Rangefinder Magazine
March 2006

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Profile: Michael Redford Julie Miller
 

As any professional in any area of business knows, if you describe yourself as a trailblazer, then you’d better have the passion, creativity, entrepreneurial spirit and track record to back up that claim. Pittsburgh based photographer Michael Redford has it all.

A former rock and roller (more on that later), Redford managed to transform his smallish wedding photography business into a state-of-the-art, high-tech portrait studio, or “Super Studio,” that specializes in portraiture of all kinds, including digital portrait art of children, seniors and family groups. Redford has also photographed many celebrity entertainers and well known sports figures including Faith Hill, Bill Cosby, Kenny Rogers, George Carlin and Arnold Palmer.

The quality and innovation of Redford’s work have earned him plenty of awards over the years and his unique and highly successful business-management system has made him a big draw at industry events and seminars worldwide.

So what makes Redford a trailblazer and his studio so super? On the face of it, his business and creative techniques don’t sound much different than what a lot of photographers might employ: attention to customer wants and needs, creative sales strategies, and state-of-the-art proactive marketing. But the real secret is in the details of each of Redford’s strategies and his own confidence in his abilities.

Redford works closely with his wife and business partner, Peggy. He says, “The experience of having a portrait made should be an exciting, positive and memorable event. Our wish is to always create a work of art for your child, a piece that makes a statement of unique character and personality, no matter what technique we’re using.”

Again, most photographers want each customer to have a unique experience that results in an equally unique portrait. But for Redford, it’s more about the ESP: Expression Sales Portraits. “When it comes to the sales of portraits, expression on the subjects is by far the most important element,” he stresses. “When clients are relaxed and at ease, their expressions are much more genuine and natural, so we have worked to become extremely proficient in getting great expressions from our clients.”

How does Redford manage to capture that all-important ESP? In all of his portraits, he makes his subjects seem relaxed, happy, natural and exciting—all at the same time. And it does take a special talent to capture a baby with his hand in the fish bowl or to get a teenage boy to actually riff on his guitar for the camera.

While being on time and being friendly with clients is a given in this business (or any business), Redford says that making subjects comfortable is probably the most important objective of any portrait artist. For example, with children he finds that a good icebreaker is talk to them about animals or about their pets. He also keeps a stash of toys, stuffed animals and other fun items like fishbowls to create a more comfortable and homey feel in the studio.

“The trick is to have the kind of objects on hand that will blend into the image without becoming obtrusive,” he explains. “It’s surprising, but sometimes having items on hand that kids might not necessarily be familiar with helps capture the most expressive and natural looks—almost without their knowledge.”

Redford points out, “There are so many compositional, photographic and emotional elements that comprise a fine portrait. We take much time and effort to ensure that each of our portraits is made with attention to all of these elements so that our work will be unique.”

The other elements Redford considers include mood, style, wardrobe, location, timing and where the photograph will ulwww. timately be displayed, and he takes as much planning time as necessary with all clients to discuss their wishes. He adds, “We provide this kind of communication beforehand, and we strongly recommend it. When wardrobe, background, setting, style and lighting are arranged properly, the expression is enhanced and the portrait is more enjoyable to view.”

Redford is a Detroit native and a former rock and roll drummer, agent and manager. He began studying portrait photography in 1983 after years of being in front of the camera. He readily admits that learning photography was truly a business proposition, acknowledging that “unless you have a hit record, which I didn’t, there really is no middle ground for musicians. I wanted to make money.”

In 1984 Redford starting photographing weddings, and a year later Peggy started photographing children; the Redfords eventually added high school seniors and family groups to their professional repertoire as well. Peggy immediately dedicated her efforts to learning all of the facets of photography, and her clients soon learned she was a natural at working with children. With help from the Redford “tools,” she easily and effortlessly captures the innocence and genuine expressions of all children.

Redford has also passionately pursued only the finest clients for his studio. One of the more popular programs on his busy tour schedule includes “Building a Wonderful Portrait Studio Business,” which teaches the concepts of attracting great clients (i.e. clients who will spend above the average amount for portraits).

Known for his humorous and downto- earth presentation style, Redford teaches seminars geared towards attracting the big, or bigger, spender. He shares creative sales techniques, such as knowing what makes clients chose certain studios, innovative marketing concepts that utilize the very best images to target high-spending clients, and techniques to ensure that photographers continually draw prospective clients into their studios. He spoke at the 2005 WPPI Business Insitute.

In addition to his seminars, Redford’s work has won many awards, and his other accomplishments include Craftsman, Master of Photography degrees, PPA certification and instructor award, as well as selection for the prestigious Kodak Mentor awards.

You can learn more about Redford and his seminars, and view recent portraits at www.redford photography.com and www.redfordseminars.com. His email address is michael@redfordphotography.com.

Michael Redford will present a program at WPPI 2006 entitled “Increase Your Business.” The program will be held in the Gold Room in BALLY’s on Sunday, April 9, 4:30–6:30 p.m.