Picture this...
Music photographer Josh Rothstein grows with NYC rock scene
By Katrina Olsen

When New York native Josh Rothstein, 31, first picked up a camera, he never dreamed it would lead to capturing intimate portraits of notable musicians, from Craig Nichols of The Vines to the Black Eyed Peas.

“I originally wanted to be a travel photographer,” Rothstein told The Music Phone Book via telephone in New York. “Then I heard about music photography. I couldn’t believe there was such a thing.”

His documentary images chronicle the emergence of the distinctive post-punk/art-garage rock explosion in New York City led by The Strokes. In small clubs in lower Manhattan and run-down studios in Williamsburg, Brooklyn you can hear some of the most exciting bands anywhere. Rothstein was fortunate enough to be in the right city during this pivotal movement in rock’s timeline.

Rothstein’s diverse talents helped him develop a style all his own. His first interest was in landscape photography, as he’s a nature lover. He also studied film at the University of Colorado and recently completed his first full-length film documentary titled The Excellent Theopolis, which chronicles NYC blues musician Theopolis Coburn.

His cinematic influence has helped nurture an artistic sensibility of imagination many portrait photographers lack. Rothstein is highly regarded and sought after as a music photographer, specializing in portraits seen anywhere from album covers to magazine spreads.

His first experience with portraits, interestingly enough, spawned from volunteering at a daycare and a nursing home during college.

“Senior citizens make the ideal transition to portraits,” Rothstein explains. “Like landscapes, they are for the most part stationary subjects. Where-as kids don’t sit still, but they are approachable subjects.”

Raised in a family of musicians and a guitar player himself, it’s no surprise the versatile artist was drawn towards the music industry. After all, it’s a subject matter he was close to, especially the New York City rock scene.

“I hustled bands I liked, giving them my pitch after shows,” Rothstein admitted. “I worked for free for a long time trying to build my book. Anyone trying to break into music photography can expect to do the same. It’s all about building your book.”

He defines his style as reportage (series of images) environmental portrait photography. His spontaneous “of the moment” or documentary style has an obvious cinematic influence. While many of his counterparts stylistically depend on their equipment, for example using different lenses or lighting techniques, Rothstein’s work centers around the environment of each shoot.

“I like shooting artists in an environment that suits them,” he says. “I’m always looking for different, cool places to shoot people.”

Little Black Book

It took roughly five years for the relentless photographer to break into the “biz.” His big break came after Interpol signed with Matador Records and released its first EP in August of 2002.

“I was really lucky to have hooked up with Interpol right out of the gates,” Rothstein says. “I first shot them back in ’97, before they found their look, before they wore suits. I still have some pictures their front man, Paul would kill me for if I ever showed them to anybody.”

Rothstein’s work chronicles the new guard, the leaders of the NYC rock scene. Included in his portfolio are new heroes (Interpol, The French Kicks), the next superstars (The Walkmen, Brendan Benson), the young lions (Saves the Day, All American Rejects), the ones you’ll be hearing a lot more about soon (Blonde Redhead, Majorette) as well as architects of the New York dance-rock sound (Radio 4).

His impressive repertoire has graced the prestigious pages of Rolling Stone, Blender, Vibe, New York Magazine, Details, GQ, Revolver, Los Angeles Times and TheNew York Times, to name a few.

Rothstein thrust his original, insightful portraits of tomorrow’s stars on labels such as Interscope, Geffen, DreamWorks, Road Runner, Octane, Kinetic and Artista Records. His ability to develop new talent and reinvent luminaries is well known throughout the industry. Art directors, editors, publicists and record labels alike look forward to his latest creations.

“There is something visceral to the experience of going out into the city and checking out a buzz,” Rothstein says, a hint of reflection in his voice. “I love nothing more than seeing artists that excite me as an artist. That’s when I do my best work.”

Rothstein’s unique style of photography and the NYC rock scene together are breathing new life, new style and a new attitude into music. Rothstein’s music photography was the primer to turn the whole world on to the sound coming off the streets of NYC.