40 Years in the Making: Tony Garcia’s Artistic Evolution in Photography
Can you please share a brief history about your photography business? What motivated you to start this venture?
I grew up in a family of artists. My father was an artist and art director, and my brother was also an artist. I attended The American Academy of Art, but I chose the photography route. At 19, I had the opportunity to work as an apprentice to a friend of my dad’s, who was a well-established and talented food and product photographer named Mel Kaspar.
I learned an extensive amount about lighting and the business. After working with him for two years, I started assisting another photographer in Chicago, Michel Ditlove. I worked with him for three years and then had the opportunity to move to California, where I assisted Marc Feldman, another talented advertising photographer.
After assisting for seven years, I decided it was time to go out on my own.
What kind of challenges did you face when building up your portfolio or setting up your studio? How did you overcome these challenges?
It wasn’t too hard building my portfolio, as I had always worked as a full-time assistant and had the opportunity to use their studios and equipment in my free time. I just had to be creative and put the time and effort in.
Could you describe the early days of your business? What were the initial reactions and feedback you received?
I was very fortunate and started getting some small jobs somewhat quickly. It was a different time when you could actually call art directors and make appointments to show them your work!
How did you manage to grow and expand your business? What strategies did you use to attract more clients?
I expanded my business by hitting the pavement and calling all day to get meetings. I also advertised in many of the professional publications that were available at that time, such as Workbook, Blackbook, LeBook, Archive Magazine, At Edge, Found, and several websites. I also sent out promos. This was all costly, but it seems to have paid off. Eventually, I moved to e-blasts. In other words, I did whatever I could to be seen. There was no silver bullet; I believe there was a lot of luck and timing, and it seems that people liked my work and enjoyed working with me.
How has your business performed financially over the years? Can you share some milestones or achievements in terms of revenue?
Business has fluctuated through the years. With recessions, 9/11, and the pandemic, there have been many things that have affected advertising dollars.
Personally, I have been blessed with such an amazing journey. I have shot for major advertising agencies and traveled to many locations in the U.S. and abroad. I have worked with celebrities and great creatives, along with all the crew members I have collaborated with. Honestly, in terms of revenue, it has fluctuated through the years. Sometimes a big year can get me comfortably through the next, and then the following could be a struggle. My biggest milestone, besides numerous awards, is that I am going on 40 years in business this August, and I am still working in the profession that I love.
What are some key lessons you've learned along your entrepreneurial journey? Is there anything you would do differently if given a chance?
I think some of my key lessons have been to keep evolving. Always try new ideas and techniques, and continue to grow. Take risks and chances. In regards to doing anything differently, there are always things as a still photographer that you would like to change. You may see things that others wouldn’t, but I have always tried to give my clients the best photos I can. Business-wise, hindsight is 20/20. I just want to keep moving forward.
Are there any tools or software that have been particularly useful in managing and growing your business? Give us a list of what you use in your kit.
I have worked with every format, but to me, cameras and lights are just tools—it’s all about what you create with them. Nowadays, I primarily use Canon cameras, along with ProFoto and Norman strobes, and I edit with Photoshop.
Could you recommend any books, resources, or mentors that have significantly influenced your business journey?
I have always found inspiration in advertising resources like Workbook, LeBook, Archive Magazine, At Edge, Found, and Instagram.
What advice would you give to budding entrepreneurs who wish to start their own photography business?
Follow your dreams and passions. Stay updated with technology, explore, and test new ideas. If someone else has succeeded, you can too!
Tony Garcia, hailing from an artistic family, celebrates a remarkable 40-year career in photography. His journey includes invaluable experiences as an apprentice to esteemed photographers, showcasing his creative evolution. Known for his adaptability and creativity, Tony has continuously embraced the lessons of an ever-evolving industry.
About Tony
- Country: United States
Specializes in
- Advertising Photography, Lifestyle Photography, Portrait Photography
Quote
Follow your dream and your passion. Try to stay up with the technology. Explore and test. If someone else has been successful, so can you!