"Don't just Dream it, Do it!"
Interview with Jeff Kroeze
By Tiffany Wayne
2 May 2007
Those of us involved in the creative industry are well aware of "starving artist" syndrome. No matter what medium serves as our creative outlet, we're often reminded of how difficult it is to compete in the creative world. Unlike other professions, we cannot rely on a successful interview and impressive resume to secure a paycheck and benefits. Instead, we face specific challenges on the road to success. Contrary to popular belief however, these obstacles are surmountable. It does not have to take years of "paying-your-dues" to make it in this industry. All you need is drive, perseverance, belief within yourself, and, most of all...talent!
The remarkable career of Southern California based photographer Jeff Kroeze (pronounced Kroo-z) proves my point. Kroeze has been taking pictures since the tender age of 12, but it wasn't until the past two years that he began shooting as a full time professional. Specializing in architecture and travel photography, Kroeze has reached goals he thought would take much longer to accomplish. Within two years, publications like PDN, Rangefinder, Space magazine, and Mega Dream Homes (just to name a few) have featured his images. Kroeze also had images featured as covers of DREAM Homes magazine. In addition, Rangefinder magazine interviewed him as an expert for a special issue on lighting (due to hit stands this fall 2007). Kroeze has gained exposure through photographic competitions such as Photo District News and National Geographic Traveler "World in Focus." His talent also earned him five honorable mentions from the prestigious Lucie Awards (International Photography Awards). It's no wonder that Kroeze's clientele is rapidly increasing!
You may be thinking, "How did he do it?" "How was he able to accomplish his goals in such a short time period?" The interview below will answer these questions and hopefully inspire you to make your dreams a reality!
Q: Why did you choose to pursue photography as a career?
A: It was always a hobby of mine. I wasn't happy with the financial institution that I was in, and I thought to myself one day "what's the worst that could happen?" It's the best!
Q: What was your first job?
A: A house for a real estate agent that was being used for marketing purposes. It was a low-key shoot. No lighting, a lot of Photoshop. I even remember the street address!
Q: How do you market yourself?
A: Post card mailers, DVD portfolio mailers, and (rarely) cold calling. But 80% of my business comes from referrals and word of mouth. It's a great compliment to gain clients that way.
Q: Do you have short-term goals?
A: Yes. I usually think about these goals when I'm putting together marketing packages. The goal is to do better than the month before! I push myself. At every job I always try to improve and learn something new. I never skimp on anything. I won't leave until the job is done!
Q: Do you have long-term goals? Where do you see yourself in five years?
A: Yes. These goals tend to fluctuate with what I am interested in with the short-term. In five years I hope to be shooting mostly for architecture and hospitality clients (hotels and resorts) worldwide... maybe a few high-end real estate jobs.
Q: How do you keep informed with what's happening in the industry?
A: Contests, advertisements, industry magazines. It's great to see what new direction people are taking creatively...it helps me push myself.
Q: What was, or still is, your biggest challenge?
A: In the beginning my challenge was trying to do a good job without the right tools. Now that I have the tools pricing is probably my biggest challenge. You want to set a price that's fair to yourself so you can expand your business without over charging your client.
Q: Are you part of any organizations? How do they benefit you?
A: I'm a member of the International Association of Architectural Photographers, Professional Photographers of America and the Newport Beach Chamber of Commerce. It is a great opportunity for networking ...I definitely recommend it. Especially if you can find an organization specific to your needs.
Q: What advice would you give to other photographers who are trying to "make it"?
A: Hard work breeds opportunity!!!
As you can see, dreams do come true! Henry Ford once said, "You can't build a reputation on what you are going to do!" So, what are you waiting for? Go get 'em tiger!
To see more work by Jeff Kroeze go to www.jeffkroeze.com
1 response
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Joerg Schlagheck gave props (6 Dec 2008):
Excellent essay! Are those your photos?
