Artist Starter Pack II: How Photography can help your visual identity.

In today’s music industry, visuals are just as important as sound. Photos document your growth, capturing everything from studio sessions to live performances and behind-the-scenes moments. They help shape your brand’s identity, making it easier for audiences to connect with you and for promoters to market your work effectively. A strong visual presence isn’t just about aesthetics—it’s about storytelling.

However, the person behind the camera is just as important as the photos themselves. Many assume the most popular photographer at the moment is the best choice, but that isn’t always true. The right photographer for you depends on your style, genre, and artistic vision.

A great starting point is studying artists you admire. Look at the photographers they collaborate with and analyze the styles of images they produce. Photography styles vary—from clean, polished studio shots with solid backgrounds to grungy, grainy, 90s-inspired aesthetics. The key is finding a style that aligns with your branding, personality, and the message you want to convey.

To help you define your visual identity, here’s a guide you can use as a starting point. While not a fixed formula, it provides a strong foundation for developing your image.

Take Temwah, for example. Her aesthetic is clean and polished, just like her music. Her crystal-clear vocals are complemented by a streetwear-meets-chic fashion sense, which creates a cohesive image. While she may not have a dedicated photographer, she ensures that every photographer she works with understands her vision. She stylistically aligns with artists like Kamo Mphela, Uncle Waffles, Fave, and Sha Sha, but her photography style is uniquely her own. This example highlights the importance of using references while maintaining originality in visual branding.

Photo Credit : Hasha INC (Taya in earth tones, Complimenting her musical style)

Another great example is Mazani, who frequently collaborates with Tkulair (Tionge Khuleya). Tkulair’s photography is deeply inspired by the 90s film aesthetic—soft yet vibrant, with a dreamy feel. Mazani’s personal style of vintage football jerseys and faded jeans complements this aesthetic perfectly. Musically, his vocals are sweet, dreamy, and uplifting—like filling in a coloring book. This visual consistency extends to his music videos, reinforcing his identity and making his artistry instantly recognizable.

Similarly, Crispy Malawi has developed a striking visual identity that blends grunge with a 90s film aesthetic. He also collaborates with Tkulair, whose retro-styled photography and videography enhances the raw, nostalgic feel of his branding. His visuals don’t just complement his music—they elevate it, making his identity clear and distinctive.

Even after narrowing down potential photographers, a good working relationship is essential. The best collaborations happen when a photographer understands your vision, appreciates your music, and values your creative input.

Photo credit: Hasha INC (Crispy MW film aesthetic with grunge elements)

Before choosing a photographer, take the time to reflect on your visual identity. Do you want your personality and interests to shine through, or do you prefer a more mysterious aesthetic? Are you drawn to a polished, high-fashion look or a raw, down-to-earth vibe? Once you define these elements, you can find a photographer who aligns with your brand.

Your photos are more than just visuals—they are a powerful tool for establishing your identity and connecting with your audience. In an industry where first impressions matter, consistency in your visuals strengthens your brand and helps you stand out.

Choose wisely, stay consistent, and let your photos tell your story.