In a world where everyone can take a quality photo with their phone, the photography industry has seen an evolution of sorts, and Tog Loft, an exciting new space for photography in Mansfield, is the next step in that evolution.
Tog Loft is, as founder Tracy Graziani put it, a developing space. More than just a play on words, “developing space” differs from an incubator.
“With photography, and other things that are arts and technology related, you build your skills, and you grow, and you add more to what you have. You aren’t really incubating something; you are progressing and growing,” said Graziani.
Progressing and growing is exactly how professional photographers seem to be combating a rapid change in the availability of digital cameras.
Rasul K. Welch, a photographer specializing in commercial and fashion photography, noted “It’s possible to get a great photo on your phone or $500 store-bought digital camera, so [photographers] just have to evolve. The expertise that I bring to it now is much deeper than just knowledge of equipment. I have to be much more of a specialist. I have to be well versed in fashion and food. You can’t just be a photographer anymore.”
Keeping up with overall trends is another way that photographers stay ahead in the market. Ben Macapugay of BKM Photography and Design in San Diego, California said, “Trends tend to vary from region to region throughout the country. In our region in San Diego, the fad right now seems to be photos shot with ultra-wide-angle lenses with a lot of obtrusive artificial lighting. It’s a kind of panoramic, ‘Technicolor’ style of imagery.”
The look digital offers is different than film, noted Graziani, as she reminisced about film photography, “That actual burning of the image into that sheet of paper does something you can’t get any other way. It’s just beautiful.”
“I do a lot of trickery in post [production] to try to get back to the film look with my work, at least with my editorial, especially the fashion work. It doesn’t always work for commercial because they want that clean, digital look,” said Welch.
When asked his opinion of film versus digital, Macapugay replied, “Film photography definitely has a distinctive look, but it may be due to the process of shooting film than the medium itself.”
He explained, “Digital sensors these days are so powerful, they often have more dynamic range and light sensitivity than the best 35mm films. But what makes shooting film different is it slows the photographer down. At most, you are forced to 36 exposures on a roll of film. So that means you have to stop, concentrate, and take the time to craft each exposure you take, whereas with digital cameras your only limitation is the size of your memory card.”
Macapugay added that, for his personal photos, he prefers a small analog rangefinder camera, “I love shooting with that thing because the images I create with it feel so much more personal.”
Further changes in the market for photographers have forced them to eliminate overhead costs. That means many photographers no longer own their own studio.
“The only way to make a living with a studio space is to live in a large town, if you’re doing commercial, or to do portraits,” said Welch. “For the last six years, I haven’t had enough volume of studio work to support renting a studio full time.”
Welch’s work is generally done on-site, though he does require a studio from time to time, which left him no choice but to travel out of town for studio space. Thanks to Tog Loft, which rents studio space on an as-needed basis, he will now be able to build his business locally
Graziani noted that other photographers have given her similar feedback, and are glad to avoid the travel out of town for photography space.
Tog Loft will host its first event, “Locavore,” a photography installation and tapas dinner, presented by A Moveable Feast, on August 8, from 7 to 9 p.m. Tickets are $30 and are available at Doc’s Deli.
“With photography, and other things that are arts and technology related, you build your skills, and you grow, and you add more to what you have. You aren’t really incubating something; you are progressing and growing,” said Graziani.
