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Kevin Casha - Speakers' Corner - Photographer, book publisher, lecturer - part 1 of 1

Published 01/11/2009

By Kevin Casha

We don't believe there's ever been a speaker line-up quite like this before at any photo convention - anywhere. At the pioneering eight-day long 2011 gathering, our broad church of professional and aspirational photographer visitors will have a truly enormous choice of seminars to be delivered by 100 top-rated experts from across the globe. (We just wanted to make quite sure we had covered every subject under the imaging sun!)

Of course it would be impossible to produce personal profiles for every single speaker given obvious Imagemaker pagination restrictions, so we've drawn some of these key names out of the hat to give you an exclusive 'cross-section' profile snapshot. We asked them all similar questions - and here's the result.

Imagemaker: Brief personal background and years as a pro.

KC: I am based in Malta and my career in photography now spans almost 30 years. Over that time I have been fortunate enough to win a number of awards both locally and internationally.

My first camera was a Canon AE1 and I was determined to make a career in photography after I saw some great pictures at a local club competition.

I've had nine books published now and I am delighted to have been awarded Honorary Life Membership of both the Malta Photographic Society and the Malta Institute of Professional Photography (MIPP). I specialise mainly in fashion, advertising and portraiture.

Why photography?

It fits me like a glove. I love meeting people and I hate doing repetitive work. Photography has given me the opportunity to make a living from my hobby.

Film or digital?

I have worked with film for more than 20 years but now I am totally digital. To be honest, I think film is now pretty much dead and buried.

Tell us about your capture devices.

I am a Canon disciple. I think their technology is ahead of the pack, plus, I can't afford to buy a whole new range of lenses for another system.

Bit of detail about your own studio set-up/staffing. Why (as a customer) would I choose you?

I am a one-man-band. I did own two photography outlets but I disposed of them about six years ago in order to focus more on my photo-clients. I use tried and tested part-timers when I need to sub contract. Customers come to me because I provide creativity in tandem with excellent value for money and unbiased advice. Referrals are a big source of income.

The problem with professional photographers today is…

There is too much reliance on Photoshop for sure but all too often business skills are missing too. Digital imaging and the internet have taken away great slices of the market from professional high street photographers. A number of prolabs too are struggling - but let's hope the day never comes when they disappear.

Those who want to keep earning a living in this business need to be able to adapt and diversify - and fast.

What's the worst commercial error you have made to date?

I've made many small mistakes over the years but thankfully none of them catastrophic. I have always erred on the side of caution.

The lessons learnt?

I try to make sure all my mistakes are new ones and to never repeat the old errors.

Are you excited by the evolution of imaging?

I am. Although digital has really given us an upheaval there is one big upside, if we can only capitalize on it. It has really given photography back to the masses (Far more than Kodak's Box Brownie ever did). So let's see how we can increase business from this picture bonanza, where never in the history of photography have so many images been captured each and every day.

Is it getting harder or easier to make a decent living?

I think it is harder - and that's mainly thanks to the taxman.

How do you stay ahead of the game?

I really try to study trends, client needs, new ways of networking and I always try hard to get to grips with all the latest technology.

How do organisations such as The Societies help?

I am a firm believer that organisations such as The Societies act as catalysts in getting photographers together. They provide excellent tuition, they impart new ideas and they encourage photographers ever onwards and upwards.

Why is The Societies Convention such a big deal for photographers?

I think it is a very well organised event all round. It has become huge now and it must give Phil and Juliet constant organisational headaches.

Your own mentors (living or dead)?

I don't actually have any. When I started there were very few people I could call on for help. Having said that, there are many great photographers I admire today.

Who today is leading the way in creative social photography?

I think Jerry Ghionis. He has the right mix: talent, creativity, personality and marketing sense.

If you could pick just FIVE seminars to attend at The Societies Convention whose workshops would you attend?

Trevor/Faye Yerbury, Jerry Ghionis, Mark Cleghorn, Damian McGillicuddy and Alan Carville.

These top photographers are all on the ball and they are also very entertaining. In addition, they have that rare art of great delivery at their lectures. They never fail to inspire.

What do you think will be the next big thing in the industry?

Well my wish would be for an environment in which camera noise levels become so good that we can shoot in lower light without noise, and do away with our flashguns.

But what is going to happen in reality is anybody's guess. Improved storage media reliability would also remove some of our current headaches.

Would you want your own children to take up the reins of your empire?

Yes, as long as they have the heart, determination and passion for it. It is not a business for the faint hearted today.

Your plans for the next five years?

I really want to try to make time to do more creative photography for myself and not just for my clients. I would also like to keep on improving my tuition skills.

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1st Published 01/11/2009
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