We recently had the pleasure of sitting down with long-time collaborator and Manchester-based photographer Rikki Chan. Rikki’s a guy we’ve worked with on all kinds of projects over the years. He’s shot everything from product-focused stills to dynamic lifestyle portraits. In this episode, we dug into how his career has evolved, what it’s like freelancing in today’s creative economy, and yes, even the rising price of eggs.
From Product to Lifestyle (and Everything in Between)
Rikki started his career shooting product photography in controlled studio environments. But like many creatives, the pandemic era nudged his work in a new direction. Being stuck at home, he found himself experimenting and eventually, that led to more lifestyle photography on location.
“It kind of just drifted that way,” Rikki said. “I was working from home, shooting loads of product stuff, and then started doing behind-the-scenes stuff with you guys [Coolbox]. It just evolved from there.”
The shift turned out to be a pivotal one. Not only did it open doors to more portraiture and lifestyle gigs, but it also diversified Rikki’s portfolio, helping him attract a broader range of clients.
Creative Control vs Client Chaos
One of the more relatable topics Rikki brought up was how shoots can get derailed when too many cooks are in the kitchen. He recounted a recent car shoot where several clients were on set, crowding over his laptop, suggesting changes mid-shoot, and even interfering with the food stylist.
“Everyone was just messing with things. I was like – what are you doing? This is crazy.”
It’s a delicate dance between collaboration and chaos, something anyone in the industry can relate to. Sometimes having a client on set is great. Other times, it means reworking a shot for the fourth time because someone wants to see an LED screen in the background (which ends up flickering on camera).
The Post-Production Advantage
While video teams lug around crates of gear and deal with complex setups, Rikki thrives in a minimal setup. “I just have a conservatory studio at home. A few lights in a rucksack and I’m good.”
His secret weapon? Post-production skills. For product shots, he often composites multiple images together, creating polished final shots that would otherwise require huge setups.
“If I had a massive studio and all the lights, maybe I wouldn’t need to do it in post. But why not comp if you can? Especially when you’re handy with Photoshop.”
AI: Threat or Tool?
We couldn’t not bring up AI. With tools advancing so quickly, there’s been a lot of chatter about how it might replace certain creative roles, especially in static product imagery.
But Rikki’s not panicking.
“I don’t think AI’s going to ruin photography. People just go crazy about it, especially Boomers who don’t want to adapt.”
While AI tools can produce decent stills with the right prompts, they’re still a far cry from replacing the nuance, control, and collaboration that comes with a professional shoot, especially when it comes to video.
Paid Ads, LinkedIn, and Getting Booked
One of the most valuable parts of the chat was Rikki’s insight into getting work as a freelancer in 2025. While Instagram used to be a goldmine for bookings, it’s just not cutting it anymore.
“I haven’t had work from Instagram in years,” he said. “LinkedIn is where it’s at.”
Rikki posts a few times a week on LinkedIn, especially during slower periods. It’s a way to stay top-of-mind with producers, creative directors, and other potential clients.
He’s also been dabbling with Meta ads, using minimal spend to test strategies and boost visibility. It’s early days, but he’s optimistic about where it could lead.
Budget Battles and “Mate’s Rates”
Unsurprisingly, we talked budgets. Like everyone in the creative industry, Rikki’s faced his fair share of clients who balk at professional rates. With smartphones capable of impressive shots, the perception of value in photography has shifted and not always for the better.
“Sometimes they’ll say, ‘I can just do that on my iPhone,’” Rikki said. “But they don’t see the value in having a stylist, or a proper crew.”
Still, he’s realistic. When it’s a quiet month, he’ll take on smaller-budget work but always with a strategic lens. If it’s fast, fun, or great for the portfolio, it’s worth considering.
Passion Projects: Why We Need Them
Despite a packed schedule, Rikki admits he’s been slacking on personal projects lately.
“I should. But I’m lazy.”
We’ve all been there. Passion projects tend to take a backseat when paid work comes in, but they’re often where the most growth and creative breakthroughs happen. During COVID, we leaned into test shoots, and it paid off with real jobs down the line.
Maybe it’s time we all get back to that.
Final Thoughts: It’s Not What You Know…
Toward the end of the chat, we landed on an industry truth: relationships matter. Clients aren’t just hiring based on the portfolio; they’re hiring based on personality, trust, and shared experience.
“It’s tits and teeth,” Rikki joked. “People hire people they know. It’s not just about quality anymore.”
And honestly? He’s not wrong.
Key Takeaways from the Episode
- Photography is shifting toward lifestyle content – product-only work is fading.
- AI isn’t killing photography (yet), but it’s changing how we work.
- LinkedIn is king for freelancers in 2025 – use it well.
- Budget battles are ongoing, but strategic lower-budget jobs can be worth it.
- Passion projects matter, even when you’re busy.
- Relationships drive bookings. Be good, be nice, stay visible.
🎧 Want to hear the full conversation? Listen on Spotify