What does it really take to thrive as a creative in today’s photography and content world? In this inspiring interview, we sit down with Sharon Grossman – industry veteran, agent-turned-producer, and founder of Piccallo, a creative production company based in London.
Sharon shares her decades of experience representing and producing for top photographers and filmmakers, offering a behind-the-scenes look at what agencies are truly looking for when they hire or represent talent. We talk about why specialising matters more than ever, how to position yourself for long-term growth, and how to navigate the evolving landscape of video, tech and AI as a modern creative.
IN THIS INTERVIEW WITH SHARON GROSSMAN
If you’ve ever dreamed of being represented by an agency or wondered how top creatives manage to stay relevant as the industry evolves – this episode is for you. We sit down with Sharon Grossman, founder of Piccallo, to talk about her journey from agent to creative producer, and what she’s learned from decades in the industry.
Sharon shares how her career evolved from talent representation to running Piccallo as a production company – bridging the gap between photographers, filmmakers, and brands. You’ll hear about what agencies and production houses really look for when choosing who to work with, and the most common mistakes creatives make when pitching themselves.
We also explore how specialisation has become one of the most powerful strategies for growth. Sharon explains why trying to do everything can dilute your creative impact – and how narrowing your focus helps attract the right opportunities and clients. For those feeling stuck, she shares key questions to ask yourself to move from uncertainty to strategy.
We touch on Sharon’s creative consultancy work, where she helps photographers and creatives refine their direction, pricing, and brand positioning. She also shares a special offer for those looking to rent a photography studio kitchen space through Piccallo – an incredible resource for photographers looking to improve their client work and content production.
WHAT YOU’LL TAKE AWAY FROM THIS EPISODE
Here’s what you’ll take away from this episode:
- The career journey of Sharon Grossman – from agent to producer and creative consultant
- What agencies and production companies look for in photographers and filmmakers
- Common mistakes creatives make when pitching themselves (and how to fix them)
- Why specialising is essential for growth in today’s market
- How to navigate industry shifts around video, tech, and AI
- Practical business advice for scaling and staying relevant as a creative
- How Sharon supports photographers through her consultancy and studio offerings
MORE ABOUT FOCUS & FLOURISH PODCAST
Focus & Flourish – Photography Business Talk is the go-to podcast for food photographers and creative business owners who want to build thriving, sustainable and profitable careers doing what they love.
Hosted by Marta and Linda, two professional food photographers and educators, each episode dives deep into the real behind-the-scenes of running a creative business. From marketing and client pitching to pricing, confidence, workflow and mindset.
