If there is no one to take the photos, did the party even happen?

By Michael Moberly

These days, there is a seemingly endless flood of pop-ups, special menu releases, cocktail weeks, and industry events. Teams spend weeks, even half of their year, planning these events, and most of the time, only a few dozen people get to experience them in person. What has become equally important as planning the menu is selecting the right person to take photos of your event. A hero who can blend into the party evenly, not become the star, but can find those on whom the spotlight naturally shines.

I wanted to speak with two photographers who are in high demand but at different stages of their careers. The first is Josh Brasted, based in New Orleans. Brasted has spent over a decade shooting industry events and serves as the photo lead for Tales of the Cocktail, Camp Runamok, Portland Cocktail Week, and numerous other music and industry events. His photo teams have come to define the current landscape of cocktail event photography. The other is New York’s own Matt Prezzato, who, after 13 years behind the bar, has spent the last two years shooting some of the beverage industry’s most exciting events. I chatted with these two shutterbugs to get an idea of what it takes to capture all the hard work of a party in a photo.

“Industry events bring together excellent party ingredients, and an audience that is by nature very diverse and sociable”, Brasted, whose first bar event at twenty-five drew him to the world of beverage industry events, told me. For Prezzato, it was joining Brasted’s photo team at Camp Runamok that led him to explore his photo passions through a lens focused on the beverage industry. “Coming from the bar world and doing photo work in bars, I love that I’m always around peers in the community”, Prezzato said.

The idea of being the one with the camera in hand, capturing the fun, can be alluring to some, but it is hard work. “Event coverage is a lot more than just showing up, taking some photos, and partying”, Brasted explained. Long hours, high expectations from event producers, and an increasing number of people with cameras in their hands can make shooting an event more challenging than ever. “It feels like there’s someone with a camera and flash at every event I’m paid to be at that inevitably is making my job harder to get the shots I need for clients”, Prezzato said.

For those looking to break into event photography, these gentlemen have some advice. “I’ve realized that I need to be more patient with understanding that photo knowledge comes from combining time and experience”, said Prezzato. However, aside from the knowledge of photography, it also requires understanding the goals of the event to be truly successful. “Event coverage deliverables should be able to tell a complete story showcasing the event location, intricate details, serves, key figures, performers, and of course, people having a great time”, the sagely Brasted explained. “Be strategic with coverage, anticipate movement, and wait for that perfect moment, look around, and see where the actions are happening. Drink water”.