Interview with: Wayne Johns
They say an image is worth a thousands words. So what does happen when the words are different every time you look at the image? The story changes, narrative isn't the same but the characters seems to stay. Or do they? These words could fittingly describe the work of London photographer Wayne Johns. This hard working industry professional has been behind the camera on countless shoots for countless clients, weaving in his personal touch and direction whilst gathering award nominations, silverware and worldwide recognition.
After being forced to take a career break for a few years, Wayne Johns has returned to the forefront of the industry with portfolio steadily bursting in its seams with high grade contemporary images. Now collaborating with fantastic creative teams, he brings storytelling back in the front of our eyes. And he's intriguing and inspiring at the very same time too.
You've recently made full change from Canon cameras to Hasselblad.
Any reason technical/personal reason why?
Mmm, good question! - I guess the main reason for it is personal choice, I just love medium format and what it gives you as a photographer in terms of quality. Don't get me wrong the DSLR's of today are truly outstanding and my Canons were no exception; but for me, medium format does offer much finer quality and better gradation in the tonal ranges. The image size and detail is truly outstanding.
Coming from a film trained background, before digital was around, I guess the love for medium format has stuck with me through the years. It suits my shooting style too I guess. Hey, it doesn't really matter what camera you use - give me any camera and I'll create some amazing images.
What do you like about fashion photography? Is it your preferred field
or do you do other genres?
I just love the creativity that designers are putting into clothing these days, there are Fashion designers out there, both well known and not so, who are truly outstanding with their creations and how they interpret their designs/concepts. I think they're amazing! I love shooting Fashion, I do others genres too, I also shoot beauty, Advertising and Portrait too. Thinking about it, I guess I'm definitely a people photographer.
Your image series bear rather darker edge, especially 'Birds of Summer'. Are we witnessing start of bigger more consecutive series in the making?
That has been said recently, my style has been described in many different ways from very haute couture, to high fashion, to edgy, dark, graphical, classical etc I guess I'm a mixed bag. Am I turning to the dark side? I'm not sure if the "Birds of Summer" series has sparked that gossip or what. But its definitely had an amazing impact with many many people and lots of magazines. That series was very specific in my mind, I already knew what I wanted and how I wanted it to look long before the shoot was planned. I think its definitely worked. As for a bigger more consecutive series. Mmm, not sure, watch this space.I might even run that series as an exhibition if the interest is there from galleries and art buyers.
No seriously, I love shooting such a range of things and all very different, I guess every creative person drops into a certain creative zone once in a while; though I'm sure I'm like many other creatives out there and have a million ideas and never enough time to shoot them all. To get them all done - that would be fantastic.
Since the affordability of decent cameras, we've seen an influx of new people who offer their services. How do you reckon they've changed the landscape of the industry?
Mmm, there is a topic that could get very deep and meaningful! - I'm on both sides of the coin on this one I think: I think well done to all those who pick up a camera and creative beautiful imagery, even if not everyone likes it or gets it, to them it matters. On the flip side, it annoys the hell out of me when you have a minority that truly do not know their craft or the industry they're messing around in; but suddenly because they own a half decent digital camera they are suddenly 'professional' photographers and think they can charge people money for what can only be described as awful work, that clearly shows they do not understand what they are doing or should be doing! Harsh I know but it's true. A lot of these people are terrible photographers but ok computer users of retouch software, all of a sudden their images don't look so bad, but you really shouldn't substitute poor photography with reasonable retouch skills, if you need to do that become a retoucher.
I certainly believe, it has watered down the quality of imagery now a days, in terms of what clients have been using to advertise with, with a nudge from the economy as well, budgets are either forcing Pro Photographers to shoot for less or the client ends up using a cheaper Photographer with very visible downturn in results. It can't be helped I guess, though I do feel clients will be coming back to using skilled photographers again, those who can obtain the shot in camera, and paying for it properly again as well, as it should be. This explanation excludes any compositional work or creative effects that would be required outside, but I'm sure you get my meaning.
What do you feel is the most common mistake that you see emerging photographers people make?
Heck, not sure I could give an answer for that one, as its so variable in its own right. In my industry, I guess a lot of emerging photographers from universities and colleges etc leave thinking they're now photographers, again one thing they are not taught is the industry itself. The process of putting a book together, the business itself, for example running your own business, then how to shoot for the type of clients you would like. Its hard out there, very very tough and very competitive, there's a lot of talented big boys out there who's work is truly amazing and whats more they've been around for a lot of years! Thats tough competition and you're wet behind the ears.
Is there a part of photography/industry that you don't like?
