This week, we met up with Ameena Rojee, a local photographer and writer. Over a tea (ok, a beer) at The Green Dragon we learnt about her journey as a Creative and the role Croydon has played within it.
Tell me about your career journey so far - how did you get started?
Where to begin?! Well, there was once a man and a woman and it was Christmas …nope, let’s not go there! So, I was born and raised in Beddington, on the borders of Croydon. I went to school in Wallington, studied at Loughborough then the University of the West of England – then I came back to Croydon, moved in with my mum - and haven’t really left since!
So yeah, that’s the geographical version. But essentially, it all started when my brother got me a camera when I was 14. I took it to some rock concerts that me and my friends used to go in Carshalton. They were pretty low budget events with lots of young bands performing, and the two organisers who set it up asked if I could take photos for them for free, which I was happy to do. At some point there was a “management disagreement” and the organisers split. One of them paid me a tenner to go with him – so yeah, that became my first paid gig – and I realised I could make money from what I loved doing.
I studied art at Loughborough Uni for a year, then photography in Bristol for 3 years. Towards the end of my final year, I did a big photography project in China, and was totally absorbed in that. Then before I knew it, I had graduated and was back in Croydon at my mums with zero plan of what to do next! There’s not really an obvious career path with a photography degree, but a lot of my course mates were doing Internships, so I copied them, and luckily within a few months got one confirmed at Print Lab in East London. It was a really small team and a baptism of fire in many ways (!) but it gave me good exposure to a lot of things and after 3 months, I got a job with them as Marketing Executive where I worked for 2 years. I went travelling to think about next steps (with a plan to go freelance on my return) but while I was away an amazing opportunity came up with the British Journal of Photography. It was another marketing role – but my team were essentially a mini creative agency and that allowed me to be immersed in the world of photography and photographers. A few years later, I felt I had the right skill set to go freelance – and haven’t looked back (much!) since.
How do you define "a Creative" and do you resonate with the term?
Yeah, it’s a very specific noun isn’t it?! Creative versus creativity. Humans by their very nature are creators so we’re technically all Creatives right? It does often feel like it’s used in corporate jargon but I do find it a useful umbrella term and certainly something I often use to describe myself. When people ask me what “I do”, I’ve always related to Bob Dylan and his “I contain multitudes” - but it’s not the most succinct of references to bring out!
Is Croydon a good place for someone working in the creative industries?
It’s getting a lot better for sure. Since the Borough of Culture, it really feels like the beginning of something. Before that, I didn’t really know many local creatives. I definitely didn’t work with any of them or attend many local cultural events. But a year and a bit later, there’s so many people I’m now connected to as a result of the programme.
Croydon has certainly been crucial to the success of my first hardcover book (both as the subject of it, and as support for it). ‘Crocus Valley’ is a photobook I created which champions Croydon’s rich natural heritage and shows a softer side of the Borough. When I found out that Croydon had won BoC status, I delayed the launch of the book by a year so I could apply for funding and put it out into the world with more support. This was a total game changer. The funding application process meant I was looped in with a network of local creative organisations. I was able to connect with Turf Projects (who I’d wanted to work with for years, but previously hadn’t had anything tangible to offer or ask them) and Stanley Arts (who I hadn’t spoken to for years). The money itself meant I was able to pay for a proper launch event and commission other local creatives to work on the project with me. For example, I brought in Shaniqua Benjamin (who at the time was Croydon’s Poet Laureate) to write wording for the book. Attending BoC events across the wider year’s programme helped me to grow my network in a relaxed way – bonding with other guests over a shared loved of culture and creativity.
What inspires you in your work?
Everything! Nature and the outdoors definitely – partly for the beauty itself but also because nature gives me time and space to think. I think it’s really important to get “bored” sometimes and not be constantly surrounded by stimulus. Walking in nature gives time for ideas to permeate and for my brain to mull over them.
