Rochester, 1888. George Eastman releases the Kodak camera with a brilliant slogan: "You press the button, we do the rest." Serious photographers immediately panic, calling new users "Button-Pressers" and "Kodak Fiends." One writer declares photography dead: "When everyone is a photographer, then no one is an artist."

Same fear. Same argument. Different century.

This is Episode 2 of Heresies—where we say the things the photography industry would prefer you not think too hard about.

Today: Why your camera brand doesn't care if you're a good photographer. Why brand ambassadors are unpaid marketing departments. And what happens when you mistake ownership for mastery.

We'll talk about the spreadsheet behind "partnerships." The ROAS calculations that determine who gets loaned gear. And why musicians like Benny Blanco make billion-stream hits on outdated Macs with wired keyboards while photographers argue about megapixels in forums.

This isn't another "gear doesn't matter" sermon. Gear absolutely matters—but only if you already know what you're doing. The R5 makes you more capable, not better. And there's a difference.

If you've ever felt like you needed the "right" camera to be taken seriously, this one's for you.

What We Cover

• The 1890s moral panic about "Button-Pressers" and "Kodak Fiends"
• Why I felt cheated when a beginner showed up with the same $10K camera setup
• What I learned working in Taylor Guitars' marketing department about brand partnerships
• How ROAS (Return on Ad Spend) and Brand Lift actually work
• Why camera ambassadors are conversion rates, not artists
• Benny Blanco making hits on gear that looks like a dorm room liquidation sale
• The difference between gear that enables vs. gear that replaces skill
• Why musicians fetishize sound while photographers fetishize newness
• Where pride should actually live (spoiler: not in your kit)

Quotable Moments

"When everyone is a photographer, then no one is an artist." — 1890s photography critic

"Ownership feels like mastery. That if you just have the right tool, the hard parts quietly disappear."

"I wanted the gate to exist. I wanted the years to mean something visible. I wanted effort to leave a mark you could recognize on sight."

"You're not a partner. You're a line item. An asset on a balance sheet. A tactic in a marketing plan."

"The R5 doesn't make me a better photographer. It makes me a more capable photographer—but only if I already know what I'm doing."

"The tool enables. But it doesn't create. Vision creates. Mastery creates. And you can't buy either of those."

"Musicians fetishize sound. Photographers fetishize newness."

"Pride is expensive. You can put pride in your work. Or you can put pride in your kit. One costs time. The other costs money."

"If the most interesting thing about your work is what you shot it on, you didn't make work. You made a purchase."

For Photographers Who:

• Feel pressure to upgrade every time a new camera drops
• Wonder if they need "better" gear before they can do "real" work
• Have ever felt embarrassed showing up with older equipment
• Are curious what brand ambassador programs actually are
• Struggle with gear acquisition vs. skill development
• Want permission to master what they already have
• Need to hear that the camera they own is enough

Referenced in This Episode

Benny Blanco - Mix with the Masters
"Benny Blanco producing 'Eastside' and 'Younger And Hotter Than Me' | Trailer"
https://www.youtube.com/watch?v=6gnRFrJ3ytY
(Audio clips used with reference to educational context)

Historical Context:

• George Eastman & the Kodak Camera (1888)
• The Hartford Courant warnings about "Kodak Fiends" (1890s)
• Photography industry panic about "Button-Pressers"

Musicians Referenced:

• Benny Blanco (producer: "Eastside," Selena Gomez, Ed Sheeran, Justin Bieber)
• Willie Nelson and "Trigger" (Martin N-20 guitar, 50+ years)

Gear Theory:

• ROAS (Return on Ad Spend)
• Brand Lift metrics
• Attribution modeling in influencer marketing

Links & Resources

The Terrible Photographer
Website: http://terriblephotographer.com
Instagram: https://www.instagram.com/terriblephotographer/

Lessons From A Terrible Photographer (The Book)
https://www.terriblephotographer.com/the-book
(Features full chapter: "Gear, Fear, and Peers")

Support the Show (Buy Me a Coffee)
https://www.terriblephotographer.com/support

Subscribe to Pub Notes (The Newsletter)
https://the-terrible-photographer.kit.com/223fe471fb

Patrick Fore
Instagram: https://www.instagram.com/patrickfore/

Get in Touch

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I respond to everything.
Email's in the show notes.

Credits

Podcast written, produced, and hosted by Patrick Fore
Music licensed through Epidemic Sound & Blue Dot Sessions
Episode photography by Michael Soledad | Instagram: @michsoledesign
Audio clips from "Benny Blanco producing 'Eastside' and 'Younger And Hotter Than Me'" courtesy of Mix with the Masters

Recorded from my garage in San Diego, California

Stay curious. Stay courageous. Stay terrible.