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It’s entirely up to you on how you want to do your 365 photo-a-day/52 photo-a-week/30 day project. It’s better to set your own rules because it will make it easier for you to stay committed. At first, I was going to do a theme, but I decided not to because I know I wouldn’t commit to that for one whole year. As for my shots, it depends on the day. Sometimes I would find myself looking for a great shot, and sometimes I would take multiple shots and pick the best one. There is not too much thought to this project. Your rules might be different from someone else. For instance, the rule I made for myself is that at least 70% of my shots have to come from my DSLR and edited (if necessary) before I post it on my Tumblr. Perhaps another person doing this project might commit to doing this project on their camera phone only.
As for Model Mayhem, it’s hard to say because it varies by location. On the model’s profile, it says their experience level. I tend to pick the ones with no experience to some experience because they also need to build their portfolio. Most of the models are aware of my experience level, and they make their decision to work with me based on my portfolio. Sometimes, models (usually from out-of-town) would contact me as well. Here is my profile by the way – http://www.modelmayhem.com/2791923
You will just need to put yourself out there if you want your photography to grow. I’m a shy person myself, especially around big crowds, but I’m constantly seeking people to shoot with, even if there is a lull in my paid work. And I’ve met so many people and thanks to them, my portfolio is really diverse!
I think you’re thinking way too much into this. Just shoot for fun! Bring you camera with you at all times. Shoot anything! For the past year, I’ve been shooting anything, from models and families, to my dogs, and just everyday household products.