Gunnar Freyr is part of a new generation of entrepreneurial landscape and nature photographers harnessing the power of the internet to build their business. Based in Reykjavik, Iceland, he has clients ranging from local companies such as Promote Iceland to international brands including Condé Nast Traveller and American Express.
Gunnar, who has more than 400,000 Instagram followers, took an unusual path on the way to his current career. Born in Denmark to Icelandic parents, he studied Business Administration at university and afterwards began working for a major auditing company. He bought his first DSLR in 2007, but for several years landscape photography was simply a hobby.
However, he soon realised a career in auditing was not what he wanted and made a radical change: he and his partner sold their possessions and bought a round-the-world ticket, subsequently settling in Iceland in 2015.
Since then, Gunnar has built a successful career travelling the world and photographing monumental scenery. He utilises a holistic business model with multiple income streams and leverages his large social media presence, something not available to landscape photographers of the past, who were more likely to be dependent on web and print sales. Here, Gunnar discusses how to make a living from landscape photography in the digital age.
Hear more about how photographers can harness the power of social media in this episode of Canon's Shutter Stories podcast: