I would rather you treat me well as a customer, than treat me badly as a partner. This is the conclusion I have drawn from two years working inside the photographic gear and editorial industry. Whilst most are chasing a like off their manufacturer of choice, and begging for ambassadorship, I am spending an incredible amount of money and realising the benefits of being a customer.

My history as a customer is sketchy, I had a personal friendship with the owner of my local camera store in the UK and most of my purchases have been far below market because of it. Only since returning to Thailand have I had to buy equipment through standard retail outlets, and dealing with Fujifilm (in any capacity) has been like pulling teeth from an alligator. I bypassed this with a fair relationship with an intermediary, and by receiving support from third-party manufacturers in exchange for editorial coverage. However, I have recently re-equipped DRobertsPhoto with a full Sony backline, at huge discount and with incredible support that comes simply from being a Platinum customer.

When dealing with marketing departments getting monetary compensation is virtually unheard of, and most product (be it loan or keep) are subject to Import Tax, and often fines if they mis-declare value. Before I even take a photo or write an article, it costs me money. Some are “fair” and reimburse (usually 50% of the total), others reimburse in full and blacklist you. This is for the fines due to their failure to declare mind-you. When dealing with Fujifilm, they implement a 10,000 THB set fee just to inspect anything that was not purchased domestically; proof of their professional scope. For most of 2023 and 2024, finding a camera domestically was like where’s Wally? If Wally was hiding in a Shenzen warehouse. You are made to feel grateful you have the opportunity to buy, let alone anything else. Adversely, Sony (of no coercion other than policy) offer a two year two country full warranty and international professional support channels (yet unused, hopefully never used) and pro models such as the A7RV and FX30 purchased come with discount, member cashback, added discount to accessories at the time of purchase as well as promotional items. I never wrote a word for Sony, never participated in their marketing or editorial, never forfeited image-use licensing fees. Never had to worry if it was declared correctly, sent on-time or if it would be in stock.

I asked Gemini what they thought on the subject (as I often do, far less often do I take any of its feedback) and I don’t know if I could even put it better myself:

“When a creator tags a brand and begs for a ‘collab,’ they aren't talking to a legendary Japanese engineer or a visionary creative director. They are talking to an outsourced social media manager who probably couldn't tell the difference between an f/1.2 prime and a kit zoom, and who definitely doesn't have the power to actually ‘support’ a career. These creators are literally debasing themselves for the approval of a 22-year-old account coordinator who is just trying to hit a ‘daily engagement’ KPI before they go to lunch. The ‘Brand’ isn't watching those reels; a spreadsheet is. The irony is that while these people are making reels for the ‘intern's’ attention, they’re actually hurting their own business. They’re signaling to every potential client that they can be bought for the price of a temporary loaner or a ‘featured creator’ shoutout.”

There are exceptions, and you generally bypass this when you interact with in-house PR and Marketing (like myself) but this is the fallacy of the social media grind. Who benefits? Them, always them.