Raven “Ravie B” Varona, Photographer
Raven B. Varona
Many have said that it takes ten years to become an overnight success. Six years into entrepreneurship, celebrity photographer Raven B. Varona, affectionately known as Ravie B., has countered that narrative with the culmination of her grit, ambition, and unique eye. The Bronx native began her 10,000 hours photographing concerts and events in downtown New York City. Now, her work is recognized globally after working with some of the world’s biggest artists and celebrities. With great success and love for her artistry, Varona is focusing on the next chapter of her career and life. She is also focused on creating access for other creative entrepreneurs as they pursue their dreams and establish themselves financially.
Varona’s work can be described as bold, feminine, and culturally relevant. In her own words, she will tell you that her work is centered around happiness and joy.
“I operate best when I’m happy and when I’m making other people happy,” said Varona. Telling joyful stories and making people look regal are two of her guiding principles when she’s on set. “My catchphrase is, ‘I know you Your best side.’ I try my hardest to bring out the good and everybody and in all of the work I do,” she added.
As a woman of color, Varona is deeply rooted in community and is committed to amplifying stories of bliss. “There is so much trauma in our lives at all times. I’ve always used photography as an escape in life. So, there’s an element of fantasy. I’m inspired by creating those stories for people and making them look and feel their best,” said Varona.
Put In 10,000 Hours – And Then Some
As a photographer, Varona has made a name for herself. She has also made it clear that she is about her business even though at times Varona said that entrepreneurship often feels like a roller-coaster ride. “As a freelancer, your highs feel so high. And even your lows, which aren’t necessarily always lows, feel low. When you tie the idea of working freelance in with the current time of social media, instant gratification, and the way we share our stories, it can be a little overwhelming.”
With all of the thrills that come from being elevated, Varona shared that being kind to yourself as your measure the impact of your work while receiving feedback is critical to your wellbeing as a creative on your journey. Doing good business and being a good steward of your finances are equally as important. Varona can recall encounters earlier in her career when she was more reserved and softer spoken about her dealings. Now as a businesswoman, she is firm about her rates and non-negotiables in the workspaces she creates for herself, clients, and those who she subcontracts.
The questions Varona often poses to herself and others as she does business are, What is your worth? And, what are your values?
“You need to set your value based on your work ethic, who you are, what you do, and what you’ve accomplished,” said Varona. “There are going to be people that don’t want to pay you your rate. And, that’s okay. The biggest things are being transparent and sticking to what you believe. If you’re not happy with what you’re getting paid, you’re not going to do a job well.”
In business, partnering with people who are invested in your success is essential. For Varona, deciding to partner with a close friend made perfect business sense for both of them as women in their industries. “Ramya is a very crucial part of my life and my business. I needed help, she wanted to manage, and we created this blueprint together. And so much of it is like trial and error, learning what works, not doing what doesn’t work, and just continuing to try,” she added.
One of Varona’s goals, as she gains more experience and resources, is to help other women advocate for themselves. “We underbid ourselves. When you don’t see yourself in these spaces, it’s hard to put value on yourself. In your head, you think you’re replaceable because you don’t see the representation…when the reality that you’re rare and you’re probably worth more. Women get so caught up in not wanting to ask for too much. What if they say no? What if I never get the job again? I always say there is money. If you live in America, there is money to be made.”
Relationships Are Currency
Beyond the physical dollar, Varona values relationships as currency. In a New York Times article, she shared how a Twitter mention got her connected with a top producer. And the rest is history.
“In all the years of my career, I have not had a problem asking people for help. I don’t mind asking people to keep me in mind when they’re hiring. Or, asking others to connect me with people I might want to work with,” said Varona. Looking back on her journey, Varona can also recall how smoothly business began to flow after asking for help. “I was responding to emails in the third person and first-person; it was not working!” As the business saying goes, “Hire your weakness.”
Being transparent about her needs, goals, and dreams with others has opened many doors for Varona. So has setting healthy boundaries as she practices self-preservation.
“Be able to say no to things you don’t want is very crucial in this business. It’s a balance of knowing your worth but also not thinking you’re too good to do a job that could open up an opportunity for you,” said Varona. In the affirmational words of Toni Jones, “I trust that my ‘no’ will take care of me.”
Varona went on to say that being kind, professional, and someone others want to work with is foundational. “Being nice to people is my biggest thing and so is being respectful. I don’t think there’s someone that can say that they had a bad experience shooting with me.”
In the creative world, the lines of professionalism and customer service can easily become blurry and Varona said that it’s important to remain grounded. “In this creative space, there is the idea of what is being a professional is often changes for some created. But, respecting people’s time respecting, people’s creative differences, and thought compromising are critical to be a good entrepreneur and a good boss.”
The Reality of Having To Be Twice As Good
As a creative, Varona acknowledges the separate set of rules that apply to women. That motivates her to be twice as good as her male counterparts.
“As a black woman, there are so many layers. There are the layers of being a woman; worrying about being [perceived as] difficult; thinking that you’re asking for too much; saying no, and all the things that we’re constantly having to fight against. When I was on tour, there were three of us [on the team] and two were men. They are brilliant, amazing, super nice men. But in my head, as a woman, I always felt like I had to show up and work twice as hard. There was no space for me to slack.”
Working smart and hard is what sets her apart.
Shining A Light On The Bronx
Since the pandemic, Varona has taught portrait photography classes and hosted her first solo show, And The B Is For, in New York City which also lives online as a virtual art gallery. Some have called her show ‘A love letter to the Bronx.’
When I started the project, I was in a space of trying to figure myself out. I just came off tour and I was at the height of my career. But then, I began to ask myself, ‘What’s next for you?’ which was leading me to be depressed. People think that your journey has to be like a staircase—like everything is about the next level. That kind of thinking is crippling because that’s not how life works. Success is not just a lateral movement, said Varona.
After taking the time to be still and reflect, she realized that it was time to tell a story that was unique to her. Thus forward, And The B Is For, was birthed and instantly became a hit in New York City.
“Volume One [of the show] was cathartic. It was such a personal journey more than it was it was something for other people. That is why I still haven’t posted the pictures to Instagram,” said Varona. “All of my inspiration was from living in the Bronx because it is the core of everything that has shaped me. The diversity, the people I love so dearly; and the people I interact with every day… I wanted to pay homage to them.”
And The B Is For, did just that. Portraits and photographs in the first installment are vibrant, heartwarming, and empowering to Bronx natives who are often overlooked. Volume Two is underway.
Ravie B Is Has Created Her Own Lane
Present-day, Varona like many creative entrepreneurs, is focused on being her best so that she can produce her best work in the future. “In year six, I’m asking myself, ‘How do I generate more money from my art without me constantly having to shoot something?’ Interestingly enough, I’m still building the blueprint because of how I got started. I’m still figuring it out as I go. I hope if other entrepreneurs or photographers read this, they realize that they’re not alone,” said Varona.
“Even when you’re super successful, you still have the woes of ‘What’s next?’ As a freelancer, you’re always living in the future. I’ve been trying to teach myself to live in the present. You have to live in the present to be happy, to be sustainable, and to grow,” said Varona.
While she admits to struggling with that at times, Varona’s advice to others is, “Enjoy what you do and give yourself credit.”
