In 2006, while his peers were engrossed in various sports activities on grassy fields, Blair Caldwell was singularly focused on nurturing a newfound passion he stumbled upon during his sophomore year while awaiting a ride home from school.
Due to his parents’ demanding work schedules causing delays in picking him up, Caldwell utilized this time by orchestrating impromptu photoshoots with his older sister, an avid model enthusiast. Armed with a Razr flip phone borrowed from his sister, he captured these moments.
“My sister and I would seize the opportunity after school to head to the library and print the photos I took of her,” shared the Tyler, Texas native with Fortune. “Instead of tackling homework, we found ourselves emailing photos to be printed at the library.”
The captivating images soon garnered attention within the school community. “Her friends began to notice the photos and inquired about the photographer,” reminisced Caldwell. “That’s how I transitioned into capturing images of everyone.”
The rising acclaim as a photographer prompted Caldwell to dream bigger and manifest his aspirations.
“I would jot down my dreams on homework assignments,” he recounted. “During spare moments in class, I would flip over my paper and sketch Hollywood scenes, cameras, and the like.”
Now aged 33, Caldwell has carved out a successful niche as one of Hollywood’s esteemed photographers, lensing renowned personalities such as Grammy winners Beyoncé, Cardi B, and SZA, along with celebrities like Kylie Jenner, Normani, and Michael B. Jordan.
In a dialogue with Fortune, Caldwell delved into his journey from juggling diverse jobs to photographing Hollywood’s elite, shedding light on his integration of artificial intelligence into his recent projects.
Seizing Opportunities
Caldwell’s voyage to Hollywood triumph was far from glamorous initially, commencing with a modest $1,000 in his bank account.
Post his graduation from The Art Institute of Dallas with an associate’s degree in photography, Caldwell embarked on a 1,300-mile relocation to Los Angeles, a city that had captivated him since childhood through music videos on MTV and BET.
“My family supported my decision, albeit with a cautionary note to have a plan,” he mentioned. “I ventured into the unknown without a concrete plan but with sheer determination.”
To sustain himself while scouting for opportunities, Caldwell undertook an array of odd jobs, including auditioning for popular competition shows like The X Factor, The Voice, and American Idol, volunteering as a live-studio audience member, and offering $50 headshots to locals in a nearby park.
“I explored every avenue to establish my presence and connect with individuals who could propel me forward,” Caldwell affirmed.
His persistence paid off. While residing on a friend’s living room floor, Caldwell received a pivotal call from his mentor in the city, beckoning him to conduct a photoshoot for R&B artist Chrisette Michele urgently. Without hesitation, Caldwell gathered his gear and rushed to meet the artist, who required documentation of her Grammy nomination.
Michele took Caldwell under her wing, leading to collaborative ventures encompassing shooting album covers, managing her YouTube vlog, and curating content for her Instagram account during their nationwide travels.
This rapport attracted the attention of other luminaries like Glee star Amber Riley and former Fifth Harmony member Normani, who sought Caldwell’s artistic lens for their projects.
“I vividly recall [Normani] expressing her desire to enlist me as her personal photographer,” Caldwell reminisced. “It was a significant breakthrough for me.”
Embracing Opportunities
As his portfolio burgeoned, so did the influx of inquiries from eager clients, culminating in a pivotal opportunity in 2018 to photograph a music industry titan. However, Caldwell nearly declined this offer.
“One day, while seated in church, I received a text inquiring about my availability for a photoshoot,” he recounted. “I agreed, seeking clarity on the client’s identity.”
The mysterious client remained undisclosed, prompting Caldwell to seek divine guidance for a sign amidst doubts about his career’s trajectory. Eventually, he decided to seize the opportunity, embarking on a journey in his 2007 Toyota Scion—an automobile that only dispensed cold air—up the hills of Los Angeles to an undisclosed location for the shoot.
Upon arrival, he was greeted by a baby blue Rolls-Royce convertible in the driveway and a security guard requesting his signature.
“I didn’t delve into the details. I was just grateful for the opportunity,” Caldwell reflected. “I signed the document without a second thought.”
Navigating past security, he encountered a figure on the balcony. “She introduced herself, ‘I’m Beyoncé,’” Caldwell recounted.
Throughout the photoshoot, a bond formed between them over Caldwell’s accent and their shared Texan roots.
“It was surreal, a realization of all my prayers,” Caldwell expressed. “That marked the genesis of a new chapter.”
Reaping Opportunities
Subsequent to his initial photoshoot with Beyoncé, Caldwell eagerly awaited the unveiling of the captured images on his Instagram feed. However, as days turned into weeks with no sign of the photos, anxiety crept in.
“I feared she disliked the photos due to the delay in their release,” he shared, recounting moments of despondency that led to late mornings plagued by depression.
A month later, while in the company of friends, Caldwell received another cryptic text inquiring about his proficiency in live show photography—a skill honed through prior collaborations with Chrisette Michele and Amber Riley. Hastening to the location, he was greeted by a flurry of activity, including dancers, bands, lighting crews, and videographers preparing for Beyoncé’s monumental 2018 “Homecoming” performance at Coachella.
“It felt like a grand entertainment academy,” Caldwell recollected. “I was as exuberant as a child on the first day of school with my little bag of tricks.”
A homage to Black HBCU culture, the performance garnered 41 million viewers across 232 countries, setting a record as the most-viewed festival performance.
Presently, Caldwell continues to serve as Beyoncé’s preferred photographer, even crafting the cover art for her latest album, Cowboy Carter, released last Friday.
Incorporating AI into Photography
Documenting Beyoncé’s Coachella spectacle necessitated Caldwell to present his vision through mood boards to her team well in advance, a practice he hadn’t previously embraced. Today, he leverages this strategy and integrates artificial intelligence, such as the Tome AI platform, to streamline his workflows and enhance shoot planning.
“Tome felt like having an assistant aiding me,” Caldwell expressed. “By inputting images, Tome’s AI would craft visually compelling layouts that not only crystallized my vision but also served as a collaborative tool with clients.”
While still acclimatizing to this technology, Caldwell extols the versatility of AI in his creative process.
“If I required specific images, AI swiftly curated relevant visuals based on my input,” Caldwell explained. “It has truly simplified my work, serving as a game-changer.”
The AI tool facilitates Caldwell in visualizing the mood, aesthetics, lighting, attire, setting, and photographic style for each photoshoot.
“I appreciate its ability to offer fresh perspectives and unearth hidden gems,” Caldwell remarked. “It guides me towards unexplored avenues, presenting familiar concepts in novel ways.”
Despite public apprehensions about AI’s expanding role, Caldwell remains an advocate for the technology, asserting that AI is complementary rather than a replacement for human photographers.
“Photography embodies authenticity, capturing genuine moments,” Caldwell affirmed. “The interpersonal connection during a photoshoot is an irreplaceable experience.”
