Behind the Lens - Capturing Salim Merchant at Times Square, NYC
Few places in the world capture energy like Times Square and few artists embody that energy like Salim Merchant.
When Salim visited New York City to promote his latest song “Jogiya,” I had the incredible opportunity to photograph him amidst the city’s dazzling lights and electric rhythm.
As a photographer, moments like these remind me why I love what I do, combining storytelling, music, and emotion into one frame.
1. The Challenge of Times Square Lighting
Shooting in Times Square at night is like painting with light on a living canvas.
Every second, the scene changes, colors flash, reflections move, and shadows reshape.
It required precise timing, quick adjustments, and the use of ND filters to control exposure amidst neon chaos.
But that unpredictability was part of the vision, letting the city’s pulse sync with the song’s emotion.
2. Translating Music into Motion
Before the shoot, I listened to Jogiya on repeat.
Its rhythm had a meditative yet modern flow, so I framed the visuals to echo that, using wide shots for atmosphere and tight frames for intimacy.
The goal: to make every image feel like a still from a film, alive with energy and emotion.
3. Collaboration and Creative Flow
Working with Salim was a seamless experience, his expressive energy and understanding of creative direction made every frame effortless.
Between the noise and light of Times Square, we found quiet moments that translated beautifully on camera.
That connection between artist and photographer is what transforms a simple shoot into visual storytelling.
4. Turning a Street Shoot into Editorial Art
What started as a promotional shoot evolved into something much more, an editorial exploration of light, expression, and personality.
Every image reflected the same authenticity that defines both Salim’s music and my creative approach, cinematic yet human, bold yet intimate.
Conclusion: NYC, Music, and Motion, A Story That Resonates
This project reminded me that New York’s streets are more than locations, they’re stages.
Every shoot here is a story waiting to unfold, and with artists like Salim Merchant, that story becomes timeless.