Faces in the Crowd: Interview Series Part I

I've always said that crowdsourcing.com would be a group blog. Now I finally get to prove it. Shazz Mack (her nom de plume) has been corresponding with me since the launch of crowdsourcing.com. I recently persuaded her to contribute to the site. We agreed that it might be illuminating to conduct some Q&A's with people involved in various aspects of crowdsourcing. Shazz decided to interview Lise Gagné, a highly successful iStockPhoto.com photographer. I recommend the interview to all my readers, not just those following the effects of crowdsourcing models in the stock photography. Gagné's experience is revealing, not least because it shows the rapidly increasing economic potential in high-volume crowdsourcing models like iStockPhoto.com. Gagné also feels the microstock model offers advantages over the traditional stock agency route; fascinating given the disparity in pricing structure. At any rate, you'll all draw your own conclusions, and both Shazz and I hope to hear them in the comments section. Without further ado, I turn the blog over to Shazz ...

La vedette du stock
Meet Lise Gagné, the world’s first crowdsourcing photography star. With over 390,000 downloaded sales of her stock photographs in just 3 years, Québec photographer Lise Gagné has emerged as a global “stock star” in the world of crowdsourcing. What has made her so successful? According to Lise, it’s a mélange of passion, creativity, discipline and a very personal goal. (Interview and translation from original French by Shazz Mack)

A self-portrait, by Lise Gagné

What are the skills you apply to crowdsourcing?
I’m a digital stock photographer. And, as a former Web/multimedia designer, I also bring strong graphic design sensibilities and software skills to my work.

Which crowdsourcing organizations do you work with?
I’m an exclusive iStockphoto photographer and have worked with them since 2003.

Tell us a bit about your background.
I came to the world of stock photography after trying out a few different paths. I left school very early, at 14, and worked in boutiques and did some traveling. In my 20’s, I studied and worked in translation, [Lise is a francophone] but found it just wasn’t for me. So in 2000, at the age of 36, I went back to school again, this time for Web/multimedia at a local technical college (called a CEGEP in Quebec). I did really well and started at Web design shop. The digital photography “bug” bit me soon after that.

Describe what your workspace (static or mobile) looks like.
For a while I worked out of my apartment, and then I had a rented studio space for about a year. Today, I live in a downtown condo in Québec City with my partner, Louis Leblanc, and we work in a sun-filled loft studio that’s actually part of an old ice factory; there were many of these factories throughout Québec before the days of refrigeration. We just purchased the studio this year and are still getting settled. It’s a fantastic work space.

What other work to you do, if any?
I’m 100% focused on stock photography. I love it so much that I haven’t even felt the need to take a vacation for quite a while. All my trips are for stock-related events and visits. For example, I just went to the iStock event in Slovenia, which was great, and I’ve also gone to Las Vegas, Boston and New York for photo events.

Who inspires you?
I admire many stock photographers, art photographers and designers. However, I try not to look at them too often as I’m focused on evolving my own style of photography.

Any favorite media?
When I do look to other media, it’s mostly in print – for design inspiration, general trend information, and technical innovation news. I think my favorites are ID, Wallpaper, Wired, Communication Arts, and Zink.

Do you have a personal blog or Web site?
My personal Web site is www.lisegagne.com and www.istockphoto.com/lisegagne is my stock photography page.

How did you get started in this new kind of work?
Since I was a teenager, I’ve always had a camera hanging around my neck and loved photography. But, back then, I didn’t know you could make a living doing it. At the Web design company, we always needed photos for our clients’ sites and they didn’t have big budgets, so I got on the Web and found iStockphoto. But one day, a client needed a very specific kind of workplace photo with people collaborating on projects and iStock didn’t have those types of photos; there were mostly artistic portraits of people. So I went to a pawn shop on my birthday and bought myself my first digital camera, a point-and-shoot 2.0 megapixel Canon A40. It was all we needed for the Web and I started taking lots of photos. It was great because if I also submitted my own photos to iStock, I would get credits and I could just exchange them for other photos – a good deal! After that, I couldn’t wait to get home from the office. I’d rush home, dress Louis up in business suits and take photos of him and me. It was hilarious! We’d dress up in all kinds of outfits. I thought about (and talked about) photography all the time, started selling some photos to other people, and eventually the Web company let me go. I saw it as the opportunity to become a full-time photographer. I purchased my first Canon digital SLR two years ago.

Why have you decided to embrace crowdsourcing?
I have complete freedom working this way. I can do anything I want with no constraints. I can work when I want, on any subject I want, and have full creative liberty. Also, I’m a very shy person, so this style of work is fantastic. Sometimes, when I’m at stock photo events, I fear people may think I’m a snob because I’m so quiet and I feel most comfortable speaking in French. I really like working over the Web and on the phone, it’s much easier for me.

What’s a typical day like for you?
I get up very early, around 5:30 or 6:00 a.m., make my coffee, check out the forums on the site, do some photo inspection work for iStock (who pays me a fee for each one checked) and go to the loft studio at around 8 a.m. I continue to do photo inspections until about 11:00 a.m. and after that I focus on my photography. I may be sourcing clothing or props, coordinating models, scouting a location, working on some post processing, or just shooting in my studio.

