Overview
Photography, as a sub-sector, contributes significantly to GDP
Singapore’s photography industry is classified under the Real Estate, Professional and Administrative & Support Services umbrella under the Services sector. The Professional and Administrative & Support Services sub-sector accounts for the majority (76% in 2021) of the GDP produced under Real Estate, Professional and Administrative & Support Services, of which the photography industry is also a part.
The Professional and Administrative & Support Services sector, which includes photography, accounted for around 9% of Singapore’s GDP in 2021, translating to about SGD 48 billion. With 1,502 entities, the photography industry’s revenue was around SGD 169 million and operating profit was around SGD 22 million in 2020.
Singapore’s photography clubs and associations have played a major role in promoting the industry, especially post World War II
The evolution of the photography industry in Singapore dates back to 1867, where branches of Western studios were set up in the country. As Singapore was a port of call connecting to Asia, Western photographers stopped here to take photographs of the Asian region. Studios like G. R. Lambert & Co. sold photographs of Singapore as souvenirs to European clientele and had a sales volume of 250,000 postcards per year during its operations from 1867 to 1918.
By the 1890s, the industry had shifted towards providing commercial portraiture services for the rich Straits Chinese families, with Chinese photographers from the Southeast Asian region clamouring to set up studios in Singapore.
Amid the mass market growth of the photography industry, the Singapore Camera Club was launched by Japanese photographers in 1921. Photography exhibitions started taking place by the 1950s where the Malaya-Borneo Exhibition attracted around 40,000 visitors on its opening day in 1922. The industry took a hit during the Second World War, but bounced back towards growth over the next 20 years.
At present, the Singapore Photographic & Digital Imaging Trade Association (formed in 1947 as the Chinese Photographic Studio Proprietors Association) has more than 300 photo labs and professional studios, in addition to over 30 photographic equipment & material suppliers and other related businesses in Singapore.
Organisations like the Photographic Society of Singapore (PSS), established in 1950, the Professional Photographers Association (Singapore) with 496 members, Objectifs, a visual arts space dedicated to the film and photography industry established in 2003, and Art Photography Centre Ltd. (DECK), which organised the 8th Singapore International Photography Festival in 2022, are some of the key organisations promoting the photography profession in Singapore. In addition, institutions like the Nanyang Academy of Fine Arts and MAD School by Chatsworth Mediart Academy offer certificate courses in professional photography.
Key Trends
Movement restrictions due to the pandemic result in revenue declines and closure of photography studios
The impact of the COVID-19 pandemic on the photography industry was reflected in the industry’s revenue, which declined by 11% YoY, from SGD 190 million in 2019 to SGD 169 million in 2020. The number of entities in the industry, after posting an 18% YoY increase in 2019, declined by 1% in 2020 (16 ceased to exist). However, the impact on the freelance photographers who operate independently has not been stated, as it cannot be quantified.
As tourism and outdoor events such as weddings and parties have resumed post the pandemic, the industry is expected to recover. This has been reflected in the 4% YoY growth of the Professional and Administrative & Support Services sector’s GDP contribution in 2021, after posting an 11% YoY decline in 2020.
Growing demand for professional cameras
The growing interest in taking up hobbies during the pandemic and the removal of travel restrictions have created soaring demand for professional photography equipment. Sales of professional cameras such as the digital single-lens reflex (DSLR) cameras have started to rebound as the tourism industry slowly recovers post-pandemic.
Travel photography
With the growth of travel blogging and the growing demand for professional cameras amongst youngsters, travel photography has been on the rise before the pandemic. As Singapore is one of the key tourist destinations in the region, travel photography has also grown alongside its tourism sector. Photography tours, assisted by professional photographers who offer training and workshops on professional photography, are widely marketed as tourist activities.
Technology in digital imaging
With the increased adoption of image filters on social media and editing techniques, consumers are becoming more literate on image editing technologies, visual lighting and new photography equipment that enhance quality. This has increased the demand for image editing by professional photographers, who are required to be up to date on editing trends, in order to stay relevant in the market.
Videography
The social media engagement of commercial brands has created the need for video content production amongst companies. This has increased the demand for the usage of drones and moving cameras for photography, which can also create short videos that are shared across new platforms such as TikTok.
