A scenario I’ve lately run into more than once goes something like this:
- A client reaches out.
- They want me to shoot a concert, event, some portraits, etc.
- I’m already booked or unavailable.
Instead of immediately declining, I do what I consider a decent thing: I’ll recommend and reach out to a photographer I trust. Friends. Colleagues. People I know that will deliver solid work and make sure that:
- All the details and expectations are known beforehand.
- The job goes well, and the photos are delivered on time.
- Everyone wins and gets compensated.
Until the next time.
Next time, when the client skips me and goes straight to the photographer I recommended.
Is it illegal? No.
Is it the market logic? Maybe.
Is it a shitty move? Yes. At least in my book.
The invisible work nobody talks about
What often gets ignored in these situations is the transfer of value that happened.
I didn’t just throw out random names. I put my reputation on the line. I filtered options, matched the skillset and reliability. Reached out and double-checked if the photographer is available and passionate about the job. Unpaid labour and a relationship capital built over a decade.
When a client bypasses that and treats the replacement as if they “found them organically,” it sends a clear message: Your role was nothing but transactional. Thanks, but we moved on.
That’s not how trust survives in a small market.
Friends who get it and those who don’t
Here’s where it gets interesting.
Some photographers will message me instantly and say: “Hey, this client contacted me directly. Are you okay if I take it?” Close friends I trust will directly point out the mistake to the client and urge them to talk to me directly.
- That’s professionalism and mutual respect.
- That’s understanding the market and what the community should be striving for.
- That’s the kind of behaviour why I trust them and call them friends.
Others won’t say a word. They’ll take the job, post the work, and act surprised when things feel awkward later.
Again: free market. They’re allowed to.
But don’t confuse allowed with cool and basic decency.
This isn’t New York or London. It’s not Berlin.
You don’t disappear into the noise of infinite events here.
Reputations travel fast – especially bad ones. Photographers talk. Clients talk. Promoters talk. If you build your career by stepping over the people who helped you, it will eventually catch up with you. Not today. But eventually.
And for the clients – if you consistently burn bridges with the people who go out of their way to help you, don’t be shocked when those people don’t answer your emails. Don’t be surprised when the people who used to go the extra mile care less than they used to.
This is not about ownership over clients.
This is not about gatekeeping.
This is not about loyalty.
This is about the basics. Basics of professional ethics in a community that depends on trust more than most people realise. For the people who might be dipping their toes into the fold for the first time, or seasoned professionals, here are a few ideas:
- If someone helps you, acknowledge it.
- If you benefit from an introduction, respect the source.
- If you’re unsure – ask questions. It costs nothing.
The long game
I’m still recommending people. Often, I’ll rather recommend someone else if I consider the photographer a better fit for the job than myself. Why?
Because I would rather sleep well than be editing photos deep into the night as a paranoid gatekeeper. But let’s be honest about what’s happening and call it what it is when it crosses a line.
In a small market, you don’t just build a portfolio. You build relationships.
…and those are much harder to replace than a photographer’s name in a contact list.
Cover & thumbnail image by Luka Hojnik.