How the Rental Studio Started

Picking up a camera is often the start of a life-changing journey. And when it's combined with a focus on community building, the determination to lead by example, and shrewd entrepreneurial skills—this basic action can have a ripple effect with the potential to change countless lives.

In today's show, we speak with creative community trailblazer CJ Wolfe, who has built a passion for pictures and infectious team spirit into a multifaceted brand that encompasses rental studios, a creative agency, and a non-profit organization with a mission to educate and inspire disenfranchised youth.

Listen in and discover how CJ tapped the determination and leadership skills instilled in him as a student athlete to build a thriving business from the ground up. As an advocate of the 10,000-hour rule, he put in the time and focused on studying the industry and its varied tools and processes, to propel both himself and his community to the next level.

When asked what advice he'd give to young photographers just starting out, CJ notes: "…have your third eye open to what's going on around you, and how you can fit that into your story, into your art, into your creativity with your camera. Because nowadays, photographers, you're just not a photographer. Like, there's so much more to that now."

Guest: CJ Wolfe

Episode Timeline:

• 2:55: CJ's first camera, his pictures of fellow athletes, and learning camera settings on the fly.
• 6:29: The skills CJ learned from sports that have helped him build his business.
• 10:37: The challenges involved in establishing a 600-square-foot photo studio and rental business.
• 16:55: Building the business by studying the industry and the needed tools and trusting that process.
• 20:52: Establishing the CJ Wolfe Foundation as a non-profit organization and building the staff.
• 24:57: Earning people's trust, changing the perception of the neighborhood, and looking to establish studios in other cities.
• 31:23: Looking ahead to another five years and having more impact, plus CJ's plans to get back to his own photography.
• 33:59: CJ's advice for photographers who are just starting out: Always be open to learning new things about storytelling and marketing.
• 36:55: CJ's upcoming plans related to upcoming photo activations and major events going on in Philadelphia.

Guest Bio:

CJ Wolfe first picked up a camera in 2018, while pursuing college studies as a student-athlete. Since that time, he's become a staple within Philadelphia's creative community, influencing sports, music, and lifestyle through his creativity behind the scenes and, most importantly, behind the camera. Early on, CJ recognized a major gap in his hometown—a lack of safe, inspiring spaces for photographers to refine their craft, showcase their talents, and build professional networks. Responding to that need, in 2020, he founded Immortal Vision Studio, which quickly grew into a trusted rental powerhouse for photo and video production. Now operating two boutique studios totaling 6,000 square feet and booking over 2,000 appointments a year, this homegrown business has become a cornerstone of the city's creative community. Additionally, in 2023, CJ founded Immortal Vision Agency as a creative firm producing high-impact content for brands and businesses, while simultaneously elevating local talent to the world stage. Working together with his team, CJ has produced work for Red Bull, Footlocker, Ethika, ASAP Ferg, Lil Baby, Meek Mill, and Allen Iverson to name just a few.

Stay Connected:

CJ Wolfe Website: https://www.cjxwolfe.com/ CJ Wolfe Instagram: https://www.instagram.com/cjxwolfe/ CJ Wolfe LinkedIn: https://www.linkedin.com/in/cj-wolfe CJ Wolfe Tiktok: https://www.tiktok.com/discover/scott-beardslee

Immortal Vision Studio Website: https://www.immortalvisionstudio.com/ Immortal Vision Studio Instagram: https://www.instagram.com/immortalvisionstudio/ Immortal Vision Studio Youtube: https://www.www.youtube.com/@immortalvisionstudio/ Immortal Vision Studio LinkedIn: https://www.linkedin.com/company/immortalvisionstudio

CJ Wolfe podcast segment at B&H's Bild Expo: https://www.bhphotovideo.com/explora/podcasts/photography/bild-2025-recap-with-cj-wolfe-maria-clinton-benjamin-von-wong

Credits:

• Host: Derek Fahsbender
• Senior Creative Producer: Jill Waterman
• Senior Technical Producer: Mike Weinstein
• Executive Producer: Richard Stevens