I'm going to tell you something most photographers won't admit: the first festival I ever shot, I missed half the important moments.
Let me give you a picture: it was a well-known day festival in Gran Canaria, over 1,000 people, great energy, beautiful location. The event had been running for more than 10 years, so I assumed they knew exactly what they needed. And their brief to me was simple: "Just do whatever you want." At the time, I thought that was the dream. Total creative freedom. No restrictions.
So I followed the flow. I shot what felt exciting: the crowd, the lights, the performances. I got some great photos. But when the organizers received the gallery, the questions started:
"Do you have a shot of the main sponsor's banner on the bar?"
I didn't.
"What about the headliner with the crowd behind them?"
Not from the right angle.
"Did you get the welcome area before people arrived?"
I hadn't even thought about it.
I had hundreds of beautiful photos, but I was missing the ones they actually needed.
The problem was the Brief
Here's what I've learned after shooting many more events since then: when an organizer says "just do whatever you want," what they really mean is "I don't know what to ask for."
And that's completely normal. You're an event organizer, not a photographer. You shouldn't have to know what a shot list looks like. But without one, even a great photographer will miss moments that matter to you: because they can't read your mind.
That sponsor who paid good money to have their logo on stage? Your photographer doesn't know which sponsors are important to you. That DJ you spent months booking? Your photographer doesn't know they're the headliner unless you tell them. The setup shots that would make incredible "behind the scenes" content for your socials? Your photographer might not even arrive until doors open.
What I Do Differently Now
These days, I never start an event without a proper briefing. I ask every organizer the same key questions before the event:
Who are the key people I need to photograph? Names, faces, roles. The headliner, the sponsors, the team. I need to know who matters.
What branded elements need to be captured? Logos, banners, activations, merchandise. If a sponsor is paying for visibility, they need to see it in the photos.
How will you use these photos? Social media needs different shots than a press kit. If you need same-day content for Instagram, I need to plan for that.
What's the timeline? When are the key moments? When's the sound check, the doors, the headliner? I need to be in the right place at the right time.
What moments are unique to YOUR event? Every festival has its own thing: a tradition, a surprise, a ritual. If I don't know about it, I'll miss it.
This 15-minute conversation before the event is the difference between getting a gallery of nice photos and getting a gallery that actually tells the story of your event.
A Tool I Wish I'd Had From Day One
After learning this the hard way, I put together the briefing guide I wish someone had given me, or better yet, given to the organizers I worked with.
It's called The Event Organizer's Shot List — 40 Key Moments Your Photographer Should Capture. It covers everything: what to brief your photographer before the event, and a complete shot list organized by category — from setup to the final song.
Whether you share it with your photographer or use it to plan your own coverage, it'll make sure nothing gets missed.
