Solving Mysteries with Freelance Art Producer Beverly Adler

Writing this blog has connected me to so many different people in our industry and for that I am very appreciative.  One of the best parts about it is that it provides a forum for the freelance community to share what they are up to and spread the word that they are available for work.  

When I recently received an email from Beverly Adler, I was reminded that she is freelance and thought it would be fun to include her in our Solving Mysteries series.  Her experiences are vast and I knew that her answers would be relevant to many of our readers. 

Beverly is someone I have known for a long time.  I can’t say exactly when we first met, but seeing that so much of what we do is over the phone and email, I am not sure it matters.  What I enjoy most about her is that she is professional, friendly, and always willing to help.

For those of you who don’t know Beverly, she is a freelance art producer based in New York City.   Previously, she has held the position of Director of Art Buying at G2 Branding and Design as well as Director of Art Buying at OgilvyOne Worldwide.

Here are the questions we posed to her and how she replied.

•  How do you search for photography nowadays?

Everywhere!  If I’m reading magazines that are not work related and find an interesting image, I make a note of who the photographer is.  However, I still enjoy getting emails from reps with updates on their talent as well as meeting with them when I’m freelancing at an agency.

•  Are you noticing any trends in photography that you find exciting?

This is a hard one!  Video is being incorporated quite a bit on certain accounts and I’ve enjoyed seeing motion added to still images such as in the Schiaparelli and Prada costume exhibit at The Metropolitan Museum of Art in NYC.  However, while it’s always fun seeing new trends, I feel most comfortable with photographers who are up to date with the best camera, digital and lighting equipment.

•  What are you reading online?

I read PDN online, Pro Photo Daily, Motion Arts Pro and Agency Spy,amongst other interesting blogs that find their way to me through facebook and friends.

•  What are photographers doing lately to stand out from their competitors?

That is always a hard question!  First of all, having a rep can make life so much easier when trying to get work seen by art buyers and others in the industry.  That’s not to say it’s not possible to get work without a rep!  It’s always helpful to have a go-between to help negotiate and reach especially when a photographer is away on an assignment.  Also, I’m finding that if someone’s work stands out and that they are a people person, all the better!   Buyers enjoy hearing what went on behind the scenes of a particular shots and how they were produced.  This adds some depth to their work.  It’s always good to for reps to know this when asked during portfolio reviews.

•  What does your client value most from a photographer?  Does that differ from what you value?  And, has that changed over the years?

We live in such a competitive world!  Therefore, clients usually have budgets on their minds forefront more now than ever before!   An art buyer not only has to keep budget in mind but aesthetics and creativity as well.    It is also important to stay as civil as possible during the bidding process and though other negotiations and changes that take place during a production which is easier said than done.  I find it torturous knowing how hard reps and photographers work on a bid and yet, only one will be selected in the end!  That feeling has never changed for me! The bottom line is getting the job done well and on budget.This makes for the greatest odds in getting repeat business.

If you enjoyed reading what Beverly had to say, be sure to link to the other Solving Mysteries posts by other art buyers.