From Street Photography to Business travel Photography: Positioning Yourself as a creative for Success

 By Pinkleen Oinokwesiga

 Embarking on a journey from street photography to business travel photography, Derrick Ssenyonyi shares his experience of perpetual learning, and how he strategically positioned himself in the industry.

The journey to business photography often stems from a profound desire to effect change and social development. For many photographers, this decision is deeply rooted in personal experiences and a commitment to making a difference in the world. This is the case for Derrick Ssenyonyi (26), who is a full-time Ugandan travel photographer, wildlife enthusiast, nature lover, video creator, and storyteller. He takes photos to communicate and uses them as a tool to conserve nature and the environment as well as, promote tourism.

According to the play ‘’Nachtland’’ by Marius von Mayenburg, “A work of art is only what an artist says; if there is no artist, there is only silence.” This sentiment resonates deeply when considering the work of photographers like Ssenyonyi. Each photo Ssenyonyi captures tells a story, capturing emotions, truths, and perspectives in ways that words often cannot. His work speaks volumes, and herein, I have explicitly exposited his life with my journalistic lens. While reflecting on why he chose travel photography, Ssenyonyi delves into a journey of how he harnessed opportunities to ascend to his current level.

The journey

“I grew up in Nakasongola, a key route for tourism” he narrated. Watching tourists en route to Murchison Falls in their land cruisers became a major source of inspiration for him. This early exposure influenced his educational choices, leading him to study tourism management from 2016 to 2018 in search of a field that was unique, challenging, and allowed for continuous growth. Ssenyonyi, who had been introduced to the craft by Mr. Fred Nyanzi, started taking photos in 2015 as a street photographer moving door to door capturing people’s photos that were printed out instantly with an Epson printer. Despite later pursuing studies in tourism, he continued taking photos, which greatly helped him raise his tuition fees.

In 2017, Ssenyonyi applied for a two-month marketing internship at the Uganda Tourism Board (UTB). The environment was busy and demanding, requiring interns to be proactive to succeed. At that time, UTB lacked an in-house photographer, so with his background in street photography, Ssenyonyi requested to use the office’s idle Nikon D5300 camera, seizing the opportunity to prove himself.

Persistently, Ssenyonyi reached out to Sandra Natukunda, the former Public Relations representative at UTB, asking for opportunities to take photos for the agency. One month before the end of his internship, he intensified his efforts, always having his camera around his neck and taking photos, at every meeting, – even when they were not initially up to professional standards- to demonstrate his dedication and potential. “I had to position myself to be useful,” he recalled.

To improve his skills, he bought a speedlight flash, which enhanced the quality of his photos. Though he had not yet learned how to edit, his persistence paid off when Natukunda allowed him to take photos during meetings and other external engagements. He borrowed money from friends to buy a camera and combined his new tourism knowledge with his passion for photography and focused on tourism photography. Ssenyonyi’s dedication paid off when he was retained as a volunteer after his internship, while other interns were laid off. His usefulness, availability, and ability to fill the photography gap at UTB secured his position. Determined to advance his skills, Ssenyonyi invested in learning business photography.

Transition

In 2020, the COVID-19 pandemic led to Ssenyonyi being laid off as companies reduced their workforce. “This was a fresh start for me, and venturing into a new industry was challenging, especially as people were initially reluctant to purchase photos,” he said. Ssenyonyi focused on educating the public about his work through social media and articles while improving his skills, which gradually attracted clients. Post-pandemic, he invested more in photography trips across Uganda, recognizing the tourism sector had been hit hard. With tourism photography still uncommon in Uganda, his knowledge from studying tourism gave him unique insights, shaping the impactful photos he took.

In 2021, he organized trips, leveraging his destination knowledge, photography skills, and the network he previously acquired while volunteering at UTB making the process smoother. As competition increased with more photographers entering the field, Ssenyonyi embarked on creating videos to introduce himself alongside his photos. This strategy quickly became widespread and picked up by many, prompting him to re-strategize.To stand out, Ssenyonyi focused on high-quality development communication in his videos, setting himself apart from other photographers.

He also embarked on a “100 days, 100 videos” project that attracted a wide clientele, demonstrating the power of video communication. “I will capture your attention for a minute with a photo, but through videos, I will immerse my whole brand into you,” Ssenyonyi explained.

Ssenyonyi created a video each day for 100 days, whether in the field or not. These videos ranged from scenes in game parks to various other subjects. His 89th video, “Njagala Vibe,”- (I want vibe) went viral, and “for the first time, I felt scared by the overwhelming response” he calmly noted. The audio was played everywhere- from bars to artists incorporating it into their work. This breakthrough served as an eye-opener for many photographers, inspiring them to brand themselves similarly, and also helped Ssenyonyi set prices for his work, position himself better, and enhance his marketing strategies.

“People love energy”, known for his energy and vigor, Ssenyonyi draws people in at events by showcasing his enthusiasm. “I now trade time, experience, skill, and equipment” he affirmatively said.

Challenges

Despite his success, Ssenyonyi notes that African creators are still undervalued in their countries. He emphasizes that photographers need to invest in broadening their skills, understanding policies and laws, and not limiting themselves to their current expertise.

He highlights several challenges: high taxes on importing equipment, lack of coordination among photographers leading to unhealthy competition, and misrepresentation of brands on social media due to petty rivalries. Ssenyonyi sets himself apart by diversifying his art and becoming an educator. He believes that understanding the business aspect of photography is crucial and that people should invest more time in learning it rather than just taking photos.

Hacks

Ssenyonyi advises upcoming photographers not to focus solely on being the best photographer but to learn the business side of photography and understand industry dynamics. “Good photographers are often exploited in the name of exposure,” he warns. He emphasizes the importance of understanding taxation policies, noting that he missed many opportunities due to his lack of knowledge in this area and also stresses the need to register businesses, adhere to tax regulations, and be responsible citizens.

Ssenyonyi advises against spending a fortune on equipment, as there is always something new on the market. “The best equipment you have is the one you have,” he says. “Master your equipment and make the best of it.”

Ssenyonyi is satisfied and content with his work, valuing recognition but not letting it define him. He is particularly proud of an image he captured on Mount. Muhavura in 2020, on a project by UNDP through UTB, which showcases parts of Rwanda, Congo, and Uganda. This image holds a special place in his heart and has never been printed out. “I, however, love it when my photos are shared; it helps with the mileage,” he adds, highlighting the joy and reach that sharing his work brings.

His accolades range from the 2020 Ekkula Tourism Awards to the 2022 Pulse Influencer Awards. However, he treasures the memories he has created through travel more than tangible awards.

Future

Looking ahead, Ssenyonyi dreams of being rich, famous, and a family man who travels with his loved ones. He aspires to travel more, reaching international standards and breaking beyond borders, and he aims to become a full-time YouTuber.

“To anyone reading this, you have power over this world to control what you want to be. I believe in manifestation- manifest who and what you want to be and continue dreaming.” He advises in his closing remarks.

To all creatives, Ssenyonyi finally advises caution with words and actions, as you never know who is watching. “Decision-makers do not comment. Resist the urge to comment on everything; know that scarcity is value.”

Conclusively, Derrick Ssenyonyi’s journey serves as a powerful reminder that passion, when combined with business acumen and adaptability, can lead to remarkable accomplishments. His story teaches us that dedication, strategic growth, and a willingness to learn are key to achieving success in any creative field.