Kevin Thom - Hamilton, Toronto, Ontario Photographer

Sarah's professionalism earned her a role as Lissa Hill Leather's official model.

So, you want to be a model? I’m going to start by saying I’m not a model. However, as a photographer, I’ve worked with lots of them. I specialize in shooting portfolios for beginner models. Some of the models I’ve helped to get started have taken off into phenomenal careers that have them jet-setting all around the world. I’ve also seen some disappear into anonymity. I’ve been around long enough to put the pieces together, and have a sense of what it takes to succeed in the industry. It didn’t take me long to see that having a beautiful face and body is not enough to make a model’s career take off. As you might expect, there’s more to it than that. Here’s my no-punches-pulled advice for anyone who wants to be a model.

1. Be professional and reliable.

It should go without saying, but sadly, a lot of people don’t really get it. Modeling is a business, so you have to treat it that way. If you’re booked for a shoot, show up on time. Don’t call at the last minute and say your car broke down and you can’t make it. Do everything you can to be the most professional and organized person on the shoot. Follow up on phone calls and confirm your appointments. Arrive five minutes early for your meetings. A model who develops a reputation for being flaky won’t last long, but a model who is professional and committed to the job will turn everyone’s head! If you’re working freelance, your clients will recommend you to their associates, or hire you again themselves. If you’re represented by an agency, word will get back to your agent, who will be more likely to recommend you for other jobs if you’ve gotten good feedback.

When you’re just getting started, hire the best photographer you can find to shoot your portfolio. A good portfolio is a solid investment. If you are serious about modeling, you’ll make that money back quickly in bookings. If you’re trying to get by with snapshots and poor quality photos, you’ll have a much harder time booking work.

2. Learn about clothing.

Unless you’re going to specialize in nude modeling, you’re going to have to know about clothes! Learn what looks best on you. Learn what cuts of clothing are the most flattering on your body. If there are certain types of clothing that don’t look good on you, then know about that too. Even better, find ways to wear that unflattering clothing so it fits you better. Figure out which labels and brands suit you best. Know your sizes and always be honest about them. Lying to wardrobe people about your measurements means extra embarrassment later when you’re popping buttons on your jeans! Keep an eye on fashion magazines so you can follow trends and keep your wardrobe current. The added bonus of flipping through fashion magazines is that you get to be inspired by the world’s top models at work!

3. Know your job.

A lot of people get into modeling because they think that they’re good looking. Beyond that, they don’t think much about the job. It takes much more than being gorgeous to be a model. It takes a real understanding of what a model’s job is. At least in the commercial world, a model’s job is to sell a product. Whether it’s jeans, perfume, jewelery, cars, cell phones, pencils, or whatever,  a model is only there because they are promoting the product. When you’re doing commercial modeling work, you should not be thinking, “How can I look better?” Rather, you should be thinking, “How can I make this product look better?” Don’t be afraid to share your ideas and make suggestions about poses and angles.

Learn as much as you can about modeling and the industry. Read and watch interviews with models and photographers in the media. Talk to other models. Join modeling communities online. Take classes. Learn new skills that apply to your job. One of the most important skills model should learn in order to do their job better is how to convey emotion and attitude through pose and facial expression. The best models are able match the mood or feeling of the image the team is trying to create. This takes some practice, but if a model can master it, it becomes a very powerful tool.

Great models understand that they’re just one part of the team. Every person on that team–including hair dresser, makeup artist, photographer, art directors–is there for the same purpose too: to sell the product. Models who realize that they’re no more or less important than anyone else on that team end up being the most successful.

4. Take care of your body.

Realize that your body is your product. I said before that looking good is not a model’s entire job, but it certainly is a big part of it! As a model, you have to take better care of yourself than the average person. Learn everything you can about nutrition. I’m not saying you should starve yourself into anorexia,  or that you should be perfect. I mean, what is “perfect” anyway? It’s a crazy ideal that no one can match. But you do need to have some discipline about your lifestyle. You’ll need to eat healthy and nutritious food to keep yourself looking and feeling your best. Exercise regularly to stay fit and toned so your body matches the image of the type of modeling work you want to do. Care for your hair with quality products that don’t damage it. Your hairdresser can help you with this.

