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When Joe McNally, a legendary photojournalist and lighting guru, stopped by the liveBooks office during some rare down time in San Francisco, I couldn’t resist setting up a video interview. (Thanks to videographer Drew Gurian.) Joe has contributed to National Geographic for 20 years and was a staff photographer for LIFE magazine. He works with huge commercial clients and produced a seminal portrait series of September 11 heroes. He’s also the author of two must-read instructional books and writes a very popular blog — which brings us to the video below.
Joe started his blog in 2008 after prodding from friends (and avid bloggers) including Moose Peterson, David Hobby, and Scott Kelby. Now the blog is an important part of his business, especially since “big pipelines” for assignments have dried up in recent years.
“Any photographer out there now is stitching together things,” he says. “Work comes now in all sorts of strange ways.” Smart photographers like Joe understand that blogs and social media are an important part of that patchwork. They bring in assignments, create buzz, and help build community with other top professionals. (If you haven’t seen Joe’s parody of Chase Jarvis’ Consequences of Creativity video, I recommend you watch that too.)