The cost of equipment! The industry, I still think it can be very political and is still most certainly a who you know not what you know industry. Photography wise, funny enough I'm not that keen on retouching, I don't find great pleasure sitting in front of my screen for hours after my shoots - a strange one int eh digital world eh. Though I do think an image carries its own effect, it makes the viewer have a reaction and sometimes an emotional response to what they see. An image of a child starving in Africa, is a powerful picture which certainly has the power to make you cry through sadness. Now its not really a nice image but its powerful and it lets us know whats happening in the world. Not every image is beautiful! Phew, thats a bit deep isn't it?
You are the the beginning stages of your book of nudes. Where did the idea come from and what do you wish to achieve with this book?
I am indeed, how did you know? I'm actually at the beginning of 2 books, the other I won't disclose details of at the moment. My book of nudes is titled "The Emotional Body", it really came from my idea to show the emotions of people as themselves in their natural naked form; to show how they are or perhaps how like to be or indeed be portrayed, normal life or even a fantasy perhaps. For me, its a journey into the varieties and diversities of some of the people in our world and I really want the images in this book to show a small sample of this and a sample of peoples lives and emotions, but for it to work it must give the viewer and emotional link to what they're seeing.
It will be beautiful when its finished; I aim to shoot around 200-300 people for it and I'm still taking on applications for it for those interested in being involved in it. There is no criteria for this, male, female, old, young, transgender, who ever, what ever, please feel free to get in touch. Cheeky plug there. Plus, if there are any publishers that would be interested in publishing it when its complete please get in touch.
How much importance on the message do you feel
personal work needs to have?
I think personal work is very important, it allows a photographer to experiment with their ideas and creativity to break free, without putting risk to a client; I believe personal work is needed to help a photographer develop and progress into who they become as an artist experimenting with ideas, themes and lighting it all helps you decide what you like don't like and what works and doesn't work for you. You're own personal stamp if you would, so yes very very important!
It seems any new work published on the internet attracts more haters rather
than admirers. What is your opinion on 'creative negativity'?
Mmm, where do you start on that one? Is it jealousy, true dislike, a moan because someone can, or do some people just have to much time on there hands? You decide on that one. I must say though, I have noticed the English seem to be the ones that like to moan about other peoples work the most.
What is your opinion on people shamelessly ripping off others? Has it happened to you?
Do you mean taking someones image, or trying to copy it? I think taking someones else's image is just disgusting, copyright is out there for a reason and it carries serious penalties, deservedly so as well. When it comes to people trying to copy someones else' image, well what can you do about that?
Is that person gaining anything or is everyone they show it to going to say, oh that looks like the image so and so shot! I know of an instance where a portrait photographer friend of mine said he wrote to an amateur photographer who had tried to copy one of his images, and the similarities of the shot and lighting set up were to close to his. In all honesty, when you take a general subject with a general background you are going to get a lot of similar general looking results, what can you do, the human body pretty much looks the same, there is only so much you can do with its form.
Is there anything in your career that you wish you hadn't done?
Ah hell yeah, taken a break for nearly 5 years. I had a really good client base, magazines, make up companies, hair product companies etc and an agent, then I was forced to take a break due to a serious injury; this took me out of the industry for nearly 5 years. You then realise you've lost all your good clients, the people you knew in the magazines don't work there anymore and people/companies you used to work with ask 'who are you?' Damn that was tough and still is. No fun at all. My words of wisdom - don't ever take a break, even if you have to pretend you haven't.
Do you have a coveted product, band or brand that you wish to work for one day? What is the one thing in the world that you wish you had shot?
Wow, thats a toughie! Take any of the big names in the fashion, beauty, fashion magazines, portrait or advertising world and that would be lots of answers to your one question. There are definitely certain designers I would love to shoot with Dior Couture or Gareth Pugh. He's definitely at the top of my list. What a genius! A great fan of his for sure, a collaboration will come with that I'm sure. One thing in the world I wish I'd shot - Wow, there are so many, good, bad and indifferent. I would need a serious amount of time to find a single answer for that one.
What is your main plan for this year and beyond?
Apart from world domination you mean? Well, to shoot like a crazy one really, lots of personal projects I want to get done and lots more clients I need to get again. Of course my books will take some of my attention and time to complete but they are ongoing. To secure another agent would be nice again, I'm so charged and spilling creativity and enthusiasm, it's unreal. I have some plans to shoot some quite controversial images this year, which I do want to run as an exhibition. Apart from that I just want to keep shooting and creating beautiful imagery for all to see; its my passion and I live it and love it. When something like this makes you this happy inside, you know you're in the right place and you just have to keep going with it.
-------
For more work and information on Wayne Johns see
www.waynejohns.com
Interviewed for ColourSpaces by Radim Malinic