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Last summer while illustrating my exposure book (Exposure Photo Workshop) I spent many days and nights wandering around carnivals with my cameras and tripods photographing all kinds of rides using a whole range of long shutter speeds. It was great fun and I got hundreds of cool shots. In fact, we ended up using a variation of the shot here as the cover of the book.
Oddly enough, I first got the idea to use long exposures with carnival rides when I was a teenager. A policeman who was working at a carnival where I'd gone to take some snapshots saw my tripod and asked what shutter speed I was using. Innocently I told him I was shooting what the meter told me to, usually 1/30 or 1/15 second. He told me to put the shutter speed dial on "B" (bulb) and leave the shutter open for 10 or 15 seconds--so I tried it. Turns out he was a serious amateur photographer and had done a lot of time-exposure shots. When I saw the slides (this was 30 years before digital) a few days later, I was blown away! The photos were just big rich circles of color and they were the wildest shots I'd ever seen. I couldn't wait for more carnivals to come to town--and I shot every one that did.
There are no hard rules about how long to expose for and I experiment with exposure ranging from 1/2 second to 30 seconds (a lot depends on the speed of the wheel, too). I just put the camera in manual, set a small aperture (say f/16 or f/22) to keep everything sharp and to give me a range of long shutter speed options, then bracket widely with shutter speeds. Don't speed up your ISO or you'll introduce too much noise; I leave my camera set at ISO 200 since I'm ignoring the meter anyway (again, I bracket based on what I see on the LCD).
Look at your results as you're going along and you'll know which exposures are the most interesting. And change lenses (for the shot here I zoomed in to just take the center of the wheel) or your shooting position every 10 or 20 shots so you're not just locking in to one composition. I often shoot from a half dozen different positions just to be sure I'm getting the most creative angle.
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