In this TMN® Learning session, Austin-based photographer Tico Mendoza opens up about the approach behind his work on the SXSW Atmosphere Team—a small, selective crew tasked with capturing the experience of the festival rather than just the assignments. His framework is simple and powerful: organic moments you discover, crafted moments you initiate, and hybrid moments you recreate when you narrowly miss the shot.

Tico’s method starts with people—their energy, style, and story—and then expands to context: Where are they? What’s happening? Why does it matter? Gear follows intent. He prefers prime lenses for speed, sharpness, and presence: 35mm to be the “fourth person in the group,” 20mm to open the environment, 50mm 1.2 for character, and 85mm for a clean close—switching as the story demands.

Beyond technique, this conversation is a lesson in creative longevity. Tico speaks to the balance between corporate events (that pay the bills) and passion projects (that keep the creative engine running), the importance of valuing your work, and learning from peers without losing yourself. “Don’t compare to others—compare to who you were last year.” Mentorships, collaborations, and even gear choices become catalysts for growth.

Filmed at SXSW Austin, TX (2025) and conducted by Pablo Herrera and Dylan Gutierrez, this episode is for photographers who want to evolve their vision, tell richer stories, and build a sustainable creative life. Read the full interview with Tico Mendoza on our blog.

📍 Recorded at SXSW Music Festival – March 2025.

🎥 A TMN – Teens Media Network production.

✍🏼 Interview by Pablo Herrera and Dylan Gutierrez for TMN®.

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