John Ratchford
John is a very successful photographer who works in Sydney, Nova Scotia, at his
studio Ratchford Photographic. He has been renowned across the state for his
talents and has received many rewards for his work in the field of photography.
His work ranges from family portraits and graduation photos to modelling shoots
and competitions such as "Ratchford's Next Top Mom," a series of photographs of
mothers, glamorous or no. His main goal is always to make his subjects feel good
about themselves, and he makes a good job of it.
Q: What does your most common day working as a photographer look like?
A: Well when you are self employed the days can all be different. Because you have to wear so many hats. But typically in a busy season I could start my day early, perhaps 8AM arriving to the office and answer a few emails and prepare a few images for my staff to complete. I do the artistic impression of how I want the image to look, then allow my talented staff do any retouching, switching heads or anything like that. I may have a model shoot at 9, where a young man or woman may bring in 4 to 8 outfits for a fashion style shoot. I allow shoots to last 2 to 3 hours for these type shoots and it can be a very physical shoot where I am moving sets around and furniture and lights and play music to keep the energy up! If the weather permits it I would go outside too but I prefer to shoot in the evenings when the light is low and its cooler. During Ratchford Next Top Model season I would sometimes do another two that afternoon and one in the evening. Long days. If it is a season where we do kids I may have the same kind of schedule, not every day but often. Then at night around 9 or so I download them all and edit out the bad ones so when they come to see them they see only the best.
Q: I know that there are special events throughout the year that you photograph at. How do they directly impact your regular schedule? How do you properly budget your time for said events?
A: The only big events for the most part are the events I created, such as Ratchford Next Top Model, Ratchford Next Top Mom, or Ratchford Next Top Kid, I do a few school type gigs, weddings but only about 8, and we do some families in between there too. What I have found about Cape Bretoners is that they are very last minute and typically I get swamped the final weeks of any big promotion.
Q: Are some business months better than others? How do you cope with the dynamics of both?
A: May and June are peak months, August and September November December. The other months are spotty. I am a high energy guy and probably work more intensely and longer shoots than most photographers would. Sometimes I get carried away and shoot for 4 or 5 hours if I have the time. I am too passionate about it! I wish I was more conscientious of time but if the model is having fun and I can see what I do is making them feel good about themselves I just keep going because it is fun. If it is a child I am shooting then you have 30 to 45 min. a family shoot the same. Kids don’t have the attention span so you have to keep moving and keep it quick. A family shoot is similar as the dynamic is different and you have please everyone, not be too fast so they feel rushed and not too slow so they get bored.
Q: Are there specific months that inspire you more than others, or months in which you enjoy photography more?
A: I know a lot of photographers say fall but I enjoy my summer evenings so long as they are not too hot. I like the long nights and longer days to work in. more time lol
Q: Looking back at your career, starting from year one to now, when did you first see your success start to grow, when did you experience your first major opportunity, and when were you faced with your first major obstacle?
A: I struggled in the beginning, I had some of the pieces of the puzzle but it didn’t come together until I started attending the professional associations seminars and conventions and began networking with other photographers who were successful that I began to turn a profit. I lost money the first few years. I built a successful school photographer business and made good money with it but became bored professionally with it and in 2003 I sold it to Jostens, a major photography chain. I replaced it with igniting what is now called the Senior market, which is high school fashion shoots. It was highly successful in the beginning and I was called upon to speak all over Canada the United States and England. After awhile other photographers cropped up and the market got smaller.
I’ve mentioned some obstacles I encountered along the way, and the industry in general is facing many obstacles now. With digital equipment so advanced and so inexpensive many have turned to it as a hobby and as a hobby that pays. So the market is flooded making it difficult more than ever to find a market share. I have found that holding events and contests have brought new life into business. Now more than ever I have to be creative in every single aspect of the business. It is the most challenging time to make a living but a great time to do it on the side!
Q: Imagine that you are speaking to an aspiring photographer—how would you advise them to handle their successes and failures throughout the years?
A: The advise I always give is do this on the side if you like you will find fulfillment with it…doing it full time you will have to love it and love business. If I was your age again, I would go out west and work like a dog for two years and save everything. Then you have money to open your business and no debt. Join the professional associations and travel to hear the best speakers in the industry to get your feet wet. Learn how to be different and how to stand out. That would be the best way!
Hope this helps!!
