We’re excited to introduce you to the always interesting and insightful Antonio Johnson. We hope you’ll enjoy our conversation with Antonio below.

Antonio, appreciate you joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

When I started taking pictures, I didn’t know anything about the industry. I just knew that I wanted to take pictures. I had to learn the importance of finding out what kind of pictures I wanted to capture and what messages I wanted to convey. If I were to start over today, I would spend more time learning my niche, how to capture light, and how to run a business. Starting with these things in mind, I would be able to target my time and energy on perfecting the shots. I would have saved money by only purchasing tools I really need. I wasted a ton of money on cool products that I never used. Photography is all about finding the light. Once I learned that detail, my pictures really improved and I began to get more compliments. There’s basic and advanced techniques to master, but it all comes down to how well you control and capture light. I am still learning learning how to run a business. Sometimes, I struggle to balance my love for capturing the shot and ensuring that the business is supported. At the end of the day, I believe in helping people capture the moment and the money will come.

Antonio, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Antonio, an Atlanta native who likes to take photos. I started taking pictures because I realized that I didn’t seem to have many pictures of me growing up. Ironically, I still don’t have many pictures of me today. I’m that photographer that hates to take pictures. I’m usually behind the camera looking through the lens. It’s just my personality I guess. I made the decision to become a photographer because I wanted to help others capture their most important moments. When we look at the past, pictures can really take you back to that moment you remember the most or can barely remember at all. My type of photography ranges from studio headshots and location portraits to events and weddings. My favorite thing to do is work with a client to develop a shot from concept to picture. I help them figure out what emotions they are trying to capture or what kind of story they are trying to tell. Most people may not know what kind of picture they want, but they know they want it to look good. That’s where I come in.
One thing that sets me apart from other photographers is my mobile studio sets. I realized that most people are most comfortable in their home, but they want studio pictures. So I began traveling to them. I arrive, set up a complete studio, and capture their shot. I’m talking about everything you need for the studio look and feel, to include backgrounds, lights, props, etc. It’s fun and rewarding.
Im most proud of helping people get that forever picture. My clients tell me that my pictures are always being used on social media whenever a birthday or special event come up. It’s really cool that a picture I took is being posted by their friends and family to celebrate a new moment with them. That’s why I call it the forever picture and it’s why I’m constantly trying to get better at taking pictures. Once I give them the photo, I have no control of what they will do with it or what their family and friends with do. So I have to get it right. It is why I named my company “A Moment in Shine.” All we have is this moment to capture your shine. After this, the opportunity is lost.
I’ve learned that I don’t shoot everyone and I can’t capture everything, but you never know what magic can happen. Potential clients should have a general idea of what they want to capture and be prepared to work together to get A Moment in Shine.

What’s been the best source of new clients for you?

I’m very much still a word-of-mouth referral business. I believe that a happy client is more likely to refer their friends and family to you. It takes trust for someone to say “my photographer can help you with your picture.” That means the world to me. Some people see a picture that someone post and reach out to me because they like how it look. It’s a slower way to grow, but it’s worked for me. Another source of new leads is partnering with other photographers, event planners, DJs, bartenders, and business owners. When shooting an event, I try to find a way to meet the other people working the event. This helps me learn about resources that a new client will need. For instance, someone may hire for a wedding and need a DJ for the reception. I can recommend someone who really rocked at a previous event. I like to think that they will do the same for me. Someone once told me you’re only has successful as your ability to collaborate. Whether that’s true or not, it stuck with me.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

It’s not always about the bottom line. I’ve learned invaluable lessons from shoots that were not profitable. Being able to growth and think out of the box is worth more than money. Learn to hone your craft and you will find your money. I’ve had to learn that it’s about my growth and my ability to be creative. I had to stop comparing my work to another person’s growth or work. Don’t get me wrong, there are some photographers out there that makes me want to sell all my equipment and never take another photo. I’ve learned to let them be my inspiration.

Contact Info:

• Website: www.amomentinshine.com
• Instagram: www.instagram.com/antjohnsphotos/