How did you get into photography?
Jodi Bieber: I originally studied Marketing because an aptitude test said I would be good at studying Law. I couldn’t picture myself doing 7 years of studying and chose Marketing because it was only 4 years. While I was sitting with a friend during a lunch-break, a piece of paper fell into my lap. The piece of paper advertised photography courses at the Market Workshop in Johannesburg. And that is how I got into photography.
After completing several short courses at the Workshop, I did a three month internship at The Star under Ken Oosterbroek in 1993. My job as an intern was to develop everyone’s film and print their work. I still found time, though, to go out and shoot on my own and scored my first front page publication on the third day. I was invited to be part of a select group of 10 photographers for the World Press Photo Masterclass in Amsterdam in 1996. I’ve always done my own projects such as ‘Between Dogs and Wolves’, ‘Survivors’ and ‘Soweto’ but have also done work for Time Magazine and Médicines Sans Frontières.
Can you tell us something about the way you work? For example, how much directing do you do?
JB: When I go out on a shoot, I am there for hours. I exhaust my subjects. As far as shooting goes, I start with framing the photograph. I will tell the person I am photographing where I want to do it, but I will not tell someone how to pose. And in case there are two or more people being photographed, I will not tell them in which order to stand. I feel you can tell a lot about their relationship from where they chose to stand. Once I have framed the image I will direct, I will maybe ask someone to move a leg or hand.
I was never motivated by the money, I was motivated by photography. I chose my projects because a subject interested me. I came to ‘Real Beauty’ after seeing the Dove billboard which showed normal women as opposed to models and I thought that was amazing. Then I met a model soon after that, who told me a lot of dark secrets about the fashion industry, and that yes, for instance, she does have bags under her eyes but that will be photoshopped out. That made me curious about what real beauty is. When I started that project a lot of women were a little apprehensive at first, but I soon received phone calls from women asking to take part. And I accepted everyone.
You speak a lot about the importance of editing well. What makes a good editor to you?
JB: Editing is absolutely crucial. Everyone is a photographer these days and where you can make a difference is with interpretation. As a good editor you have to be true to yourself but not be too emotionally attached. If you let someone else edit your work, you have to make sure you put your point of view across well and work with someone you trust.
Where do you think a lot of photographers go wrong?
JB: They rush too much. You have to take the time to edit. Don’t add photos because you think you need a certain number of photos, less is definitely more. Create piles while you’re doing it; have a ‘Maybe’ pile, as well as an ‘In’ and ‘Out’ pile. If you have difficulty saying goodbye to your photos, then keep the ‘Out’ pile in your view so you feel like you can always go back to it. And do not do it on the computer.
And when you are building your portfolio it should be like music – made up of highs and lows but not weak.
You often find yourself in quite dangerous situations. How do you cope?
JB: I believe that my openness about what I am doing is my protection. I create relationships quickly, little circles of people around a bigger situation that may be dangerous.
You mentioned during the workshop that photographers bring themselves to the shoot as well. Where do we see you in your work?
JB: I don’t know, I am not the right person to ask. My choice of subject matter will probably tell you a lot. I also think that I am pretty direct and you can see that in my work as well but it is not “what you see is what you get”.
I once heard someone say that a profession is a vehicle for something deeper. Assuming that is true, what is it that you are searching for through your photography?
JB: Photography has been a vehicle to discover things I didn’t know before. When I go out shooting, I am learning something new. I am connecting with other people; and I feel a responsibility towards them.
Speaking of responsibility, there is the age old dilemma and debate, that photographers go into a situation and take something, prey on the weak while the gain nothing. How do you feel about that?
JB: I do feel responsible, and sometimes I do feel it is a bit unfair. You get your shot but the community will never benefit. That is a difficult thing.
I really do believe that it is important to be very clear about what it is you want and what the photo will be used for. If you leave out a detail just so you can get the photograph, that detail will come back to haunt you. And if someone has a problem with what you are trying to do, then simply don’t shoot them. I make sure that the people who do agree to take part in a project get one of the Artist Proof prints (ed: out of two) that I have. It is up to them to either hold on to the print or if they want, sell it. That is my way of giving them something back.
What has been your biggest challenge so far?
JB: Well, being a photographer is a lonely profession and you sacrifice one thing for another. All I ever did was photography and I am only just learning that there are thing like shoes, make-up (laughs).
After winning the World Press Photo, you must have led a very hectic and different life this year. What has been the biggest lesson?
JB: I have learned that photos speak very loudly. Not all and not all the time but when they do, then can create change. And I have learned that when you have a voice, you have to use it. Photographers can be very powerful.
What is next for you?
JB: I will be starting a new project and I have a big show coming up in Ulms, Germany.
Any last advice?
JB: Just go out and do it. You have to get out there and create the work, put in the hours, develop your own style. And don’t be where the pack is. Do your own thing. And, when you are about to take a picture of what I like to call ‘The Stare’, reconsider it.