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Strictly Business 3: Business Basics Primer


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September 23, 2011 · Published by ASMP

In this ASMP workshop sponsored by PhotoVideoEDU, Judy Herrmann and Richard Kelly present the basics of running a photography business. Learn about building your professional team: an accountant, a lawyer, and an insurance agent. Follow this with a run-through of photography-specific paperwork and client management. Then the basics of model and property releases and trademark law are discussed.

About Judy Herrmann:

Since 1989 Judy Herrmann of Herrmann + Starke has partnered with Mike Starke to produce evocative imagery that utilizes playful compositions, beautiful lighting, and exquisite post-production effects to communicate key messages and connect with audiences. Their creative work has been featured in numerous industry publications and won acclaim from Luerzer’s Archive, Graphis, PDN, How, Pix, and Communication Arts.

A past national president of the ASMP, recipient the United Nations International Photography Council’s Leadership Award, and digital photography pioneer, Judy was named an Olympus Visionary in 2000 and in 2010, hailed by Rangefinder Magazine as one of eleven “photographers you should know.” Since 1995, her energetic and inspiring seminars have helped thousands of photographers build more successful businesses. Through one-on-one consultations and her blog,, she helps people earn a living doing what they love.

About Richard Kelly:

ASMP Past President Richard Kelly is a Pittsburgh-based photographer/producer who creates environmental portraits with style. The former director of photography for WQED Multimedia and Pittsburgh Magazine, Richard currently serves as president of Indigo Factory, a multimedia production company providing photography, multimedia, strategic planning, and project management for companies and non-profit institutions.

View More Videos from ASMP's Strictly Business 3 Conference:

Adaptation: New Skills for the Changing Media Landscape, with Tom Kennedy

The Agile Photographer: A Multimedia Partner for Business, with Jay Kinghorn

The Artist Lost and Found, Part I, with Sean Kernan

The Basics of Copyright, Licensing, and Pricing, with Susan Carr

Breaking into the Biz, with Judy Herrmann

Business Basics Primer, with Judy Herrmann and Richard Kelly

The Future of Licensing, with Susan Carr and Richard Kelly

Making People Love You Madly, with Colleen Wainwright

Multimedia and Digital Video Primer, with Jay Kinghorn

Reality: The New Negotiation Is Sales, with Blake Discher

Secrets to Driving Traffic to Your Blog, with Rosh Sillars

Strategic Reinvention, with Judy Herrmann

Featured photographer: Judy Herrmann, Richard Kelly

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