Creative Campfire: Conversations for Creative Entrepreneurs

Shelly Waldman
  • 5.0 (4)
  • Entrepreneurship
  • Updated Weekly

A show for the creative freelancer. Pull up a chair by the fire for candid conversations about the creative entrepreneur and freelancing. Hosted by Shelly Waldman, this show is for photographers, filmmakers, web/graphic designers and creative entrepreneurs working in advertising, brand storytelling, and content creation. We talk pricing, pitching, mindset, money, and the messy middle — with insights from Shelly and guests who share their expertise, mindset, tips, and behind-the-scenes stories of what life and business really looks like.

  1. Jun 4

    EP 30: Burnout to Bookings: How Showing His Personality Turned into Clients Andrew Keher

    In this episode, Shelly sits down with Liverpool-based documentary wedding photographer Andrew Keher to talk about the slow business snowball that becomes a quiet avalanche, why your best content might be the story behind a photo nobody would look twice at, and the two frameworks (three layers + MICE) that have given Andrew — and now his students — a way to show up on social media without losing their minds in the process. The origin story nobody's telling. Andrew didn't pick up a camera until he was 29, after a particularly bad day being shouted at in a windowless construction office. At a wedding he was attending he spotted a wedding photographer doing Jäger shots with the guests and thought — I want that job. A small loan, a mentor, and a lot of second-shooting later, he had a career. For nearly a decade, Andrew's business grew through word of mouth and strong SEO — and then he stopped doing any of it. Post-COVID, he entered 2024 with four weddings booked and money running out. His response: buy a new camera, update the website logo, and hope for the best. (Spoiler: this is not the strategy.) How viral comedy reels saved a struggling business. Resources & Links Andrew Keher Photography — andrewkeher.comAndrew on Instagram — @andrewkeherThe Brand Inn — Andrew's online community for photographers working on their social media and branding — skool.com/the-brand-innDavid Stubbs — the documentary photography mentor Andrew credits with shaping his approach to the craft5 Tips to Market Your Business without the AlgorithmOUR GUEST: Andrew Keher is a documentary wedding photographer based in Liverpool, UK, and he's become one of the most followed and most practical voices on social media strategy for photographers, and runs The Brand Inn: an online community where photographers come to work on their digital presence in a fantasy-themed tavern, complete with wizard's hat. YOUR HOST Shelly Waldman is the founder of Creative Camp — an education and coaching community for commercial photographers and creative freelancers who want to build sustainable, profitable businesses. She's a working commercial photographer herself, and when she's not hosting the Creative Campfire podcast she's helping photographers understand their worth, nail their pitches, and actually get paid what they deserve. 📍 creativecamp.pro📸 @creativecamp.pro @shuttershelly✉️ hello@shellywaldman.com

    1h 30m

  2. May 29

    EP 29: From Surgeries to Seven Continents: The Business of Travel Photography with Michael George

