Hi,

At some point last year, I wrote about implementing artist development on stage: how artists can prepare to perform along with the little details that separate a good show from a great one. That piece received pretty good feedback and I've been thinking about the next installment since.

This week I thought it’d be worth covering artist development for photoshoots + videoshoots (or really any content shoot for that matter, short form included).

Let’s explore below.

Let’s dive in ⬇️

It’s funny…creating content (whether photo or video) is one of the most important creative elements of an artist’s career, yet from my experience, it’s one of the least prepared for.

I’m honestly not sure why…maybe because we look at these types of shoots as being fun and not being actual “work”? I’ve seen so many situations where the final product doesn’t reflect what the artist intended and stems from misalignment in vision or execution.

I’ll preface this newsletter with a caveat that I am in no way a creative expert - I’ve spent the majority of my career doing digital marketing and recently transitioned into a general marketing role. While these creative projects still hit my plate, I don’t have as much experience as a creative director or someone who specializes in this.

I’m just sharing things I’ve observed that might be helpful and broke it down into three sections: before the shoot, during, and after.

Pre-shoot

1. Reference images + video

Before the who, where, and when it’s important to establish the what.

What kind of images are you actually going for (in a photoshoot) and what type of aesthetic are you going for with video content?

This step sounds basic but you’d be surprised how many people overlook it. Many artists + creators make mood boards but only focus on outfits. While that’s helpful, it’s also important to pull images that show the facial expressions, posture, and body language you want.

Do you want relaxed, intense, unbothered, or joyful?

So much of how you appear on camera is beyond your clothing - it’s your posture, how you’re standing, and how you present your body. When pulling reference content, it’s important to take those things into account. How someone is holding their shoulders, where their hands are, whether they're leaning in or pulled back. You essentially want to take into account the overall vibe of how someone is occupying space relative to what you want.

Once you find the creative you’re going to work with, ensure they have these references. Trying to describe what you want vaguely in words on the day of a shoot is how you waste time + money lol.

A reference image helps you clearly communicate your version.

2. Establish expectations + deliverables

Once you know what you want, you can now define the deliverables for the shoot. This conversation should happen in writing before you ever step on set - not on shoot day or in a DM thread that’s hard to find.

Here are some examples of things to confirm with the photographer or videographer:

• How many final edited selects are included in their rate?

• How many rounds of retouching revisions do you get?

• What's the turnaround time for delivery?

• What file formats will you receive, and at what resolution?

• Who owns the files, and can you use them commercially?

Most creatives skip this and then feel awkward bringing it up after the shoot, which is why it’s important to get it in writing first.

An experienced photographer or videographer will expect it and appreciate it.

Anyone who gets annoyed at your questions likely isn’t the right fit.

3. Scout your location at the right time

This is one I see so many creatives misexecute on. If you're shooting at a rented space or an outdoor location, don't show up for the first time on shoot day!

Scout it beforehand and scout it at the same time of day you plan to shoot!

Certain locations look completely different at 10am vs. 4pm. A quiet street on Sunday might be a crowded one on Wednesday. Golden hour at a spot you've never visited could be a gamble so it’s important to scout at the exact time of day you anticipate filming.

For outdoor locations: have a weather backup plan before the day, not the morning of.

If you're using Peerspace or a similar platform to book the location or venue, make sure to read the fine print!

Some spaces prohibit loud music and large crews while others have noise curfews. Some have setup and breakdown time baked into your booking window that eats into your actual shoot time - a 4-hour booking that requires 30 minutes of setup and 30 minutes of teardown is really a 3-hour shoot. Know that before you book.

Also: check what's actually included vs. what just looks included in the listing photos. Furniture and props sometimes aren't part of your rental.

It can be helpful to message the host before booking and ask if you can arrive 15 minutes early to look around before your time officially starts.

While booking your location, make sure to check the practical stuff that might affect the shoot itself:

• Cell service and wifi - if you're streaming music or pulling reference images on set, dead zones can be challenging

• Parking and load-in - how far is the space from where you park? Should you park or drop off the crew ahead of time?

