Day I made my first million from photography-Shola Balogun, CEO, Shola Creative Studio
About two decades ago, not many Nigerian youths would give a thought to making photography a career. The clicking and flashing business was not only considered less lucrative to attract ambitious youths in those days, but also less glamorous compared to many other vocations, which attracted the attention of millions in that generation. Only a few Nigerians saw the prospect of hitting it big in this profession, which had in the last two decades undergone unprecedented technological transformation. One of such few Nigerians is Shola Balogun, CEO, Shola Creative Studio.
Balogun’s foray into photography began as an apprentice in 1997. Today, he has successfully clicked his way to fame by becoming one of the very few acclaimed celebrity photographers in Nigeria. His photo studio situated in Surulere, Lagos is now a mecca of sorts to top-ranking models, actors and actresses, who flock to his place for their photoshoots. He is also the official photographer to many high-profile Nigerians and corporate organisations.
He shares the story of how it all began in this interview with The Nigerian Xpress
Most business owners have not had so rosy experiences in starting out. Was yours different?
After I finished my apprenticeship in photography, things were so rough. All I had was my Canon camera. Things were so hard; I had no money, no back-up. Then I started by taking pictures at parties. You print out the pictures and they pay you either N60 or N70 per copy. I did that for one year. But because they did not invite me to their events, some people would say they didn’t have money and would take two pictures for N50. At the end of the day, if you refused the money, and you don’t know where to meet them again, you would be the one to lose out. Some would collect the pictures, blast you that they didn’t tell you to take them. Sometimes, they would seize the pictures or even tear them in my presence. At the end of the day, I would have nothing for all my efforts. There was this friend of mine that had a small shop, and I tried to use his place as a contact point. Later, I had misunderstanding with his brother and I was kicked out of the place. So, I decided to rent a very narrow shop. Even when I got to the shop, I was still going about, hanging camera on my neck. I would go to the lab and sit there in case there were people, who wanted to snap passport-size photographs. I would snap them and print it in the lab.
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When did you record your major breakthrough in photography business?
My breakthrough began in 2001. In the whole Surulere, we were just two photographers that specialised in glamour shot/modeling. My narrow office then also served as the changing room. When a male client came for snapshots, the female would have to go out and vice versa. If any client needed to change, I personally would have to go out. The place served as my studio, changing room, reception and everything. I also managed to buy a small generator. Then I was snapping picture for N100, while other photographers were charging N300. That attracted more people to my shop. People realised that with N300 they could do three pictures of good quality with Shola.
Then, there were just two photographers in Lagos that really knew how to direct and capture good modeling shots. People use my shots when searching for modeling jobs. They take it to agency and auditioning. When a model, actor or actress submits pictures, the producers would show them sample of my photos and tell them to locate my studio and take pictures there. Many agents traced my shop and started coming to me. That was how the breakthrough started. Corporate organisations and even advertising agencies ask models, who snapped their pictures. I remember I snapped pictures for Desmond Elliot when he did Tantalizer advert around 2000. It was just the quality of the pictures that attracted customers.
What were the initial challenges you encountered on the job?
When I started, there were times people had to sit outside under the sun and rain because of space. Whenever it was raining, I would stop the generator, which means the shooting had to stop until the rain stopped. There were times one would go to lab only to discover that your jobs were not ready, or the film did not come out fine. Then it was just a manual thing, you had to go to lab, you had to book and if somebody came for extra copies you would have to start looking for negatives unlike now when the computer is there.
At what point did you feel the need for a turnaround?
Things changed very fast. When you take good model pictures you get referrals. Then I worked alone and if there was the need to work outside, I would lock up the shop. I couldn’t afford employing a receptionist. At a time I started thinking about what next on the job. I remembered the day Linda Ikeji came to my shop. She was still a model then. She came in and asked if I was the Shola they were talking about and asked for the location of my studio. I replied her that where she was standing was my studio. She was confused at my studio and asked, “This is where your studio is? You mean here?” I felt so bad that day. But that made me to start thinking of upgrading. So, I moved to a three-bedroom flat on Adeyemi Street, in Surulere at a rent of N11,000 per month. At my first studio, the rent was N1,500 monthly. So, at Adeyemi, I kept working from morning till night, with little or no rest.
How did you get your first million and what was the feeling like?
I was so excited. A job worth N1.5 million. I got that money from an Orange Drug job. They gave me the cheque on Friday, and I quickly ran from their office down to the bank to submit it. I then waited anxiously to see if I would get alert. I was not sure if the cheque was real or fake. But when I got the alert, I was so excited all through. I asked myself, “So I can make a million from photography?” That spurred me on. The realisation that I could get that much from one company was a major motivation.
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How did you clinch the contract?
A model took her pictures to Orange Drugs. The company has been sending models to us to take their pictures for several years. All the girls, models and faces they used in their pageants, soap packs, calendars, posters all passed through my lens. It was after several of such shots that Chief Ezenna sent for me. He asked why I did not want to meet the clients whose pictures I had been taking for several years. So, I went to meet him. After that meeting, I was made the official model and general photographer for Orange Drugs. I see the man as someone, who wants me to grow and gives me courage. He advised me to work hard in the profession God has chosen for me. He mentors me and puts me through on how to manage my money.
What would you say people’s perception about you is like now, as a photographer?
Because of my standard, people don’t treat me like a street photographer anymore. I could remember in year 2001 or 2002, I charged peanuts because clients saw me as somebody, who needed help but they have seen how far I have gone with the profession now. I can conveniently tell you that I don’t cover weddings for anything less than one million naira. Many models come here to learn how to catwalk, how to pose in front of a camera. I have an instructor that comes around. We are just trying to create standard in the photo industry.
What is your advice to upcoming photographers?
My advice to upcoming photographers is that they shouldn’t say they want to be like Mr. A or Mr. B in this profession. When I started, I was focused and determined to make it in this business. While I was an apprentice, my core job was to snap people during graduation, school inter-house sports, naming ceremony, passport pictures, etc. Those are the things I learnt, as an apprentice. Immediately I left my boss, I told myself I wanted to be different. I now chose to specialise in ‘glamour shots’. I feel these things will make me to think more. This particular section will make me to research and think. Imagine a model that has 10 clothes to change and with each clothe you want to take five pictures. You can’t just give them same pose for the whole pictures. That means you have to think of the pose they should take. I started taking pictures in the era of black and white, dark room, flash, using chemical to bring out pictures and going back and forth to lab. You must love what you are doing first and not try to be like Shola. I love the job first. I have traveled to many countries and would have taken up other opportunities, but I discovered that the more I do the job the more I get inspired.
