lot of us artists are introverts. We shun confrontation and don’t like to be criticized. Even if we are not introverts most of us do not like these things. So we fear that if we put our self forward we might be rejected. People might even think bad of us.
Here’s what I am learning: we will be rejected, again and again, and no one really knows who you are or cares enough to think bad of you. That sounds harsh, but it should actually be somewhat comforting.
I apply for a show and my submissions are rejected. I don’t know why. They do not give a critique. Perhaps what I entered doesn’t appeal to the juror. Perhaps they had different styles in mind. Maybe the juror was in a bad mood at the time. I cannot know. But what they didn’t say was “you are a failure; I hate your work; you are not worthy of being an artist; don’t ever enter this event again”. No, it was just a rejection. Get over it and go on.
Trying
You know the old Yoda line “Do or do not. There is no try“. It is a great line, but kind of misleading. Like Luke in the scene with Yoda, if we do not believe we can do it, we are probably right. The reality is that for most things, trying is all we can do. We cannot always create the outcome we want as long as we are dependent on other people’s decisions.
Trying does not mean we doubt ourselves. It means we recognize that many of the attempts we make will not succeed. And we’re willing to live with that.
It’s the trying that we fall short on. We’re afraid so we never try. We get a rejection so we stop trying. Persistence is required in order to succeed.
As I have said before, “build it and they will come” doesn’t work. We have to let people know about ourselves and our work. This is called promotion. It is called marketing. That is not a bad word. It is what makes us recognized and successful.
Just do it
For years I had the attitude that I love doing art but I hate marketing. I am shy so I am not good at it. People will eventually recognize the worth of what I do.
Ain’t going to happen.
People are not out there waiting anxiously to “discover” me. They do not know I exist and don’t really care. I have to take definite and active steps to make them aware of me. It may take many attempts before they will take a serious look at my work and see something they like. This is called “marketing”. I now see it in a different light. Rather than being a distasteful thing I should do, but don’t, I see it as an exciting opportunity to promote myself and be recognized.
No more excuses.
The great Wayne Gretzky famously observed “You miss 100% of the shots you don’t take.” You cannot succeed unless you try. I have finally internalized that. Just coming to believe that made it far less distasteful. Starting to do it and discovering that a rejection is not fatal and no one blacklists me for trying has made it far easier as I go along.
Try something. Act quick. Learn from your mistakes. Keep trying. Believe in yourself and never give up.
You haven’t failed unless you don’t try. Stop making excuses. Just do it.
July 6, 2022