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

Alright, Yvonne thanks for taking the time to share your stories and insights with us today. What’s been the most meaningful project you’ve worked on?

I think I’ve worked on a lot of projects I’m proud of, but the most meaningful one to me was when I creative directed and produced a 7-Eleven–inspired, Boiler Room–style DJ set in Shanghai.

When the whole pop-up DJ set trend started—especially the rise of Boiler Room–style formats, I kept seeing people doing sets in random locations like cafés or rooftops. I remember thinking, what if I did something like that in Shanghai, but made it feel more intentional—something that actually meant something to the people there, not just a “cool random spot.”

I started brainstorming locations and concepts, and I kept coming back to the idea of a convenience store specifically 7-Eleven. In Shanghai, convenience stores are everywhere, but more importantly, they’re part of everyday life. It’s where people stop by before a night out, after the club, or just during a normal day. The details, the scattered Chinese food signage, the lighting, even the familiar store chime are things everyone who grew up there instantly recognizes. It felt nostalgic, relatable, and culturally specific in a way that hadn’t really been done before in this format.

Once I landed on the idea, I fully committed to building it out. I designed the floor plan and visual setup myself and approached a local store owner to pitch the concept. I walked them through the entire vision—how we’d transform the space, set up the DJ booth, and bring in our own sound system. It took a lot of coordination, but we were able to pull together the full setup, from speakers to decks, and execute it exactly how I imagined.

The event itself turned out incredibly well. I even DJed the set, which made it feel even more personal. Seeing something that started as just an idea in my head come to life—especially in my hometown—was surreal. It wasn’t just about throwing an event; it was about creating something that people could connect to on a deeper level, blending music culture with a shared, everyday experience.

That’s why it stands out to me. It represents both my creative vision and my connection to where I come from.

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?

For those who may not know me yet, I’m a multidisciplinary creative working across photography, video, and creative direction, with a strong focus on music, fashion, and culture-driven storytelling.

I grew up between Shanghai and Bristol in the UK, and I was constantly traveling from a young age. That naturally shaped how I see the world—I’ve always been drawn to documenting places, people, and energy through photography. Exploring new environments and capturing moments became something I was passionate about early on, even before I realized it could become a career.

My entry into the industry was actually very organic. During COVID, my high school in Shanghai shut down, and I suddenly had a lot of time with no structure. Instead of waiting, I started reaching out to companies and creatives I admired. One of them responded, and that opportunity led me to shadow shoots for 88rising and get exposure to both commercial and music production work around the age of 18/19. That experience gave me a real foundation and showed me what was possible.

After that, I moved to New York City to attend NYU, and that’s where everything really expanded. Through going out, meeting people, and building genuine relationships, I got pulled into more and more projects—ranging from music and fashion to commercial and travel content. A lot of my growth came from being in the right environments and being open to collaboration.

Now, I create content and direct visuals for artists and brands across different spaces. In music, I’ve worked on recap and tour content for artists like Miguel and JT, and I regularly shoot live events and festivals, especially within the DJ and electronic scene during things like Miami Music Week. In fashion, I work closely with designers like Kim Shui, creating social content and capturing the energy behind the brand. I’ve also had the opportunity to shoot behind-the-scenes work for projects like Amaarae’s “Angels in Tibet” and Lil Uzi Vert’s “Just Wanna Rock,” which were big moments for me.

What I offer clients is more than just shooting—I provide a full creative perspective. Because I’ve taught myself a wide range of skills, including drone operation, video editing, photography, graphic design, VJing, and even music production, I’m able to approach projects holistically. That flexibility makes collaboration smoother, because I understand multiple parts of the creative process and can adapt quickly to different needs on set.

I think what sets me apart is that versatility, but also my ability to connect with people. Growing up between different cultures has made me a strong communicator, and I genuinely enjoy getting to know my clients and collaborators. Before any shoot, I like to have real conversations about vision, references, and intention—so when it comes to execution, I’m not just delivering content, I’m helping bring their ideas to life in a way that feels authentic and elevated.

What I’m most proud of is building all of this independently. Moving to New York as a young Chinese woman without knowing anyone and finding my place across multiple creative industries hasn’t been easy, but it’s been incredibly rewarding. Over the past few years, I’ve been able to work across music, fashion, and live events in ways I never imagined when I first started.

The main thing I want potential clients, collaborators, and audiences to know is that I care deeply about the work. I’m not just there to shoot—I’m there to understand your vision, add value creatively, and execute it at a high level. Every project is an opportunity to create something meaningful, and that’s always my goal.

What’s the most rewarding aspect of being a creative in your experience?

For me, the most rewarding aspect of being a creative is when people recognize me through my work. That kind of recognition especially from other creatives—means a lot, because it shows that what I’m making is resonating on a deeper level. It’s not just about exposure, but about earning respect and connection within a community that also understands the process and effort behind the work.

I also find it incredibly rewarding to be surrounded by talented people from all over the world. Being in creative environments where everyone brings a different perspective pushes me to grow constantly. I learn a lot just from observing how others think, create, and execute, and it naturally elevates my own work.

Another big part of it for me is collaboration. I love bringing my friends or people I genuinely respect onto projects. There’s something really special about building a team where everyone is creatively aligned, it makes the process more fun, more inspiring, and often leads to better results. It doesn’t feel like work in those moments; it feels like creating something meaningful together.

Overall, it’s that mix of recognition, growth, and shared energy with other creatives that makes it all so rewarding for me.

We’d love to hear a story of resilience from your journey.

I think one moment that really shows my resilience was when I first moved to New York.

I came here alone for NYU, neither of my parents came to the US when i moved here alone from the uk, not really knowing anyone in the city or the industry. Back home I had already started getting opportunities, but coming to NYC felt like starting from zero again. Everyone here is talented, everyone is moving fast, and at the beginning it was honestly overwhelming. There were a lot of moments where I felt out of place, especially being a young Asian woman trying to break into music, fashion, and creative direction spaces that can feel pretty closed off.

I remember going out a lot, meeting people, putting myself in new situations just to connect and learn. Not every interaction turned into something, and not every project worked out, but I kept showing up. There were times I wasn’t getting booked, times I doubted if I was doing enough, or if I was even on the right path, but I just kept creating, kept reaching out, and kept saying yes to opportunities, even if they felt small at the time.

One thing I’m proud of is that I didn’t wait for things to come to me. I brought my own energy into rooms, I built relationships, and I stayed consistent with my work. Slowly, those small moments turned into bigger ones and getting brought onto shoots, working with artists, building trust with clients, and expanding across music, fashion, and live events.

Looking back now, the resilience wasn’t just in one big moment, but in choosing to keep going even when things felt uncertain. Moving to a new country alone and building a career from scratch pushed me a lot, but it also shaped who I am today.

Contact Info:

• Website: https://www.yvonnesong.com/
• Instagram: https://www.instagram.com/stories/yvonnesongg/
• Linkedin: https://www.linkedin.com/in/yvonne-song-917a25236/
• Youtube: https://www.youtube.com/@yvonnes8083

Image Credits

yiwen song