With Jose Villa it’s All Film All the Time - an interview with Anna Costa of Michael + Anna Costa Photography
Wednesday March 14, 2007 by Jose Villa
Rolling hills and lush fields peppered with oaks trees was the spectacular view that I was privileged to see during my drive up to Jose Villa’s studio in Solvang. As I was making my way through this beautiful valley, I couldn’t help but realize that this scenery was strangely familiar in Jose’s work. The amazing colors that he consistently achieves in his photos are soft and saturated, much like to the colors of this quiet serene country town. Just driving through this seemingly untouched land made me realized that perhaps this relaxation that was permeating through me was the reason why Jose could shoot upward of 50 weddings a year. While that may be a reason, I found out from our interview that his secret was actually something quite simpler.
As you walk up to Jose’s beautiful home/studio you are amazed at the amount of boxes sitting on his front porch, and then later in his entryway. These boxes were a foreshadowing of Jose’s very simple workflow. Jose opened the door to greet me with his always professional yet personable personality which is much like his work– amazing. As we walked up to his studio one is stunned by the gigantic print he has almost as a shrine at the top of the stairs. The couple in the photo is positioned exquisitely below an illumining cross. It seems that any couple that would come to Jose’s studio wouldn’t need to see another photo before booking.
AC: Jose, with all the new technology that has come forth with digital camera’s, why are you still shooting with what the old guys can’t seem to give up– film.
JV: Well, you know I really love the look of film and I just can’t get the same images I want from digital. I love the workflow– I am able to send the rolls to the lab and then a week or two later they arrive back and it takes me about an hour to edit through the whole wedding.
AC: Which is what all those boxes in your entryway were filled with, right? Prints and film?
JV: Exactly! I see many other photographers spending enormous amounts of time in front of the computer editing and retouching, while I am actually able to book more jobs during the week shooting kids and babies.
AC: Wow, so how many of those do you do in a year?
JV: I shoot about 80 children portraits a year.
AC: Is there any other reason why you prefer Film verses digital?
JV: Actually, I really try to stay true to my fine art and through shooting film I can stick to fiber based printing. I am all about art and fine art work and that is what my brides are hiring me for. I actually love digital photography in a way because it has created a very lucrative niche market for me! Also, a trick that I learned from Joe Buissink is to sign my photos– and I actually sell them at a mark up which is a great extra income.
AC: What would you say makes you different from all the other leading photographers in the industry that shoot digital?
JV: Well, again it comes back to the issue of shooting in a fine art style. What people are hearing the most right now is “photojournalism.” Whereas I actually tell my brides that I shoot in a “Fine Art” fashion. I definitely compose my shots and I definitely give directions to my bride and groom. Composition is incredibly important to me.
AC: So, when talking to a potential bride about your style, what do you tell them?
JV: I tell them that I do capture moments, but I compose my shots. So, for instance, if I see something happening in front of me I’ll take the shot, but I compose it with a fine art perspective behind it. I am VERY aware of my backgrounds. I usually choose something with a white wall or use the sky. And I always utilize selective focus to achieve a true fine art image.
AC: What equipment do you use to get the desired result in your photos?
JV: Well, many people are surprised to hear that I shoot with a medium format camera. I use a Contax 645, and then I have two 35 mm Canon 1V’s and use the Canon 16-24 f/2.8, 70-200 f/2.8, and a 100 Macro f/2.8. I also use Fuji Film because I love its natural skin tonality but also the beautiful saturation of color – which is what people know me for, my color. My favorite film is the Fuji 400 pro H and the 1600 press film for it beautiful saturation. I also use Richard Photo Lab because I can really rely on them to do an amazing job with each wedding.
AC: How Important is finding the right lab?
JV: It’s so Important, actually I see it as being in business together. I send them my rolls of film and they do their magic. I then have more time to do other things in my studio like, market myself, connect with other vendors, shoot more and enjoy more of my life. Richard Photo Lab has the best customer service and the most amazing color out there. We are a perfect match!
AC: When do you mostly use the medium format?
JV: I use it mostly during the getting ready and for the bride and groom shots during sunset. The reason I use it for that time is because it is very editorial and I am able to get the editorial lifestyle type of shots. Brides love that look because that is what they are seeing in magazines.
AC: So why not shoot medium format for everything?
JV: Well, because the medium format isn’t as fast as my 35 mm. During the times of the wedding when the situation isn’t as controlled you use the 35 mm. When it’s more controlled, I use the medium format because I am able to control it more to really get the desired shots. Also the medium format lens is a Carl Zeiss lens which most people don’t realize is an extremely precise and tack sharp lens. The glass on the lens makes a huge difference.
AC: What percentage do you feel you get your business from advertising verses word of mouth?
JV: I would say 90% word of mouth 10% advertising.
AC: Wow– why don’t you embellish on that.
JV: Well, I am including in that percentage the word of mouth recommendations I get from coordinators and vendor that I network with. Of course I am getting sister recommending brother and so forth, but a lot of it comes from vendors.
AC: That’s interesting, so what percentage would you say your word of mouth is from a vendor verses a client.
JV: I would say 50/50. I make sure that with each wedding I am sending out vendor photos to the coordinator, florist etc. I even send out images to DJ’s! I make it part of my workflow– which is another perk of shooting film and having more time during the week. So, the florist gets the images from me and is so proud of their work that they show it to their potential clients– who of course get to see my work at the same time.
AC: Do you do this every single wedding?
JV: That is the goal. I do it when I have an extra day or two and do a few weddings at once. It’s a huge part of my business.
AC: In closing, what do you see for yourself in the future?
JV: Eventually, in five years or so I would like to be shooting around 20 weddings a year. I would love to spend my time doing workshops where I can really help photographers work on their craft and build their business. One thing that I love to do is share with other about my work. I would love to be doing 3-5 workshops a year and truly be able to help others.
AC: Are you planning on doing any speaking for workshops soon?
JV: Actually, I will be speaking at WPPI this year (which is right around the corner!) and am planning a workshop for the beginning of 2008. I am going to be talking more about that at WPPI. I am really excited to start doing presentations and hope to see results in the photography and businesses of those that I am teaching.
After, our meeting I was able to drive back up the beautiful 154 reflecting on the amazing jewels of wisdom that I learned from Jose. Michael and I have since started shooting film ourselves, which has been one of the best changes to our business of all time. Jose’s willingness to share his business secrets only goes to show that he is not only a first class artist, but also a first class human being. Thanks Jose.
You can View Jose’s Portfolio by going to www.josevilla.com and blog at josevilla.bigfolioblog.com
Written by Anna Costa of Michael + Anna Costa Photographers
www.michaelandannacosta.com
