We recently connected with Joshua Etchison and have shared our conversation below.
Joshua, appreciate you joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
Back on Thanksgiving Day 2019, I was about a year into my photography journey when my Instagram account was hacked. This forced me to find a name on the fly, as I was doing business through my account as well. I made “UFILMME” out of “you feel me?”, but put “film” at the center. I haven’t changed it since and have branded myself by it, but still have to type it in for most people.
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 back background and context?
Growing up, I’ve always been fascinated by the ability people have to capture moments. I loved creating as a child, but sports and school took up majority of my childhood. Whether it be basketball, football, or baseball my parents had us busy on weekends. In my free time, I’d draw or watch movies all the way through the credits. From ‘Boyz N Da Hood’ to ‘Candyman’, I was always drawn to cinema; specifically Black cinema without even realizing. Graduating from high school, prep school, and then playing a year of college basketball in Ohio, I felt like neglected the creative part of me.
As I decided to move back to Chattanooga from Ohio in the summer of 2017, I felt low; as my love for basketball was fading. Looking for my next chapter, I had received some requests for basketball video edits after people realized I edited my own highlights before college. At the time, my only editing device was an iPhone 5s with a cracked screen. When I’d do edits, I would spend hours creating fonts, saving instrumental beats, and chopping highlights that I didn’t shoot myself. After a couple of season highlight edits for some local hoopers, I decided that it was time to get my own camera. That decision to edit my own footage and images changed my life forever.
By Fall 2019 I was shooting basketball workouts for local players, and portraits for local music artists. For the time, I wasn’t charging much of anything because the feeling of finally finding something I love do was better than money. As I progressed in the craft I started capturing more and more images of everyday life. Finding the beauty in the small things gave me a drive to shoot more and more. All of the images I captured from that time led to my first gallery show as a photographer in my hometown of Chattanooga, Tennessee on December 17th, 2019.
From 2020-2022 I’d travel the East Coast to shoot with various artists. I captured the likes of Chattanooga Legends ‘TheHouse’ (YGTUT, Michael Da Vinci, Chris P. & Shoey Russell), Curren$y, Duke Deuce, Sonny Digital, & many more. Through my expansion, I came to like Nashville a couple of times and decided to attend school at Nashville Film Institute to further pursue film and learn more about the art of cinematography.
Since arriving in Nashville, the past year has been amazing as I graduate in November. I’ve been able to work on multiple sets and pursue my dream of one day making my own films and shorts. I’ve worked with some of the cities more prominent talents like The Blackson, Dimestate Don, and Brian Brown of Black City Co., and also J. You of Inn Circle. Also I have been blessed to shoot events like TSU Homecoming, The Nashville Black Market, and many concerts for local acts as well as local fashion brands.
What do you think is the goal or mission that drives your creative journey?
My goal with photography and cinematography is to be the best documentarian for my people that I can. I also want to make it a point for our works to be seen as “fine art”. I’m from a place where art isn’t as prominent and is taught earlier on that art isn’t enough for a sustainable income. What motivates me every day is the power we have to change that narrative for the younger black creatives, and show them worldwide that your creativity can take you places you’d never imagine. I want to spark the brain of the next great documentarians; like the Gordon Parks’ and Spike Lee’s of the world have done for me growing up.
What’s the most rewarding aspect of being a creative in your experience?
I think the most rewarding aspect of being a creative is the feeling of releasing your art into the world. Whether it be on social media or a gallery show, I’ve always just wanted my work to be seen. I feel like algorithms have kinda halted the growth of many creatives and artists because they feel like numbers matter; when in actuality the only person who has to like your art is yourself. Reward yourself by loving your work when you’re finished.
Contact Info:
- Instagram: @ufilmme
- Twitter: @ufilmme
- Youtube: https://www.youtube.com/channel/UCkewp0hCVU_rjZ2GQaK2bBw
- Other: https://vimeo.com/user206956320
Image Credits
Photos taken by Joshua Etchison