Chatting to a camera dealer recently, I remarked that it was very important to my business as a freelance to always have the best equipment money could buy. I worked with a lot of very successful and well known people and a surprising number of them were interested in cameras and photography. Everyone knew the names Hasselblad and Nikon, that they were the best and the most expensive. When you opened a silver case with a pair of Hasselblad bodies, 4 lenses, half a dozen backs in there, the cognoscenti among them would ask if they could hold them. It was almost reverential. Hasselblad…they were the best. And if you could afford the best cameras, you must be a pretty damn successful photographer.
Well, up to a point. I used to buy my Hasselblad equipment from a camera shop near Chelsea Town Hall. I happened to see Hasselblad gear in the window one day as I was passing and went in. It turned out that the shop had quite a turnover with the Swedish camera which seemed odd for what was essentially a non-pro dealership. The reason was that the manager had a number of very rich customers, some Saudis amongst them who had the money to buy such cameras on a whim and then, finding them rather awkward and demanding to use, just bring them back and chop them in on something else. One of the main buyers and sellers, though, was Peter Sellers. He was a keen photographer and loved photographic gear. As I, unashamedly, do. He’d buy anything new Hasselblad did, use it for a month or two, get bored and sell it back to the shop.
The manager would call me up when anything tasty came back. For him it was a quick turnaround so the prices were exceptional. So exceptional in fact that after using the Hasselblads for 15 years, I sold them for what I paid for them. What struck me at the time, though, was that anyone who thought I was able to afford such equipment and assumed I must be making lot of money was being misled. I didn’t mind, harmless enough. Impressions do count in business.
So, I wonder what I’d do now? My personal choice of camera would be Micro Four Thirds. There’s nothing that I would be doing that would require more than a G7 Panasonic or an E-M5ll Olympus would do. But I know that I wouldn’t be happy with the impression that such small cameras give. You are being commissioned for a big daily rate and you turn up with small cameras that looks to the client like the sort of thing they might buy for themselves. It wouldn’t work. Either camera in the right hands could produce the required results but that’s only half the point. What about the impact on the client?
Digressing a bit, I once had a very important job for a drinks company. The shoot was in Sussex. I, very greedily went on a freebie to New York for a newspaper 2 days before which would get me back to Gatwick Airport with 2 hours to spare to get to the shoot after going to my office to pick up my cameras. The inevitable happened. The flight was delayed by bad weather. It would arrive at a time that meant I would be an hour late for the shoot. What to do? I could phone the client and say I was ill but then no fee. My brainwave was to phone a friend who owed me a favour. Would he pick up my lights and Hasselblad and bring them down to the airport and meet me? He couldn’t do that but what he could do was put them in the boot of his car, a very handsome Mercedes convertible and leave it in the short term car park. Perfect! I picked it up and it being a warm day, put the hood down.
I arrived at my shoot and they were waiting for me at the door. I stopped the Mercedes, apologised profusely for being late, I had had a quick job in New York but my flight had been delayed. I picked up my case and went inside and unpacked my gear and put it out, ready to use, on the floor. Such an impression had all this made that they seemed almost grateful I had got there at all. New York! The Mercedes! The expensive equipment! (And yes, I did work for them again.)
But the reality was less impressive. The trip was a freebie, the car wasn’t mine and the equipment had all been bought at rock bottom prices. But they didn’t know that. It’s all perception.
So, coming back to my point about Micro Four Thirds cameras, if I was going to use them professionally it would have to be Olympus E-M1, Panasonic GH4 or GX8. They are the biggest, after all. For what I need, the results would be just as good technically with a Panasonic GM5 or an Olympus E-M10 but they are too small. The reality is that I wouldn’t use an MFT at all. I’d use a great big noisy professional Nikon or Canon DSLR with some absurdly big, fast and absurdly expensive lenses. Not for me and not for my client’s work. Jut for his peace of mind.
If the photographer is expensive, his car big and his camera impressive – well you just know he must be good, don’t you?