    What does it take to build a career that spans National Geographic, Apple, Airbnb, and a palace in Jaipur — all while keeping your creative voice intact? In this episode, Shelly sits down with photographer, writer, and educator Michael George to talk about the winding road from a Florida hospital (yes, really) to photographing penguins in Antarctica, why licensing your images matters more than you think, and what it's like to get taken down by Pharaoh's Revenge in the Egyptian desert. In This Episode The unlikely origin story. Michael didn't get on a plane until he was 18. Before that, his camera got him into places most people never see — including scrubbing in to photograph brain surgery at 16. That early lesson that a camera is a key, not just a tool, has shaped everything since. The Camino de Santiago. A 500-mile walk from France to Spain that became Michael's first real travel story and a masterclass in brutal editing. His journaling process became a kind of creative art direction for his images, and the lessons from that project (including learning to cut 150 photos down to 8) still inform how he works today. The editorial vs. commercial question. Michael shoots for National Geographic and Airbnb, Aēsop, and Apple. He shares how he navigates briefs that range from completely open to highly controlled, and why he's lucky that most commercial clients come to him because they already know what he does. How the business actually works. Michael breaks down his rough income pie chart. The lecturing life. From Yale and NYU to National Geographic Expeditions, Michael talks about why teaching has become a core part of his career and how working with hobbyists who still get giddy over an in-focus bird photo is the antidote to burnout. Licensing, copyright, and why it matters. A Camino photo from 2012 just landed in a DK book. That unexpected cheque is the whole case for holding onto your copyright. Michael and Shelly dig into why young photographers too often sign it away — and what's at stake with contracts like the Wall Street Journal's current full buyout clause. The Egypt health saga. Morocco's street cats (and the global cat report). Michael's unofficial side project photographing the sweetest street cats he's ever encountered leads into a wider conversation about cat culture around the world. What's next. Michael is quietly pitching a zine on Japanese theme parks — including one entirely dedicated to onions, complete with claw machines where you win an onion. We are here for it. ABOUT MICHAEL GEORGE: Michael George is a New York-based photographer, writer, and educator whose work has taken him across all seven continents. Find him at michaelgeorgephoto.com or on Instagram @michaelgeorge. ABOUT THE SHELLY WALDMAN: Shelly Waldman is a photographer, educator, andthe founder of ⁠Creative Camp⁠. With a background in finance and a decade behind the lens, she helps creative entrepreneurs build sustainable, profitable careers. Creative Campfire is where she pulls up a chair and has the honest business conversations most creatives wish they'd had sooner.Follow Shelly on Instagram: @shuttershellyFind Creative Camp at: @creativecamp.pro We love hearing from you, Campers — drop us a line or tag us in your thoughts: 📩 Email or DM: hello@shellywaldman.com or Instagram☕ Support the show, Buy us a coffee: buymeacoffee.com/creativecamp📬 Need help with navigating usage or your marketing? — get the basecamp bundle. Learn moreIf this episode sparked something for you, we'd love a review — it helps other creatives find the show. Leave a comment on Spotify or a review on Apple Podcasts. It means more than you know. 🔥 Creative Camp is an education and coaching community for commercial photographers and creative freelancers. Visit us at creativecamp.pro

    1h 23m

  3. May 4

    EP 28: Answering Your Usage Questions: Licensing, Local Markets, and Finding the Price That Works

    Shelly and Lauren are hosting a live deep-dive on ⁠usage licensing.⁠ Lauren walks through a real case study where usage renegotiation happened after a shoot wrapped.⁠ Rachel Korinek⁠ joins to share how terms shifted in the 24 hours before her shoot — and what happened. Tickets: $97 — includes a 14-page workbook. Newsletter subscribers⁠ get a discount code which now expires May 8, 2026. Episode Summary: Shelly and Lauren tackle a listener question from Tara @teragigotstudio, a food photographer navigating usage licensing in her local market. From baking usage into your creative fee without line-iteming it out, to why restaurants operate on razor-thin margins and what that means for your quote, to how to explain licensing using movies and Spotify — this episode gets into the nuance that most "just charge for licensing!" advice skips entirely. What Tara Asked: Tara wrote in wondering whether her ability to charge for usage is limited when competing photographers aren't charging for it at all. She lost a restaurant group job to a photographer who charged a fraction of her rate, and she's trying to figure out how to price strategically in a local market where she's still finding her footing. What's Covered: Why aligning on budget before you quote changes everything — and the range technique (credit: Andrea Stern) that actually gets people to give you a numberHow to bake usage into your creative fee without a separate line item — and why you still need a per-image rate for anything beyond the packagePerpetual vs. time-limited licensing for local clients, and why Lauren defaults to perpetual for restaurantsHow exclusive → non-exclusive can be a pricing lever when a client can't meet your rateThe Getty Calculator tiering logic (national → regional → local) and how to apply it even though the tool is gone — plus FotoQuote as a resourceWhy the most profitable dishes matter more than the most popular ones when scoping a restaurant shootProfit First by Mike Michalowicz for building pricing from your actual numbersHow to explain usage to clients who don't get it: a movie ticket is a one-time viewing license; a Spotify consumer account doesn't cover commercial useRaw files, scope creep, and why "what happens if scope expands" needs to be in your contract before the shoot startsFotoquote — pricing software for photographersProfit First by Mike MichalowiczCreative Camp Instagram @creativecamp.proQuotes from the show: "Whether you know you're paying for usage or not, there is a usage fee. I took the photo — I have to license it to you." — Shelly "Clients aren't sitting on bags of money trying to keep it from you. Stay focused on finding a compromise and educating them." — Lauren Stay in touch and resources to grow your business: Drop a comment, send us a DM at @creativecamp.pro, or reply to the newsletter. Tara's question opened up a thread we've been pulling on for weeks — what's your version of it? Live usage workshop — May 12th: Real case studies, Lauren and Shelly live, Rachel Korinek as a guest, and a 14-page workbook. $97. Newsletter subscribers get a discount code before the 8th. Basecamp Bundle: The foundational resource library for creative freelancers. Everything you need to pitch, price, and promote your creative business — all in one place.  Creative Sidekick: 1:1 mentorship with Shelly for photographers ready to work on the business, not just in it. Application and discovery call required.

