We’re excited to introduce you to the always interesting and insightful Frank Pitchford. We hope you’ll enjoy our conversation with Frank below.
Hi Frank, thanks for joining us today. Can you walk us through some of the key steps that allowed you move beyond an idea and actually launch?
The execution of Soho Photos actually came at an intersection, I was already doing freelance/hobby gigs within in my network so a graduation session here and an event there. However I was in the process of getting a part time job to increase my cash flow and the company I was interviewing with seemed to be interested. I did three interviews and they even had me come to a location and check some things out and I felt pretty good, then maybe a day or two later I get an email stating that I wasn’t selected for the position and it seem to be because I was overqualified. At this point I wasn’t going through another drawn out process again especially for a part time job as I already had a full time position, so I created my own “part time job”. I already had camera equipment, a computer, and the means to produce photos so now I just needed to see what I needed to be legit. I did some research and by the end of 2017 I had formed my LLC and gotten my federal ID number so I could conduct business as I saw fit. I then created a website and ordered business cards and got more serious about my social media accounts where I was already displaying some of my work and we were off to the races! Now at the time I didn’t think it would be what it is today and I’m very happy with their decision and mine. Once we crossed the threshold of the new year (2018) I was off to the races, I was advertising my working getting more clients and building my portfolio and the next thing I knew I was booking portrait sessions and weddings and making more money than I would have been making at that part time job I didn’t get.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Frank and I’m the guy behind the camera here at Soho (southern hospitality) Photos. I am originally from Richmond Va born and raised and that is currently HQ for all photo operations, I do travel if you’re wondering and enjoy getting the opportunity to shoot in different places. I am a passionate sports fan, a food lover, and also a professional relaxer but that’s enough about me for now.
I began shooting during my undergrad years as a hobby because I wanted a balance between school and work, little did I know I would be creating another stream of income from this hobby some day. As time went on and I figured out how I was more of a natural styled photographer, and friends and family became clients, I figured this was going to be something more than a hobby. The word of mouth really got me started in the industry, and eventually, with the support of my fiancé and second camera woman on occasion, I took the leap of creating the business and getting a website and everything.
Apparently one of the problems I solved for my clients or those that would become clients was one of skin tone photography. I’ve often been praised by clients during consultations about how I’m able to photograph clients of different skin tones and not compromise one for the other.
I do believe people are drawn to great customer service which I strive to provide from being organized and having all of my business affairs in order. From the beginning I wanted to make sure I had business insurance, business banking solutions, and even client management systems. I do believe the organization of my business has helped with its growth and success as we are in our 5th year.
Can you tell us about a time you’ve had to pivot?
I had to pivot hard during the beginning of the COVID-19 pandemic with business. I had just rebranded to Soho Photos and three months later the shut down happened. Initially things were really slow with the shutdown, fortunately I had done two weddings before the middle of March hit. Once the weather really broke I was trying to think of ways to keep my skills sharp and decided to do a porch portrait campaign, (https://www.wric.com/news/local-news/richmond-photographer-captures-the-good-in-life-during-a-global-pandemic/) doing that was very fulfilling and help get my new name out there! Along with trying to market and retain and gain followers on social media I had to like many other start letting clients know we had COVID precautions as apart of our workflow to make sure they felt safe working with us. Since we are still dealing with COVID it seems seems like some of the changes made are more longstanding than we initially thought (mask wearing, distancing, etc…) especially with the boom on wedding side of things with all the postponed ceremonies from 2020.
Looking back, are there any resources you wish you knew about earlier in your creative journey?
I would tell any photographer that is up and coming to rent equipment early on to see what you will eventually want to have in your bag or what will become your go to gear. I have had several cameras and lens over the last five years I could have benefited from this greatly early on. It is also a lot more cost friendly than buying gear you may or may not keep for longer than a few months or a few sessions.
Contact Info:
- Website: https://www.sohophotos.com/
- Instagram: https://www.instagram.com/sohophotos/
- Facebook: https://www.facebook.com/sohophotos
- Youtube: https://www.youtube.com/c/MoreThanACamerae
- Other: https://vendors.munaluchibridal.com/listing/soho-photos.html
Image Credits
Frank Pitchford, Soho Photos