Today we’d like to introduce you to Ethan Lovell.
Hi Ethan, so excited to have you with us today. What can you tell us about your story?
I’ve been living in Los Angeles CA working as a professional Photographer since 2006. I grew on the East Coast and eventually moved to Venice Beach. When I wasn’t working of Photo projects I’d get hired to deliver boats all over the West Coast from Alaska down to Central America, the Caribbean and the East Coast. I started working for Waves For Water in 2016 and began shooting disaster relief projects all over the world providing access to safe drinking water. After a few successful trips, I began managing projects on my own and would fly in and source logistics, recruit local team members, and document the projects. Some places included Ecuador, Peru, Chile, Mexico, Nicaragua, Philippines, Nepal, Liberia, Sierra Leone, and the Caribbean islands.
While working on a disaster project in Jalisco, Mexico I was introduced to a family that produced an artisanal agave spirit called Raicilla. Raicilla had been produced in the mountains of Jalisco and Nayarit for hundreds of years but was unknown. In the 1700s the Spanish crown tried to tax the Raicilla producers, and they said it was medicinal. It was until 2019 that Raicilla was produced clandestine. Raicilla was finally awarded its Denomination of origin and was recognized as an official, artisanal agave spirit. I partnered with a group of Raicilleros and founded the brand “De Una” as well as an Import company called Raicilla Imports.
It has been an amazing journey working with the Raicilleros to help promote the spirit and gain the recognition they deserve. The spirit is emerging as a popular alternative agave spirit to Mezcals and Tequilas. De Una was also awarded the double gold medal at the San Francisco World Spirit Competition.
I am still traveling all over the world shooting photography jobs and am based in Venice Beach, CA.
We all face challenges, but looking back would you describe it as a relatively smooth road?
First of all my industry has been changing with the introduction of technology, social media, etc. I could go on about that, but I have been fortunate to maintain steady workflow and grow my client base. I have also been able to work on jobs that I am passionate about.
Since starting the Raicilla Brand we have come a long way. There were many obstacles that we met and still meet. Our ability to stay persistent to overcome and adapt has been a journey. For one, it is a very competitive industry, just like photography. We are up against a lot of brands that have endless amounts of money and social influence. Not only that we are one of the first brands in a new category. Once we are able to get our product in the doors we then have to focus on getting it to move. We are doing our best, we have an amazing product and Raicilla is an emerging spirit.
Another hurdle is finding a balance between owning a spirit company and having to wear all the hats and finding the time to keep the lights on with photography. Freelancing takes a lot of hard work and dedication just like the spirit industry. You just have to keep moving, and you can’t ever stop hustling. Sometimes I ask myself why I am doing this and putting myself in a position of constant struggle, but I have been so committed to this journey it’s too late to back out now. Onward and upward as they say.
Can you tell our readers more about what you do and what you think sets you apart from others?
I specialize in editorial and lifestyle photography. I work with a lot of outdoor brands that take me to beautiful locations. I love being on the road for projects. I just did a job in Costa Rica for an airline company and I really enjoyed working with the talented and hard-working local production teams.
The Raicilla company has also given me the opportunity to tell a story of a heritage that is relatively unknown. I can say that my photography inspirations have definitely changed since I started working on the project. I have been focussing on shooting other parts of Jalisco culture aside from just farming and production content.
I’d say that I have a unique shooting style. I never became a photographer to sell clothes. I have always been influenced by national geographic really enjoy using my skills with a camera to tell a story.
What does success mean to you?
Well, I’d say that the definition of success is different for a lot of people. For me, I’d say that being able to do what you love and surrounding yourself with good friends and family. Getting the opportunity to travel and experience new places and cultures. Staying healthy and happy.
Contact Info:
- Website: http://ethan-lovell.com/
- Instagram: https://www.instagram.com/ethanlovell/
- Other: https://www.instagram.com/raicilla_de_una/