    59 min

  4. Apr 3

    EP 27: From Vibes to Data: Building a Business That Actually Works with Sam MacKinnon

    What happens when the vibes stop being enough? In this episode, I’m joined by operations strategist Samantha MacKinnon — my partial COO and the person helping me rein in the chaos behind the scenes. We get into what it really takes to move from scattered ideas to focused execution, why most creatives struggle with prioritization, and how data (yes, even if you hate it) can actually give you more freedom — not less. We also talk about building systems that support your brain (not fight it), the difference between collecting knowledge vs. implementing it, and why sometimes the most important question isn’t if something will work… but how. If you’ve ever felt overwhelmed by too many ideas, unclear on what’s actually moving your business forward, or resistant to looking at your numbers — this one’s for you. 💡 Key Takeaways Why most creatives are stuck in “focus” (and how to get out of it)The balance between data + intuition in decision-makingHow to prioritize when you have too many ideasThe real reason your business might feel scatteredWhy “you can’t run a business on vibes alone"The shift from knowledge consumption → implementationHow to build systems that actually support your workflowWhat happens when you bring on a team (and why it can still feel messy)The power of asking harder questions in your businessYou can’t grow what you’re not measuringData doesn’t remove creativity — it supports better decisionsIf you say yes to everything, nothing gets doneSystems should flex to you, not the other way aroundSometimes the problem isn’t the strategy — it’s a lack of focus🔗 Resources & Links Samantha MacKinnon→ https://samanthamackinnon.com/Fixer Series (Sam’s monthly workshop + resources)→ https://samanthamackinnon.com/fixr-seriesSocial Life (community mentioned in the episode)→ https://photocamp--ohsierra.thrivecart.com/social-life-2026-6/Tiny Experiments(Referenced for procrastination: head, heart, hand) Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our ⁠Camp Bulletin, where we drop nuggets about industry insights, creative opportunities and the latest show.We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review.About the Host: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have the conversations that move creatives forward. You can find her on IG at @shuttershelly and @creativecamp.pro

    56 min

  5. Mar 15

    EP 26: Pitching, Portfolio Strategy & the Marketing Follow-Up Game

    In this episode, Lauren and Shelly unpack the biggest lessons from Shelly's recently completed Pitch Essentials course co-created with Rachel Korinek of Two Loves Studio. They cover the full arc of landing clients as a freelance photographer — from cold outreach anxiety and client calls, to portfolio strategy and the long game of follow-up.   Whether you're brand new to pitching or 19 years in, this conversation is full of practical, real-world takeaways. Both hosts get candid about their own struggles and wins, making it feel less like a masterclass and more like a conversation with two smart friends who've figured a few things out.   •      What pitching really means vs. marketing — and why you can't skip it no matter how established you are •      Call confidence: why getting on the phone beats email almost every time •      How to extract the right information on a client call so you can actually quote the job accurately •      Portfolio strategy: who is your website really for — ad agencies or direct-to-brand clients? •      Shelly's 5-touch outreach sequence: zines → LinkedIn → DM → capabilities deck → coffee chat •      The referral ask — and why most photographers aren't doing it •      Why you should focus on doing the work instead of chasing the ROI   "The most important thing on a call is that it's an opportunity for them to get to know your personality. Yes, you need the information, but at the end of the day, you can follow up if you miss something." — Lauren Liz   "People are not being ghosted — people are just being overworked. You're that 15th spam email, basically." — Shelly Waldman   "Focus on doing the action you can control versus putting all your energy into worrying about the result, which you can't really control." — Lauren Liz    Resources and links: Pitch Essentials Course — co-created by Shelly Waldman & Rachel Korinek of Two Loves Studio XYZED Printing — where Shelly prints her zine/mini-magazine: exwhyzed.com Ian Tuttle — photographer whose work Shelly references: ituttle.com The 12 Week Year — book referenced by Lauren on tracking actions within your control: store.12weekyear.com The 7 Habits of Highly Effective People — Stephen Covey's"Circle of Influence" concept referenced by Shelly: franklincovey.com Creative Mornings — in-person creative community events with groups worldwide: creativemornings.com   Hosts bio:Shelly Waldman is a photographer, educator, and the founder of Creative Campfire. After 10 years in finance and an economics degree in hand, she swapped spreadsheets for studio lights — but kept her love of strategy. Now based in London, Shelly blends creativity and businessacumen to help photographers and creative entrepreneurs build sustainable, profitable careers. Lauren Liz Kress is a commercial and editorial photographer specializing in vibrant lifestyle food, beverage, portrait, and brand storytelling imagery. With nearly 20 years in the industry, she collaborates with brands, publications, and restaurants while also serving as an educator, and board member of APA Atlanta. Based between Atlanta and Puerto Rico, she’s passionate about creative community, inclusive productions, and meaningful storytelling.    Stay in Touch: •      Drop us an email or DM us on Instagram creativecamp.pro •    Support the show by buying us a coffee (we'd love a chai latte!) •      Sign up for our weekly-ish Camp Bulletin —industry insights, creative opportunities, and the latest show •      We'd love a review! On Spotify, leave a comment on the show. On Apple Podcasts, leave us a review — it helps others find us among the plethora of podcasts out there.  More ways to work with us: •      1:1 Consulting — Shelly has been a business coach and photographer since 2010 •      Sponsor the podcast •      Invest in one of our courses •      Invite Shelly to speak to your group or be on your stage •      Got another idea? Email us: hello@shellywaldman.com   SEO Keywords & Tags