That being said, travel and experiencing different cultures have also been hugely inspiring in my work. I’ve done some incredible projects over the years – a residency in Latvia working with the local community, travelling to China to learn Kung Fu for a month, moving to small island in Thailand to learn Muay Thai. I’ve also walked two of the Camino de Santiago routes – traversing east to west of Spain and then south to north along old pilgrimage routes. And I’ve documented it all along the way.
In the early days, I struggled as I was initially photographing things I thought other people would like. Once I worked-out I needed to photograph things that interested me, things got a lot easier (and more enjoyable). As a photographer, I do my best work when I’m fully immersed (and interested) in the environment. I try not to be a “parachute” photographer – parachuting in, getting what I need, then getting out – and it’s really important for me to be a participator, not just an observer. To connect with the people and culture I’m photographing.
What's been the biggest challenge in your career path to date?
Switching careers during a pandemic! My freelance photography work was just beginning to take off (I had a commission from the Telegraph that I was really excited to get started on) then we went into lockdown. All photography work dried up – and because I hadn’t been freelance long enough, I didn’t qualify for the government furlough support for the self employed.
I had never been more grateful to be living at home. My mum is an older mum (there’s a 20 year gap between me and my older siblings) so we were both being especially cautious throughout that time, which also had an impact on my income.
Luckily, I got some social media and copywriting work from some old employers. The social media was killing my soul though and when I got accidently blocked out of Instagram, it felt like a sign. I decided to put all my efforts into writing, with a focus on content writing and now, 2 years later, I can confidently say I am a photographer, writer, and business owner.
Ironically, since putting all the focus on writing, demand for my photography has never been stronger (although I guess that’s also due to us being out of lockdown and me having a published book!)
How do you keep yourself motivated?
Like everyone, I struggle with motivation from time to time and have done a lot of experimenting with different working patterns and hours. It pains me to say it (because I’m a rebel at heart and have always rejected the idea of routine!) but I do find 9-5 hours seem to work best for me. But I love the fact I’m not chained to a desk by an employer, and I’m free to break my “routine” whenever I want, so I’m trying to give myself more grace nowadays. If I’m having a bad day, I will take time out instead of trying to push through.
What are you most proud of?
Running my own business – and (for the most part!) making money from what I love doing. It’s a constant rollercoaster juggling workload against income and I have a proper spreadsheet to keep track of everything now. I was looking at it the other day – and my income really is total chaos. This year has been particularly extreme – I was fully booked one month but totally broke. Then I was up 600% another month. I don’t know how people buy houses and commit to regular payments when self-employed. Lucky for me, cost of housing means that’s not even vaguely on my agenda so I will stick with living with my mum and spending money on experiences!
Do you feel well connected with the creative community in Croydon?
Much more so since BoC. Having funding gave me a reason to get in touch with creative organisations. They helped connect me with the people I needed to push my project forward but also gave me a better overview as to what else (and who else) was out there. From there, it was a bit of a domino effect - one person introduced me to someone, then they introduced me to someone else. Feeling better connected gave me the confidence to go out and do more. I went to the East Croydon Cool party because I knew there would be other people there that I had some connection to. In fact, that’s where I met Samantha (of Scene in London) – who as it turned out, lives in the house directly behind mine! Now we’ve connected IRL, we’ve hung out a few times and even done a market together.
What would your advice to a creative in Croydon be?
I guess, if there is something you would like to see but can’t– BE THE CHANGE! It’s a very Croydon thing to do tbf – I think partly because we’re so reviled everywhere else (!) the community here really sticks together to rally and support each other. So yeah, if you want to see something, don’t wait around for someone else to do it - get out there embrace your local networks and make it happen.
What projects are you currently working on?
I’m currently trying to promote my photobook Crocus Valley, a love letter to Croydon. You can find out more and buy it here! I’ve also been exploring ways to combine my writing and photography and am looking to set up as a one-woman branding studio focusing on photography and the written word for Soloprenuers. So, essentially, I can help them with everything they need to market themselves – the tone of voice, website and blog writing, brand photography etc. I’m looking to specialise in businesses focused on creativity, nature, and wellness. So, if that sounds like you, do get in touch!
Further info:
Croydon Creative Directory
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