Key Statistics
- Singapore Photography Rates (2018/2019)
- Commercial & Advertising Photography: SGD 1,000 - 4,000 & above
- Corporate & Industrial Magazines: <SGD 1,000
- Retail Advertisements: <SGD 100 (per image)
- Commercial Digital Photography (company websites): <SGD 200 (per image)
- Event Photography: <SGD 200
- Wedding Photography: SGD 1,000 - 2,000 & above
- Portraiture Photography: <SGD 500
- Singapore Photography Studio and Equipment Rental Rates (2018/2019)
- Studio Facility Rental: SGD 35 - 200 & above
- Photographic Assistant Fees per day: SGD 100 - 250 & above
- Digital Imaging Fees: SGD 10 - 500 & above
Top Singapore MNCs in Photography Sector
GETTY IMAGES PTE LIMITED
Headquartered in the United States, Getty Images is the parent firm of Singapore-based Getty Images Pte. Ltd. Incorporated in 1994, the company is an original stock content platform, which provides content in the form of images and videos of a wide array of genres. These visuals are produced by creative individuals or businesses, and are available for use for those accessing the platform within the region or island-wide. Clients can access their latest editorial photos about news, entertainment, and sports on the Getty Images platform.
DIGIPHOTO ENTERTAINMENT IMAGING PTE. LTD.
Headquartered in Dubai, Digiphoto Entertainment Imaging (DEI) is a firm that offers imaging services and solutions across 16 countries. Incorporated in 2006, Digiphoto Entertainment Imaging Pte. Ltd. is the firm’s Singapore-based regional office. The firm offers bespoke photography and videography services catering to a wide audience, specializing in environmental portraits, graduations, concerts, architecture, engagements, weddings, family, food and beverage, and equestrian photography. In 2020, when lockdown measures were eased and tourism businesses were permitted to resume operations, and enthusiastic visitors thronged Universal Studios Singapore, Resort World Sentosa, Wildlife Reserve Singapore, Marina Bay Sands, and Singapore Zoo, DEI’s Singapore team were on hand to capture their enthusiasm.
SHUTTERSTOCK SINGAPORE PTE. LTD.
Shutterstock, Inc. is a firm based in the US that offers stock photography and editing tools. The firm helps businesses and creative professionals create their best pieces of art with amazing content and cutting-edge tools, all on one platform. Incorporated in 2015, ShutterStock Singapore Pte. Ltd. is a Singapore-based subsidiary of Shutterstock, Inc. The firm creates content in the form of videography, animation, and photography, for a wide range of genres. Clients can access stock images and photos of news, entertainment, and sports on Shutterstock Editorial.
KOREA ARTIZ STUDIO PTE. LTD.
Artiz Studio, which was founded in Korea, specializes in traditional themed wedding photography and videography, as well as bridal boutiques. It is the parent firm of Singapore-based Korea Artiz Studio Pte. Ltd. which was incorporated in 2017. Korea Artiz Studio is an indoor wedding studio and sole provider of authentic Korean-style wedding photography. The company’s broad range of endorsements from more than 200 celebrities, joint photoshoots with local influencers and media outlets, have catapulted the firm into the ranks of Singapore's wedding elite. With featured publications in regional and global media channels, Korea Artiz serves as a base for luxury wedding and bridal service providers.
MATTERPORT PTE. LTD.
Matterport, Inc. is based in the US and focuses on digitising and indexing the built environment as a provider of spatial data. The firm’s 3D data platform assists clients to scan a space and create its digital twin. In addition to hosted 3D models, clients can also produce print-ready photos, floor plans to use online or in print, auto-generated video clips of the 3D model that is ideal for posting on websites and social media, and more. Matterport Pte. Ltd. is the firm’s subsidiary which was incorporated in 2019 to expand Matterport’s reach to the Singaporean market, and ensure local sales and support assistance.
Top Singapore SMEs in Photography Sector
EYES ON ASIA PTE. LTD.
In 2007, Eyes on Asia Pte. Ltd. was founded as a Singapore-based commercial and advertising photography and videography firm. The firm specializes in creating stills and video production on themes such as food, lifestyle, interiors, and more for resorts, hotels, and the tourism industry. Eyes on Asia also operates in the Maldives, Bali, Thailand, Malaysia, China, Mauritius, and the Seychelles. Singapore Airlines, Lukes Restaurants Singapore, Banyan Tree Hotels and Resorts, The Ritz-Carlton, Meritus Hotels, Dusit Thani, and ONE15 Marina Singapore are some of the companies on its customer list. Images created by the firm have been commissioned and licensed by clients and advertising agencies globally.
