Profoto CEO: Robotic Photograph Studios Will not Put Creatives Out of Enterprise



Yesterday, Profoto introduced that it had acquired the robotic, automated images studio firm StyleShoots for $18 million. After listening to suggestions, the corporate’s CEO guarantees that the aim isn’t to place photographers out of enterprise.

Profoto CEO Anders Hedebark spoke to PetaPixel to make clear why the light-shaping firm selected to buy StyleShoots and reiterated his dedication to artistic images, which he says is in no hazard from the robotic picture studio firm’s merchandise.

Automated Images Received’t Exchange Artistic Images

Hedebark says that the kind of images that StyleShoots automated studios produce just isn’t the sort of work that artistic photographers would do, and goes as far as to argue that automation of sure sorts of images really makes it attainable for working skilled photographers to earn new enterprise.

“We now have seen a rise in workflow help for e-commerce images,” he says. “Any such images is extra like a manufacturing unit than what we sometimes consider as artistic photographers. It’s repetitive, however the want for it in e-commerce is exploding.”

The Profoto CEO says that he’s conscious of conditions the place a product will arrive at an organization and must be photographed and listed on the market on-line in a time-frame of as little as 24 hours. That sort of “burn and switch” type of images is extraordinarily commoditized and, he argues, not the sort of work skilled photographers want to do.


“It’s completely different from our core enterprise of artistic work — it’s the other facet,” Hedebark explains. “The market goes in two instructions: each high-quality work and high-productivity work. A enterprise has to decide on, and now Profoto has the flexibility to do each.”

He argues that when a enterprise is ready to shortly flip round easy, explanatory photos like people who the StyleShoots programs are designed to make, it really ends in extra alternatives for photographers to do artistic work that these machines aren’t able to producing.

Profoto StyleShoots
Images shot utilizing StyleShoots Reside | StyeShoots

“We wish to supply an answer to the repetitive kind of images for e-commerce clients as a result of many occasions, this ends in the flexibility for these corporations to speculate much more in artistic picture content material but in addition video content material. So we see the whole lot is rising in each these areas.”

Hedebark says that Profoto needs to assist all ranges of images because it evolves and flexes with altering enterprise calls for. As a enterprise proprietor and supporter of the images business for 25 years, he says that it’s his duty to each help photographers and in addition be versatile in his enterprise to develop into altering market calls for.

“It is very important me to say to all photographers that we’re nonetheless investing in what they must be extra artistic. There have been some feedback that StyleShoots merchandise would exchange photographers, and that will by no means ever occur,” Hedebark says.

He argues that the needs of the pictures made with automated images and people shot by a working skilled are fully completely different.

styleshoots live

“The necessity for artistic images to drive visitors to web sites to drive conversions is in distinction to the targets of e-commerce images,” he says.

Pointing to his jacket for instance, Hedebark says {that a} picture of it within the conditions the place StyleShoots could be used could be fully sensible and designed solely to point out a purchaser what they’re going to buy.

StyleShoots Live

“It’s a distinct sort of images that no artistic is doing at this time. Artistic photographers are doing nice work to drive demand, and I like to recommend they preserve doing it and cost for it, that may be a key issue! The worth for e-commerce corporations in having artistic images is big, and it’s completely different [than what StyleShoots offers].”

“We Are Growing Investments for Artistic Photographers”

Hedebark says that the acquisition of StyleShoots isn’t an indication that the corporate is shifting away from supporting skilled artistic photographers. He says that the corporate at the moment invests 10% of gross sales again into product growth, particularly with regard to lighting and light-weight shaping instruments for each on-location and high-end studio merchandise.

“I really like mentioning new merchandise,” he says and provides that his specialty was initially product growth.

“Each time we’re launching a brand new product we accomplish that to comply with calls for from photographers. We pay attention and know what they want and we’re investing extra. My level is to truly put extra money into growth and we’re doing our utmost to carry extra to market,” he says.

“It simply takes a very long time: 4 to 6 quarters to carry a product to market, even longer generally. Now with COVID, Ukraine, lockdowns, and part shortages, the whole lot is difficult. However we’re working exhausting to resolve this.”

StyleShoots Live

Hedebark says that branding for StyleShoots and the way it will combine with Profoto continues to be undecided. He and the StyleShoots group are assembly over the subsequent couple of days to find out the way forward for each manufacturers and the way they are going to work with each other.

When requested if Profoto was working to develop new applied sciences that will assist skilled working photographers immediately, Hedebark responded emphatically.

“We’re dedicated to it. There may be nothing extra vital than bringing extra merchandise to permit folks to be extra artistic. It’s what we do.”