Michelle Castillo

oakland concert photographer

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I Started My Own Music Magazine, Here’s How I Did It

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Originally written in 2019. Updated January 2024.

Cut It Out Magazine turns five in November 2024. I always hoped that my magazine would last for a while, but I had doubts that it wouldn’t. 2022 into 2023 I lost the love I once had for this project. I started focusing more on my concert photography and although I was able to add my own galleries to the site on a monthly basis, I let its social relevance die.

We finally hit 1k followers in 2022, yet, since that milestone, I stopped responding to press emails, posting regularly on our social accounts, and stopping creating playlists. It was the end of 2023 when a new type of love for the magazine developed. The photography team I now had was excited for the future of the mag, and the connections I made that year through my photography were excited to help me develop ideas and create content.

As of writing this we’re in the process of planning the second print issue. Everything I learned between issues one and two have helped develop my skills as a magazine owner more than the previous three years had. Here’s how I started and what I learned.

Find a web host that will fit your magazine’s needs

When I originally created my magazine website, I used Squarespace. It was easy to use, setup, and post to. As my magazine team grew and my ideas went beyond that platform’s capabilities, I switched to WordPress hosted on Bluehost.

There is a large learning curve when it comes to self-hosted WordPress sites. The plugins necessary to improve your site’s theme, finding a unique theme (or creating your own), and its general capabilities are daunting to first-time users. On WordPress, my team’s content was automatically added to their author page which they could link to publicists to back-up their talents. In 2020 I added an event calendar to keep our audience up-to-date on upcoming virtual events and eventually in person concerts and music related talks.

WordPress helped Cut It Out evolve to a hub for those based in the Bay Area to find new music, cool concerts, and the like. It’s ok to want to just keep your magazine’s site as a blog. There are some cool features on Squarespace and similar platforms for those looking for just that.

Create content and post it to your website before you launch

I made sure to create two concert reviews and uploaded a couple photo galleries before I launched. Give your audience a glimpse of what to expect on day one. 

The same could be said for any project you launch. As a blogger, those who are more experienced will probably tell you to write at least five blog posts before going live. This is so you can schedule content ahead of time which will provide regular content to your audience, and so you have something to showcase on your website. As a photographer, simply taking pictures of your friends and uploading those galleries to your website is a great start.

Create one social media account before going live

I originally write that you should have two social media accounts before launching. For those who might not have much social media experience, that could be a lot. Instagram alone has a constantly evolving algorithm that even seasoned marketing managers have issues with from time to time.

As of writing this the platform is pushing short-form video content in the form of Reels or in your regular posts. I posted something to my day job’s Instagram yesterday which utilized both video and photos and it’s gotten more engagement than any of our Non-Reel posts in the last year. Even Pinterest is pushing video content. But you shouldn’t just repost your Reels to Pinterest, same with TikTok.

Each platform attracts a different audience. For photo-heavy magazines, Instagram and Pinterest will be the best platforms. Music magazines have loved TikTok and YouTube to post their interviews and show reviews. It depends on who your target audience is and which platform you’d have the most fun creating for.

If I had to say one platform you should start with, I would go with Instagram. I’ll go out there and say that IG isn’t my favorite platform. It does have my target audience on there, and it’s easier to create content for Reels than it is for TikTok. I’ll make a post about this difference soon.

Go to free events and find small venues that allow cameras to build up content

This is the best advice you could get, especially if you’re just starting off as a concert photographer. While I already have concert photography experience, those photos belong to the publication that I got my press pass through so I can’t post them to my magazine.

Going to small venues can also help you if you want to write reviews. Take note of how captivated the audience is, and how they interact with the band. I love going to rock concerts because of how expressive everyone is. Crowd surfers and stage divers are prominent in these situations. Artists might go into the crowd and mosh with them.

Smaller venues/performances are better for beginners and pros alike because of instances like that. Rarely will you find a performer go through the crowd in a bigger venue, nor would you be able to yell “I love you” from the back of the room and have the lead singer yell it back. 

Make and keep up with connections

The music industry is built on connections. Keep up with the first venues you photographed at. Stay in contact with the publicists that gave you a chance. If you interview local artists, follow them on their preferred social platform and comment on their posts. Let them know that you liked their recent release.

Genuine connections are key. Some of my good friends helped me get my start as a magazine owner and a photographer. The artists I interviewed in the first print issue of my magazine came to be because I was connected to them through a previous project, I met them through a mutual friend, or I already established a connection with their publicist.

Cold emailing is almost encouraged. You can’t move forward without putting yourself out there. You put yourself out there by going to the shows at small venues to build up your portfolio and content. You’re publishing your work to a potentially large audience. Push send on that email you’ve been crafting for ages to the team of the artist you’ve admired for a while. Everything will work out in the end.

Conclusion

This advice can be used for any magazine subject. Take pictures at a local fashion show, review the latest food item in your hometown. Do things small and local to gain a footing before delving into larger things.

