Photography Architecture
During my Amazon Music tenure, I developed the photography standards and guidelines starting with the first in-studio shoot in 2014. For the next decade, I grew our budgets, resources, and built photography systems and library tools to evolve our approach to this medium. The following guidance was developed to address internal and agency shoots as well as how to best approach selection and application of stock resources.
Why is this important?
Photography is essential for brands as it visually communicates an identity and values, making it more relatable and memorable to consumers. High-quality images build trust by showcasing products in an appealing and professional light, driving engagement. Photography plays a key role in differentiating a brand in a crowded market, telling a unique visual story. Consistent, compelling imagery across platforms strengthens brand recognition and fosters emotional connections with the audience.
Tenets
Using tenets in creative photography guidelines provides a clear framework for ensuring consistency and coherence across visual content. They help maintain alignment with a brand's identity, ensuring that imagery resonates with the desired message and evoke the right emotions. By adhering to these principles, photographers can produce work that is both visually compelling and strategically effective in communicating the brand's story.
Durable
Harmonious
Accessible
Evocative
Flexible
Ownable
Casting
It’s important to speak to all types of audiences, from all different walks of life. The approach to casting should be authentic, relatable and inclusive— diversity of age, body type, gender, and beyond should all be careful considerations in this process.
Scenes & Atmosphere
Whether it's an LED gradient background or an intimate living space, it’s important to convey a true sense of a listener experience. Are the emotion and energy authentic? Does the listener match the environment? These are important to creating an organic and relatable scene for the user experience.
Product & Devices
Select devices to better tell the story of listener engagement and the user’s habits. Devices aren’t necessary to paint the picture of music consumption but can be leveraged to capture a particular experience.
Studio Environments
Studio photography features a specific Amazon product or several products to tell a clear, simple story. Props and risers help support product-driven storytelling.
Styling and composition are thoughtful and always maintain a balance between product density and the story focal point.
Ask the talent to come with some of their favorite songs to play while shooting. The emotional connection will translate into more natural facial expressions, body movement, and ultimately better photos to select from.
External Environments
Similar to studio shoots, props, styling, composition, and defined focal points are all critical components of the production. However, these site specific shots are within environments that are less controlled than shooting in a studio. It’s important to ensure the environment maintains a level of authenticity and relatability.
When using stock photography it’s important to make music more relatable, human, and grounded in common experiences. Photography helps to show - not tell - the stories of music and music culture.
In order to do this best, stick to a few photography principles:
Images can't rely on clichés (like headphone shots). Instead, try something like crowd shots or individuals dancing. Limit your use of headphones when possible.
Opt for tight crops.
Photo selection is critical and must always be on brand.