    54 min

  6. Mar 5

    EP: 25 You’re Allowed to Change Your Mind with Danae Karachaliou of Writing Pajamas

    The Squiggly Line Career & The Courage to Pivot with Danae Karachaliou of Writing Pajamas In this episode of Creative Campfire, Shelly sits down with Danae Karachaliou — founder of Writing Pajamas — to talk about career pivots, identity shifts, and what it really means to build something that feels aligned. From pharmacy school to food photography to copywriting, Danae’s path is anything but linear. But as she shares, the thread was always there — writing. This conversation dives into: What happens when the dream you built no longer fits The difference between creating for yourself vs. clients Why talking about the thing you want to do matters (before you’re doing it) How to reintroduce yourself after a major pivot Why marketing is shifting from strategy-heavy to human-first The danger of outsourcing your creativity to AI And why you’re allowed to change your mind One of the biggest takeaways? “The worst thing you can do is outsource your brain power and creativity.” We also explore what ethical marketing looks like today, how brands like Patagonia changed the game, and why personality-driven copy is becoming the future. If you're in the middle of a pivot — or quietly questioning your next chapter — this one is for you. Links & Resources Mentioned Danae KarachaliouWebsite: https://writingpajamas.comInstagram: https://www.instagram.com/writingpajamas Social Life (community run by Xanthe Appleyard) doors open again March 23! A special ⁠link just for my campers Episode 7 with Xanthe Appleyard (Social Life founder) Patagonia (brand example discussed) The Moth (storytelling organization mentioned) 99% Invisible (podcast referenced) Roman Mars (host of 99% Invisible) Reuters article Meta is earning a fortune on a deluge of fraudulent ads Tools mentioned: ChatGPT Claude Grammarly Gemini Topics We Cover Squiggly careers & nonlinear growth Going back to a 9–5 to support a pivot Sharing (or not sharing) the messy middle Ethical brands & human-centered marketing Personality-led copywriting AI as a tool vs. AI as a crutch Marketing trends shifting toward connection Host bio: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more community, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have honest conversations. Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