Your health and well-being extend beyond those obvious points about nutrition and exercise too. It’s also important to get enough sleep and to try to reduce stress in your life. If you take care of those things, it’ll make it easier for you to follow through on the next tip…

5. Have fun!

Modeling should be fun, and if it’s not, you’re probably not doing it right! I know a lot of the stuff I said above might seem a bit heavy, but it’s actually not. When you’ve taken care of the business side of modeling, and you are comfortable with your position in the job, it’s actually pretty easy to relax and have a good time in front of the camera. It’s really obvious when someone is comfortable in front of the camera, and that’s when a model can really shine. Enjoy your job! It’s a dream to be a model, and if it’s not your dream, then you’re probably in the wrong line of work!

Anyway, those are my tips. Based on my experience, that’s pretty good advice. If you’re still interested in being a model after reading all of that, then congratulations! You’re already off to a great start. If you don’t have one already, your next step would be to get your portfolio started. I can certainly help you with that. For more information, check out my beginner modeling portfolio package.

It baffles me when I hear other photographers complaining about things they have to shoot, whether it’s commercial work, weddings, portraits, nudes, etc. Ok, well scratch that last one. I’ve never heard anyone complain about shooting nudes.

So why do people shoot what they don’t like to shoot? Is it because of money? None of us got into photography to get rich. There are plenty of other ways to do that. For instance, real estate investment and derivatives trading are both profitable jobs. No, we got into photography because we love it, and we have something to express. That isn’t to say you can’t make money doing photography. In fact, there are plenty of photographers who do quite well in this regard. Look at my heroes Liebowitz, Platon, D’Orazio, Karsh. They succeeded because they live and breathe and love what they shoot.

I sometimes hear the argument that people shoot the stuff they don’t like to shoot because it brings in cash so they can sustain themselves long enough to shoot the things they love to shoot. That doesn’t work. Shooting something you don’t enjoy saps your energy, and you’ll have none left over for what matters to you. This fact is borne out by the hordes of frustrated photographers who claim they don’t do creative work any more because the paid work sucks up all their time.

The fact is, there are different strokes for different folks. If you don’t like shooting a particular type of photography, you can be sure that someone else absolutely loves it. That person is going to get the work, and feel quite satisfied doing it. They are the ones who will create creative, thought-provoking and evocative images in that style. Meanwhile, you’re going to be scrambling for scraps, feeling resentful, and producing dull and uninspired photos. A better strategy is to do the kind of photography you love to do. Check in with yourself while you’re shooting. Do you feel elated or annoyed? Do you feel free or frustrated? Do you feel alive or dead? Discover what you love doing. Focus on it. Promote it. Revel in it. If you can do this, your passion will show through your images. You will get the work, and here’s a bonus: you will get paid well to do it.

Promoting a show can seem a bit like black magic. If you’ve never done it before, it can be mysterious and frustrating. You can put up the greatest production on the planet, but if there’s nobody in the audience to see it, it can all feel a bit pointless. However, there are some proven tricks to getting people to pay attention to what you’re doing. One of those tricks is to invest in promotional photos for your show. I talked to some of my previous clients to find out what they know about using photos to promote their shows.

Lauren Ash and Adam Cawley are Toronto’s sexiest improv couple. We shot some photos that capture their smoldering chemistry to promote Hot Lawyer, their hilarious improv show.

Hot Lawyer has gone on to headline festivals in Toronto, New York and Chicago. Ash says great promo photos are a huge asset to a group. “They’ve gotten us a lot of attention, not only from potential audience members but also from improv festival producers and reporters,” she says. “The photos alone get people interested in what we’re all about. They’re memorable and eye-catching and make people want to learn more about us.”

Strong photos can also give you a step up on the competition. “In a market that is saturated with so many different groups, it is imperative that you stand out,” she says. “The promo pic is really the best way to do that.”

