September 15, 2017
Thriving in Canada’s competitive photography industry means keeping the finger on the shutter and being ready to move when the right opportunity presents itself.
Jeff Noon has thrived as a Medicine Hat-based professional photographer for 15 years by paying attention to rapidly changing trends and separating himself from the “shoot-and-burners” flooding the portrait and family photography space.
When he began his career in 2002, his journalistic wedding photography style was a refreshing contrast to the handful of studios offering traditional studio-based photography. He was one of the early movers in what would transform professional portrait photography.
As the barrier to entry for photography dropped in the subsequent years and competition increased, Noon joined the Professional Photographers of Canada (PPOC) – a juried, national organization – as a way to legitimize his practice. Within that organization, he captured three national awards, including the 2013 Portrait of the Year before capturing his Craftsman of Photographic Arts in 2014.
Following a photo shoot for Prime Minister Justin Trudeau in October 2016, Noon found himself eyeing Canada’s $900 million commercial photography industry as the next step for his 15-year-old photographic studio.