If you’re wondering who the next big name in Richmond fashion photography will be, look no further than Reuben Chapman. Originally from Charlottesville, he got serious about his photography while attending VCU, and received invaluable help breaking into the business from his manager, Octavion X of Slapdash–the company who brings you Epic Fest each year, among other things.
If you’re wondering who the next big name in Richmond fashion photography will be, look no further than Reuben Chapman. Originally from Charlottesville, he got serious about his photography while attending VCU, and received invaluable help breaking into the business from his manager, Octavion X of Slapdash–the company who brings you Epic Fest each year, among other things. As he discusses in the interview below, Chapman’s career has taken off since he hooked up with Slapdash, and these days he travels all over the country shooting for a variety of clients, including Saks Fifth Avenue and MAC Cosmetics. He also has relationships with a variety of RVA-based clothing lines, including Need Supply Co, Dreamers Clothing, and Sophisticated Ignorance. And as you’d expect from any photographer managed by Slapdash, he’s photographed some of RVA’s leading hip hop artists, from Nickelus F to Chance Fischer. You’ll be hearing this man’s name a good bit more in the future, so allow us to introduce you to Reuben Chapman.
How did you end up in Richmond?
I’m from Charlottesville, Virginia, which is an hour away or so. I used to play soccer for the Richmond Strikers, out there near Short Pump, so I knew the area. Once I graduated from high school, I decided that VCU was a good fit for me. Not too far away, not too close. Overall I felt like it was a good location and a good environment for me.
How’d you get into photography?
I’ve been taking pictures for a long time, even back in elementary school days. But I didn’t completely understand what I was doing at that moment. When I got more of a grasp of life in general and the cool things about it, then I started to get more and more into it. High school came around, and it was something I knew that I had a passion for. VCU is definitely a place that offers a good kind of environment to explore and express yourself, but I didn’t really have the business concept–the fact that you can really turn it into something.
When did that click for you, when you wanted to be a full-time photographer?
Octavion X is a big reason why I have made so much progress in such a short time. The biggest thing is that he opened my eyes to some roads that I didn’t even know existed, and things that I found enjoyment in. Then it just kinda clicked. He said, “Well, they said they would pay you this,” for my work. I was kinda blown away by it, so then it just kept building and, next thing you know, we’re on a flight to L.A. to do some stuff here and there. It’s gone up pretty quickly.
You seem to travel a lot. That’s gotta be one of the perks of the job, right?
Yeah, traveling is definitely a very important aspect for my work, but it’s also something that I love to do in general. [When] I was younger, I spent some time in Germany, Hong Kong, the Philippines. I’m a very sociable kind of guy, so I love meeting new people, interacting with them. So traveling is something I’m very happy that I can tie into what I love to do.
What do you look for when you shoot models? Because some of it is paid gigs, and some you’re just doing because you want to do it. Is there a certain look you’re looking for? Are there photographers you’re inspired by?
Two photographers that I really look up to and admire: one is Terry Richardson; and the other is Marcus Hyde, who came out of Richmond. Those two guys definitely focused me, and I was able to see what a good product is. Now in terms of what I look for, I try to be as outside the box as possible. And that’s difficult when doing paid gigs, because a lot of times, they’re the ones that are paying, but [they] don’t necessarily have that artistic kind of thing. Sometimes the two clash in terms of what I feel like would be a good picture and be a selling point for them–but they may not have [seen that] yet. That kind of back and forth. I really like to get genuine, unique characteristics in people. Not just physical, [but] their way of life outside of modeling. I think that brings a lot to the table that other people may or may not have.
How would you describe your work to someone who hasn’t seen it?
Filled with emotion. I try to be so different that I’m able to put in my little influence [in] here and there. But you could get two [of my] photos that look completely different if you don’t know what you’re looking for, the little pieces that I bring to the table. I think the diversity that I bring is one thing that helps me stand out.
I see on your website that you have relationships at this point with Saks Fifth Avenue and MAC Cosmetics. How did you hook up with these companies? What sort of work are you doing for them?
The work that I have done for Saks Fifth Avenue has been more of a branding effort than anything. It started with their interest in marketing to a wider crowd. My grungy yet elegant touch brought me into the picture. It is still an ongoing process, but I am grateful for the opportunities that have come from this relationship. MAC Cosmetics has used several of my photos for their campaigns. I was able to hook up with these companies by networking and knowing the right people. Having someone like Octavion on my side is a big help when it comes to networking. His knowledge of the industry and relentless work ethic has gotten me opportunities that I would have never even imagined.
How’d you get linked up with Octavion X and Cain McCoy of Slapdash?
I knew a couple of their friends from a while ago, and I’ve known Octavion since I came to VCU and everything. But you know, he was doing his own thing. We spoke occasionally, [he] came to my birthday and stuff. But in terms of talking business, it wasn’t until a couple years ago where we really just sat down and said, “Hey, I think we can really make a run for it.” And at that time, I really didn’t know the connects that were available between both of them. Now it’s like, within a couple days we could get 10-15 emails out of nowhere. That was one of those things that I learned as I interacted with them.
What keeps you in Richmond these days? What do you like about the city?
Richmond’s a very cool place. It’s so unique, and it offers a place for people to express themselves that other places don’t really offer. I think there are so many identities here, so many different lanes, you can really pick your way through things. And I think it’s a great place to figure out what you want to do. Great people, great food, great environment. Even outside of the university, [Octavion and Cain have] opened another realm of [the local] environment. Being around them, I learn more about the culture.
I know Slapdash do really good videos. Do you ever help out on that, or want to work on those in the future?
I’ve done some videos before, and have assistant-directed and done some creative direction on other videos. I got the pleasure of working on Noleac Yahsin’s “Par.T” music video, directed and shot by Devyn Symone. I really try to stay out of shooting music videos as much as possible but I love being involved in the creative direction aspect. Devyn’s an amazing videographer and working with her was so much fun.
But personally, I really want to reach the ceiling in terms of photography at the moment. In all honesty, I’ll never reach where I want to be, to say that I can put photography down and go into video. I think the overall production of the videos and things like that, whether it’s documentaries or blogs or music videos or whatever, I love helping out with those. But in terms of me shooting them, not yet.
What projects do you have coming up? What are you excited about doing over the rest of the year?
I’m doing some stuff. Chance Fischer’s coming out with some stuff next year that we’re starting to work on now–a huge project. We’re talking months of work. It will be a combination of photography as well as the overall creative direction. Chance Fischer is such a talented, unique individual that I want to make sure that his project reflects that. So that’s big. I’m excited about that. There are some clothing lines and stuff that I’m doing right now. I’m doing some stuff with VCU’s Ink Magazine, which always puts out good stuff, so I’m excited about that. We’re headed up to New York in a little bit, and then back out to L.A. There’s a ton of companies out there that I’m doing stuff with. I really wish I could say [more] now, but that’s pretty much it. We just came out with a poster collection, some images from Los Angeles as well as VCU’s Fall Block. It’s just kind of an experimental thing to see where those go. But yet again, it’s a marketing tool, and I think they look pretty cool. The future collections will be more selective and be related in some way or another. They will be available in local stores but the released date has not been determined yet.
This article is taken from the Winter 2014/2015 print edition of RVA Magazine, out now! Look for copies available for free at your favorite local Richmond businesses. To read a digital version of the full issue, click here.
