We caught up with the brilliant and insightful Jovon Roberts a few weeks ago and have shared our conversation below.
Jovon, appreciate you joining us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?
Back in the day, when my camera was just for capturing shadows and light, not faces and lives, I was just Jovon from Charleston with a lens and a dream. But, you see, dreams, they got a funny way of sneaking up on you. Started out with just water bottles lined up in my living room, dancing under the sunbeams, playing it safe. Friends, they’d come around, and I’d snap their smiles, their glances – casual like, nothing serious. But the question got dropped one day, heavy as a brick in a silent room, ‘Jovon, when you gonna take this gift of yours, this eye for moments, and do something real with it?’ It hung there, and I, unsure and unsteady, agreed to step into the unknown.
Not long after, fate, she calls. Tells me Rihanna’s got this new Puma shoe hitting the streets, fresh and ready to make a mark. There’s this boutique shop, Sneaker – real gem of Charleston, exclusive as can be. They got the goods, the only spot in town with these shoes. They needed someone to tell that story, make it shine, make it urgent. So, I took that chance, camera in hand, heart in throat. The work, man, it spoke. It hollered down the streets, wrapped around the block with hungry eyes and waiting hands, all because of the story we told, the hype we built. That was it, that was the moment. The first real step, the first real client. From shooting water bottles to shaping desires, from the living room to lining the block – that’s where I found my stride, where Jovon became more than a guy with a camera. I became a storyteller, a dream weaver for the world to see.
Jovon, 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?
Photography wasn’t my first calling; it found me after a transformative stint in the US Air Force, where I had the honor of servicing Air Force One among other duties at Andrews Air Force Base. Post-service, my path wasn’t clear until creativity took the helm. While working a job related to my military career, the urge to create was undeniable. A friend’s work on music videos sparked my interest, and the desire to craft a short film took root. That aspiration nudged me to master the camera, leading to the unexpected joy of combining technical skill with storytelling.
This blend of narrative and imagery came to life when I produced a doppelgänger horror-themed music video, a deviation from the conventional, and it marked the beginning of my venture into professional photography. Transitioning to business, I began offering commercial photography services, capturing corporate headshots and working with prominent brands like Fendi and American Eagle. I bring a problem-solving mindset to every shoot, streamlining the process to maximize efficiency without sacrificing creativity. What I’m most proud of is the ability to consistently exceed my clients’ expectations, capturing their essence in a way that even they hadn’t envisioned. This isn’t just a job; it’s where my military precision meets my creative vision, resulting in a product that elevates brands to new heights.
Have you ever had to pivot?
The transition from military to civilian life is a journey of its own—a silent type of service where the uniform is hung, but the discipline and memories linger. After serving with dedication, safeguarding the skies, and ensuring the smooth passage of dignitaries, finding my place back home in Charleston felt like navigating without a compass. That’s when photography didn’t just step into my life; it became my lifeline.
There was a palpable void when I left the Air Force—a structure and purpose that civilian life initially struggled to fill. I searched for something that could resonate with the part of me still on the tarmac, still looking out at the horizon. I found solace behind the lens. It was in the quiet click of the shutter and the focus of the lens that I rediscovered my direction.
I started capturing the world as I saw it, the overlooked moments, the everyday beauty. It wasn’t just about finding a new career; it was about rebuilding myself. Through the viewfinder, I began to piece together a new identity. Each photo, each project was a step towards reconciling the soldier I was with the artist I was becoming.
As I delved deeper, my craft became my voice. It allowed me to communicate in ways words never could, to tell stories that might otherwise go untold. Photography saved me by giving me a mission after the military—a mission to reveal the soul of a subject, to freeze time and elicit emotions. This wasn’t just a pivot; it was a leap into a new chapter, a chapter where I could use the discipline and precision honed in the service for artistic expression, where I could be both veteran and creator. This journey through the lens has been my most rewarding assignment yet.
Can you open up about how you funded your business?
The foundation of my business is as much a tale of gratitude as it is of grit. Harnessing the benefits I earned from my military service, I treated every dollar as a brick in the foundation of my future. My tenure in the Air Force wasn’t just a time of service; it was a period of learning and growth, which allowed me to explore various job avenues that echoed my role in air transportation.
With each paycheck, I was not just saving up; I was investing in my dream. The move to Los Angeles was funded by the culmination of this disciplined savings and the strategic use of my military benefits. It was a calculated leap, fueled by the determination to transform my passion into a thriving business. Every portrait, every commercial I shoot, is a testament to this journey—from disciplined savings to creative earnings.
Contact Info:
- Website: jovisualstudios.com
- Instagram: Instagram.com/jovonxr
Image Credits
Jovon Xavier Roberts