S1.E10 Finding Your Niche - f/22 Photographer Interview

From photographing World War II veterans to building a career in longevity and celebrity photography, Tom Sanders has carved out a unique niche in the industry. In this episode of f/22, Tom shares the story of how a college assignment led to two published books, long-term client relationships, and a thriving photography business. 📌 In this interview you’ll learn: • How a chance encounter with a WWII veteran shaped Tom’s career path • Why finding a niche can be the most powerful move for a photographer • Practical marketing strategies for freelancers that actually work • Why today’s photographers should also be filmmakers • How personal projects can lead directly to paid opportunities Whether you’re just starting out or looking to grow your photography business, Tom’s story is packed with inspiration and actionable advice. 00:00 – Intro & Tom’s background 00:55 – Family history: Ernest Hemingway portrait & photography roots 03:02 – First WWII veteran portrait & impact of the project 05:00 – Moving to LA & building a portfolio through veterans 06:14 – The importance of personal projects 07:20 – First big client: Belmont Village & published book 08:10 – Celebrity photography in LA & early big breaks 09:42 – Finding a niche: longevity photography 12:28 – Teaching at Savannah College of Art and Design 13:06 – How photographers actually get consistent work 15:14 – Why photographers today must also be filmmakers 16:23 – Practical marketing: social, ads, cold calls, and promos 20:03 – Email strategy & building client lists 22:03 – Networking, keeping in touch, and the snowball effect 23:05 – Creating personal work to attract clients 25:14 – Balancing business ownership & creativity 26:56 – Money transparency & client work breakdown 28:20 – Why LinkedIn is Tom’s most powerful tool 31:25 – Advice for young photographers starting out 33:11 – Why every photographer should shoot motion 35:07 – Renting your own equipment back to clients 35:49 – Where to find Tom’s work