LPA FUTURES 2023 / JUDGES INTERVIEWS / LISA PRITCHARD

With our LPA Futures 2023 Live Judging night just a stone's throw away ( tomorrow night! ) we thought it was a great excuse to quiz all of the judges on what they are looking for plus a few other things.

Our biennial competition which supports and promotes the next generation of commercial photographers is the brainchild of LPA founder, Lisa Pritchard. So first up, a little interview with Lisa.

This year will see x 3 photographers, selected by a panel of industry experts, winning not only 2 years of representation by LPA but also £10,000 worth of useful prizes, which we’re sure you’ll agree, are all a very handy kick-start to their careers. This year’s Partners and generous donators of the prizes are Capture One, GripVan, Bikini Lists, MPrint, Williamson Carson and Think Tank!

Many of our past winners have gone on to have extremely successful careers and are now pioneers of the competition. Hey Imogen and Katrina!

So Lisa, Why did you start Futures in the first place?

To give emerging talent a platform and a kickstart. To be able to give less established photographers some guidance and help is very rewarding. Also it’s very exciting discovering new artists this way and introducing them to the industry.

And is there anything in particular you are looking for in this year’s Futures winners?

Technical proficiency has to be a given, lighting, composition skills, a good eye etc. - a definite professional touch. A distinctive, cohesive style is also crucial. And then commercial relevance, but also something a little bit different. So I'm looking for that full package.

What would you say separates a professional from an enthusiast?

Someone who sees their work as a business, not just a hobby. So a photographer that has taken the time to learn about the industry, their potential clients, who does what in the agencies, who their competitors might be, where their work fits in the industry. They need to have defined and refined their brand so it's saleable to the market. Although this is usually a work in progress and ever evolving.

These photographers also need to be professional in every other aspect of their business, from their approach to an enquiry, the way they lay out their estimates, invoices and terms and conditions, to the way they conduct themselves on a shoot and with their team, to name just a few things. Basically, they need to be able to offer a professional service, not just produce some fabulous pictures. Of course, this is also where we come in as an agent, and exactly the areas that we can help the Futures winners with.

What are the main things you look for when taking someone on to be represented?

All of the things I’m looking for in the Futures winners, but obviously unlike Futures I get to meet them first! So I’d also be looking to gel with them and be on the same page. A professional attitude and enthusiastic personality, someone easy-going and flexible who appreciates what agents do, someone who has realistic expectations and a real drive to produce fresh content, get their work out there and attract new clients.

It’s also important for someone on the main roster to have a track record of commercial clients, so they have the experience of working to a brief, understand the process and are able to collaborate well with agencies and brands. Also that they are already recognised in the industry to a certain extent.

Keep an eye on our blog and socials @lisapritchardagency to see who wins this years Futures! Launch party is in September.

And watch this space for interviews with all the other Futures 2023 judges, coming very soon!