Photographers talk a lot about cameras, lenses, and lighting, but the truth is, most of the mistakes that cost you money come from the business side. Misunderstandings about taxes, pricing, and what it means to be a professional can quietly drag your career down if you don’t deal with them.
Coming to you from Scott Choucino with Tin House Studio, this blunt video cuts straight into the financial myths that many photographers repeat. Choucino starts with the obsession over tax write-offs. He makes it clear that buying gear simply because it’s “tax deductible” is a bad move. Spending $10,000 to avoid paying some tax still leaves you $8,000 poorer, and that math doesn’t suddenly become good business. Instead, he stresses only buying equipment when it’s necessary for making more money and avoiding new gear if possible. Even at the highest levels, he explains that secondhand cameras and lights can be more than enough to handle global campaigns.
The video also tackles the idea that professionals must always own the latest and most expensive gear. Choucino argues against this, using his own experience to show that top-level work has been produced on battered secondhand equipment or even Frankensteined lights patched together with tape. He points out that rental houses supply even the biggest photographers, and that kit often looks far from pristine. What matters is whether your gear can get the job done, not whether it’s the newest release. He pushes back against the myth that pro status is tied to owning the best camera.
Another key section of the video looks at what makes someone a professional. Choucino challenges the idea that only full-time photographers who live entirely off their craft are “real pros.” His view is simple: if you make money with photography, you are a professional. He acknowledges that amateurs can easily be more skilled than pros, but what separates the two is whether money changes hands. He also calls out the risk of relying only on photography as income, urging diversification, just as any successful company would.
Later, he raises the issue of pricing. Choucino explains that too many photographers set their rates without understanding where they fit in the market. Charging slightly above your usual rate doesn’t make sense when clients often exist in clear price brackets, whether it’s $1,000, $2,000, or $10,000. He warns that sitting in the wrong spot can leave you stranded between clients who see you as too cheap and those who think you’re too expensive. Researching your industry and location is critical. Check out the video above for the full rundown from Choucino.
If you would like to learn more about the business of photography, check out "Making Real Money: The Business of Commercial Photography With Monte Isom!"
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