“Photographers and videographers here can be very creative and can take over the world but it has to start here.”
Freelance photographer Rithvik AR kicked off his journey as a regular fixture at some of the most celebrated music festivals in India back in 2022, stamping his presence at Lollapalooza, Echoes of Earth, Cherry Blossom Festival, NH7 Weekender, and Bandland, snapping the likes of Deep Purple, Goo Goo Dolls, Jackson Wang, Boris Brejcha, Ne-Yo, YG, M.I.A., Ronan Keating, and Afrojack, to name a few.
In this field, Rithvik’s first tryst occurred at a friend’s show, which he described to us as “eye-opening.” Up until that point, Rithvik dabbled around taking photos of landscapes, streets, and cars. He communicated, “I had just about saved up enough money to buy a full-frame mirrorless camera. And my first time using it was at this show. I fell in love with it instantly – capturing action and emotion so candidly with the play of light and dark. Of course, all of this was fed broadly by my deep passion for music.”
Still only 25 years old, Rithvik left behind a career in finance to pursue photography and often ponders how this profession can be sustainable long-term. Acknowledging the rewarding aspects of “capturing the best moments at the biggest events in the country with globally renowned music acts,” he also concedes that “the industry here doesn’t reward creativity and talent much.”
TFword: While on duty, what sort of shot or photograph are you always on the hunt for and why?
Rithvik: The shot that sets me apart from everyone else. I like to make images that tell a story or that look surreal – like they weren’t even shot at a concert. That’s what keeps this interesting for me – otherwise, it becomes robotic and boring and that’s not why I do this for a living.
TFword: A trick or routine of yours to bring out the best photo during a shoot?
Rithvik: Tough to say, really. Given how different every gig tends to be. But I pay close attention to the light. Does it create interesting silhouettes and shadows and do the colours make for interesting frames?
TFword: What kind of footage would you say is a trademark of your style?
Rithvik: I love playing with light and shadow, with motion, and with visual effects like filters and prisms.
TFword: Indoor venues or outdoor venues, what works best for you and why?
Rithvik: I love both for different reasons but I prefer indoor venues. Outdoor venues give you a sense of scale and come with great production, larger-than-life visuals and lighting, and huge crowds. I love indoor venues more because they’re intimate and cozy, but also dark and moody, and you can create more interesting imagery in these scenarios. I also love the environment – the artist and the crowd always seem so tight and in sync and you can capture some raw and wild moments indoors.
TFword: What time of concert shoots do you prefer and why?
Rithvik: I love the evenings that let me play with golden hour sunlight and colorful skies, and also the nights for the pure magic that lights, smoke and visuals can create.
TFword: What is your favorite part of this job?
Rithvik: My favorite part of the job is so obvious – freezing time and creating magic with my camera. Music has helped me get through the tough times, so to be able to be involved in the country’s music scene as a career is amazing. I get to listen to beautiful music and take photos at the same time, what’s not to love?
TFword: One standout show/concert or project you have been a part of in 2024 and why?
Rithvik: I toured with G Eazy this year – it was my first ever tour and what an artist to do it for. His team was great to work with and I learned a lot. I learned how to manage my time during a short set, and how to bounce back after a bad show and capture bangers more consistently. I also got to spend time with him as he did some touristy stuff in Mumbai and got some great photos of him. The project also brought my work in front of a lot of eyes and gave me some new recognition. It was just a 3 show tour but it was such a fun time.
TFword: In your opinion, how significant are mentions and credits for photography and videography? And why is this important?
Rithvik: I’d say it’s very important to credit the guys behind the content. Given we’re living in a content-driven economy where social media can make or break the careers of creatives like ourselves, a simple shout-out can go a long way to shine a light on the guys who make the magic happen and create the content that people love seeing of their favorite musicians.
TFword: How connected are the folks in your field? Is there a chat group or network you belong to where gigs or assignments are shared and picked up?
Rithvik: We’re quite tight-knit actually. We follow each other’s work on social media and keep in touch about work and requirements – it’s quite a healthy and friendly atmosphere for the most part. Guys in the same city regularly meet at shoots and are usually well-connected. But even across the country, people keep in touch and maintain good relationships. Good work usually doesn’t go unseen.
TFword: Would you have any concluding statements about this profession you would like for us to highlight as part of this feature?
Rithvik: India has a long way to go – more needs to be done in terms of treating creatives as professionals and remunerating them for their creativity. Work standards need to be better, pay standards need to be better. It is a two-way street where we have to help make this the norm. And India has to wake up – content around the world is moving forward by leaps and bounds and the Indian music scene still demands the same content.
Find Rithvik AR on: Instagram | Behance
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