FOTOHUB HOLDINGS PTE LTD
FotoHub Holdings Pte. Ltd. is an imaging solutions company in Singapore which was founded in 1987. The firm has established itself as an imaging specialist in the high-end digitization of historical photographs and documents. Currently, FotoHub operates a chain of nine wholly-owned retail locations over the entire island. FotoHub partnered with Make A Wish Singapore, as part of a fundraising campaign on the occasion of its 35th birthday, where the firm donated 10% of its profits for the month of July and August to support children with critical illnesses.
SERANGOON BROADWAY PTE. LTD.
Serangoon Broadway Pte. Ltd. was founded in the 1960s in Singapore. The company began its business with wedding photography, and expanded its service over the years, evolving into a specialized bridal service provider in the region by creating a Bridal Palace, which is a one-stop service station for wedding couples to make their dream wedding a reality. Additionally, the firm has been appointed by many graduates and their families to capture their graduation moments. By offering online services, Serangoon Broadway’s clients can view and order their photographs across the globe.
WEE KHIM PHOTOGRAPHY PTE. LTD.
Wee Khim Photography Pte. Ltd. was incorporated in 2007 in Singapore as a fashion and celebrity photographer. Several prominent magazines in Singapore and the region have featured Wee Khim's work. The company has produced several classic editorials and campaigns while working with domestic as well as foreign celebrities. In the Style Singapore magazine's June 2012 edition, an editorial was written by Wee Khim. Ackermann, Louis Vuitton, and Lanvin were just a few of the designer brands whose pieces the company chose from the racks.
FIREFLY PHOTOGRAPHY PTE. LTD.
Headquartered in Singapore, Firefly Photography Pte. Ltd. was incorporated in 2012. It is a multifunctional photography studio that offers photography services for families, weddings, and events. Using the latest techniques and technology, Firefly Photography helps clients achieve their desired photoshoot experience, whether it is for family portraits, wedding photography, or business events. Additionally, the firm provides videography, Photo Booths, and instant print services. Firefly works in collaboration with several businesses and events in Singapore, including Popular Holdings, Singtel, WTS Travel, and the National Day Parade.
MOUNT STUDIO PTE. LTD.
Mount Studio Pte. Ltd. is a photography and videography studio that was founded in 2017 in Singapore. The company offers rental services for photo and video studios, in addition to photography and videography services, serving both private and business clients throughout the island. Although Mount Studio has expertise in fashion photography, the firm also specializes in still life photography, catalogue product photography for e-commerce businesses, ghost mannequin product shoots, event photography, professional graduation photography, family portraits, and more. Additionally, Mount Studio offers in-studio and on-location videography services for birthday parties, corporate events, conferences, or even workshops.
DIGITAL NEGATIVE PTE. LTD.
Digital Negative Pte. Ltd. is a Singapore-based commercial photography studio which was founded in 2014. The firm has engaged in projects for a wide range of businesses. The Australian concept business Surrey Hills Grocer, which is dedicated to bringing fresh farm goods to the region, tasked Digital Negative with the photoshoot of a series of cafe food items, while reflecting their brand style and concept. The firm also released product photographs as part of the launch of Nexen's website, which creates smart power outlet solutions. The images were carefully shot to complement the layout of the website.
COCO CREATIVE STUDIO PRIVATE LIMITED
COCO Creative Studio Pte. Ltd. is a production house which was incorporated in 2018. It specializes in commercial and corporate photography and videography services based in Singapore. The firm offers photoshoots from a wide range of photographic genres, which can take place in the studio, outdoors, or on-location. At a photoshoot for InterContinental Hotel in Singapore, which was a commercial lifestyle shoot, many facets of the hotel were featured. COCO Creative’s services are available both locally and internationally. Face-to-face photography workshops are also provided by the firm in Singapore.
KIM TIAN COLOUR CENTRE
Kim Tian Colour Centre was established in 1994 in Singapore. It is a digital lab which offers a full range of services, including film processing and photo printing; digitalization of old photographs by scanning and archiving; tape conversion from VHS to DVD; photo restoration and retouching services to restore faded pictures; event photography; creating personalized photo frames or photo books; mounting and lamination, and more. Additionally, Kim Tian assists its clients to turn photographs into stunning works of art or customized photo gifts. The firm was recognized as one of the three best-rated businesses in Singapore, according to ThreeBestRated.sg in 2018.
