Mastering the Art of Multidisciplinary Creativity:
An Interview with Lex Ash
Who is Lex Ash?
Alexandre Chidiebere Ashimole is the full name. The Lex and Ash come from the first name Alexandre and Ash the surname Ashimole. I’ve been creating as far back as I can remember. But I think much of my life has been me learning, discovering new things, and applying it to everything I do. So, if I were to describe myself, I’d be a lifelong learner.
How did photography start??
So, I started with graphic design, and in my first year of university, I picked up Photoshop —Photoshop Seven CS —for the first time. I spent a lot of time searching for random images on the internet to check their credibility. This was when I realized it was difficult to find pictures of black people; there wasn’t proper representation, which registered in my mind. In my third year in university, I picked up photography, and a friend coincidentally bought a camera. So I would borrow it to play around, and then, towards my fifth year, people were open to me taking pictures of them. That’s how I started photography; I won’t say that I always knew that I could do it, but I have always liked image creation. I’ve loved advertising; I’ve loved getting people to see things differently and using that to influence their decisions and thoughts about things.
What are the other things that you do?
Aside from photography, I do graphic design, brand building, and strategy. I’m also good at filmmaking and directing, and I apply that to everything I do because of my experience with photography and lighting. I do music as well; music is kind of like one of my biggest projects right now, from production to singing. I have dabbled here and there with writing poetry, stories, and stuff like that.
How do you balance storytelling, creativity, and business?
There’s a whole conversation around the business side of photography, and understanding this has helped build my brand into what it is now. When it comes to the business side of photography, the first thing, as I said earlier, is being open to learning and building experience over time. There is a lot of struggle trying to balance the business and creative parts of photography, but what helps me create balance is respecting my work as a creator and understanding that what I create has value. And because of this value, people should pay for it. This helps me manage how much value I want to put on my work and how to interact with people. But beyond this, there are times when you’d need to find someone who understands the business more than you do and let them handle negotiations for you. I had an agency that managed me for a while, and while it didn’t work out in the long run, I learned a lot about the business.Now, I don’t overthink when it comes to negotiations; I’m very detailed with all my transactions, and I send an invoice with a breakdown of the work done and payment information. Sometimes, contracts are signed when necessary; I know now that these things are discussed from the onset, before a shoot.However, when I create, I’m not thinking about finances or business; I focus only on what I’m trying to do and ensuring it happens.
Haylie Donin
Marketing Manager as Bankio
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2nd Feb, 2025
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