WPPA memeber of the months- One of the famous wedding photographer interview ( Nick Ghionis ) www.wppa.com.hk
Member of the Month – Nick Ghionis @ X Sight
( www.xsight.com.au )
MORE PHOTO AND INTERVIEW : www.wppa.com.hk
1. XSiGHT is one of the most famous leading brands in the photography industry and it already has its studios and galleries in Melbourne, Sydney, Brisbane, Darwin, California (USA) and also London (UK)… Can you please give us a brief concept about do these studios work closely together or independently while all can maintain such a high level of quality that is absolutely amazing in terms of both business and artistry sense.
Nick: From the beginning the idea behind XSiGHT was to create a BRAND that will represent the best image making in the world. The business model we have attract photographers who are at the top of their game and aspire to be a part of a select group of individuals that will not only compliment the brand but also cement XSiGHT’s position as leaders in the industry.
All our studios work independently of each other with the common goal of creating stunning images and offering excellent customer service.
We put in place a proven business model that all studios would adhere to, but the freedom to create and be artistic in your own right is what makes XSiGHT unique.
2. You are the owner of XSiGHT Melbourne and how you can keep a balance role as you are the boss and photographer at the same time, which seem to be quite difficult to run a successfully business like yours… Do you mind to let us know how many staffs do you have and what is the distribution of their work? Does the scope meet your expectation?
Nick: XSiGHT Melbourne and the XSiGHT brand is owned and run by my wife Sharifa and I. We have surrounded ourselves with a team that can only be described as the best in the business so the day to day running of our Melbourne studio occurs with ease.
Without a great team, it is impossible.
We have two portrait photographers and two wedding photographers, a studio manager (also a photographer), a customer relations officer, two in house digital artists as well as our Creative Director and Photographer Rocco Ancora. Each person has specific roles to help the business run smoothly but most important is client liaison.
All this is overseen by Sharifa Ghionis while I get on with working on the business.
3. For the past years, how you position XSiGHT Melbourne in the market? Did you have a clear target set from the beginning?
Nick: When it comes to marketing our business, we recognize it’s not a once off event, it has a beginning a middle but never an end. There is not one key that opens the door, rather there are many aspects to marketing to ensure that clients are drawn to you on a regular basis. We have consistent strategies in place to make sure this happens and always keep an eye on market trends so as to keep up with changes in client expectations.
4. How you come to the idea of XMENTOR? Any specific marketing plan of it?
Nick: The XMENTORS came about when Rocco Ancora joined the XSiGHT family as Creative Director. As speakers and educators, Rocco, Sharifa and I decided to create a brand where we can draw on each other’s strengths and include different aspects to the photography business from digital workflow to management and business. The brand XMENTORS is all encompassing, making our workshops unique, as we offer photographers content that transcends more than just taking pretty pictures.
5. From your point of view, is marketing plan very important in running an artistry business? Can you share with us your way to figure out your marketing plan as it is very common for artistes that most of them are idealistic and will shift to the “art” side more then forget about the money matter spontaneously… Any advise or suggestions to photographers who just entered the industry and thinking about to set up their own business; and also to those photographers who are already running their own company?
Nick: Many people have a romantic notion of what a photographer is. We consider ourselves artists and get annoyed when business gets in the way of our creativity. Unfortunately this is where many fail in business.
When it comes down to it, we are selling a product. Regardless of the product, a business plan needs to be put in place that takes into account all aspects of photography. You need to calculate ALL expenses: overheads, printing, retouching, production, your time etc in order to make informed decisions and grow your business and profit margin. You need to be a business person in photography rather than a photographer in business.
6, When was the 1st time you had your very first shot? In what circumstances? Was it an amazing one? Then immediate fell in love with “shooting”?
Nick: I first picked up a camera at the age of 21 whilst on holiday in Fiji. Unlike today’s digital world where you are able to see in an instant what you are photographing, I used the camera merely as a tool to document my holiday. It wasn’t until I developed the film that I realise that I might have a talent for this. I actually enjoyed the process of taking photos and instinctively was able to get consistent results without really knowing what I was doing. I thought to myself “..imagine if I actually knew what I was doing, rather than putting it on auto.” That’s when the journey began. I devoured every magazine and book I could get my hands on.
As my passion grew so did my expenses. I built three darkrooms and enjoyed printing my own B&W prints. Like many who enjoyed the fine art of printing, my hero was Ansel Adams. I remember going to an exhibition of his and marvelled at the tonal range and depth that he was able to get in his images.
I would work 3 to 4 jobs to make money and pay for my new addiction. It wasn’t long before I purchased a 5×4 Linhof Master Technica and my 500cm Hasselblad with lenses and backs.
7. Do you remember what was your first set of equipment as a professional photographer? How’s their performance? Good?
Nick: My first camera was a Pentax MG and I grew out of that quickly as I was unable to put it on Manual. I then bought myself an Olympus OM1 which I loved and still have to this day.
8.When and how you have started as a wedding photographer? And how’s this first shoot led you to the way you are now?
Nick: Every weekend for 2 years I assisted other photographers with no pay, just so I could learn, but was too scared to do a wedding on my own. It wasn’t until 1989 that a friend asked me to photograph her wedding. Naturally I declined and thought nothing of it until 2 weeks prior to her wedding when she asked me what plan I had for her big day?! It was too late for her to find another photographer so I found myself shooting my first wedding! At the end of the day, I went home and vomited from stress and exhaustion. I remember paying a premium to get the negatives earlier because I couldn’t handle the anxious wait. When I got the results back I was pleasantly surprised. They were beautiful and it gave me the confidence to do more weddings.
After freelancing for a couple of studios and offering B&W printing services to them, I continued to work from home while persuing other ventures and business opportunities. It wasn’t until I joined XSiGHT that I truly forged ahead with my career. Focusing all my energy into being the best I can be. While I continued to serve our clients and exceed their expectations, my only motivation was to grow the business and remain at the top of our game. However the face of our company for many years was my brother Jerry Ghionis, an amazing photographer, and in my opinion one of the best wedding photographers in the world. It was only until he left the company that I had to make a conscious decision to step into the spot light and stear the company into its next phase. Amongst many initiatives that were put in place, one of them was to participate into the world of awards. Something that initially I was reluctant to do, but felt was necessary to continue the momentum of being an award winning studio, something that Jerry was already doing for our Brand.
9. Which is your best shot? And why?
Nick: With thousands of images taken, when asked which one is your favourite, it is hard to choose. But one photograph that I have dear to my heart is “ The Prayer “ This photograph was taken in the Greek Island of Rhodes, one of my favourite destination weddings. It was taken at the wedding of George and Fiona, who after their wedding decided that it was time they too realised their dream of running a photography studio. They now run XSiGHT Darwin, a thriving business in the north of Australia. At the time this image won 1st Place in the Wedding category at WPPI, it was a proud moment for me, not just for the fact that it won 1st place, but it did so without the over photoshop images that was prevalent in competitions and to a degree still is.
10.Any advice or suggestion could be given to photographers, especially for those fresh photographers?
Nick: I consider myself a purist when it comes to photography I implore all photographers whether you are starting out now or seasoned photographers artistry begins in the camera.
11.What is your motto in your life?
Nick: Many people ask me, what is your mantra? What do you stand for? I think living your life with respect and integrity is what I aspire to do every day.
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