A cool breeze whispers through the valley, stirring the layer of cornstalk residue in the picture pen. The sun-tipped mountains cascade high above the ranch settled in the basin, the lavender shade of the Rockies cutting a stark comparison against the rugged black bull parading through the lot. The rays of sunshine illuminate the basin as the bull steps into a pose, and “click.” 

Through the lens of a camera, this moment in time is captured. When the right conditions are met with good cattle and a skilled artist with a camera in hand, the fun begins. 

As the saying goes, a picture is worth a thousand words. And with a similar sentiment, Brad Hook, owner of J Bradley Hook Professional Photography and Video, and creator and host of the Genuine JBH Podcast, says, “You don’t get a second chance for a first impression.” 

Hook is no stranger to the picture pen. In fact, picture day is a normal occasion for Hook and has been since the online sales world began. Technology catapulted the demand for livestock photographers in the early 2000s, and Hook’s legacy in livestock photography took root.

Hook’s success left an impression on the industry. In July 2023, his story took an unexpected turn. 

Despite a full schedule of customers, Hook’s life changed forever with an unexpected six-bypass open-heart surgery. Fifty-seven days later, Hook persevered, and stepped into the picture pen once again. With his experience in mind, Hook urges ag-based men and women to listen to their body with a similar piece of advice: you don’t get a second chance at life. 

For Joelynn Rathmann, owner of Joelynn Rathmann Photography, taking advantage of the opportunity life presents is where her livestock photography story began. At a young age, Rathmann recalls watching Linde Sutherly, owner of Linde’s Livestock Photography, capturing backdrop images at the Pennsylvania Farm Show. At that moment, Rathmann told her mother she wanted to be a livestock photographer. 

“It was absolute luck that I landed the dream job I had always wanted,” Rathmann says. “That’s how it all began.”

Her passion for competitive livestock evaluation, in tandem with her love for photography, started her journey in the agricultural communications space. Rathmann moved from her Pennsylvania hometown to judge livestock collegiately at Butler Community College, and then Texas A&M. Fate presented the opportunity for Rathmann to shoot for Show Champions. As her skill behind the lens was recognized, Rathmann began shooting at state fairs, jackpots, and national shows such as the American Royal and the National Western Stock Show. 

I like seeing good stock. My favorite part of the job is looking at cattle, being able to read the caliber, and then making magic with the camera at the same time.” — Joelynn Rathmann

Leveling up

Photography is a key element in livestock marketing, Hook says, but it’s not just about a pretty picture. 

In fact, a good photo is just a piece of the puzzle in seedstock marketing, says Dave Mullins, founder and CEO of SaleRing.live. 

“Your goal when putting together a sale [book], or any sort of promotional advertising piece, is to portray your cattle at a high level, and do so authentically, so that you can build intrigue in your customer base and generate curiosity to whereas they want to know more about you, your program, and that individual animal,” he explains.

With experience as a past regional manager and extensive time spent on the auction block, Mullins says SaleRing.live has simply been blessed. The versatile platform is used to market high-caliber seedstock cattle and show stock throughout the United States. 

“Everything you do represents your brand, your image, and ultimately does or does not accurately portray the message you’re trying to send,” Mullins adds. “The photo is either going to be good and catapult you forward, leaving a good impression — or it’s going to take you backwards and leave a bad impression.” 

From the photographer’s perspective, a lot goes into making a good photo, Hook says. From weather to the quality of the cattle, there are many factors at play that can’t always be controlled. The photographer’s main job, Hook says, is to make all the cattle look the best they can.

“We’ve been programmed that we have to have a picture posed just like they’re stuck in the show ring — and in all reality, that’s not true,” he explains. “What you have to have is that animal the very best it can be in its natural stat e… A good picture is not how well every hoof is in the right hole.”

Hook advises photographers to ask themselves if the photos they take truly favor an animal. 

Being able to read cattle is a massive part of the job, Rathmann adds. Making things even more complex, she says not every animal can be pictured the same. An animal’s structure, rib shape, look and presentation are considered before clicking the shutter button. 

Hook and Rathmann try to get the photo close to perfection in the picture pen. Editing software can be helpful in manipulating light, color and background elements, Hook says. Getting the best possible picture in the pen reduces time demand for adjusting the photo. To address concerns about too much photo editing, Hook says the videography space keeps alterations in check.

Accurate messaging is crucial in the digital age, Mullins says. Rathmann says using a poor photo is not worth the risk of a potential no sale. Simply put, a poor photo is a poor marketing piece — for your cattle and for your brand.

“Photography and videography are the centerpiece for marketing, branding and ultimately selling a product,” Mullins says. “At the end of the day, everything is relationship centric. Ultimately, whether you’re selling widgets or Angus cattle, you’re still in the people business.” 

Editor’s note: Sarah Harris-Christian is a freelance writer from Centralia, Okla.