Sony Square NYC, once a showcase and experiential space located at 25 Madison Avenue, used to allow visitors to explore and interact with the latest innovations in Sony technology, entertainment, and gaming. Then, it closed its doors to the public in 2020. But that was a non-issue for the crowd of photo professionals who showed up to the incredible rooftop of the iconic landmark on Wednesday, September 25, for another sold-out Rooftop Event. Despite the darkening clouds and drizzle of raindrops threatening to make the night a washout, it was luckily all-systems go for night two of the Adorama x Sony Rooftop Event. Whereas the night before was specifically for photo students and educators, this night opened itself up to pro photographers and the public in general.
Some Familiar Faces at the Adorama x Sony Rooftop Event
It was refreshing to see some of the same faces from the night before, along with several new ones. All these creators braved the potentially bad weather for another incredible night of outdoor photo ops, incredible city views, and unique sets with models, all shining bright against the backdrop of nightfall. Once again, there were hands-on experiences and expert tips and instruction given by master photographers Monica Sigmon, Erick Hercules, and Profoto’s Cliff Hausner. Further, a main stage featuring the sultry stylings of singer Bella Kosal and her bandmate Gabriel Gonzales set the mood. It was another excellent opportunity for attendees to network and dive deep into the latest Sony photo technology.
The clouds above the venue became darker and heavier during the night. This weather added another photo element for creators to consider incorporating in their images. The darkening sky contrasted nicely with the landscape below and the cityscape in the background. Moody, diffused light filtered through the clouds, allowing attendees to think about different compositions while using the leading lines of the rooftop, surrounding buildings, and the horizon. All while honing how to adjust an exposure to capture the right balance between the dark clouds and the foreground elements.
Beyond the drizzle, which most ignored, it was also a windier night than the night before. Over at Sony Artisan Monica Sigmon’s photo station, Kayla Lindquist, Director of Sony Artisans of Imagery Program, held tight to Sigmon’s 5-foot Octa Soft Box as Sigmon tested her equipment. Whereas Sigmon helped students the night before with basic technical questions and concerns, on this night, she told me, it was more about “the opportunity for attendees to work with and photograph the models, and really hone that skill.”
Capturing Movement at the Adorama x Sony Rooftop Event
Self-taught photographer and Sony Alpha ambassador Erick Hercules was back at it as well, showing photographers innovative ways to capture his models and some items of clothing specifically brought to add movement and interest to the photos. He also encouraged attendees to talk to the models, work with them, and work with the background. “Get a little bit of this building in your frame,” he directed (the building was the gorgeous Edition hotel with a cupola lantern at the very top of its impressive clocktower).
“The first night focused on photo basics; the second night focused on the philosophical,” Hercules explained to me.” Questions like, ‘What makes angle A different to angle B? ‘Which one is better for you as the photographer and them, the viewers (and why)?’ ‘Are we maximizing storytelling through movement?’ ‘Is the movement happening in the hair, the clothing or the model poses?’ ‘Why these choices?’ ‘What do we want to tell through our story?’ ”
He continued: “Art is not only personal but cultural. It is a reflection of our times, and our times can only be lived together, being inspired by each other’s perspective. Events like this one are not only important but are imperative for the healthiness of our art form and the creators who empower it. It adds the human nuances we can’t share online. It builds and empowers creators who might be afraid to speak their truth to give their creative voice a chance. They might realize that what they have to say through their work is actually needed and valued. This diversity in creativity helps to plant seeds for the future generations to sow and build upon.”
Great Giveaways at the Adorama x Sony Rooftop Event
Midway through the two shooting sessions that made up the night’s focus, one lucky person, photographer Dilnoza Bayjigitova, won a Sony A7 IV, and everyone was genuinely thrilled for her. As she approached the main stage wearing several of her own cameras, including the a7 III, she excitedly mentioned how she had been wanting the A7 IV for the past year. It was a lovely way to lead into the next hour. Another winner, photographer Kestana Anokye, walked away with a $250 Adorama gift card, and it was so nice to see that she was equally excited as Dilnoza was when she won the camera.
There were swag bags, in-demand Sony canvas bags, and more, as well as a Capture One area showing photographers how to shoot tethered. Indeed, Miranda had stressed the importance of tethered shooting earlier in the night. He noted that this is especially true if you are doing big commercial or editorial shoots where the client needs the images the same day. “Don’t sleep on Capture One if you want to work in this industry,” he shouted out to the crowd at one point. He shared so many gems throughout the night, including this one:
“Adorama offers free learning, demos, and photo reviews in its event space at 42 West 18th Street almost every day at 5 p.m. Or just come and hang out, meet people, and network.” That’s what made this two-day event even more special—seeing new friends from the Wedding Photo Workshop Adorama hosted back in August who also came to this, such as New Jersey photographer Kristen Frank, who came this time to “learn different styles and perspectives from different instructors.” Especially since these days, it’s the rare photographer who is only shooting one genre.
And that’s a wrap!
After two incredible nights of instruction, networking, laughs, and a real community vibe, I asked Erick Hercules to share his final thoughts, which he was more than happy to do:
“I grew up with stellar creatives around me who now work for the biggest brands and personalities in the world. We inspired each other to build work that mattered deeply to ourselves and our respective communities. This generation doesn’t have as much community anymore, so I’m thrilled Adorama has made it a point to create programs like this that keep that spark of genuine collective growth alive.”
Adorama offers events like this throughout the year, including many that take place in their NYC store at 42 West 18th Street (many of them free). Check out the full workshop schedule here.
A special thank you to Adorama’s Partners on the workshop:
Sony, Godox, Profoto, ProGrade Digital, Tiffen, and Capture One
(Grip provided by Adorama Rental Company)
Feature photo by Sal D’Alia
