Speaking in a quiet, calm manner from his home in Hamburg, creative producer Jochen Hoops is reflecting on the decision to leave for Paris after growing up in Germany’s second city. Initially signing up for French classes, enrolling on a photography course led to a job assisting a fashion photographer; subsequently helping him decide that he didn’t want to follow the same path.
‘I wanted to earn a living and to be a photographer in Paris you need to work for a couple of years for little if any pay. So I switched over to the commercial side as a representative; working for an agency connecting clients with photographers. Promoting their work, organising the shoot; all that kind of stuff.’
‘For 15 years,’ he continues, ‘I was working with individuals with backgrounds in fashion and advertising but not cycling related at all. And I came back to my own photography – after not touching a camera for years – when I met some guys in Paris and started to document our rides. I like the idea that people can recognise themselves in the images; not literally but if it makes them want to be there, to want to ride, then that’s great.’
With cycling one of life’s constants, Jochen’s passion for this process of documentation is evident yet he feels somewhat uncomfortable calling himself a photographer. He accepts there’s a narrative to his work but when pressed is happy to leave it there. Maybe a question of semantics but this does place an interesting spotlight on the creative process and where the balance lies between commercially imposed restraints and photography as an art form.
‘Having the right gear doesn’t replace a good eye but in some sense photography is a craft because you have to learn how to get the results you want. And I also know many commercial photographers that have side projects that might be termed art but not if there’s a brief. You can have a certain style which is why clients book you in the first place but nowadays it can be difficult to express yourself with absolute freedom because you’re expected to stick to the editorial plan. And very often when you look at brand related content you’ll notice that it’s always sunny and everyone is smiling. Not my kind of work [laughs].’
‘I like to take my pictures from the bike when out riding,’ Jochen goes on to explain. ‘And I really don’t mind if the person isn’t well lit. I can do that if it’s asked for but it’s not always interesting for me. What I do find interesting is quite instinctive; a constant evolution. Patterns of light and dark, buildings and tunnels; shooting someone descending at full speed. And because it’s important not to disturb the ride I have to capture the image in that moment. There’s no going back to do it again.’
An approach perhaps at odds with the world of commercial photography where models are directed according to a pre-planned brief; a process that Jochen knows all too well from his agency role representing photographers and organising their shoots.
‘I’d scout a location, book a stylist; basically everything right through to post-production. And keeping an eye on all these various aspects means you develop a lot of experience of working with clients and creative directors. For me it’s all about being effective and time sensitive which for them equates to saving money. So sometimes it’s important to keep control of the process; some people know what they’re doing whilst others need guidance. And this understanding of the advertising process enabled me to offer advice which ultimately led to Creative Hub Paris.’
As a network agency producing bespoke editorial content with a cycling and lifestyle focus, Jochen enjoyed working collaboratively and recognised the benefit from having an input of ideas from a range of different viewpoints. But even though he understands the initial temptation to accept every commission after first founding the business and acknowledges that he worked on some interesting projects, over time his attitude saw a subtle shift in direction.
‘I still think – with my expertise and professional background – that I can collaborate with brands as a creative consultant to produce great things for the cycling industries. But the joy of documenting rides myself means I don’t want to work solely in that way any longer. I did it for a while and I’m still involved from time to time but for now I’m re-structuring how this all fits together.’
A refocusing of priorities that led to a long break from Instagram and a reconnection with concert going and viewing exhibitions; a reaction to what Jochen terms fast living where pictures posted on a feed last only a few minutes before they’re gone.
‘I like it when I’m occasionally asked for a print of my work or an editorial story. In the sense that it’s a slower dimension and people have time to really look at things. An image on a screen is somewhat removed but with a print there’s a lasting sense of appreciation; a permanence to the work compared to how we consume the majority of our media.’
With Jochen still limiting the time he engages with Instagram to a brief look in the morning over coffee, he confirms that here_are_wings references a book find in a Parisian flea market and resonates with his feeling on the bike. The sense of freedom and wellbeing he achieves when out riding with friends; a way of life that he enjoyed in Paris and is currently rebuilding after relocating back to Hamburg.
‘It’s been 20 years but for both professional and family reasons it feels really good to be back. Good to be riding in and around the city with my girlfriend and rediscovering those once familiar roads all over again. Professionally I have some plans because if you don’t then nothing will happen. But that doesn’t mean you have to stick with them. I think of it as a bike ride; you might set off on a certain route but then bump into something great and decide to change direction. Taking another road that you really didn’t expect. What’s clear is that I want to continue documenting my rides. I really love doing this kind of photography but I don’t want a financial need to do that. I want to enjoy it.’
‘I’m kind of a quiet person,’ Jochen concludes. ‘I have my own opinions but I don’t feel the need to talk for the sake of it. I prefer to be more of an observer and if I can continue to inspire people to go riding and discover places; well, that would also be good.’
All images with kind permission of Jochen Hoops