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In this episode, I am with Daria Bonera, who chose to carve her own path in the photography industry rather than follow in her mother’s footsteps. After studying at Central St Martins, she began her career at Grazia Neri Agency, representing international photographers. Daria shares her experiences transitioning from Milan to New York and the insights she gained about the differing photography markets. Now working as an independent consultant and producer, she offers valuable advice for aspiring photographers about collaboration, confidence, and humility.

2’15 – She did not want to be a photographer like her mother, but she wanted to work in the field of photography.

5’30 – She studied fashion at Central St Martins, and her courses were not focused on photography. She started working at Grazia Neri Agency, the agency that represents her mother.

8’10 – She represented international photographers. Her job involved presenting photos to the sales team of the agency and finding new photographers.

10’ – She went to New York when she was 30 years old because the market was changing (online content and the financial crisis), and she was looking for a new challenge. She worked as a consultant for Grazia Neri and for Donna Ferrato, a prominent photographer represented by Grazia Neri in the States. She decided not to stay in New York and went back to Milan.

14’ – The main differences she observed between the photography industries in New York and Milan are that New York is a huge market, home to the bibles of photojournalism like The New York Times and the National Geographic Society, while the design and fashion market is significant in Italy, with fewer opportunities but also fewer competitors.

16’ – She started working as an independent consultant because the big agency couldn’t survive (Grazia Neri closed down in 2009).

18’ – She decided to be a photography consultant and producer, working with photographers, as well as videomakers and film directors.

21’45 – Now, she works more and more directly with clients rather than through an agency. Advertising agencies are also having a hard time these days, and brands often have their own marketing offices.

25’ – Her advice to young photographers seeking to enter the industry is to build a team around them. They should be confident, never stop dreaming, and be humble. Young photographers can't be snobby when it comes to commercial jobs.

31’ – The qualities she looks for when she meets a photographer are technique, composition, light, choice of subject, unique vision, and magic!

DB Agency website : https://www.dariabonera.com/

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Les Voix de la Photo est un podcast produit et réalisé par Marine Lefort.

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