    1h 4m

  7. Feb 1

    EP 24: Art of Pitching Photography

    In this engaging conversation, Shelly Waldman and Rachel Korinek delve into the intricacies of pitching in the photography industry. They discuss the importance of crafting effective pitch decks, tailoring presentations for clients, and the value of visual storytelling. The duo shares insights from their experiences, emphasizing the role of templates and collaboration in creating standout presentations. They also touch on the significance of feedback and continuous improvement in the pitching process, ultimately encouraging photographers to showcase their unique value to clients. Rachel Korinek is a Toronto-based professional food photographer and the founder of Two Loves, a studio and online education platform blending her love of food and photography. Originally from Australia, Rachel creates bright, expressive imagery that celebrates real food, emotion, and storytelling. She works remotely with clients worldwide and travels for select projects. Takeaways Pitching is often overlooked but crucial for success.Tailoring presentations to client needs enhances engagement.Visual storytelling is key in making a strong impression.Templates can streamline the pitching process and save time.Collaboration can lead to innovative ideas and improvements.Feedback from clients is essential for growth and refinement.A strong portfolio should reflect the work you want to be hired for.Understanding client expectations can lead to better outcomes.Continuous improvement is vital in the creative industry.Success in pitching can lead to more opportunities and collaborations.Resources: EP 10: Pitching Mindset and What to Send Canva great for building templates (google slides, Adobe Express work too) About Creative Camp: Shelly Waldman is a commercial photographer and entrepreneur, and the founder of Creative Camp. She hosts Creative Campfire, featuring honest conversations about business, creativity, and building a sustainable creative career. Keep the conversation going: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠. Support the show by ⁠buying us a coffee⁠ ( love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

    35 min

  8. Jan 24

    EP 23: Creativity Is the Strategy: Marketing & Personal Projects with Photographer Suzanne Clements

    **ANNOUNCEMENT** Pitching Essentials returns this February: Foundation Class: February 5 Pro Track: Starts February 6 Pitch Essentials teaches photographers how to communicate their ideas with clarity and confidence — using visual tools and clear structure to communicate ideas and value at every stage of outreach. 👉 All details and tickets:http://courses.twolovesstudio.com/pitch-essentials Summary:Photographer Suzanne Clements joins Shelly Waldman to talk about creativity, marketing, and building a sustainable photography career. Suzanne shares her unexpected path from painting to photography, how she developed her bold visual style, and why personal projects are essential for growth. They dive into idea generation, creative collaboration, packaging projects for clients, and navigating today’s marketing landscape — from Instagram fatigue to the power of consistent email outreach. Suzanne gets into the nitty gritty of how she manages her list, verifies emails and why she uses small batch mail merge rather than a service like Mailchimp or Flodesk. This is a candid conversation about experimenting, adapting, and staying creatively engaged in an ever-changing industry. Links & Resources Mentioned Suzanne Clements Portfolio: https://www.suzanneclements.com/ Suzanne on Instagram: https://www.instagram.com/suzannecgd ZeroBounce (Email Verification): https://www.zerobounce.net/ Streak CRM for Gmail: https://www.streak.com/ Chapters 00:00 Introduction to Suzanne Clements 01:31 Suzanne's Journey into Photography 04:35 The Shift from Painting to Photography 07:21 Finding Your Style and Voice 11:25 The Importance of Feedback and Consultancy 13:44 The Role of Conversations in Growth 16:57 The Magic of Post-Production 18:30 Creative Projects: Skater Girls and Beyond 29:38 Navigating Creative Expenses 32:55 Exploring the Beauty of Simplicity in Photography 35:43 Transforming Ideas into Visual Stories 38:09 The Evolution of Marketing Strategies 46:40 Leveraging Automation in Creative Marketing 53:13 From Concept to Completion: Documenting the Creative Process 56:30 Crafting Engaging Emails 58:49 Manual Email Strategies for Better Engagement 01:01:46 The Importance of Curated Email Lists 01:06:11Leveraging Technology for Email Marketing 01:10:20 Warming Up Your Email for Success 01:15:41 Maximizing Creative Downtime 01:19:59Navigating Communication in a Changing Industry Keep the conversation going with us here at Creative Camp: Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠.Share a takeaway in the comments.SUPPORT THE SHOW: Share the episode with a friend. Support the show by ⁠buying us a coffee⁠ (we love chai lattes) Sign up for our weekly-ish ⁠Camp Bulletin⁠ ., where we drop nuggets about industry insights, creative opportunities and the latest show. We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: 1:1 consulting - Shelly's been a business coach and photographer since 2010. sponsor the podcast invest in one of our courses invite Shelly to speak to your group or be on your stage Got another idea? Drop us an email: hello@shellywaldman.com

    1h 31m
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Ratings & Reviews

5
out of 5
4 Ratings

About

A show for the creative freelancer. Pull up a chair by the fire for candid conversations about the creative entrepreneur and freelancing. Hosted by Shelly Waldman, this show is for photographers, filmmakers, web/graphic designers and creative entrepreneurs working in advertising, brand storytelling, and content creation. We talk pricing, pitching, mindset, money, and the messy middle — with insights from Shelly and guests who share their expertise, mindset, tips, and behind-the-scenes stories of what life and business really looks like.

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