“And I think you can’t forget that photography for the end buyer is a commodity these days, and so you’ve got to treat it like a business.”
— Jonathan Kingston, professional photographer
Thinking about getting into photography but unsure how to make it financially sustainable? In the final part of our series, Jonathan Kingston shares real-world advice for photographers at any stage, including why having multiple income streams matters. His insights are timely and encouraging for anyone looking to build a stable career in a constantly evolving industry.
Jonathan is a professional photographer who brings the past to life through his lens. A National Geographic contributing photographer and co-founder of Submerged Archaeological Conservancy International, he dives into the realms of maritime archaeology, natural history, and human culture using photography to tell powerful stories that help us see our world in a new light. Don’t miss this insightful edited conversation!
Text below transcribed from a portion of an interview conducted by Betty of Cradoc fotoSoftware in February 2025. To view this and other interviews, please go to our Cradoc fotoSoftware YouTube Channel.
Advice to Photographers
Copyright: All images belong to Jonathan Kingston used by Cradoc fotoSoftware with permission of the copyright holder. Use of images or content by any person or entity other than Cradoc fotosoftware for any purposes is expressly prohibited.
What advice would you give to a photographer starting out, trying to decide whether this is a career for them?
I can only speak to what’s worked for me, and what’s worked for me is having multiple income streams.
Talking about the highs and lows earlier, you know, obviously, putting myself out there getting the assignments, but then knowing that the assignments might be a few months apart. So finding a way to normalize that income. And one thing that I sometimes do if I have a big, really profitable assignment, if we’re talking 10,000, 15,000 plus for the assignment, after that, I’ll take that money, put it in a savings account, and then pay myself like I’m getting a monthly wage for a couple months. And so it’s not all going out the door at once because it’s really easy to get a big chunk of money and then just spend it all on a new piece of kit. And I tried not to do that anymore even though I’m really tempted to because I love toys. But looking at it as, okay, I’m going to get a monthly salary of $2,000, $3,000. I’m going to make my budget work for that. And then that kind of helps normalize that income stream over three or four months, which I found to be very, very helpful.
Again, for me, having those multiple income streams has been absolutely key. And I think what I would tell anyone who’s starting the profession now is it’s great, it’s a great profession, it’s very exciting, but it’s very challenging and there’s going to be long periods where you’re out of work most likely. So find those revenue streams.
We had a chance to talk with Todd Bigelow. One of the things he talked about was licensing, and going back and doing license reminders for people when things are going to expire. Is that something that you work on as well?
Yes. That’s very helpful. And actually, talking about the phone and talking about licensing, I just got a relicense for a Harper Collins book cover that I took on an iPhone. So it all comes together. A good picture is a good picture, it doesn’t matter what device it was taken on if it tells the story, if it’s effective and it works for the client. I think I’ve had three or four re-licences come in this week, and it’s very important to stay on top of that.
And that’s where having your piece of software is so critical to track that because I don’t know any other way I’d be able to keep track of what’s out there. And even when someone comes in and says, hey, this is time for relicense, even how to charge for it. If I didn’t have that piece of software, I wouldn’t know how to price it. So it’s really, really essential for that side of the business.
Are there any other topics you’d like to touch on or anything else you’d like to add to the conversation?
What you were kind of touching on with the phones, photography’s never been more popular than it is today. I think as a society we’ve never been more visually literate than we are today. I was reading on a blog post, I think it was on PhotoShelter yesterday, but someone said,it’s kind of like you’re on the floor of the New York Stock Exchange trying to make trades. You’re trying to break through the noise of the crowd to sell your image.
And I think you can’t forget that photography for the end buyer is a commodity these days, and so you’ve got to treat it like a business. I learn as much about selling and business as you can along with mastering photo skills. Being a great photographer is a great thing, but I know a lot of great photographers that aren’t great business people, and they’re out of business. So it’s two halves of the same coin. I think that’s, for me, an important thing.
And I’m not saying I’m a great businessman. I’ve somehow managed to survive in this crazy business. That’s all I can say. Survival is success, but I wouldn’t do it any other way. It’s been a great career.
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Every photographer can benefit from a little extra guidance. Check out this blog on our site for smart negotiation tips, and don’t miss this helpful post packed with advice on starting your own photography business.
About Jonathan Kingston
With a passion rooted in discovery, Jonathan Kingston contributes to National Geographic and helped establish Submerged Archaeological Conservancy International. His photography delves into maritime archaeology and the natural world, capturing the human thread that connects it all. Through his lens, science and storytelling merge to invite a deeper appreciation of our shared planet.
Website: Jonathan Kingston
Instagram: @jonathankingston
LinkedIn: Jonathan Kingston
See other great interview transcripts:
- Todd Bigelow
- Jonathan Kingston
- Julie Bidwell
- Steve Whittaker
- Scott Dworkin
