Cracking The Lens: An Exclusive Q+A With Relly, NYC’s Up-and-Coming Event Photographer

Welcome to another issue of HOSTED by POSH.Want to know what it takes to break into New York City's bustling event scene as an aspiring photographer or videographer?

Imagine navigating your way through the city's coolest parties, DJ sets, and art shows, camera in hand, capturing the essence of a fleeting moment. Our guest today did precisely that—and transformed his passion into a thriving career.

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Meet Relly, a New York-based event photographer who not only redefined event photography but also took it a step further by blending it into an overall experience. Born in the concrete jungle, Relly began as an amateur snapper at underground gigs and raves. Within a couple of years, he has grown into one of NYC's most sought-after names in the field.

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So, how did he do it? How did he go from virtually unknown to booked solid in the span of two short years? And how can you recreate his success?

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Keep reading this exclusive Q&A to get insights, tactics, and personal stories that could put you on the fast track to making your dreams a reality.

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But first, incase you’re more into a full-length video interview, check it out here:

I think a lot of people host that first event and then find it tough to get traction for the second one. What did you do between the first and second event that really propelled you?

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Relly: The key for me was collaboration. After my first event, which was pretty underground, I knew I had to do something different to keep the momentum going. I partnered with Alta, a group known for their eclectic DJs and unique event experiences. We merged our networks, and it just blew up from there.

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But the secret sauce wasn't just the collaboration. It was the storytelling we did before the event. Leading up to the event, we ran a series of social media posts spotlighting the DJs—how they got started, some fun anecdotes, and even how we met them. This created an emotional connection, and by the time the event rolled around, attendees weren't just coming to a party; they were coming to an experience they felt connected to. It was like they were part of an unfolding story.

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How did you go about building your book of business?

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Relly: Honestly, it’s been mostly word of mouth, but with a twist. I noticed that even high-profile photographers mostly got business through personal connections. During the COVID lockdown, all of a sudden, we were all on a level playing field. The established events and photographers were no longer in the scene.

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What do you think is generally lacking in the typical event you go to?

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Relly: I think the challenge most event hosts face is differentiation. Sure, you can host the same great party over and over, but people eventually tire out.

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I try to solve this problem by creating a completely unique experience for every event. Once, I hosted an event at Sauced in Williamsburg, and we turned the evening into a sensory feast. We brought in guest chefs, had a mini art gallery, and even featured live music by my friend Maria. When people are given a new experience each time, they're more likely to keep coming back.

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Do you worry about the market saturation of creatives in photo and videography?

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Relly: Absolutely. New York is teeming with talent. But the game-changer for me was personalization. Talent gets you noticed, but your personality gets you booked. I started offering something more than just good photos; I gave people an experience.

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At the events, I didn't just stand in a corner, snapping pictures. I mingled, made friends, and then subtly took candid shots. The best moments I captured came from these natural interactions. People began to know me, like me, and trust me—and that's what gets you repeat business.

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We’re seeing this interesting shift where freelancers are also influencers. How does this impact your work?

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Relly: It's a fascinating evolution, and one that I've tapped into. Yes, the photos need to be excellent, but being present at an event I'm covering has its own cachet now. People know that if they're at one of my events, they'll not only get great photos but they'll also get to network with the kind of people they want to be around.

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Remember Bodega Flowers? It was an art show that I built around a personal love story, turning it into an experience complete with DJs, cocktails, and a raw, emotional narrative. This is what people want: multi-layered experiences. They don't just want to attend an event; they want to be a part of a story.

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So, there you have it, a deep dive with a man turning the lens not just on subjects, but also on how event photography is done. Whether you're an aspiring photographer or an event creator, Relly's journey has something to offer for everyone.

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Take a leaf out of Relly’s book as you navigate the dynamic and challenging world of event photography. Good luck, and keep shooting!

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Oh, and be sure to follow @DisposableRelly on instagram and @bodegaflowers_setlzerwater to attend some of his upcoming events.

Come hang with us on socials for sneak peeks of future episodes, get BTS content of POSH, and be the first to hear about events in your area!

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That’s all for this week, folks. We’ll see you next Thursday. In the meantime, happy partying.

— Avante, Eli, and the POSH team