EssentialPhoto & Video has grown from a small UK supplier into a major destination for creators seeking dependable lighting and studio equipment. The team’s catalogue now spans thousands of products across photography, videography, livestreaming and broadcast support, shaped by a commitment to accessibility, hands‑on guidance and long‑term build quality. Cubed3 quizzed the team on various subjects, and the subsequent interview explores how the company refined its vision, adapted to new creator demands, and built a reputation for practical, reliable tools that support both emerging talent, and established professionals.
Adam Riley, Director at Cubed3: EssentialPhoto has become a go-to destination for creators seeking reliable lighting and studio gear. What was the original vision behind the company, and how has it evolved over time?
EssentialPhoto & Video Team: EssentialPhoto & Video was launched with the long-term aim of becoming a one- stop supplier for affordable photography and videography lighting equipment for the UK, where at the time, affordable kit was much harder to come by! The company began from a small office in 2011 with a much smaller range of products, and 15 years later, we’ve now grown, moved twice, and sell a huge range over 2,500 products from over 30 brands in total! Where we once primarily catered to photographers, we now cater to everyone from photographers, to videographers (with a much expanded continuous lighting range), to content creators, live streamers, even up to broadcasting and production support and more!
Adam Riley: Your audience ranges from newcomers building their first setup to experienced professionals upgrading their studios. How does that range influence the products you choose to offer?
EssentialPhoto & Video: While a vast range of the equipment we stock, such as modifiers, stands, backgrounds, etc can be used very interchangeably, it’s lighting that tends to have the most variation. Godox, who we stock a vast majority of our lighting from with us as their Official UK Supplier, work hard to provide a wide selection of lighting options to suit just about everybody! Some lights are more straightforward and have prices at beginner-friendly points, while some have more functions and higher outputs. The key to catering to different people with different skill levels is advising customers directly, and tailoring personal kits as needed! Our team can advise based on budget, skill and type of photography/videography to advise on what’s best for each individual when needed, so you can get the best product for your needs and experience level.
Adam Riley: Lighting technology continues to move quickly, from COB LEDs to smart controls. Which developments are shaping your thinking the most right now?
EssentialPhoto & Video: Convenience and affordability are key! In a world where kit can be bought cheap and quickly, we’re aiming to provide products that that go the extra mile, and solve problems to make visual creators’ processes easier. For example have recently released our FlatPak softbox range which is designed to be travel-friendly thanks to it’s patented folding hinge mechanism. Meaning that photographers can fit more kit in their bag, with less stress.
Adam Riley: The PiXAPRO range has earned a strong reputation for value and performance. What guiding principles shape that product line and its on-going expansion?
EssentialPhoto & Video: We have always aimed to be a trusted retailer for high-quality, affordable products. We believe that customers shouldn’t have to break the bank to afford equipment for their work and/or art! Affordability means accessibility for students, beginners and hobbyists, and more freedom for creativity; WITHOUT sacrificing quality! All of our products are designed to a high standard so our customers get the best possible product at the best possible value.
Adam Riley: EssentialPhoto places a strong emphasis on customer support and education. How important is that hands-on approach in today’s online-first retail landscape?
EssentialPhoto & Video: Our team always aim to be as hands on as possible – we have in-house advisors with experience in photography, so that we can help with technical queries, and advise on kit setups for those who need an extra hand. We’re also big on attending events where possible and running workshops so people can see the kit work in real life! We recently visited The Photography Show at the NEC, where we hosted our own lighting workshops with professional photographers and allowed customers to get up close and personal with the equipment.
Adam Riley: The rise of YouTube, TikTok, and livestreaming has changed what creators need from their gear. How has this shift influenced your catalogue and priorities?
EssentialPhoto & Video: As LED lighting becomes more affordable, we’ve been able to expand our LED lighting selection further to be able to cater to creators on video and streaming platforms. Quality content requires quality visuals, and lighting is a big part of that! Beyond that, we also stock products from OBSBOT, who create AI-Powered cameras that have automated tracking systems which are great for creators who don’t have a large team or a big budget for camera equipment. Some OBSBOT products can even work with greenscreen chromakey backgrounds directly for streams!
Adam Riley: Your ecosystem spans lighting, modifiers, stands, booms, and grip equipment. What do you think creators most often overlook when building a dependable studio setup?
EssentialPhoto & Video: According to a few of our team in the office, the general consensus is two fairly unglamorous things: Spares! Spare batteries and flash tubes are always advised – if something goes wrong, and something ends up broken, then having a spare saves you a whole world of stress! And sandbags! It’s always important to secure your equipment properly and counterweight your kit so you’re not risking kit toppling to the floor.
Adam Riley: Durability and sustainability are becoming increasingly important in studio equipment. How is EssentialPhoto approaching long-term build quality and responsible materials?
EssentialPhoto & Video: Our own PiXAPRO products have always been created with longevity in mind, and to last as long as possible. Some customers have even told us they’ve had equipment purchased from us that has lasted many years, survived drops, tumbles, and in some cases even regularly being stuck in the ground, splattered in mud and knocked by motocross bikes! We don’t compromise in quality in the products we sell, and we even sample test new equipment from brands we stock before deciding to stock this ourselves, to ensure that our customers are selecting from high-quality products.
Adam Riley: You work closely with manufacturers such as Godox. What does a strong supplier relationship look like from your perspective, and how does it shape the products you bring to the UK market?
EssentialPhoto & Video: We’ve worked with Godox for over 10 years to bring their products to the UK market so we have quite a close relationship. For us, this entails an open dialogue of our customers’ feedback on existing products, and what we observe other visual creators are interested in, to help them to create products that both new and existing customers will love.
Adam Riley: The UK creator landscape is evolving quickly. What trends are you seeing in how photographers and filmakers are working today, and how are you adapting to meet those needs?
EssentialPhoto & Video: Hybrid equipment (equipment that can do both photo and video) is becoming more popular as social media becomes more prevalent and “content” is more sought after. This has made LED more popular for many due to the light being continuous, as well as more portable, compact equipment.
Adam Riley: Looking ahead, are there new product categories, technologies, or areas of expansion you are excited to explore?
EssentialPhoto & Video: We’re always looking to improve our equipment, and expand to more brands, both big and small! We’ve always got new products coming to EP&V.
Adam Riley: When someone builds their studio with EssentialPhoto gear for the first time, what do you hope they experience — confidence, clarity, or something else entirely?
EssentialPhoto & Video: Lighting is a great addition to any creators’ setups and can open a whole new world of possibilities for photography, video and more. We always hope that anyone using our equipment for the first time can experience new sparks of creativity and equally, the ease of use that we design it for.
