May 15, 2017

Meet Fred Levy of Fred Levy Photography in West of Boston

Local Stories

Today we’d like to introduce you to Fred Levy.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I was asked about how I started my career as a photographer. There are two parts to this story: my passion for fine art photography and later my focus on pet and portrait photography.

In high school back in the mid-1980, I earned a high school scholarship in photography at the Academy of Art in San Francisco, and in one summer fell in love with the process. As a teenager, I was amazed in the darkroom when I developed my first print, making me eager to learn everything and anything about photography.

Throughout under grad and grad school, I shot film. I was a huge fan of Agfapan and Polaroid 665 film. Back in the film camera era, style had as much to do with the film and the photo paper as with the shot itself. I wasn’t a fan of 35mm cameras because I felt they were too small, so I shot with medium format cameras. My favorite and last camera was a Mamiya 7. As digital was becoming more the norm, I got to play with cameras like the Nikon D70 and some others. It wasn’t until later in 2007 that I sold all my gear so I could get a Canon 5D, full frame camera. It was then I made the big switch to all digital.

The biggest change in my photography career was not from any new gear or technology. It was my dog Toby who I adopted over 12 years ago.

When Toby was young I took him on long walks, finding open spaces where people regularly bring their dogs off leash. Through these experiences, I became excited about dog owners and the interaction I found at these dog-friendly outdoor areas. As with most anything I do, I brought my camera. This community of dogs and their owners encouraged me to begin photography projects around dogs.

This experience also led me to research other pet photographers. I had no idea that I could focus my attention just on pets. I found beautiful work that inspired as well as gratified me, knowing that there exists a business model for pet photography.

From then I started to promote myself, mostly to friends but kept the security of my day job.

I started climbing a steep learning curve: lighting, shooting video and managing the business aspect of photography. I began to step away from the fine arts world of photography and was more involved with the commercial world. I joined ASMP and was amazed by what I didn’t know.

As the book, The Black Dogs Project was taking off, I decided that it was now or never to become a full-time photographer. I left my day job and started following my passion with an increased sense of purpose now applied to my own business. Aware that the photography world is always morphing into something new, I keep current with new technologies and gear to continue being my best self.

Consider how smartphones have changed the game for the consumer-camera field. Smart companies like Light.co are tapping into that field by creating a bridge between what professionals need and what consumers want with the creation of their compact camera.

As a self-employed business owner, I focus on what is most important to me- making sure my clients can display beautiful photos that they can hang in their homes. Prints are my top priority, yet people want to share not just the images but the experience. With that in mind, I also shoot video, create interactive slide shows and make custom smartphone apps.

I hope to keep creating beautiful work that my clients will enjoy for years to come. Our pets are in our lives for only a short time but in our hearts forever. I want my photos to be the connection that keeps that feeling alive and well.

Has it been a smooth road?
I guess it’s possible for it to be smooth but it wasn’t for me. I’ve been fortunate that I’ve got a supportive family who believe in me and the work I do. If it wasn’t for them, I would have never been able to leave my day job to pursue my passion for photography.

I started focusing my photography as a portrait photographer when I learned that there was a business model for pet photography. Prior to that, I focused on fine art photography while working a full-time job.

Now as a full-time photographer, I work hard to get my name out in the world, create work people want to share so the people who want to my photos hanging in their homes or offices want to buy them. It’s a very hard transition from working for someone else full time to working for myself full time. Everything I do has to relate back to creating interest so I can create the work.

One of the hardest part is getting people to understand the work that is involved in creating this work and that it has value. With everyone having a camera on their phones and able to create something nice, I have to make sure I’m creating work that goes beyond that. I have to create work that goes beyond expectations and lasts. I don’t try to create work that looks nice on screen. My hope is to create work that will look amazing on people’s walls and they will have their whole lives.

When things are slow, it’s really scary and I have to remind myself that it’s more than just the photos. It’s about creating work that matters to people and can make a difference. That is when I work on personal projects that can have an impact. Like the Black Dogs Project made a small difference to peoples understanding of getting a dog. My next project on service animals will hopefully do the same. It’s just a matter of getting time to create the work.

So, as you know, we’re impressed with Fred Levy Photography – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I started my business part time, photographing friends who needed portrait work. When I adopted my dog, I began to focus my photography work on pets and found that there is value in focusing my work there so for the past decade, I’ve been working and improving my photography skills around pet and family portrait work.

As things were getting busier, I wanted to give this a real chance, so I left my day job about 3 years ago to focus my attention on the business of portrait and commercial photography. I’ve seen some great success along with the challenges and because I’m focused full time, I can create much better work.

As someone who’s passion for pets, I’ve learned all kinds of great tricks to create beautiful photos of people’s fur-babies. My clients love seeing their pets as the main subject of my photos and will be able to have a great memory their whole life of their pets.

Let’s touch on your thoughts about our city – what do you like the most and least?
I work all over New England. My work is mostly created on location because most people want photos of them and their pets in places that are important to them. Some like long walks in the woods, some like snow, some like an urban backdrop. I’ve created work around all these places and there is no shortage of wonderful places.

Boston offers everything in one spot. I can start in the Public Gardens and create that nature feels and then walk over to the Pru and get that urban feel.

What’s most important to me is finding the space that my clients relate to. These photos are going to be memories for my clients so it’s more than just standing and looking good. It’s about relating to space and having that story that the photo tells. Every time my client has people over, they will have a story to tell about the photo on their wall.

Pricing:

Private photo sessions start at $300 with an order and reveal session after where clients order prints or products.
I do offer mini-sessions about once a month that starts at $49 and then they order prints

Contact Info: