Telling stories without words —

The feel of a brand is more important to me than the product itself.

Twenty-five years ago, I started my journey into photography with one clear goal: to become a concert photographer. I wanted to capture the magic of live performances, the energy of the stage, and the emotions of music in timeless images.

But I also wanted to create portraits of the musicians themselves, capturing the right feeling that matched the music they created. Despite the competitive nature of concert photography, I was determined. My camera became my instrument, a way to interpret and share music with the world.

What drew me to concert photography was the deep connection between music and emotion. Music touches us all, whether it’s an upbeat track or a melancholic ballad, and I wanted to capture those feelings. I quickly learned that the best photos aren’t always technically perfect, but must reflect the soul of the music.

Over time, I realized why I was drawn to pop photography. Pop music, with its diverse styles and wide appeal, offers endless emotional depth. Each performance, from intimate acoustic moments to explosive stadium shows, told a unique story through images. My camera was the instrument through which I told those stories.

Two decades later, I look back on a career that’s far exceeded my expectations. While I may not be on stage with a guitar, my camera remains my passion and my instrument.

Over time, I realized that the approach to photography I had originally developed, rooted in capturing the energy and emotions of live performances, could also be applied in another, surprising world: corporate photography. In the business world, companies are often portrayed in a rather dull and stylized way, with static photos that reveal little about the soul of the company. But I quickly discovered that, in this context as well, you can capture the same emotions that I had always cherished in music.

Companies, just like artists, have stories to tell, an energy that flows through their brand or organization. Why not capture that in images too? Instead of the usual superficial corporate photos that often don’t go beyond neat portraits or generic meeting rooms, I decided to apply the same approach I used in concert photography. I began focusing on the passion and the story behind the people and brands I worked with.

Whether it was the creativity in an advertising agency, the energy in a product team, or the innovation in a tech company, I sought out the moments of genuine interaction and authentic emotions. I realized that the power of a good corporate portrait lies not in superficial perfection, but in the sincerity and energy it conveys.

Instead of “boring” and overly polished images, I began applying my own vision, letting the dynamics of the people and the company come through in a nuanced and energetic way. The result was images that not only captured the appearance of a company but also conveyed something of its spirit and culture. This kind of photography wasn’t just about “selling” a product or service; it was about telling the story of the people behind it.

It was an exciting discovery that, just like music, every business environment has its own emotion that can be captured through the right approach and feeling. It made my work as a photographer not only more diverse but also deeper. Every company has its own rhythm, and I set out to find ways to visually translate that rhythm—whether it was the energy of a team or the vision of a leader.

And so, while I continued to grow as a concert photographer over the years, I discovered a new dimension to my work. Companies could capture the emotion and story of their brand in the same way I had always photographed music—with feeling, passion, and an honest perspective. It was a beautiful evolution of my career, still centered around the connection between image and emotion.

Mike Nicolaassen

Photographer

hello@mikenicolaassen.nl
0031 (0)24 20 22 852

Mike Nicolaassen

Photographer

CallMail