Developing Graduates Who Excel in Industry. In today competitive job market, aligning academic learning with real-world industry demands has never been more important. This is especially true in dynamic creative fields like commercial photography, where both technical skill and professional presence determine long-term success. Recognizing this, the Faculty of Arts and Design has taken significant steps to ensure their Commercial Photography programme delivers more than just classroom knowledge it produces graduates who are fully prepared to excel in industry.
Industry Feedback Sparks Transformation
In 2022, industry partners voiced valid concerns regarding the skill gaps in students participating in Work-Integrated Learning (WIL). While technical shortcomings were highlighted, professionals also emphasized the need for critical thinking, professional communication, and self-awareness qualities that are essential but often underdeveloped in traditional learning environments.
Rather than ignore this critique, the Commercial Photography programme responded decisively. In 2024, it launched the Bridging the Gap series a strategic initiative designed to bridge the divide between academic theory and practical industry expectations.
What is the Bridging the Gap Series?
The Bridging the Gap series is a hands-on, immersive learning experience that brings industry professionals directly into the academic space. For five full days, students engage in workshops, seminars, and mentorship sessions. These experiences not only enhance technical abilities but also foster soft skills such as client management, professional etiquette, and entrepreneurial thinking.
Event Highlights
| Speaker | Topic | Affiliation |
|---|---|---|
| Herman Verwey | Finding Your Voice in Client Work | Award-winning Photographer, TUT Lecturer |
| Adam Houghton | The Business Behind the Lens: Turning Creative Skill into Income | Commercial Photography Professional |
| Nazreen Herman | Cruise Life: Travelling the World Through the Lens | Portside Consulting |
From Learning to Earning: Tangible Outcomes
The results of the programme have been profound. At least ten students secured employment opportunities directly from their WIL placements, a clear indication that aligning with industry expectations leads to real job prospects.
“This week wasn’t just about filling a gap,” said Monique du Plessis, lecturer and WIL coordinator. “It was about breaking down barriers and redefining what it means to be industry-ready — not just in skills, but also in mindset, presence, and professionalism.”
Redefining Agency: A New Theme for Student Growth
The Faculty of Arts and Design has themed 2024 around the concept of “Agency”. But this isn’t about individualism in the conventional sense. According to Hein Grové, Section Head of Commercial Photography, the most impactful form of agency is collaborative.
“We often talk about agency as my goals and my style,” he explained. “But real growth comes from co-creation, from working with those who challenge and expand your thinking.”
This progressive view not only encourages self-expression but also prepares students to thrive in collaborative professional environments, where diverse perspectives often lead to the most creative outcomes.
Student Testimonials
Didintle Morudu, a 23-year-old Advanced Diploma student, described the event as “more than just a workshop.” For him, it was a transformational journey that allowed him to:
- Discover his creative voice
- Learn how to convert passion into a sustainable business
- Understand how to adapt to ever-changing industry trends
“An important lesson I took from the event is the importance of being yourself — and embedding that in your work,” he added.
Strengthening Inter-University Collaboration
For the first time, the Commercial Photography programme invited students and lecturers from the Vaal University of Technology (VUT). The event featured:
- A showcase of VUT student projects
- A presentation by Prof Anneke de Klerk, highlighting the future vision of VUT’s photography programme
- A networking event connecting Advanced, Postgraduate, and Master’s students from both universities
This inter-university collaboration marked a historic moment, setting the stage for future academic partnerships and cross-institutional creativity.
“We hope that this initiative will rekindle the flame of collaboration and networking between universities,” said Hein Grové.
Why Industry Integration Matters in Commercial Photography
The creative sector evolves rapidly. Clients demand not just artistic flair, but also efficiency, reliability, and business acumen. That’s why initiatives like Bridging the Gap are essential in developing graduates who excel in industry.
Skills Gained Through the Programme
| Skill | Description |
|---|---|
| Communication | Pitching creative ideas to clients, managing feedback professionally |
| Critical Thinking | Solving creative problems and adapting to changing briefs |
| Networking | Building industry relationships and future opportunities |
| Entrepreneurship | Understanding the business side of photography |
By offering students real-world exposure and mentoring, the programme ensures they not only meet but exceed industry standards upon graduation.
Conclusion
The Commercial Photography programme at the Faculty of Arts and Design is setting new standards for what it means to be an industry-ready graduate. Through its innovative Bridging the Gap initiative, the university has transformed industry criticism into opportunity, equipping students with both the hard and soft skills necessary to thrive in their careers.
