The Portland Metro Photographic News

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Our changing economic environment has been especially difficult for the photographic profession.  Diminishing corporate budgets and a general scaling back of requests for professional services in all sectors of photography are causing some photographers to exit the business and virtually all others to re-think their services, their business models and their marketing strategies.  

 
The Photo Force Team
(L to R - Brian Lee, Daniel Root, Stuart Mullenberg, Steven Scardina and Lincoln Barbour)

PMPN recently met with a group of Portland-based photographers who have developed a strategy that they are hopeful will not only help them weather the economic storm but create a new and prosperous business.  Brian Lee, Daniel Root, Lincoln Barbour, Steven Scardina and Stuart Mullenberg have combined their considerable photographic expertise to produce a 21st century collaborative called PhotoForce.

Each photographer maintains his own business identity and pursues his own assignments as before.  But, by joining their efforts, they envision PhotoForce as the umbrella entity that markets their combined experience, creativity, equipment, energy and manpower to entice and win larger jobs that only the biggest studios could hope to tackle.  Instead of seeking the services of a large photographic organization outside the Oregon and Southwest Washington area, clients will be able to work with a local company that's well-equipped to tackle their most demanding and challenging assignments.  The power of five.

Collectively these photographers' bring expertise in virtually every aspect of photography to the table: editorial, lifestyle, architectural, product, portraiture, fine art, catalog, interiors, documentary and commercial.  With talents that cover the photographic spectrum, clients are certain to find an expert on board and benefit from the creative ideas that the total team brings to each project.  Five heads are better than one.

Understanding that PhotoForce is not merely a business but also a member of community is an integral component of the group's strategy.  Photo Force's charter includes providing 10% of its yearly photographic output to benefit local charitable organizations.  Their goal is to help non-profit, charitable organizations tell their stories in visually innovative ways that ultimately translates to increased contributions from the public and business sectors.

It's not just talk.  On January 21st, PhotoForce kicks off its business with an exhibit, Setting the Table, to benefit the Oregon Food Bank.  The exhibit includes five works from each photographer that shows the cycle of food in Oregon and the impact that the Oregon Food Bank has across the state.

The exhibition will be held at Venue Pearl on Thursday, January 21, 2010 from 5:00pm-10:00pm. The event is free and open to the public. Music and refreshments will be provided. Exhibit patrons are encouraged to bring a canned good donation for the Oregon Food Bank.

         
Three images from PhotoForces' "Setting the Table" Exhibit for the Oregon Food Bank
(copyright L to R - Daniel Root, Brian Lee, Stuart Mullenberg)

It was evident in our time together that this project grew to become much more than a pro bono assignment to kick start PhotoForce and its charitable endeavors.  The project quickly became a labor of love that left an indelible impression on each photographer.  The collection of images speak volumes, are emotionally moving and revealing of an organization we, all too often, take for granted -- the Oregon Food Bank.  The exhibit will move to Marylhurst University (Marylhurst, Oregon) in April.

The PhotoForce team is taking a planned, step-by-step approach to developing their new collaborative approach to the business of photography.  The group routinely gathers to review business status, strategize, make marketing plans and consider other charitable projects.  Whether PhotoForce grows to include other photographers will depend on the success of this first phase.  Will the PhotoForce emerging business template be something other photographers will want to follow?  Time will tell.  But regardless of the outcome, bringing together the skills, resources and commitment of 5 top professional photographers to create and implement a business model that addresses the changing times and serves the community is inspiring and worthy of our applause.