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Meet LaMar Anderson of Axum Creative in Pasadena

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Today we’d like to introduce you to LaMar Anderson.

LaMar, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I am a professional photographer and educator now and have been for years but did not start with it as a goal, say at an early age. I grew up in Lynwood and went to both private and public schools in the 80-90s and moved after the LA uprisings in ‘92. My mother thought it best to move my brother and me to the Inland Empire which as you can imagine was different to say the least. My friends know or have heard me retell my neighborhood adventure stories and recall my fond memories of growing up in Lynwood and all the things I got into or experienced as a child with lots of family members from aunts and uncles and cousins living there as well contributing to very positive childhood experiences and environment.

My first formal introduction to art practice was in the eleventh grade in art class where I began painting and sketching but didn’t think much about it as a profession perhaps it was the impetus for me to appreciate and gravitate toward artistic self-expression like graphic design. As a teenager in the mid-90s I created mixed media graphics for stickers for friends skateboards, bikes, and gear. I became interested in cars and was always listening to music and began collecting vinyl which eventually led to my interest in dancing and served as the foundation for DJing later professionally with high school friends as well as meeting an amazing crew of DJs which later united to create some of the best nightlife parties throughout LA clubs the early to mid-2000s. I burned the candle on both ends for a long time and experienced a lot of life via night clubs, party promotions, concerts, and networks of artists of all types doing what we loved. At this time, my interest in photography started and being amongst musicians and art life led to buying my first digital camera.

Before buying my first digital camera, I had been using a good friend’s film camera a lot to shoot images for his band and to use the images for his website and promo photos. At this point, I was interested in being a graphic and web designer. I eventually bought my first point and shoot camera in the early 2000s as a way to experiment with image making and design. Eventually, I began documenting the parties I was promoting and DJing with friends for the website I designed and managed for our marketing platform. Our events became LA nightlife staples for years, as a result event photography became my forte and a routine practice as a photographer.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Reflecting on experiences, I consider my life an interesting one. I am fortunate to have life long friendships with folks I’ve known since childhood through adulthood; from elementary or high school and college. I’ve learned a lot and continue to do so. I know now that I did not recognize or know the importance of being true to myself or honoring my instinct. Most struggles experienced, unfortunately, were because I spent a lot of time either living up to others’ expectations and foregoing my desires to pursue a life in a meaningful and different direction related to art or music. The result of these earlier less than life-affirming decisions led to a different path such as studying computer science in college on track to be a programmer or taking “good” corporate jobs for “security”. Following the prevailing generation mindset or the projections of what my family’s version of success looked like created a wall of noise and distraction, I was not able to overcome or avoid. As a result, a life detour spanning decades ensued, fortunately, through lots of reflection, self-work and world travel cultivated a true recognition of who I am and my life’s purpose. I am now fully invested in my life, learning every day and know I am exactly where I am supposed to be.

Please tell us about Axum Creative.
For years before founding my business, I critically analyzed and questioned many things about the perception of African people in society in America and worldwide. Observations that spanned subjects of history, economics, art, religion, politics, entertainment, law, sex, and more. A pattern emerged specifically related to the use of imagery to directly impact societal perception and practices. By understanding the correlation between the power of images and effect on people, I chose to contribute my skills, gifts, and abilities as a photographer to have a positive or constructive impact redefining the negative visual narrative which currently exists in media effecting the perceptions of people of African heritage.

I founded Axum Creative in 2016, a socially conscious company, photographically advocating justice through the creation of positive imagery of people of African heritage in media, art, or business by beautifully weaving, life and culture to redefine current visual narratives. I call this “Life-Stylized” a term I coined which informs and represents my work by infusing authentic and artistic elements that organically showcase a person or business’ heritage, culture, identity, and overall brand aesthetic via photography. I serve as its CEO, photographer, consultant, and educator based in Pasadena, California also servicing DTLA, Mid-City, and South to Metro Los Angeles. As a proud Ethiopian, I am fortunate to be a witness and contributor to the shift of conscious thought around the redefinition in societal narratives of people of African heritage, whether born in America or the diaspora. What sets me apart is my ability to highlight the vibrant aspects of life and radiantly interpret and unapologetically reflect this in compelling visual narratives in scenes for photography or image-making. I have my God-given gifts that are uniquely my own and expressed like no one else to harness the power of photography to advocate justice.

Axum Creative provides premium portraiture sessions whether in-studio or on-site specifically tailored to a person or business brand’s point of view as well as develop imaging campaigns to compliment marketing, branding, or advocacy efforts. We develop, create, and execute photography for client-image brand collateral. Axum Creative is commissioned for promotional use, public relations-outreach, digital to print marketing campaigns, and social media content to reflect the truth and passion in ways only photography can. The education division of Axum Creative contracts with cultural producers-centers-institutions, arts education, social justice-civil rights organizations for the public, private and home schools to educate students, audiences, and communities on photography as a medium of artistic self-expression and viable career pathway. We provide services in; teaching artist classroom instruction and/or curriculum development in photography education (visual arts, media arts) for 5-12 grade students which adhere to California Arts Standards, Visual Arts and Performing Arts (VAPA), and Social Justice standards.

If you had to go back in time and start over, would you have done anything differently?
While I don’t do “what if’s” I will say that I recognize the benefits of hindsight I do know that I would more confidently stand in my desire to pursue life on my terms and permit myself to be laser-focused on only what serves me well. I am speaking spiritually versus superficially and only adhere to my principles and definition of happiness and associate with those like-minded individuals of genuine substance and authentic intention. Say what you will about ‘millennials’ but I respect their ability to recognize and act according to there unique sensibilities and recognize what their core values are in their life and give little regard or flat out reject previous generations group think.

Contact Info:

Image Credit:
LaMar Anderson / Axum Creative

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