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Spotlight
Spotlight interviews are a great way to learn more about the particular journey of an artist in the 4by6 community. We show images of their artwork used for printing promotional cards that help them continue to stay out in front of their clients and stay fresh. All Spotlight artist are customers that we choose for the Portfolios section. Want to make a portfolio?

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Jonathan Chapman's story-telling, documentary-based photography and film-making
March 20th, 2018
Photographer and director Jonathan Chapman says, "Our job is to tell stories. Our tools for telling them are cameras. Which is funny, because the best stories always happen in the moments when people forget that we’re holding cameras.

Those moments aren’t a matter of magic or alchemy: They’re created by instinctively knowing where to be and what to do, in order to be invisibly present in exactly the right spot at precisely the right time. And by not trying to do too much."

How did you get started in the visual arts?

It began with a black and white photography class early on in college. My older brother encouraged me as he had taken the class and I was quite influenced by him. Seeing those first images come through in the dark room, I thought they were exceptional. But I soon realized it was more the magic of the process than the imagery I was capturing at that point.

How did you get to where you are now?

I owe my success and client base to the many mentors and photographers I had the opportunity to work under and alongside. It’s been quite a winding path, but the common thread is a desire and passion to always get better. My standards are always just a bit out of reach. Whenever I hit the next level, there seems a new, exciting and intriguing, target to strive for. The partners I work with in the studio are invaluable as far as keeping things moving on a daily basis; pushing forward the less sexy aspects of the business (estimating, scheduling, marketing, etc). It’s exciting when a new project books. It’s a direct result of our collective efforts.

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How would you describe your work?

Story-telling, documentary based photography and film-making. I work with both models / talent as well as “real” subjects for commercial and advertising based clients. Much of my work is personal as well, self designed projects myself and the team put together. These projects are often centered around subjects or spaces we sense have a rich story to tell.

Who else’s work has influenced or inspired your work?

I am most drawn to photographers and filmmakers who work with a photojournalistic / documentary approach. Less emphasis on elaborate lighting set-ups, story-boarded concepts, or pre-conceived planning. They seem to arrive on the scene, spontaneous and inspired by the environment, subject, and setting. Antonin Kratochvil was an early influence on the photography side. Terrence Malick’s abstract sensibilities around story and filmmaking is something I strive for in my own work. Vimeo is a site overflowing with inspiration. It’s humbling to see all the talent. I always take away new ideas and come away inspired to try something new.

Can you tell us about your creative process?

It’s mostly an organic approach while on set and largely collaborative with the client, creatives, and crew that surround me. There’s a natural flow that ultimately provides the freedom to explore a scene to capture the unexpected. I work with a close knit team who always have my back. I welcome their ideas based on the scene or past projects we’ve all learned from.

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What’s it like being a freelancer?

It’s been great overall. I like the freedom of having my own business but with that also comes a lot of responsibility and details to be mindful of as the guy in charge. The business evolves by the hour. If you don’t somewhat enjoy the hustle, you’ll quickly fall behind.

What advice have you got for other freelancers? 

It’s best to keep working even on days when you’re not shooting a project. Show up and do the work. I’m reminded time and again of the old adage “you reap what you sow.” Don’t forget to have fun with it too. There are lots of milestones to celebrate. Get in touch with other creatives and invite them out for breakfast or happy hour. There’s always something to learn and it’s a great way to step away from the world of screens for some fellow human interaction.

How do you grow and promote your business?

We have a variety of outlets ranging from our website, sourcebook sites, social media, emailers, print promos, special local events, and face to face meetings. It’s really about using everything out there to stay in front of current and future clients. 

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Your style is very original – how did it develop, and how do you tailor it for each client?

As a student at the University of Minnesota I worked for the MN Daily, which was the paper for the University. I cut my teeth on photojournalism and my style developed out of those early assignments. Over the years I’ve refined my approach and style, but deep down I am always after that unconventional angle, jockeying to get the front page splash. 

What interesting projects have you worked on? 

Projects range from a children’s hospital patient short film profile to advertising campaigns for McDonald’s, Samsung, and Purina. We often shoot editorial portraits and various magazine features as well. We were in Cuba not long ago for a personal shoot and photographed / filmed five different stories that we are looking forward to releasing. 

What areas of your work are you hoping to explore further

Continuing to refine short form narrative stories (stills and motion). This work excites myself and team and always inspires new clients regardless of the brand they represent. There are so many stories that exist in the world. It’s a constant state of wonder and depth through people and places. This is what keeps the fires stoked and an excitement to head to “work” each day.  

To see more of Jonathan's work, visit: jonathanchapman.com

 
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