Hey Reader,
Happy Valentine's Day.
With today being a celebration of love, I wanted to talk about capturing it.
Specifically, the complicated relationship many of us have with "love photography."
Let's dive in.
The 'Love Photography' Industry is Massive
One of the biggest, most popular, and prevalent genres of photography is love.
Couples. Engagements. Weddings.
Moments where people want their connection documented, their story told, their day preserved.
It's a genre that's been capitalised on by the photography industry, leading to probably one of the biggest niches outside of commercial work.
And chances are, you've been asked about it.
"Do you do couples sessions?"
"We're proposing next month, are you free?"
"We love your style. Do you shoot weddings?"
At first, these requests might feel exciting.
Or daunting.
Or both.
Because here's the thing: love photography pays extremely well, and rightfully so.
You can't interrupt a ceremony and ask for the kiss to happen again because your focus was off.
But it also comes with a question that stops a lot of us in our tracks.
The Tension Between Creativity and Commerce
This is where it gets interesting.
Love photography sits at the intersection of two things most photographers are constantly balancing:
- creative fulfilment and,
- financial stability.
On one hand, weddings and couples work can bring consistency.
A few bookings a year can fund your passion projects, keep you shooting during slower months, and build confidence in high-pressure environments.
On the other hand, there's the fear.
The fear that accepting this work means abandoning what you actually love to shoot.
That you'll become "just a wedding photographer" and lose the creative edge that defines your work.
That you'll get stuck in a lane you never wanted to be in.
And so begins the dance.
The False Choice: Rebrand or Stay 'Pure'
Here's where the industry often presents a false choice.
Option A: Go all in.
Rebrand as a wedding or couples photographer. Build a portfolio entirely around love stories. Market yourself exclusively in that space.
This works for some people. If you genuinely love this genre and want to build a business around it, that's a valid path.
But for most of us reading this newsletter, that's not the goal.
We're travel photographers.
Lifestyle shooters.
Commercial creatives.
Adventure storytellers.
We didn't pick up a camera to shoot the same venue every weekend.
Option B: Stay "pure."
Never touch couple's work.
Keep your brand untouched.
Only shoot what you're passionate about.
Also valid.
But also limiting if you're turning down good money, great clients, and opportunities to grow your skills simply because you're worried about what it looks like.
Here's what I've realised: there's a third option.
And it's the one that's worked best for me.
Better Approach: Own Your Identity
I'm not a wedding photographer who also does travel, lifestyle and hospitality.
I'm a photographer who also captures love stories.
That distinction matters.
Because when you own your identity first, everything else becomes an extension... not a replacement.
I shoot a handful of couples sessions and weddings a year.
But I only take clients who want what I do.
That alignment changes everything.
Suddenly, this work doesn't feel like a compromise.
It feels like expansion.
You're not abandoning your style to fit into someone else's niche.
You're bringing your style into a new context.
And here's the bonus: it makes you stand out in the love photography space because you're not trying to be like everyone else.
Maintaining Your Edge
So if you're considering dipping into love photography...
Or you've been hesitant because it doesn't feel like "you"...
Here's how to do it without losing yourself in the process:
Lean into your style, not away from it.
If you shoot moody, dramatic landscapes, shoot moody, dramatic couples.
If you love golden hour and environmental portraits, put couples in those contexts.
If adventure and raw locations are your thing, find clients who want that.
Your style doesn't disappear when people enter the frame.
If someone wants traditional, posed, Pinterest-perfect shots, and that's not your vibe, refer them to someone else - everything comes back to you!
Don't Rebrand. Just Expand.
You don't need a separate website, a new Instagram (or you can use one to host your work as I have here), or a totally different portfolio.
Add a section. Mention it in your bio. Let people know you're open to it.
But keep your primary identity intact.
Because that's what got you here in the first place.
Use it to fund what you love.
This is the practical part no one talks about enough.
A few well-paid couples sessions can fund your next travel project.
They can cover gear upgrades, workshops, or give you breathing room to take creative risks elsewhere.
There's no shame in that.
Creativity and commerce aren't enemies: they're partners.
Final Thoughts
In the end, the unique part of any creative journey is the fact that it will be different for everyone.
So if you've been hesitant to explore love photography because it doesn't "fit" your brand, I'd challenge that.
Maybe it fits perfectly.
You just haven't shot it your way yet.
Catch you next week,
Matty 📷 🚀
BTW, if you're a photographer looking to level up your content creation and storytelling, I work 1-1 with creators to help them grow their profile. If that's you, send me an email, and I'll send you the details.
