ASMP — American Society of Media Photographers

ASMP Canon Business Series: Working Smarter, Not Harder in 2021

By November 24, 2020Webinars

Wednesday, Dec. 16 @ 3PM EST – 5PM EST

Like a wild roller coaster ride, 2020 has all us photographers white-knuckling our way through mask mandates, quarantines, and COVID-19 protocols. Add in a sharp dip of an economic recession and body slam to the side of political upheaval at home and abroad, and this coaster ride hasn’t ended yet.

Are you thinking about how you are going to tackle the business challenges of 2021 after 2020 got tipped on its head?

Join Pittsburgh-based photographer, former ASMP president, and industry thought leader, Richard Kelly, to discuss this year’s challenges with three different photographers as they begin to think about business for 2021.

Working out of Atlanta, Lynsey Weatherspoon has been working a lot during the pandemic covering the southeast for various editorial publications throughout the pandemic and recently joined the Canon Explorers of Light – “us creatives need to be thinking outside of photography by caring for both sides of our houses (the creative and the business.)”

Matt Levere is an editorial photographer working in Detroit with a multi-income stream career (photographing, producing, and digital teching). “Money is money no matter how you earn it.” which, for Matt, means taking care of both his personal and business health. Living within his means and keeping an emergency fund to make it through the downtimes.

A fashion photographer working out of Brooklyn, Janelle Bendycki planning for the future means thinking more tactically about her marketing – diversifying her client base. “working during covid really makes you think about why you do this professionally. I ask myself before every job is money good? Do I like the people? Is the work interesting? Each project has to have at least two.”

This diverse group of photographers will talk about their plans for 2021, and how they are planning to remain creative and agile as they think about business after a very crazy 2020.

Meet the Panelists

Janelle Bendycki

Instagram: @janellebendycki

Janelle Bendycki is a lifestyle and advertising photographer whose love of art and visual storytelling has led to a career of bringing narratives to life for her clients. Blurring the line between studio and location to show the natural beauty of daylight on her subjects, her work has appeared in publications, galleries and many recognizable national ad campaigns for clients big and small. Midwest-born and Brooklyn-based, Janelle finds inspiration in the magic of the everyday, from dancing morning sunlight to a good cup of tea.


Lynsey Weatherspoon

Twitter: @lnweatherspoon
Instagram: @lnweatherspoon

Lynsey Weatherspoon is a portrait and editorial photographer based in both Atlanta and Birmingham. Her work has appeared in The New York Times, USA Today, NPR, Wall Street Journal, Washington Post, Time, ESPN and ESPN-owned The Undefeated. The fingerprint of heritage can be found on assignments and personal projects featuring Black Lives Matter, Gullah Geechee culture, unsung players in the Negro Baseball League, and the last of dying breed – a shoe cobbler. Her work has been exhibited at The African American Museum in Philadelphia and Photoville NYC. She is an awardee, The Lit List, 2018. Her affiliations include Diversify Photo, Authority Collective, Women Photograph, ASMP, and most recently she has been named a Canon Explorer of Light.


Matthew LaVere

Instagram: @MattLaVerePhoto,

Matthew LaVere is a commercial portrait and corporate photographer based in Detroit. He has worked with many leading photographers on digital teching and assisting giving him the solid background in production and all technology related needs .

He is a multi tasker and works extremely well under pressure while maintaining a calm presence. Matthew’s ability to give empathy combined with his genuine nature allows his subjects to feel at ease in front of the camera. Matthew is well versed in many specialties and tackles each shoot with grace and poise. His work can be seen with clients ranging from Billboard Magazine, HOUR Detroit Magazine, and Volkswagen North America.


Richard Kelly

Twitter: @richardkellypho
Instagram: @richardkellyphoto

A Pittsburgh based photographer, educator, industry thought leader and keynote speaker. A Past President of ASMP, Kelly has led conversations at SXSW, National Geographic Society, Harvard Law School and the Society for Photographic Education. His photographs are in private and public collections, including the Carnegie Museum of Art and the Gallery for the Foundation for Autoimmunity Institute at West Penn Hospital.

Richard is an adjunct Instructor at Point Park University in the Photography BFA program. In 2018, he launched the Richard Kelly Experience photography workshops. Kelly Hosts the monthly “Talking Photography N’at” a live virtual meet-up space.


Members: Free (Member # Required)

Non-Members: $10 + service fee

If not already an ASMP member, check out ASMP membership options and JOIN TODAY!


Business Series Sponsored by

ASMP is very excited to partner with Canon USA to provide a series of business webinars selected specifically to give photographers the tools to build their businesses despite the difficult times we are working in. More than ever visual creators are dependent on strong business skills.  This series will give photographers the tools and resources to maintain and grow sustainable businesses. Canon values the work that photographers do and wants to support their business; and being part of the process through which creators impact our culture is important to them.

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