I recently had a conversation with a photographer who had developed a truly unique technique for capturing macro images of plants. The work was stunning—technically brilliant and visually distinct. He knew he had something special.
But he was paralyzed.
He was terrified to put the work online or show it in public because he was convinced that as soon as he did, other photographers would reverse-engineer his mechanical process and “steal” his style. So, he kept the work locked away in his studio, waiting for a way to guarantee its safety.
This is a fear I hear often. Whether it is a painter who has discovered a new way to layer resin or a sculptor with a unique casting method, the fear is the same: “If I show this, I will lose ownership of it.”
While this fear is valid—copycats do exist—it creates a dangerous paradox for an artist. The desire to protect the art directly contradicts the requirement to sell it.
The Hard Truth: You Can’t Sell a Secret
Here is the reality of the art market: You cannot sell what you do not show.
Safety and Exposure are mutually exclusive concepts. If you want 100% safety, you must accept 100% obscurity. If you want sales, recognition, and a career, you must accept the risk that comes with visibility.
My advice to that photographer, and to any artist holding back their best work, is simple: I would rather have your work copied because it is famous, than have it safe because it is unknown.
The biggest threat to your career is not plagiarism; it is anonymity. You cannot build a collector base, you cannot get into galleries, and you cannot generate revenue if the work is hidden.
The “Whac-A-Mole” Problem
Artists often ask if they should take legal action against copycats. While there are certainly instances where copyright infringement is clear-cut and actionable, trying to legally protect a “style” or a “technique” is incredibly difficult.
Spending your days scouring the internet for potential imitators and sending cease-and-desist letters is a game of “Whac-A-Mole.” It is exhausting, expensive, and ultimately, a distraction. Every hour you spend policing the internet is an hour you are not spending in the studio creating new work or connecting with your collectors.
Your Best Defense is Your Brand
If you release your work and someone copies the technique, have they actually stolen your career? No.
They might be able to replicate the mechanics of what you do, but they cannot replicate you. They cannot copy your personal history, the “why” behind your work, your relationships with your collectors, or your commitment to service.
Think about the most famous artists in history. You can find thousands of artists who paint in the style of Van Gogh or Picasso. You can find YouTube tutorials on how to paint exactly like them. Has that diminished the value of a real Van Gogh? On the contrary, it has solidified his status as the Originator.
When you put your work out there fearlessly, you stake your claim as the leader of that aesthetic. If copycats follow, they are merely reinforcing your position at the front of the pack.
Success Attracts Imitation
If you are doing something boring that no one wants, you are safe. No one will copy you.
If you are doing something innovative, exciting, and marketable, people will notice. Some might try to mimic it. In a strange way, having copycats is a metric of success. It means you have tapped into something that resonates.
Don’t let the fear of what might happen prevent the success that could happen. Release the work. Tell the story. Build the relationships. Let the copycats fight for second place while you move on to your next great idea.
What Are You Holding Back?
Is there a series or a style you have been hesitant to share online because you are afraid of losing control of it? I want to encourage you to take the leap. Let me know in the comments: what creates that hesitation for you, and what would it take to overcome it?