Why There Are No Great Photographers Anymore (And Why That’s Not True)
Navigating the sheer volume of imagery we encounter daily can feel overwhelming. As we scroll through endless feeds of technically perfect photos, it’s easy to confuse popularity with greatness.
This video explains why true photographic greatness hasn’t disappeared—it’s simply hidden beneath the noise.
Sergio highlights that technique is only the baseline. What truly defines a great photographer is a unique voice, built through obsession with the subject—not the gear. By focusing on familiar places, everyday details, and long-term projects, even the ordinary can become extraordinary.
Finding Inspiration in the Mundane
You don't need to travel to exotic locations to create compelling work. In fact, some of the most powerful photography emerges from deep familiarity with a specific subject. Consider the example of Bruce Gilden, who famously built a massive body of work by photographing the west side of Fifth Avenue for years. He didn't need the entire city; he needed a focused slice of reality that he could explore deeply.
To apply this to your own practice, start by documenting what you know best. Look at your immediate surroundings with fresh eyes.
- Photograph your neighborhood: Capture the grit, the cracks in the pavement, or the specific way light hits your street in the morning.
- Focus on the details: If you obsess over something—whether it's tiny insects, architecture, or even the textures of hands—make that your subject.
- Commit to a series: Instead of taking random snapshots, build a cohesive body of work around a single theme.
Obsess Over the Subject, Not the Gear
The path to becoming a better photographer lies in shifting your obsession from the latest gear to your subject matter. The energy often spent researching the newest camera body should be redirected toward finding the next story you want to tell.
By diving deep into a specific topic and photographing it relentlessly, you develop a signature style. It is this dedication to a singular vision that separates the greats from the crowd.
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