Introduction

In the vast world of photography, finding your niche can be a daunting task. It’s about discovering that unique style that sets your work apart, that singular approach that makes your photographs instantly recognizable. But what exactly is a niche, and how do you find yours?

What is a Niche?

A niche in photography is not about the genre you choose, whether it’s landscape, portrait, or street photography. Instead, it’s about the unique perspective and style you bring to your chosen genre. It’s the consistent theme, subject matter, or aesthetic that makes your work stand out.

Identifying Your Niche

Your niche is something that resonates with you personally. It could be a particular color palette, a certain mood or emotion, a specific subject matter, or even a unique post-processing style. To identify your niche, start by reviewing your past work. Look for patterns and recurring themes. What are the common elements that draw you in? These could be the first clues to finding your niche.

Promoting Your Niche

Once you’ve identified your niche, it’s time to promote it. Showcase your work on social media platforms, photography websites, and at local exhibitions. Consistency is key here. Make sure your portfolio reflects your niche, and use your unique style as a selling point. Remember, your niche is what sets you apart from other photographers.

Applying Your Niche Across Different Genres

Understanding your niche can open up new possibilities. You can apply your unique style across different genres of photography. For instance, if your niche is capturing candid emotions, you can apply this to wedding photography, street photography, or even wildlife photography. The key is to stay true to your niche, no matter the genre.

Your Genre is Not Your Niche

It’s important to remember that your genre is not your niche. Your genre is simply the category of photography you choose to work in. Your niche, on the other hand, is the unique style and perspective you bring to your genre. It’s what makes your photographs distinctly yours.

Example of photographers and their niches

Here are some famous photographers and their unique niches:

1. Cindy Sherman: An American conceptual artist, Sherman is known for her exploration of contemporary identity and the nature of representation. She places herself in her own work and uses a range of disguises and personas.

1. Ansel Adams: An American photographer and environmentalist, Adams is best known for his black-and-white landscape photographs of the American West, especially Yosemite National Park12. He co-originated the “zone system” for accurately calculating exposure.

1. Robert Frank: A prolific photographer, Frank turned his attention to street photography and photojournalism in the 1950s. His most famous work is “The Americans,” a result of his travels across the country.

1. Henri Cartier-Bresson: Known as the photographers’ photographer, Cartier-Bresson had a huge impact on modern photojournalism. His concept of capturing an event at ‘the decisive moment’ has been hugely influential.

1. Sebastião Salgado: A superstar of modern photojournalism, Salgado’s epic-scale black & white work has particularly focused on social injustice and poverty.

1. Bill Brandt: Brandt brought his own distinctive style of photography to a range of genres, including social documentary images, atmospheric landscapes, unsettling portraits, and distorted nude studies2.

Remember, these photographers have found their unique niches within their chosen genres, which is what sets their work apart. It’s not just about what you photograph, but how you photograph it.

So, What is my niche?

My aim is to capture the truth of humanity. I strive to document the good, the bad, and the ugly in all of us. Perfection does not interest me, as much of what we see is presented in a way that makes us believe humans are without flaws. This is why I am drawn to photojournalism; it allows me to observe everyday people interacting with the world and witness real, current stories and moments.

Through music, it’s the mix of joy and darker undertones, particularly in rave culture, where both younger and older generations grapple with alcohol and drug abuse. However, I use these elements to highlight the euphoric experience that ultimately comes from the music scenes.

and even In my portrait work, I emphasise and exercise authenticity - although the industry often pressures photographers to manipulate images in a way that makes people look perfect, I strive to minimise this as much as possible, aiming to avoid contributing to the pervasive problem of unrealistic representations - I’ll make you look your best but there is a limit to what the best can be and removing things that are permanent do not apply.

I define my style as "Clean Grit," intentionally avoiding perfection to redefine flaws as a form of perfection. I am determined to show the world and its people as they truly are, making the uncomfortable aspects of ourselves the face of our being.