April Stew makes images that lead with feeling. Based in Brooklyn, she works as a photographer building visual worlds that start almost always with music rather than a moodboard. Her path to this work was anything but direct.
When I started, I was just taking pictures of what’s in front of me. Now I am able to communicate a feeling through an image.
What is your occupation?
Photographer.
What’s one thing most people don’t know about you?
I have a degree in Logistics. And even though I never worked in that field, it made me an efficient and structured creative.
How has your work evolved since you first started out?
When I started I was just taking pictures of what’s in front of me, and now I am able to communicate a feeling through an image. Also, behind the scenes, now I know what I am doing.
Were there any particular moments that shifted your perspective?
The moment I can think of right now is when I just started and my vision was validated by a top product photographer. And recently I found out that one of my favorite artists likes my work. Simple things! It usually drives me to work harder and be bolder. Amazing feeling.
What is your creative process like?
My creative process is heavily influenced by music. I often start by building a mood through songs that shape the visual direction, that’s why I’m not keen on creating regular moodboards. Music sets the tone for how I approach lighting, styling, casting, and the overall feeling of a project. Somehow it works each time.
How do you navigate setbacks or a lack of enthusiasm some days?
I let myself get bored, do absolutely nothing. Don’t rush it. Then go to places I love and talk to people who make me happier. And the drive comes back naturally.
Tell us about your journey, how did you get to where you are today?
It’s quite a long journey, both professionally and personally. Living my life the way I want has always been my biggest concern which was quite contradictory to the post-Soviet environment in Ukraine where I grew up. My family didn’t believe you could make a decent living doing art. I was a dancer during school, and even though I never considered making it a career, I desperately wanted to do something creative rather than sit in a cubicle.
After university I ended up as an account and project manager at an international company. But the more successful I got, the more unhappy I felt. So I quit two days after another promotion. Two weeks later I had my first portfolio and my first job as a graphic designer. That time helped me form my taste and build real practical knowledge in visual arts. I switched to photography gradually and never looked back.
Surprisingly, I started my own photography business right when Covid hit. My one-woman approach gave me an advantage, and once the pandemic was over I was able to scale. Then the full-scale invasion began, and I had to leave my life in Kyiv behind. I lived in Europe for a while, then Wales. When I moved to the States I had no real plan I just felt like it was good soil for a person like me. Now I’m grateful to be in New York doing what I love, and so much more.
What’s the best piece of advice you’ve ever received?
Find what you love to do and you’ll never have to work a day in your life and that’s exactly how I live.
How do you define success, and has that definition changed over time?
Besides feeling happy and proud about who you are, I would say being loved, recognized, and respected by people you love and admire.
What are you working on right now that inspires you?
I am working on an NYC indie brand campaign. So hyped on how it’s turning out and I really want to dive deeper into video content next.
What neighborhood do you live in, and what keeps you there?
Brooklyn. It gives me easy access to new artists of every kind. Many of them start here. I can sometimes hear a cool band playing across the street and just go meet them.
Where do you take someone when you want them to understand your city?
It’s far from the classic New York itinerary, but my friends know. I take them all to Red Hook. Other than that, West Village, LES, or Bushwick, depending on the person.
A shop, gallery, or space worth knowing about?
Sweet Pickle Books has recently opened another store right next door with super rare editions, signed books, cool stuff.
A hidden gem most people don’t know about?
I don’t think it’s hidden, but you can hear some truly amazing music at Misfits bar in Brooklyn.
Somewhere nearby worth leaving town for?
Lyndhurst Mansion. If you’re into historic interior design and want to touch some grass.
What are you obsessed with lately?
Supercells. Terrifying and beautiful. I hope to see one someday.
Get in touch with April: Website / Instagram
joi hosts salons and cultural experiences for women across New York. You can find us at joinyc.co