Has this opened any new doors for you?
It has opened up the whole world for me. We travel quite often since we started this photography adventure and I now have friends around the world like Bruce, Brianna, Shaun, Brent, Henk, Eva, Luis and many more ... and of course, my best friend and confidant, JJRD.

Why do you think you’ve been so successful?
I’ve had feedback from people who have purchased my photos and they tell me they like the natural, happy, relaxed feeling of my photography. They don’t want the photos to feel static, or too staged, and neither do I. Another thing is that I think in advance about themes or sets of photographs, and I plan my shoots (and any photo editing required) with that in mind. After all, it’s how the clients will want to use the photos: to show a realistic lifestyle. I’d also describe myself as very disciplined in how I manage my time, and I’m a perfectionist about the quality of my work.

Any advice for a newcomer to crowdsourced work?
Persevere! Just try it. You’ll make lots of mistakes, I know many of my first photos were not great, but I kept trying. You will get better and better. Also remember that quality is more important than quantity. In a very, very busy week, after a couple of big shoots, I may upload 30 or 40 photographs at a maximum. Clients will always come back to your portfolio because they know you have quality work – and they have tight deadlines. And finally, you need to innovate. Get very familiar with what others are doing and ensure that, while you’re in tune with the trends, you’re providing the clients with something they haven’t seen yet.

One of Lise’s very first successful stock photos (2003)

Do you think people can earn a living solely from participating in crowdsourcing projects?

For sure. Back when I started out in 2003, I didn’t make too much money at all, but in the last couple of years, I’ve made a good living from this and, together, Louis and I have a comfortable lifestyle. When iStock changed their royalty program and prices a couple of years ago, my small salary probably went up tenfold. Today, I get 40 percent of every sale of my photos and I also earn a bit for my photo inspection services on top of that – but my inspection work is really more to be able to contribute to the iStock community. Lately, I hear from a growing number of people who are doing this full-time.

Is crowdsourcing here to stay?
Yes, I think there is a strong wave of this style of work and it’s continuing to grow. In terms of photography, I think of the small design shops and small businesses that don’t have big budgets. In the past they used to have to “borrow” images, find low-cost ways to generate visuals, re-use the same images over and over, or simply do without. Now they can affordably access what they need, and they can even source custom work in this way.

Any challenges you’re facing?
Finding models is probably my biggest challenge. Some are concerned that their images may be altered inappropriately because of Internet access to the high resolution files. However, some of my models have gone on to work on major advertising campaigns for clients who initially used their stock images. It seems that European models may be more open to this kind of work.

What’s your favorite project worked on to date?
I don’t have any real favorites, I love them all. When I have my camera in my hands, I’m happy. It’s the process that I enjoy the most.

What’s it like to see a finished product that features your work?
Well, I’m very happy to see it. My photos sell around the world, but they seem to be very popular in my home province of Québec, so I see them a lot. Sometimes it’s quite a surprise, especially when Louis and I are the models in the photos! I was in the grocery store recently and there I was in an ad, so I told the other shoppers: “That’s me!” I’ve even seen my work featured in television programs. And when we travel, we’re almost always sure to see my photos during our trip – even in Slovenia. Some photographers have criticized me because very big companies like IBM are using my photos in campaigns and they’re only paying a few dollars, but I’m always happy to see my work being used.

What’s your next project?
Real life or what I call “environmental” photography is the next phase for me. It’s the next logical step into the natural, realistic style that my clients want. We’ve almost finished transforming the photography studio environment. We’ve purchased new furniture in pale colors and classic design so the models will show well. I’ve incorporated my photography lighting into the loft’s surroundings and it will stay up. The office environment set up is almost ready too. So the entire space will be used as a photo studio, featuring models in natural, real life settings.

Any ideas for a next wave of crowdsourcing collaboration?
I feel crowdsourcing is a strong trend in a lot of creative areas. For example, Louis is a videographer and his stock video clips are starting to sell quite well online.

Anything else you’d like to add?
I had a very personal goal when I decided to become a stock photographer. Louis and I want to adopt a child from China one day, and it’s quite expensive. So when I started out, I set the goal that my work would allow me to pay for all the adoption and travel costs with my earnings. Within one year I had saved up all that I needed. I believed right from the beginning that I could be successful at this, even when my friends and family thought that I was only dreaming. I’m doing what I love and it’s changed my life.

Lise’s all-time biggest-selling iStockphoto image

Photos © iStock International Inc. 2006.
All photos courtesy of iStockphoto.com and/or Lise Gagné.

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It’s obvious that we are in the beginning stages of a huge metamorphosis as the crowd gain increased access. Is this just a let the dust settle thing or can one come to grips with the more difficult issues like unions, loss of income for the traditionalists and the temptation for institutions to take advantage with a possible cut in quality, the new Gannet model and the difference between trained journalists and novice reporters. Is the economic bottom line going to be the engine that drives the process as crowdsourcing unfolds? Alan.

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How many Lise among microstock shooters? How many usual photographers had been so heavily promoted?
How many microstock displaying such professionaly shot pictures?
Is Lise in some way subsidised: art direction or money help...
For how long Lise won't shoot for RF, fully owned content RF, OnREquest picts and all the activities that dump their prpfession. Included quality dumping.
Is Lise real or is her a fake profile created for promotion?

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