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Avalence Studio

Carmen Suen: Why did you decide to open Avalence Studio?

Gray Scott: For me as a photographer, it’s just almost impossible to financially keep up. A lot of times you’re scrambling to find a studio when a magazine contacts you to do a shoot. When I first started, there were several times where I couldn’t find a studio to shoot in, and I had to turn down the magazine shoot. It’s not a good thing for any photographer to turn down work because they work so hard to get their name out there and get work. I wanted to provide an affordable space for photographers to do their shoot.

CS: How is the studio an affordable option for photographers?

GS: One of the most important things about the studio is that for a $750 day rate, from 9am – 5:30pm, you get an Octabank, a stand, a power pack, sandbags, V-flats, and a wardrobe styling station with a steamer, robes, and slippers. So basically a young photographer without a lot of money can come into the studio with their model, their hair and makeup person, and their stylist, and they can produce a shoot without any extra expenses.

For one price, you’re coming in to Avalence Studio and you can produce your whole shoot. Whereas a lot of times, when I have gone to other studios, the base rate is just for you to be in the space. It could start at $1,200 to $1,500, and then every single thing costs more, whether it’s a pitcher of water or an apple box. You think you’re spending $1,000 to be there, but when you walked away, you ended up spending $1,800 for the shoot.

The idea of this space is that it’s sort of an artist workshop where everything is provided. You come, and you shoot, and you pay your day rate. That’s pretty much it. The only extra is if a photographer has specific equipment they want to rent, that is added on top. They have the option for us to rent the equipment for them; or, if they want to do it themselves, they can have the equipment delivered here.

CS: Aside from the price, what makes Avalence different from the average photo studio?

GS: One of the things that I think is very exciting is that we are in a neighborhood where we are surrounded by other artists. You are constantly bumping into artists that you know: stylists, hair and makeup people. There’s an independent record label right beside us. There’s a video production beside us. So it’s a community of creative people in the building, which is really exciting.

The studio itself is a very clean open space. But it’s not concrete and sterile. We have hardwood floors that have been painted white. There’s an industrial feel to it, but it isn’t cold. The place has a warm feeling.

CS: What are the future plans of the studio?

GS: I’d like to eventually have 10 to 15 photographers that we work with on a consistence basis, who fit into the studio space, who have the same goal as the community that we are trying to create, which is sort of a younger editorial feel. That’s how the space is.

The space is very private. We try to find photographers who may be working on books, or private work, or some of their editorial work is very sensitive and they don’t want people to know they’re working on certain things or certain campaigns. Our first client was Spin magazine. They said they loved shooting here and that they look forward to shooting here again. I have a feeling that they will be a repeated client.

Another goal is to have the studio also be a gallery space for young photographers. We have such a great space and so many white walls here that I think eventually I would like to have an addition to the Avalence website where we do private showings of young photographers’ work. In the next few months, I would like to find photographers that are doing fine art photography. We’ll do an opening ceremony for them and have 10 to 15 of their pieces presented in the space. It’s nice to have a space where you can have all your peers together and show your work. I think that’s definitely down the road for us.

• Almost four decades after John Filo took his Pulitzer-Prize-winning photo of a student shot at Kent State University during an anti-war protest, the photographer was reunited with the then-14-year-old girl, Mary Vecchio, who appears in the image with her arm outstretched, caught in a terrified scream. The Akron Beacon Journal has a nice piece on the reunion, which was the first time the two met in person.

• The Obama administration and its White House photo team led by Pete Souza proved its distinctly updated understanding of image use recently by launching a White House Flickr photostream in addition to its regular slideshows. Last week, Official White House Photographer Pete Souza did an interview with CBS sharing his insider view of Obama presidency.

• The multimedia dream team at MediaStorm announced this week that it will donate its services for a one-time, TUITION-FREE Advanced Multimedia Reporting Workshop, in Brooklyn, NY from June 20-26, 2009. Expect a very competitive application process as there are only 8 spots available. Application deadline is next Friday May 15. Check out more details on their blog.

