TLDR;
In this episode of Creativity T, Felix Crown, an award-winning photographer, AI enthusiast, and strategist, shares his journey from agricultural economics to becoming a sought-after photographer. He discusses the importance of branding, integrating AI into his work, overcoming challenges, and his mentorship program for upcoming creatives. Key takeaways include the significance of business acumen in photography, the power of storytelling, and the need for creatives to understand their worth and advocate for fair compensation.
- Importance of blending art with business for sustainable success.
- Strategic branding and the creation of a unique "effect" to stand out.
- Embracing AI as a tool to enhance creativity and increase financial opportunities.
- Overcoming challenges such as client perception and the need for structured business practices.
- Mentorship and the importance of giving back to the creative community.
Introduction [0:00]
The video introduces Felix Crown, a multifaceted creative force known as a photographer, director, educator, and innovator. He is celebrated for his unique "Felix Crown effect" and his ability to craft visual legacies through his work.
Felix Crown: The Name and The Journey to Lagos [0:43]
Felix Crown explains that Felix is his middle name, and his first name, Adusah, translates to "crown." He was born and raised in Ocean State, Nigeria, and moved to Lagos after studying at UIA. Despite initially disliking Lagos due to its chaotic environment, he found that most of his photography clients were based there, prompting his relocation.
Attraction to His Work and Learning Retouching [4:13]
Felix believes his work attracted clients due to its novelty, particularly his retouching skills, which he learned from YouTube. He noticed a difference between Nigerian and international photographers in beauty shots and focused on mastering retouching techniques like dodge and burn to enhance his portraits.
From Agricultural Economics to Photography [6:16]
Felix Crown discusses his background in agricultural economics and how he professionally took up photography during his National Youth Service Corps (NYSC) year. He initially used a small digital camera to document his farm year, and his friends admired his photos, using them for presentations. The positive feedback and the joy of capturing flattering images led him to consider photography as a career. Despite his parents' initial shock, his father eventually supported his decision.
Impact of Education and Learning the Business [9:25]
Felix believes his education in agricultural economics impacted his work by fostering critical thinking, teamwork, and presentation skills. He admits he never liked business and initially focused on the creative aspect of photography. However, he learned the business side through trial and error, international mentors, and guidance from Nigerian photographer Spotlight. He now emphasizes the importance of business acumen to his mentees.
Business Acumen and Image Rights [12:38]
Felix shares his experience with image rights, recounting a project with Aspir Nigeria where he charged separately for billboard rights, which was unusual in the Nigerian market. He emphasizes the importance of asking clients about the usage of images and charging accordingly for creative fees and licensing. To overcome resistance, he suggests including all fees in an overall day rate rather than breaking them down.
The Felix Crown Effect and Branding [17:58]
Felix explains that the "Felix Crown effect" is a catchphrase he created to give clients a unique and memorable experience. It represents a promise of quality and a feeling that clients cannot get elsewhere. He intentionally branded himself from the beginning, aiming to be different and create a distinct identity.
Personal Brand and Evolving with AI [20:42]
Felix describes his personal brand as inspirational, aspirational, and daring. He emphasizes the importance of consciously building a brand and evolving with new technologies like AI. He discovered AI in 2023 and saw it as a tool to enhance his storytelling and create unique backgrounds for his clients.
Integrating AI into Photography [22:45]
Felix shares his experience of integrating AI into his photography, starting with Midjourney in 2023. He saw AI as a way to overcome the limitations of shooting locations in Lagos and to add interest and emotion to his work. He charges extra for AI enhancements, selling it as part of the storytelling process. He was not scared that AI would take away his job, viewing it as another tool to enhance his craft.
Maintaining Authenticity with AI [27:17]
Felix explains that authenticity with AI comes from intention, not the tool itself. His intention is to enhance the story and sell realism, not to deceive or create fiction. Using AI has also increased his creative level by studying what it creates and applying it to his work.
AI in Commercial Shoots and Regulations [29:35]
Felix discusses using AI for personal clients and his upcoming commercial projects. He expresses concern about using AI-generated images for packaging, advocating for regulations to ensure human touch and promote the creative industry. He believes agencies like APCON should regulate the use of AI in commercial jobs to protect creatives and models.
Challenges Faced as a Photographer [33:39]
Felix shares the challenges he has faced as a photographer, including clients not agreeing to his fees, limited locations in Lagos, and finding talented and passionate team members. He emphasizes the need for ongoing conversations about the value of photography and creativity to change perceptions.
Enjoyment in Commercial vs. Personal Work [39:54]
Felix enjoys working with commercial clients because of the money and the vision they bring to projects. He loves working with people who have a clear purpose and enjoys the journey from ideation to conceptualization to bringing the vision to life. He is proud of his recent work with Mrs. Joyce Aushika, who flew to Toronto for a shoot that captured her vision of soaring in a quantum realm.
Lagos vs. Toronto and Team Structure [43:41]
Felix discusses shuttling between Lagos and Toronto, noting that it is risky but fulfilling. Lagos is vibrant and challenging, while Toronto allows him to relax and try new things. He emphasizes the importance of creating a strong team structure to ensure that the "Felix Crown effect" is maintained even when he is not present.
Team Structure and Scaling [46:08]
Felix explains his team structure, which includes a manager, photographer, retoucher, content creator, and assistant manager. He created video tutorials to train new staff and ensure consistency in his work. He emphasizes the art of letting go and removing himself from the daily operations to focus on strategy and growth.
Art vs. Business and Industry Structure [51:34]
Felix discusses the balance between art and business in photography, emphasizing the importance of creating a structure even for edgy or exhibition-style photography. He notes that there is no formal association for photographers in Nigeria and expresses concern that differing financial goals hinder collective progress. He advocates for telling stories and showing the creative process to increase perceived value.
Telling the Story and Creative Process [1:01:59]
Felix emphasizes the importance of telling the story behind the work and showing the creative process. He notes that clients reach out because of the perceived value of the work, not just the price. He shares his experience of documenting his failures and successes to connect with his audience on a human level.
Photography Association and Changing Perception [1:10:47]
Felix believes a photography association is necessary but acknowledges challenges due to differing financial goals among photographers. He wishes he could change the perception of creatives in the industry, emphasizing that they are not just clicking cameras but bringing visions to life. He advocates for projecting the right image and doing something to change perceptions.
Mentorship and the Future [1:21:59]
Felix discusses his mentorship program, which focuses on self-discovery and the business aspect of creativity. He emphasizes the importance of understanding one's roots and core being. His mentorship is not free because he believes sacrifice is essential for becoming the best version of oneself. He plans to expand internationally, particularly in the US market, and continue impacting creative people through education and mentorship.