Today we’d like to introduce you to Tanner Gatlin.
Tanner, we appreciate you taking the time to share your story with us today. Where does your story begin?
My interest in photography and videography started in high school, when I was fortunate to have a mentor who introduced me to both photography and video production. He taught me how cameras worked, the technical side of shooting and how to tell stories through both still images and video. He also gave me the chance to work on a wide range of projects, including live productions, weddings, fashion shows, interviews and commercials. That early exposure showed me just how many different ways a camera could be used to tell a story.
From there, I bought my own camera and became largely self-taught. I spent countless hours learning through online videos, magazines, books, blogs and websites while shooting as much as I could. A lot of my growth came through trial and error and constantly pushing myself to improve.
I grew up in Oklahoma City but eventually reached a point where I was ready for a change and wanted to pursue a career in sports. I started reaching out to people in the industry, asking questions and looking for ways to learn.
One of the biggest turning points came when my uncle helped connect me with a vice president at MLB’s media company. That connection led to an interview in New York City. After speaking with me, he thought I might be a better fit for MLB’s social media team, which led to another interview and eventually the chance to pursue a role in one of several markets. Kansas City stood out to me, and I decided to pursue it.
Within about two weeks of getting the role, I packed up my life in Oklahoma City and moved to Kansas City in time for Opening Day.
That move changed the direction of my career. Once I was working in professional sports, I tried to learn from everyone around me. I built relationships, asked questions and continued improving my photography, video and storytelling skills. I made a point to talk to anyone willing to share their experience and tried to absorb as much as I could from the people around me.
Over time, one experience led to another. I’ve been fortunate to work with Major League Baseball, NFL Media, NWSL, NCAA, and freelance with Getty Images. Along the way, I’ve had the chance to cover professional sports and major events, travel for assignments and work in environments I once only hoped I might experience.
I’ve also built my own photography and video business, Gatlin Media, which has become another important part of my journey. It has given me the chance to work with a variety of clients, travel for projects and build something of my own around the same passion that started when I first picked up a camera.
What started with a mentor teaching me photography and video in high school has grown into a career and business that I never could have fully imagined at the time.
There hasn’t been one moment where I felt like I suddenly “made it.” My career has been built by taking one experience and trying to turn it into the next showing up, doing good work, building relationships and continuing to learn. Even with everything I’ve been fortunate enough to experience so far, I still feel like I’m building, and that’s what keeps me excited about what’s next.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t always been a smooth road. Photography and video, especially in sports, can be an extremely competitive industry, and there isn’t always a clear path for how to get where you want to go. Early on, one of the biggest challenges was simply figuring out how to break into the industry and get people to give me a chance.
Much of my career has involved putting myself out there, reaching out to people I didn’t know, hearing “no” or sometimes not hearing anything at all, and continuing to move forward. Over time, I’ve learned to use rejection as motivation. If someone tells me I can’t do something or that I’m not the right fit, it usually pushes me to work harder, improve and prove to myself that I can get there.
When I received my opportunity with MLB, I also had to make a major decision very quickly. Within about two weeks, I packed up my life in Oklahoma City and moved to Kansas City for a new job, a new city and an industry I was still learning to navigate. It was exciting, but there was also plenty of uncertainty that came with taking that kind of leap.
Another challenge has been learning the value of my own work. In creative industries, especially when you’re getting started, there can be pressure to work for free in exchange for “exposure” or the possibility of another opportunity. There were times early in my career when taking on certain projects for experience made sense, but I’ve also learned that there comes a point where you have to value your time, your experience and the investment you’ve made in your craft. Learning when to say no to unpaid work and stand behind the value of what I provide has been an important part of growing professionally and building Gatlin Media.
There is also constant pressure to improve. Technology changes, creative styles evolve, competition is everywhere and there is always someone talented coming up behind you. Getting one opportunity doesn’t mean you’ve arrived. I’ve had to keep learning, networking, asking questions and pushing myself outside of my comfort zone.