John is a very successful photographer who works in Sydney, Nova Scotia, at his
studio Ratchford Photographic. He has been renowned across the state for his
talents and has received many rewards for his work in the field of photography.
His work ranges from family portraits and graduation photos to modelling shoots
and competitions such as "Ratchford's Next Top Mom," a series of photographs of
mothers, glamorous or no. His main goal is always to make his subjects feel good
about themselves, and he makes a good job of it.
Q: What does your most common day working as a photographer look like?
A: Well when you are self employed the days can all be different. Because you have to wear so many hats. But typically in a busy season I could start my day early, perhaps 8AM arriving to the office and answer a few emails and prepare a few images for my staff to complete. I do the artistic impression of how I want the image to look, then allow my talented staff do any retouching, switching heads or anything like that. I may have a model shoot at 9, where a young man or woman may bring in 4 to 8 outfits for a fashion style shoot. I allow shoots to last 2 to 3 hours for these type shoots and it can be a very physical shoot where I am moving sets around and furniture and lights and play music to keep the energy up! If the weather permits it I would go outside too but I prefer to shoot in the evenings when the light is low and its cooler. During Ratchford Next Top Model season I would sometimes do another two that afternoon and one in the evening. Long days. If it is a season where we do kids I may have the same kind of schedule, not every day but often. Then at night around 9 or so I download them all and edit out the bad ones so when they come to see them they see only the best.
Q: I know that there are special events throughout the year that you photograph at. How do they directly impact your regular schedule? How do you properly budget your time for said events?
A: The only big events for the most part are the events I created, such as Ratchford Next Top Model, Ratchford Next Top Mom, or Ratchford Next Top Kid, I do a few school type gigs, weddings but only about 8, and we do some families in between there too. What I have found about Cape Bretoners is that they are very last minute and typically I get swamped the final weeks of any big promotion.
Q: Are some business months better than others? How do you cope with the dynamics of both?
A: May and June are peak months, August and September November December. The other months are spotty. I am a high energy guy and probably work more intensely and longer shoots than most photographers would. Sometimes I get carried away and shoot for 4 or 5 hours if I have the time. I am too passionate about it! I wish I was more conscientious of time but if the model is having fun and I can see what I do is making them feel good about themselves I just keep going because it is fun. If it is a child I am shooting then you have 30 to 45 min. a family shoot the same. Kids don’t have the attention span so you have to keep moving and keep it quick. A family shoot is similar as the dynamic is different and you have please everyone, not be too fast so they feel rushed and not too slow so they get bored.
Q: Are there specific months that inspire you more than others, or months in which you enjoy photography more?
A: I know a lot of photographers say fall but I enjoy my summer evenings so long as they are not too hot. I like the long nights and longer days to work in. more time lol
Q: Looking back at your career, starting from year one to now, when did you first see your success start to grow, when did you experience your first major opportunity, and when were you faced with your first major obstacle?
A: I struggled in the beginning, I had some of the pieces of the puzzle but it didn’t come together until I started attending the professional associations seminars and conventions and began networking with other photographers who were successful that I began to turn a profit. I lost money the first few years. I built a successful school photographer business and made good money with it but became bored professionally with it and in 2003 I sold it to Jostens, a major photography chain. I replaced it with igniting what is now called the Senior market, which is high school fashion shoots. It was highly successful in the beginning and I was called upon to speak all over Canada the United States and England. After awhile other photographers cropped up and the market got smaller.
I’ve mentioned some obstacles I encountered along the way, and the industry in general is facing many obstacles now. With digital equipment so advanced and so inexpensive many have turned to it as a hobby and as a hobby that pays. So the market is flooded making it difficult more than ever to find a market share. I have found that holding events and contests have brought new life into business. Now more than ever I have to be creative in every single aspect of the business. It is the most challenging time to make a living but a great time to do it on the side!
Q: Imagine that you are speaking to an aspiring photographer—how would you advise them to handle their successes and failures throughout the years?
A: The advise I always give is do this on the side if you like you will find fulfillment with it…doing it full time you will have to love it and love business. If I was your age again, I would go out west and work like a dog for two years and save everything. Then you have money to open your business and no debt. Join the professional associations and travel to hear the best speakers in the industry to get your feet wet. Learn how to be different and how to stand out. That would be the best way!
Hope this helps!!