The most important thing: don’t stress yourself out. Launching is the biggest step you can take. Don’t delay it just because you want everything to be perfect. The truth is, nothing is ever perfect. Which is great! It gives you room to grow. And, creating your own magazine will definitely help you grow.

2023 in Review: Photography Evolution and Opportunities

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This year has been a rollercoaster to say the least. The first few months of 2023 was negative experience after negative experience. Instead of letting that get the best of me, I used it as motivation to get to the place I am now. My friend and I moved into an amazing apartment in a wonderful location, I reconnected with friends I lost connection with at the beginning of the year and made new friends through photography. My magazine release its first print edition. I was able to photograph at two large-scale festivals. I also upgraded my camera to a Sony a7iii after outgrowing my a7ii.

So many opportunities came my way, some carrying over to the new year. I wanted to highlight a few that I felt were pivotal moments in my career:

I became a house photographer for a few venues

I’ve been working on this for a while. I originally became a house photographer for the Independent and Bimbo’s 365 Club after I interned with Another Planet Entertainment. These venues have helped me become more confident when moving around crowds to get the perfect shot.

Originally, because these venues did not have a photo pit, I would camp out in the first or second row with the crowd to secure the perfect spot and would stay there until the end of the show. Now, I still camp out, but I start moving around after the third song to get as many angles as possible.

Tessa Violet at the Independent

A few months ago, I started shooting at the beloved Fox Theater in Downtown Oakland for the organization and have loved it. I’ve photographed at that venue in the past for my magazine and for Noise Pop Festival 2020. Being able to shoot for the venue was a dream.

I also started working with independent venues like DNA Lounge and the UC Theatre. DNA Lounge definitely books more rock acts than others which I love. The energy of the bands I’ve photographed for them has been so fun to capture. Despite the small stage, these bands utilize every inch to their advantage. The staff at the UC Theatre are incredibly kind and passionate about the work they do. The last show I covered for them was Chappell Roan. Side note: if you ever get the chance to go to a Chappell Roan show, do it!

This year I started working with Goldenvoice’s Bay Area division through a connection my roommate had. It’s funny, in January I dm’d their Instagram account to see if there were any available photographer positions and was turned down. The world works in mysterious ways.

I photographed the Jungle Giant’s set at Outside Lands

They played on the main stage which I was NOT expecting. I received this opportunity through their press rep who I worked with through my magazine. The band was looking for a photographer based in the Bay and she recommended me to them. The Jungle Giants are sweethearts and were a dream to work with.

Getting to run around on stage and around the pit was an experience I’ll never forget. I wrote in my journal at the end of 2022 that I wanted to either attend or photograph at Outside Lands in 2023 and it came true. I’m hoping that in 2024 I’ll be able to photograph the festival again, we’ll see!

The Jungle Giants at Outside Lands 2023

I received a press pass to Portola

I’ll be honest, I applied on a whim. I didn’t think I’d get a press pass to a festival like this, especially with the line-up that it had. When I received the approval email while working at my main job I jumped out of my desk in excitement. This was my first ever major festival approval.

I had what I called a “Rina Curse.” The last two times Rina Sawayama performed at the Bay — the first on my birthday, then second later in 2022 — I was suddenly sick. To finally photograph her at Portola broke the curse. She is such an energetic performer, and her live vocals are perfection.

Other artists that I had the wonderful opportunity of seeing for the first time were Labyrinth, Nelly Furtado, Little Simz, Masego, Pabllo Vittar, and Yung Singh. Skrillex was one of the closing acts for night two, but it was underwhelming from a photography and a fan perspective if I’m being honest. My friends and I thought he would perform his older mixes like “Scary Monsters and Nice Sprites” but it was mainly modern remixes and a smoke machine that covered the entire stage.

I updated my editing style

I’m know for my dreamy, colorful edits. It’s something I’ve worked on since I decided to pursue photography in 2019. But as I was looking at what my concert photography friends were doing with their work, I saw mine in a different light. Of course you shouldn’t compare yourself to others as it has a negative impact on how you see your work. And yet, this reflection led me to experiment more with my editing style.

I took those vibrant colors and twisted them. Without realizing it my photos started to look like 80s synth pop art with a matte finish. And I loved it.

I’m hoping to translate this more with my creative portrait shoots. I don’t want to spoil it at all, but I’m taking inspiration from a style I fell in love with when I took an art class in London. It’ll be worth the wait, I promise!

Photo of Carly Rae Jepsen in 2022 vs a photo of Misterwives in 2023

Conclusion

I have a few opportunities lined up in the new year that I can’t wait to do. Issue 2 of my magazine is in the works, I have a few portrait shoots planned, and I’m looking into videography. 2024 is going to be a big year for me and I can’t wait to share what I’ve done with you all!

I’ll see you next year!