Alright – so today we’ve got the honor of introducing you to Malachi Israel. We think you’ll enjoy our conversation, we’ve shared it below.

Malachi , looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Twelve Vision wasn’t originally supposed to be a photography business. My first passion was music production. I spent years creating music and developing my creative skills, but I quickly realized that music alone wasn’t generating income. To support my music projects, I started learning videography so I could create my own visuals and promotional content.

As I continued creating videos, I picked up photography to help with marketing and branding. What started as a tool to promote music unexpectedly became something much bigger. People began noticing the quality of the photos I was producing and started reaching out to book me for portraits, events, and branding sessions.

The demand for photography grew faster than the opportunities in music, and I saw a clear path to building a sustainable business. What excited me was realizing that I could use my creativity to help people tell their stories, grow their brands, and preserve important moments while building a business that provided real value.

That’s how Twelve Vision was born. What started with a passion for music evolved into a creative media company focused on photography, videography, and visual storytelling. Looking back, every step prepared me for where I am today.

As it says in Proverbs 29:18 (KJV), “Where there is no vision, the people perish.” That scripture has always resonated with me because vision gives direction, purpose, and clarity. Twelve Vision exists to help people turn that vision into something they can see, share, and remember.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

My name is Malachi Israel, and I’m the founder and Creative Director of Twelve Vision, a photography, videography, and creative media company based in Mississippi.

Interestingly enough, I didn’t enter this industry through photography. My first passion was music production. As I worked on creating and promoting music, I began learning videography to produce my own visual content. From there, I picked up photography as a way to create marketing materials and promotional images. What started as a supporting skill quickly turned into a business when people began seeing my work and reaching out to book me for photo sessions.

Today, Twelve Vision provides professional photography, videography, commercial content creation, branding content, and studio rental services for individuals, entrepreneurs, and businesses. Whether it’s helping a business strengthen its marketing, creating content for a brand, or capturing important life moments, our goal is to create visuals that leave a lasting impact.

One of the biggest problems I solve for clients is helping them present themselves professionally and consistently. Many businesses know they need content but struggle to create visuals that effectively communicate their value. Others have important moments they want documented but need someone who can deliver both quality and an enjoyable experience. I bridge that gap by combining creativity, strategy, and professionalism.

What sets me apart is that I don’t simply focus on taking photos or recording video. I focus on storytelling. Every client, brand, and project has a unique story, and my job is to bring that story to life in a way that connects with people. My background in music, video production, and visual design allows me to approach projects from multiple creative perspectives rather than through a single lens.

What I’m most proud of is building a business from the ground up through persistence, continuous learning, and a commitment to excellence. Every opportunity has helped shape Twelve Vision into what it is today.

The main thing I want people to know about my brand is that we genuinely care about delivering quality work and an exceptional experience. I understand that clients are investing their hard-earned money and trusting me with their memories, their business, or their vision. That trust is something I don’t take lightly. At Twelve Vision, the goal has always been simple: create powerful visuals that help people tell their story and bring their vision to life.

Can you talk to us about how you funded your business?

My business was built the old-fashioned way: one client at a time.

When I first started in college, I didn’t even own a professional camera. I was using my mom’s family camera to learn, practice, and develop my skills. Eventually, I used a college refund check to purchase my first camera, which was one of the first major investments I made in myself and my future business.

After landing my first real paid photography gig, I made a decision that would shape the future of Twelve Vision. Instead of spending the money on myself, I reinvested every dollar back into the business. I used that income to purchase studio equipment and create my first shooting space inside my mother’s church. It wasn’t glamorous, but it gave me a place to work, improve my craft, and begin serving clients professionally.

As my client base grew, I continued reinvesting the revenue from each project into better equipment, education, and business development. Over time, I was able to save enough money from client work to rent my first dedicated studio location. That was a major milestone because it represented years of consistency, sacrifice, and belief in the vision.

What I’m most proud of is that every stage of growth was funded by the business itself. There were no startup loans, no grants, no investors, and no financial assistance from family. Every camera, light, lens, piece of studio equipment, and business expense was paid for through the work I produced and the clients who trusted me.

Looking back, that journey taught me the value of patience and reinvestment. Twelve Vision wasn’t built overnight. It was built project by project, client by client, and year by year. That foundation has given me a deep appreciation for the opportunities I’ve been given and motivates me to continue growing the business the right way.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe one of the biggest factors in building my reputation has been how I treat people.

From the very beginning, I’ve made it a priority to give every client the respect they deserve, regardless of their background, appearance, personality, or circumstances. My goal has always been to do right by everyone who trusts me with their time, money, and vision. I never want anyone to feel judged or uncomfortable when they’re working with me.

Professionalism has also played a major role in my growth. I understand that when clients book a photographer or videographer, they’re not just paying for images. They’re investing in an experience. That’s why I focus on clear communication, reliability, and creating an environment where people feel valued and respected throughout the entire process.

This is especially important because roughly 95% of my clients are women. Whether I’m photographing a birthday session, branding shoot, graduation, maternity session, or portrait session, I want every client to feel comfortable, confident, and safe. Many people aren’t naturally comfortable in front of a camera, so part of my job is helping them relax and bringing out the best version of themselves.

I think people remember how you make them feel long after the photos are delivered. Great images may get clients through the door, but trust, professionalism, and genuine respect are what keep people coming back and referring others. Over the years, that commitment to treating people well has been one of the strongest contributors to the reputation I’ve built within my market.

Contact Info:

• Website: https://www.twelvevision.com
• Instagram: https://www.instagram.com/twelve_vision?igsh=OHRya21tYmlxeWJ0
• Facebook: https://www.facebook.com/share/18iinqmUsp/?mibextid=wwXIfr
• Youtube: https://www.facebook.com/share/18iinqmUsp/?mibextid=wwXIfr