From Marketing to Master: Building a High-End Architecture Photography Business with Norman Sizemore

Why is everyone turning the lights off? 💡

In this episode, premier architectural photographer Norman Sizemore joins AIAP Director Alan Blakely to pull back the curtain on the reality of the architectural photography industry today. From his transition out of the marketing world to his firm stance against the "dark and moody" interior trend, Norman shares the raw, unfiltered truth about what it takes to build a sustainable photography business. Norman and Alan dive deep into the "theatrical" side of photography, the importance of proper lighting and composition, and why you should probably stop entering photo contests and start focusing on client relationships.

In this episode, we cover:

• The Career Leap: How Norman transitioned from marketing to a full-time photography career.

• The "Lights Off" Rant: Why the current trend of dimly lit interiors is hurting the craft.

• Pricing for Profit: Moving away from generic rates to project-specific value.

• Image Licensing: Real stories of fighting for usage rights (and winning).

• Gear Talk: Why Norman still swears by the Sony A850 and classic Photogenic lighting.

• Film Nostalgia: A look back at the days of Hasselblads and the resurgence of analog.

Whether you’re an aspiring photographer looking for a mentor or a seasoned pro tired of "work-for-hire" traps, this conversation is packed with veteran insights you won't find in a textbook.

This Podcast is Copyright 2026, The Association of Independent Architectural Photographers™, All Rights Reserved. This content may not be used in full or in part without the written consent of the AIAP.

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