Most musicians think the obstacle to getting great promo photos is money, time, or finding the right photographer. Or we’re waiting until we’ve lost the extra 10 pounds.
But even when all of that is sorted, something still gets in the way. Here are the three essentials that make the difference between a photo that looks good and one that actually works.
Essential one: understand the real purpose of a musician’s promo shot
Photos are what we look at first in any promo piece. They’re the equivalent of a first handshake. And like a first handshake, the impression they create can’t be undone.
So, if your photo seems awkward, formal, dated, or less than winning, then the person potentially booking you may assume you’re not ready for prime time. And if your photo looks like a cliché, like a zillion other talented artists, then the presenter or employer may think “nothing special here.”
I’m not saying that presenters book artists simply on photos. I’m saying that photos make an indelible first impression and they can either pique our curiosity positively, or not.
A personal portrait aims to capture who you are. An effective publicity photo does that and something more: it needs to make someone curious enough to take action. To click “play” and listen to your sound samples, or to buy a ticket or a recording, or contact you about lessons. That extra layer is what separates a great photo from a great publicity photo.
Before we look at what kinds of photos you need, it helps to train your eye. For each photo below, ask yourself: based only on this image, what do you imagine this musician’s performances are like? Come up with five words. For a fuller version of this exercise, see What is Your Publicity Photo Actually Saying About You?
The goal is to notice what each photo is communicating, not just what it looks like.
Essential Two: Clarify the photos you need and what they’re for
Most musicians need a set of photos, not just one all-purpose headshot. For your website, for instance, most likely you need a great horizontal shot for your homepage, you may also want a photo for your About page, and one for your contact page. If you play in ensembles that you want to include on your website, you’ll want photos for them as well. And if you teach, you’ll want one or more photo for this, too.
Home page-worthy photo
Cécile McLorin Salvant, jazz singer and composer photo: Jean-Baptiste Millot
I love the immediacy of this photo. It’s such a great example of a photo revealing the spirit, wit, and life force of a performer. There’s an incandescence here. Other words that come to mind are generosity and freedom—that’s the sense I get of her performances from the photo. What descriptive words come to mind for you?
Teaching Shots
In looking for dynamic shots of teaching, I’m always looking for photos that show a real human exchange between the teacher and student. That show the energy between teacher and student. The flash of understanding, of recognition, or shared humor.
Yo-Yo Ma master class at University of Missouri Kansas City Photographer: Brandon Parigo
What do I see in these? Humor, sensitivity, delight, and a sense of “we’re in this together.” There’s no formality, ego, or hierarchy. It’s as though you can see the caring, positive regard exchanged between the two of them and the audience. What do you see?
Ensemble Shots
The cliché that far too many ensembles settle for is lining up and trying to look tough, it’s the rock band formula. The real challenge for the photographer is conveying both the distinct personalities of the individual members and the collective energy of the ensemble as a whole. And doing it in a way that makes the group memorable.
The Borromeo String Quartet photo: Jürgen Frank
I love this photo’s playing with the tension between the individuals and the collective. The words that come to me are: uncompromising, surprising, full-range emotions, improbable mix of energies that somehow works. What do you get?
McCain Duo Photo: Sara Bill
I imagine that photographing a duo is even more difficult in terms of conveying the chemistry, and sense of the energy and communication exchanged between the artists. I love this photo because you can see the warmth, the appreciation, the humor, and the space that Artina and Martin give each other to fully express themselves. What words come to you?
Performance shots
Sō Percussion Photo: Victoria Pickering
Performance shots present particular challenges with lighting, maneuvering around audiences, and capturing the energy of a live moment. For ensembles, it’s extra tricky. The goal is to portray each member well and illuminate the energy of the ensemble as a collective, the magic that’s created among and between members.
I love the sense of absolute trust, focus, and connection this shot reveals. It reminds me of surgeons around an operating table or wizards around a cauldron. There’s a presence and a commitment to the moment. What does this photo say to you?
Essential three: Find a photographer whose work is multi-layered
Resist the urge to simply Google photographers in your area. Wedding photographers, glamour photographers, and school portrait photographers are skilled at what they do, but it’s not this. You’re looking for someone whose portfolio shows that they’ve successfully worked with a range of musicians and know how to capture them at their best.
Find out what photographers the local colleges use for their performance series. You can call or email the music, theater, or dance departments and ask for the names of local photographers they use and recommend. Local performing arts presenters are another good source.
I’ve had recent clients do very well hiring photographers who shoot dance performances. Good dance photography requires incredible instincts for catching the perfect split-second shot, and those skills work just as well with musician shoots.
What you’re looking for in a photographer’s portfolio: work that is nuanced and layered, that reveals the person behind the professional front. Photos that convey a depth of personality and wit. That make you curious about the person and their performances.
Find musicians’ photos you admire and check the photo credits. Get recommendations from colleagues. Look at 10-15 photographers’ sites before deciding.
Once you’ve found someone, share your five adjectives with them in advance. Talk before the shoot about what you want the photos to convey and what kinds of shots you need. A great photographer will use that conversation not just as a briefing. It’s also the beginning of helping you relax and become more open and present.
For more on preparing for your shoot and what to do once you’re in the room with the photographer, see How to Get Publicity Photos that Work.
Set Yourself Up for Your Best Photo Yet
You can get help with all this in the “Photo Cure” mini-course that’s part of the Get the Gig program. It’s my most comprehensive training, covering every promotional piece needed to book more of the work you love.
From your performance bio to publicity photos, promo videos, designing an effective website, and writing email pitches that work, Get the Gig has you covered. Self-paced video lessons walk you through how to overhaul each promo piece step by step.
And the best part? You won’t be doing it alone.
A monthly live Zoom editing clinic is included, where you can get expert feedback on your drafts in a supportive community of fellow musicians.
If you previously purchased the mini-course Email Pitch Magic separately (it’s included in the larger program), email me and let me know you want to register for Get the Gig. I’ll send you a discount code to use ($97 off the full price).
Learn more and register HERE.
Your future is already looking brighter,
Dream Big, Plan Smart, Live Well