RS PHOTOGRAPHY
Incorporated in 2013 in Singapore, RS Photography is a photography and videography firm which is known for offering corporate photoshoots, and assisting many large businesses to promote their company’s brands and services. Singhealth, SIT, and Ngee Ann Poly, are a few of the names on RS Photography’s clients list. The firm provides video production and real estate photography, as well as event photography services for birthdays, corporate events, and other special occasions. Additionally, instant print photo booth photography, photo studio shoots, interior photography, and wedding photography, are all included in the list of services delivered by RS Photography.
Top Singapore Fastest-Growing Companies in Photography
PBSM PTE. LTD.
Headquartered in Singapore, PBSM Pte. Ltd. is a photography firm that was incorporated in 2018. The firm specializes in creating portraiture. Additionally, its expertise in travel photography offers clients an array of images from around the region as well as across the globe. These images capture the places the photographer visits and show the architecture, people, and monuments of different countries and regions. In collaboration with printers and framers in Singapore, PBSM assists its clients to turn these photographs into stunning works of art which can be used as photo gifts, such as multi-layered collages, puzzles, paint by numbers, scarfs, and more.
KOREA ARTIZ STUDIO PTE. LTD.
Artiz Studio, which was founded in Korea, specializes in traditional themed wedding photography and videography, as well as bridal boutiques. It is the parent firm of Singapore-based Korea Artiz Studio Pte. Ltd. which was incorporated in 2017. Korea Artiz Studio is an indoor wedding studio and sole provider of authentic Korean-style wedding photography. The company’s broad range of endorsements from more than 200 celebrities, joint photoshoots with local influencers and media outlets, have catapulted the firm into the ranks of Singapore's wedding elite. With featured publications in regional and global media channels, Korea Artiz serves as a base for luxury wedding and bridal service providers.
5TH AVENUE PRIVATE LIMITED
Established in 2001, 5th Avenue Pte. Ltd. is a photography and videography company and creative agency, providing commercial media services in Singapore. 5th Avenue serves as an all-in-one media agency for various advertising and event companies, news and media agencies, and direct clientele of corporate conglomerates and fashion brands, around the region. The company’s services include assisting clients to import their products onto their digital platforms using 5th Avenue’s product photography services. Additionally, the firm provides event photography, infant and baby photography, and commercial photography services encompassing advertising, promotional, informative, or graphic content generation for TV, web, and publications.
WERKZ STUDIO PTE. LTD.
Werkz Studio Pte. Ltd. is a Singapore-based photography firm which was established in 2001. Being one of the first companies to adopt digital photography in a portrait studio setup, Werkz not only stays up to date on the newest photographic trends and techniques, but also actively seeks out and considers new opportunities to connect with people in more profound ways. The firm has been hired by many individuals, and it has worked in collaboration with several education institutes to capture the graduation moments of graduates island-wide. Werkz offers photography workshops, as well as studio rental services.
DIGIPHOTO ENTERTAINMENT IMAGING PTE. LTD.
Headquartered in Dubai, Digiphoto Entertainment Imaging (DEI) is a firm that offers imaging services and solutions across 16 countries. Incorporated in 2006, Digiphoto Entertainment Imaging Pte. Ltd. is the firm’s Singapore-based regional office. The firm offers bespoke photography and videography services catering to a wide audience, specializing in environmental portraits, graduations, concerts, architecture, engagements, weddings, family, food and beverage, and equestrian photography. In 2020, when lockdown measures were eased and tourism businesses were permitted to resume operations, and enthusiastic visitors thronged Universal Studios Singapore, Resort World Sentosa, Wildlife Reserve Singapore, Marina Bay Sands, and Singapore Zoo, DEI’s Singapore team were on hand to capture their enthusiasm.
BAMBINI PHOTO INTERNATIONAL PTE. LTD.
Founded in 2009, Singapore-based Bambini Photo International Pte. Ltd. is a portrait studio that specializes in capturing maternity, babies, kids, and family portraits, assisting clients to preserve their memories for a lifetime. Since its inception, the firm has won awards and appeared in online and offline features that include several magazines and write-ups. In 2017, Bambini Photo was conferred the Singapore Prestige Brand Award, in the Promising Brand category. The firm had been recognized as one of the Top three photographers in Singapore, according to ThreeBestRated.sg in 2020.