We were lucky to catch up with Jordan Hughes recently and have shared our conversation below.

Jordan, thanks for joining us, excited to have you contributing your stories and insights. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

It definitely was a snow-ball effect, i.e. was a slow build overtime before really gaining momentum. I starting offering photography services for local distilleries and local beverage brands, as well as the occasional bar or restaurant. As i got going, these clients figured out I was not only really good at photography, but also understood cocktails and recipe creation. So I was then able to bundle recipe development for their products along with creating the marketing assets. This business grew alongside creating social media content on my blog and Instagram @highproofpreacher, where I eventually started doing sponsored brand work as well. However, I never wanted to be fully reliant on social media related work, since it could be so volatile and inconsistent, so I’ve always been anchored to offering professional photo, and now video work, to clients unrelated to what I do on social media.

I think something that would have helped me speed up the process and get more established sooner, was to productize my offerings. I was very much learning on the job, and figuring out everything as I went, which was just part of the process for me. But now looking back, I would love to have been more business-minded in how I presented my skills and services to potential clients. Now, I really focus on how to simplify and better communicate the value that I have to offer, and I now understand how to “package” my creative services in a way that is compelling to a potential client.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am a commercial photographer, videographer and recipe developer in the craft cocktail and liquor space. I started creating social media content via @highproofpreacher in 2017, sharing cocktail imagery, tutorials, recipes and techniques, and have been recognized by Forbes, AskMen, VinePair, the Today Show, and others. The social media content and my success there as very much grown alongside a commercial photo/video business, where I now serve various beverage-related brands creating photo and video marketing assets. I also launched my own online platform called Cocktail Camera in 2021, where I help educate aspiring content creators and photographers and help them break into the beverage and liquor brand niche.

For you, what’s the most rewarding aspect of being a creative?

There are various aspects that are really rewarding, but a practical one is knowing that no one limits my potential but me. There’s a lot to navigate and “juggle” as a business owner, and while it can also be a lot of pressure, I like knowing that if I want to change something about how my business operates, or if I want to set a really high goal on revenue, I can make it happen. There’s always a new challenge to figure out or a new goal to achieve, and I enjoy knowing that it’s on me to make it happen. I’m not waiting for a performance review to ask a superior for a certain percentage of a pay raise– if I want to make more money, I have to figure out how to scale and make the thing happen, but it’s empowering to know that I can in fact make it happen.

How did you build your audience on social media?

There are no silver bullets, or quick formulas. You have to show up, you have to put yourself out there, and eventually people who identify with your story and your values will find you, and they will tell others. To get practical though, you do need to find a way to speak to the masses, and communicate aspects of your values and your business, in a way that appeals to the most people. Growth online and especially on social media, is about momentum. You have to learn how to best communicate with a broad audience, and create content that is highly sharable and impactful to get the ball rolling. Once you have some people who follow you, and identify with you, and feel as if they know you, you can start drilling down a bit deeper, and sharing more specialized or specific content. For me, cocktail recipes are the conten that speak to the most people: the majority of people who follow me or enjoy my content, come to learn how to make cocktails. But from there, I can go deeper, and start talking more about technique or my approach to hospitality. It might not speak to the most people, but it gets closer to my values and the reasons for doing what I do, and that’s where the really important stuff is, where you can create real community, and an audience that truly believes in you.

Contact Info:

• Website: https://www.highproofpreacher.com/
• Instagram: https://www.instagram.com/highproofpreacher/
• Facebook: https://www.facebook.com/highproofpreacher
• Linkedin: https://www.linkedin.com/in/jrdn-creative/
• Youtube: https://www.youtube.com/@cocktailcamera

Image Credits

Jordan Hughes