• LIFE.com picked the 10 most photographed cities in the world. The results are based on the number of photographs associated with each city on Flickr. Being San Franciscans as we are, we’re happy that the City by the Bay made it to number 4. Can you guess the top three?

Gertz HS student Gigi Rodas taking a picture of her mentor, Immigration Attorney Victoria Duong

Carmen Suen: Tell me about how the “I Dream To…” program works.

Amy Tierney: It is a semester long program where me and my co-instructor, photographer Emily Hart Roth, go to the participating schools every week for a one-and-a-half-hour class to teach the girls the skills that they need to be a photojournalist, including how to use a camera, how to use Lightroom to produce edits, how to conduct an interview, and so on. Each of them has to choose a woman who they want to do an interview with, usually someone in the career field of the student’s dream, or someone who inspires them.

Towards the end of the semester, they interview their subject, take pictures during the interview, and write up an article as their final projects. We then post these articles on the “I Dream To…” blog, so others can see their work. We also take the girls to a photography studio so they can see what a true working studio and a photographer’s daily work life is like.

But the highlight of the program is the exhibition. Not only do the girls get the chance to show family and friends their own work, but they can also be introduced to different people in the community. It’s a great way for them to practice their social skills.

LA Leadership student Narvy Vasquez, as photographed by her fellow student Jacky Rodriguez

CS: What is your role in this program?

AT: I am actually a founder and mentor of the “I Dream To…” program, which started in 2007. At the time, I was already involved with StepUp Women’s Network’s L.A. Chapter. One of the mission of StepUp is to inspire and empower high school girls in underserved communities to achieve their dreams. I believe art can help us understand the world around us. And so I decided to bring art to these high school girls. Because of my own background, photography seemed to be the obvious choice.

Through photography, photojournalism in particular, you get the opportunity to interact with a multitude of people. I think people skills is one of the most essential skills for one to succeed in life.

CS: Do you feel like the program is achieving its goals?

AT: I would say it’s very well received. Jamie Kogan, Step Up Women’s Network’s program manager really keeps us going.  This year is the third year, and the program has expanded from L.A. to Chicago and New York. We got so many hugs and thank-yous at the end of each semester. Some of the girls who have participated in the program have taken a serious interest in photojournalism and have decided to pursue it as a career. That’s a very big encouragement for us.

We also have to thank our sponsors for helping us financially. Our organization is non-profit and depends largely on financial assistance from our donors. We hope that they will continue to help make this program happen.

• RESOLVE contributor Michael Shaw is hosting his next BAGnewsSalon over at BAGnewsNotes this Sunday, May 3. Michael hosts these online, real-time image analysis sessions frequently and the discussion is always lively. The topic this time is Obama: The First 100 Days; guest participants include Alan Chin (another RESOLVE contributor), Nina Berman, David Burnett, Brian Ulrich, Mario Tama, and PDN news editor Daryl Lang, plus a bunch of historians and professors.

• In keeping with the Obama theme, the “I Do Solemnly Swear: Photographs of the 2009 Presidential Inauguration” exhibition is currently on view at the Smithsonian’s National Museum of American History. David Hume Kennerly, the Ford White House photographer, and Robert McNeely, President Clinton’s official photographer, were commissioned to lead a team of more than 24 photographers in capturing the inauguration. It opened April 29, the 100th day of the Obama administration, and will run through July 12.

• The New York Times has a fantastic slideshow of pictures buried in the recently found “Mexican Suitcase,” three filmsy cardboard boxes of negatives of photographs taken during the Spanish Civil War by photographers Robert Capa, Gerda Taro, and David Seymour. Capa left the boxes of negatives in his Paris darkroom before he fled to America in 1939. It was believed that the negatives traveled from Paris to Marseille and eventually to Mexico City, where they resided for more than half a century before they were turned over to the International Center of Photography in NYC last year.

• Since the high-def video camera RedONE was launched last year, photographers everywhere have been curious to see how it would eventually make the still cameras obsolete. Then Greg Williams, uses one to shoot his June Esquire cover of Megan Fox and needless to say, people like APhotoEditor have things to say about it. You can also watch a sneak peek of Greg’s behind-the-scenes video.