How To Make the Most of Exclusive Events

Or, how most people f*ck up these rare opportunities

Sep 08, 2024

I don’t agree to most press events anymore. One, because my work doesn’t require much of them. Two, they just don’t cater to creatives anymore. It’s largely a mix of influencers and reviewers given early access to interesting technologies. But there are two brands that I’ll always make time for: Leica and Sony.

The former is pretty obvious. The latter? That might be a surprise for you. I don’t talk about Sony. I don’t write about Sony (well, this breaks that streak). And I don’t own any Sony equipment anymore; just renting them as needed for video work. But what is it about this company that make me RSVP ‘yes’ to their events? They bring out the goats (and in case you’re not familiar with the slang, here’s a handy link).

The Kando Experience

Two weeks ago, I was invited to Sony’s Kando event in Santa Barbara. It’s this unique retreat that brings together all the excitement of Sony—imaging, music, film, electronics, gaming, and more—into this retreat for creatives to learn, build, and connect. The three-day trip is designed to offer a variety of shooting scenarios, workshops, live demos, and mentoring sessions. And if you’re asking me, they are the best at executing a multi-day event for the creative.

Once you’re invited, you get access to this app that allows you to plan your days (there’s so many sessions and events to choose from) and connect with other guests. You can build an agenda that’ll keep you busy and network with attendees before you arrive. The attention to detail is sublime and makes for a fantastic onboarding experience.

As if the location, the workshops, the shoot experiences aren’t enough, there’s also goodie bag waiting for you when you arrive. Of course. This year, guests got lights, speakers, creative accessories, and so much more. It was all packed in this special edition WANDRD PRVKE 21L backpack. And no, this is not a best part of the trip. In fact, I’ve already given most of this stuff away.

There’s a rent-a-model program during our time at Kando. You get to stop by, select a model from the extensive mood board, style them, and work with them across the venue for a set period of time. Incredible experience! You pretty much can create a good chunk of portfolio work with enough creative planning. But let me say again, this is not the best part of the Kando trip.

There are multiple sets that are peppered across the venue to really develop unique visuals or just practice your photography. As cool as these are, again, this is not the best part of the trip.

There are also some surprises in store, like the Kondor Blue team that was on-site, giving people free camera rigs and kits for their setup. They even had an engraving station (LaserPecker will never not be funny to me) to customize your pieces. This was such a cool setup that gave guests a ton of real-world value. But you guessed it, even this isn’t the best part of the trip.

You see, the best part of this Kando trip is something that most guests fail to capitalize on. Hell, it’s something that most people ignore at events like this in general. And that’s the opportunity to connect with goats.

Making the Most of It

When it comes to the in-person experience, what brands like Sony do so well is that they nail the guest list. Sure, you’ll find journalists, content creators, and influencers in some capacity. But they also make sure to bring out legendary photographers, pioneering creatives, and veteran change-makers. A collection of people that have a wealth of knowledge and a congressional library of stories. And they’re… just… there!

The key to making the most of an event like this is to find these people and speak with them. And I mean speak with them, not to them. Ask them about their journey, ask them about what excites them, and even try to ask them something they’ve never been asked before. More often than not, you’ll be imparted some wisdom that seems to feel like it’s just what you needed to hear.

This may seem intimidating for some people but remember, if you’re at an event or meetup sharing the same space as these individuals, a lot of the icebreaker is already done for you. You have a reason to be there. So get composed, find an opening, walk over, introduce yourself, say something nice, then ask a question. And with enough self-awareness, you’ll find yourself in the middle of a great conversation with a goat.

Look, I know for a few of you this may sound a little trivial. But I am genuinely shocked every single time I’m at an event for a major brand and most people just don’t take the opportunity to speak with these titans of creativity. Most people seem to stick to their group of friends for the entire evening. What a waste!

So this week, I hope you takeaway this lesson for the future. Whether it’s a press event, a product launch, or just a community photo walk, try to identify the goats—whoever they may be—and look to dialog with them in an authentic way. Let them do most of the talking and see if you walk away with a gem or two.

Special Shout Out

One of my favourite Substack feeds has to be The Process from Wesley Verhoeve. I’ve gotten to know Wesley over the months and I’m always impressed at how accessible he makes his wealth of photography experience. Recently he announced a new book and I genuinely believe it’s worth checking out.

The Process Work Book delivers an engaging way to improve your craft. As it says in the description:

Inside, you'll find 30 practical assignments and prompts to help you see the world differently. Plus, get inspired by 6 quotes from interviews I did with legendary photographers like Elliott Erwitt and Danny Clinch, chosen to give you that extra boost of creativity. Whether you're just starting or looking to refine your skills, this workbook is a friendly companion to help you in becoming a better photographer, think less, and do more.

At €8.99, this feels like a bargain. If you’ve been looking at a way to accelerate your learning or just try something new, check out the Process Work Book from Wesley.

And August Contest Winner Is…

Congratulations to the winner of last month’s contest:

Ted P.

You’ll receive an email directly from me on receiving your prize. Enjoy!

New September Contest!

Each month, I’ll be giving away a $200 gift card to the Moment Shop where the winner can save big on their next camera, lens, bag, or courses. Moment has so many creative products to choose from and $200 can absolutely make for a better deal.

How am I picking the winner? All you have to do is be a free member of this community and leave a comment on this post. As with every contest, I’ll be randomly picking one person, confirming they meet the requirements and contacting them directly before announcing the winner publicly.

Once again, this contest is void where prohibited by law. Good luck!

My thanks to the team at Moment! Not only for this contest but for being the longest supporter of my work online. They’re a lean team of passionate creators that truly believe in supporting other creatives on their journey. Whether it’s a new camera, lens, workshop, or just some great articles, visit ShopMoment.com today.