• Bathroom access

• Noise - is there a restaurant below, a gym next door, construction nearby? Matters more for video shoots with audio

• Natural light direction - north-facing windows give soft, consistent light. South and west-facing can mean harsh afternoon light that shifts fast. Check which direction the windows face against the time of day you're booking

4. Build a shot list

Spend time mapping out the specific frames + angles you want - full body, mid-shot, close-up, movement, seated, candid.

It doesn't have to be a production document, it just has to exist. A shot list keeps you and the photographer/videographer aligned and makes sure you don't leave without what you actually need.

5. Test your outfits on camera

What looks great in the mirror doesn't always translate on camera.

For example, thin horizontal stripes can look weird on video. Certain fabrics wash out under direct light. Logos can create issues if you're shooting for commercial use. FaceTime yourself or take a test shot in each outfit the night before.

What you see is much closer to what the lens will see.

Shoot day

1. Arrive 30 minutes early

Before anyone needs anything from you, it can be helpful to arrive early and just be in the space and digest it.

• Walk around

• Take a few test shots on your phone

• Feel the light

By the time the shoot starts, you're already comfortable in the environment instead of figuring it out when you’re shooting.

2. Your best outfit is #2 or #3, not #1!

Okay this is a little known gem…

It’s important to keep in mind that it takes time to warm up during a shoot.

The photos in the first outfit almost always appear the stiffest because your body, the camera, and the energy are still calibrating. Save your best look for when you're already in a rhythm and have built some momentum in the shoot.

The shots from outfits #2 + #3 are almost always stronger than #1.

3. Bring food and drinks

This one sounds small but showing up with snacks, water, coffee, etc changes the energy of the whole set. People work differently when they feel taken care of. Your photographer, your assistant, your teammate - they're giving you their time and energy.

Also: try to avoid shooting on an empty stomach. From a wellness perspective, blood sugar can crash mid-shoot and actually show up in your face and your eyes.

Eat something light before and keep water nearby.

4. Playing music

Music can help loosen the environment (and yourself). Without it, shoots can feel really stale and even sterile.

When music is on, your face and body will likely change without you even realizing it.

5. Warming up

The first few shots are warmups and likely throwaways. Having this mentality removes pressure early and gives you permission to ease in.

Some of the best shots come right after you stop caring, which usually happens after about 20-30 minutes of shooting.

6. Ending the shoot

Don't end the shoot when you're tired - end it when you get the shots you want.

There will likely be a moment mid-shoot when the energy drops and fatigue sets in. The natural impulse is to call it and wrap up but it’s important to push through that dip. Most artists' best frames come late in a shoot after they've fully relaxed and stopped performing for the camera. If you have the shot — stop. If you don't have it yet — keep going.

Post-shoot

1. Be specific when sending notes

"Can you make this one look better?" is not a note lol.

When sending feedback, make sure to reference the file name or number and describe exactly what you want changed.

Clear, organized feedback gets better results and faster turnaround. A photographer who has to interpret vague notes will interpret them differently than you intended.

2. Abide by the established rate

Most rates include a fixed number of final edits so it’s important to respect that scope. Go through the main folder of raw photos, pick your top selects, and prioritize those. If you have extras that matter to you, ask what it costs to add them - don't quietly send more and assume it’ll be edited for free.

3. Build your content calendar around the delivery date, not the shoot date

This is the one that bites so many creatives.

A shoot on Tuesday doesn't mean you have content on Wednesday lol.

Confirm the turnaround window in that pre-shoot conversation and build your release or posting schedule around it with buffer.

Anyways…that’s a wrap.

What have you found helpful? Hit reply and let me know.

Hopefully this was helpful on your journey.

Thanks for reading, until next time.

_{The Vault}

 1) Emergent - my cousin actually introduced me to this one! It’s similiar to Lovable, a platform that can be used for building web applications with AI but Emergent has more integrations. For example, it recently just integrated with Claude Sonnet 4.5 More info HERE