The Top 5 Myths About Being a Self-Employed Food Photographer (That need go in the bin)

"Wow, you get paid to take photos of burgers? That must be nice."

If I had a dollar for every time someone said that, I'd probably be able to afford another lens I don't need.

As a food photographer and videographer, there's a perception that life is one endless brunch. That we spend our days arranging avocado toast, sipping flat whites, and casually posting beautiful content while money magically lands in our bank account.

The reality?

Well... it's a little different.

Whether you're a photographer, filmmaker, designer, or content creator, these myths seem to follow us around like that one client who still owes an invoice from 2023 - jokes, I took them to court, and they paid. BUT...that's a story for another day!

So let's set the record straight.

Myth #1: "You Must Have So Much Free Time"

"You work for yourself, right? Must be nice being able to sleep in."

Ah yes.
The famous freelance lie.

People assume self-employment means complete freedom. No boss. No office. No schedule.
In reality, most self-employed creatives don't work less.

They just work differently.
While others see the final image of a perfectly lit cocktail or burger, they don't see:

• The 6am grocery run
• The 10-hour editing session
• The client revisions
• The proposal writing
• The bookkeeping
• The social media posts
• The emails sent at random times

The truth is that many creatives wear every hat in the business. Photographer. Videographer. Marketer. Salesperson. Accountant. Customer service representative. IT support. Therapist (mostly for themselves). Industry sources consistently point out that freelance photographers spend a huge amount of time on business operations rather than shooting.
​
The freedom is real.
But so is the workload.

Myth #2: "If You're Good Enough, Clients Will Just Find You"

This one might be my favourite.
Because it sounds so romantic.
The struggling artist gets discovered.

A restaurant owner stumbles across your Instagram.
A major brand sees your work and immediately books a six-figure campaign.

Cue inspirational music.

Unfortunately, business doesn't work like Netflix. The reality is that successful creatives spend enormous amounts of time marketing themselves, networking, following up leads, nurturing relationships, updating portfolios, and staying visible. Many photographers cite finding and retaining clients as one of the biggest ongoing challenges.

You can be the most talented photographer in New Zealand.
But if nobody knows you exist?
You're just a really talented secret.
The uncomfortable truth:
Being great at photography gets you hired once.
Being great at relationships gets you hired repeatedly.
 
Myth #3: "You Need the Latest Gear to Be Successful"

Every photographer has experienced this.
You spend six months convincing yourself that a new camera will solve all your problems.
Then you buy it.
And somehow...
You're still behind on editing.
Funny how that works.

One of the most common photography myths is that success comes from expensive equipment. Yet experienced photographers consistently point to creativity, skill, lighting knowledge, and client experience as being far more important than owning the latest gear.

I've seen incredible images created with modest setups.
And I've seen expensive gear produce incredibly average work.
Clients aren't paying for the camera.
They're paying for:

• Your vision
• Your consistency
• Your problem-solving
• Your ability to make their food look irresistible

​The camera is just the tool.
The real talent happens behind it.
Although let's be honest...
That won't stop us looking at new lenses online at midnight.

Myth #4: "You're Living the Dream"

Now this one is partially true.
I genuinely love what I do.
I get to work with incredible hospitality businesses.

I meet passionate chefs. I help brands tell their stories. That's pretty amazing.
But social media has created a dangerous illusion.

People see the highlights. The beautiful restaurant. The stunning dish. The finished reel. The packed shoot day.

What they don't see is the uncertainty that often comes with self-employment. Income fluctuations, cancelled projects, late payments, slow seasons, and the constant pressure of finding the next opportunity are recurring themes across freelance creative industries.

Some months feel unstoppable.
Other months make you question every life decision you've ever made.
Usually before breakfast.
The dream exists.
But so does the stress.
And that's okay.
Both can be true at the same time.
 
Myth #5: "Success Happens Overnight"

This is perhaps the most damaging myth of all. We see photographers with huge followings.  Videographers shooting for major brands. Creators with polished portfolios. And we assume it happened quickly.

What we don't see are the years behind the scenes.
The free shoots.
The mistakes.
The terrible edits.
The rejected proposals.
The quiet seasons.
The self-doubt.
The constant learning.

Industry professionals repeatedly emphasise that building a sustainable freelance photography business takes years of persistence, portfolio development, networking, and reputation building. What appears to be overnight success is usually the result of countless unseen hours.

Every successful creative I know has a folder somewhere filled with work they'd never show anyone.
And that's exactly how it should be.

Growth is messy.
Success is rarely linear.
And most breakthroughs happen long after everyone else would have given up.

So here it is - The Truth Nobody Talks About

Being a self-employed food photographer isn't just about taking photos.
It's about building trust.
Solving problems.
Telling stories.
Managing uncertainty.
Creating something from nothing.
Some days you'll feel like an artist.
Some days you'll feel like an accountant.
Some days you'll feel like both before 9am.
But despite all the myths, the challenges, and the occasional panic when an invoice is overdue...
I wouldn't trade it.

Because there's something incredibly rewarding about building a business around creativity.
Not because it's easy.
But because it's yours.
​
And perhaps that's the biggest truth of all:
We're not just photographers.
We're business owners who happen to use cameras.
And that's a very different thing.