One of the biggest lessons I’ve learned is not to take rejection personally and not to compare my path too closely to someone else’s. There have been opportunities I really wanted and didn’t get, but sometimes those disappointments pushed me toward something else that ended up being even more valuable. For me, a “no” usually isn’t the end of the story — it’s motivation to keep working until I find the next opportunity.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Gatlin Media is a photography, video production and creative media business that works across sports, entertainment, corporate and commercial projects. The business has grown beyond simply offering photography and videography services and includes producing, social media management, social media content strategy, and digital marketing strategy.
The projects I take on can vary quite a bit, which is something I really enjoy about the business. My work has included professional sports, business and executive interviews, podcasts, manufacturing and telecommunications projects, commercials and promotional videos, concerts and live events. I’m comfortable working in environments that can look completely different from one day to the next, whether that means capturing a fast-moving sporting event, producing an interview, filming a commercial, or helping a business build out its social media content.
Sports continues to be one of the areas I’m best known for and has given me experience working at a very high level. Throughout my career, I’ve had the opportunity to work with organizations including Major League Baseball, NFL Media, NWSL, and Getty Images. That experience has helped shape how I approach every project, especially when it comes to preparation, working under pressure, anticipating moments, and being able to adapt quickly when things don’t go exactly as planned.
What I believe sets Gatlin Media apart is the combination of creative production and marketing experience. I’m not only thinking about how a photo or video looks. I’m also thinking about why the content is being created, who it needs to reach, where it will be used, and what the client ultimately wants it to accomplish. My background in social media management, content strategy, and digital marketing allows me to help clients think beyond a single photo shoot or video project and look at how the content can support their larger brand and marketing goals.
For clients looking for more ongoing support, Gatlin Media can also provide social media management and strategy. That can include helping determine what type of content a business should be creating, developing ideas and content plans, managing social channels, and producing the photography and video needed to support those efforts. I enjoy being able to work on both sides of the process, developing the strategy and then helping bring the creative to life.
One of the things I’m most proud of is the range of experience Gatlin Media represents. I’ve been able to take what I’ve learned from professional sports, live production, corporate work, and digital marketing and bring those different perspectives together under one business. It allows me to be flexible and approach each project based on what that individual client actually needs rather than trying to fit every project into the same formula.
Ultimately, I want people to know that Gatlin Media can be a creative partner, not just someone hired to show up with a camera. Whether a client needs photography, video production, producing, social content, ongoing social media management, or help developing a broader content strategy, my goal is to understand what they’re trying to accomplish and create work that helps get them there.
Where do you see things going in the next 5-10 years?
I think the photography, video, and content industry is going to continue moving faster over the next five to ten years. Brands and organizations already expect content almost immediately, especially around sports, live events and social media. Audiences want to experience moments as they happen, which means photographers, videographers and content teams are being asked to capture, edit and deliver work faster than ever before.
At the same time, I think there has to be a balance between speed and quality. There is constant pressure to create more content for more platforms, but I still believe quality is more important than simply producing as much as possible. The goal should be to create content quickly without losing the storytelling, creativity, or attention to detail that makes people stop and engage with it.
Live and real-time content will continue to become even more important. Whether it’s a sporting event, concert, conference or major brand moment, organizations want photography and video that can be shared while the event is still happening. That creates a different kind of challenge because you have to anticipate moments, make decisions quickly, and deliver content while still maintaining a high standard.
I also think the lines between creative roles will continue to blur. Photographers and videographers are increasingly expected to understand producing, editing, social media, and content strategy. Knowing how to create the content is important, but understanding where it will live, who it is for, and how people will consume it is becoming just as valuable.
AI will also change parts of the creative process. I see it becoming another tool that can help with planning, organization, editing, and efficiency, but I don’t think it replaces the importance of being there and capturing something real. As AI-generated content becomes more common, authentic moments, live experiences, and genuine storytelling may become even more valuable.
Ultimately, I think the future of the industry will be about finding the right balance: moving quickly without sacrificing quality, creating enough content to meet the demands of modern platforms without creating content just for the sake of quantity, and continuing to tell stories that feel real and worth paying attention to.
Contact Info:
- Website: https://gatlinmedia.com/
- Instagram: https://www.instagram.com/tannergatlin21/
- LinkedIn: https://www.linkedin.com/in/tanner-gatlin-548033122/
- Other: https://gondola.cc/tannergatlin21
