We caught up with the brilliant and insightful Paul Cozzi a few weeks ago and have shared our conversation below.
Paul , 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?
Making a living as a photographer seemed like a far off fantasy. I had a steady job with decent pay and benefits. AND I didn’t hate it. It was creative adjacent. Better than most. But I was unfulfilled. I knew that what I was doing for a living went against what my personality was built for. So I made a decision that I had to move on. And that was frightening. I am not young. I have overhead, bills, responsibilities. I started by calling everyone I knew who I thought might be able to help me in any way. Any built up favors were put into play. I had to make as many connections as possible and I had to say yes to any opportunity that came my way. At times it was awkward reaching out to people I hadn’t spoken to in years. Letting them know that I was embarking on a new career. At 40. With no experience. But I kept moving forward no matter what. The biggest break came while scrolling instagram. I noticed an old friend of mine had started working as a real estate photographer. She was posting photos of these beautiful houses. It looked so cool. I love architecture and design. That was the focus of my photography and a passion of mine. So I just DM’d her and asked if I could tag along on a shoot. She agreed and that was the spark that lit the fire. She was so busy it turns out that she needed help with smaller shoots she couldn’t do herself. So she threw me on some really basic shoots. Those little basic shoots connected me to other jobs and more people. I kept saying yes. Projects I thought were too big for me. I said yes. Projects I thought were below me. I said yes. It didn’t happen overnight, but after almost a year, I was making as much as I did in my previous job. And I haven’t looked back. And its crazy, but the dream has become reality.
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?
My name is Paul Cozzi. I am a photographer specializing in architecture and design. I grew up in Oak Park Illinois which is the epicenter of prairie style architecture and Frank Lloyd Wrights adopted home. I realized very young that the beautiful historic homes that surrounded me were unique and special. The work of Frank Lloyd Wright became a hobby/obsession that grew the older I became. After living in LA for a while, I became a docent at the Wright’s Hollyhock House in East Hollywood and immersed myself in the historic architecture in Southern California. I took walks all over the city in order find interesting homes and take photos. After becoming jaded with my full time work I decided to try and make it in photography. Through hard work and taking advantage of any opportunity that was afforded me, I started working full time as a photographer. Now I spend my days traveling around the the city photographing homes, businesses, landscapes and much more. I find that my appreciation and genuine love of architecture helps me find and bring out the best aspects of the structures I photograph. There is beauty to be found in everywhere around us, whether it’s in the built or natural environment. If I can open up your eyes to something you didn’t see before or help translate your vision into an image, then I feel like I’ve done a really good job.
Where do you think you get most of your clients from?
The best source of new clients for me has been referals, referals, referals, My business is like a pyramid scheme. I do a job for one person, and they tell two people. Those two people tell two more people. And on and on. I kid. I wish it was that simple. But that’s the goal. And that is truly how most clients get in touch with me. I take every job seriously no matter how minimal. And I treat every client how I would like to be treated. Even if they drive me crazy. I can’t take anything for granted. There’s people out there who may do the same job cheaper. There’s people out there who may even do it better. I have no control over that. All I can do is try to make the experience of working with me the best it can be. So that is where I put a lot of my effort. My technical skill and style are readily available by looking at my portfolio. So the client knows what they’re getting on that end. How I relate to them and make them feel during the process is the variable that keeps them coming back and referring me to others.
What’s the most rewarding aspect of being a creative in your experience?
The most rewarding aspect of being a creative is being valued for my self expression. My ideas and thoughts are appreciated and wanted. Which is such a relief coming from a field where organization, hierarchy, order and repetion were valued most. I can fully be myself in all moments. If I’m not being myself, I lose touch with the creator within me. That can be death to my business. There is some pressure involved in that, but the payoff is so great that the pressure dissipates. So being able to reside within the creative, joyous part of myself on a regular basis is something I am extremely grateful for.
Contact Info:
- Website: www.thirdwallphoto.com
- Instagram: @thirdwallphoto
Image Credits
All photos by Paul J Cozzi