Standing out from the crowd and getting attention are really what it’s all about. When I work with artists, I focus on latching on to strong emotions and hot-button ideas. Once you’ve visually tapped into these very powerful forces, the task of getting bums in seats becomes much easier. When comedian and producer Deb Robinson came to me a couple of years ago to shoot a photo to promote her show “Wet and Sticky,” we came up with an image of Deb as a beauty queen, “enjoying” some cereal. Robinson’s emotional commitment to the photo is what makes it leap off the page and grab the viewer’s attention. Since posting it in my online portfolio, that photo has accumulated over 130,000 views.

“Originally Darryl and I were going change the look of the poster every show, but after the overwhelming response to the picture, we had to keep it,” says Robinson. “It represents the show so perfectly. Every single person has a strong reaction towards that Froot Loops photo. They either love it or they are deeply offended, which is great because it means people are talking about the event.”

All of this talk and buzz is a very good thing for a performer. Comedian and actor Aaron Merke and I have worked together a few times to shoot photos that generate buzz.

Even while we were shooting these photos, it was hard not to laugh. Merke has parlayed that kind of reaction into spots on MuchMusic and The Comedy Network. He says a great promo shot instantly links your message and your audience.  “You send a statement in seconds and gets people talking about you and your project,” he says.

Merke says a compelling photo makes people ask, “Who is this?” “What do they want?” and “Do I want to be involved?”

“Also I like to be semi-nude any chance I get, which usually gets people talking as well,” adds Merke.

From there, it’s only a short step to media coverage. “A good photo is a key piece to getting media coverage, because people respond immediately to images,” says Laura Hollick. Hollick leads workshops that teach artists how to get the media’s attention. Because Hollick is an artist and also has her own weekly radio show featuring artists, she knows the media business from both sides of the microphone. Her own art has been featured in dozens of publications, as well as on a Bravo TV documentary about her work. Hollick and I have collaborated many times to create evocative images that promote various aspects of her art and her business.

“There are studies that show articles with pictures get read more than articles without,” says Hollick. “Having a great photo can mean the difference between being on the cover of a magazine or just being listed in the events section.  Which one do you think will get more attention?”

Media-savvy comedian Shelley Marshall knows the answer to that question. We shot a photo that she uses to promote Mother of the Pride, her one-woman show about having two gay children.

“Media loves a great photo. Half the work is done for them with a great photo,” she says. “A good picture will get you noticed. A great picture will get you exposure.”

“Photos are far more important than most think. They are part of the branding, the message, the details,” says Marshall. “So much comes along with a great photo: credibility, creativity and much more.”

Marshall says hiring a professional photographer is a worthwhile investment. “You get what you pay for is absolutely true. A credible photographer is more apt to get published opposed to an amateur photo shoot. It also confirms a professional attitude,” she explains. “If you are using the very best photographer, you are showing up-front the value of the production. It can very much be the ‘wow’ factor a show or performer needs to get noticed.”

Colette Kendall is no stranger to the “wow” factor. She has been a long-time believer in using promotional photography to draw attention to her shows. We’ve worked together a number of times over the last few years to create photos for The Tippi Seagram Show and The Cock Whisperer. Kendall’s shows were featured 24 times in publications like The Globe and Mail, The Edmonton Sun and Edmonton Journal, The Winnipeg Sun, Ottawa Citizen, Montreal Mirror, The Georgia Straight, Victoria News and many others. Kendall left a trail of half a dozen cover stories as she crisscrossed Canada on the Fringe circuit.

“A fab promo photo lets you get that all-important foot in the door,” says Kendall. “Back it up with a great show and before you know it, you and the press are smoking cigarettes and basking in the afterglow.”

That “afterglow” keeps you at your audience’s “top of mind,” providing them a memorable hook on which to hang your name. This has worked well for Liz McEachern. We shot a photo to promote her one-woman show, How Sweet It Is.

“All I have to do is put my arm in the air and say ‘I’m the girl eating the M&M’s’ and people instantly remember the show,” says McEachern. “People remembered the poster of the show a year later.”

The emotional power of a great photo can give your show a gravitational pull. “Every time I handed out a flyer people would laugh at the photo and ask me what the show was all about,” says McEachern. “It made people want to see the show.”