In The Ring with Kind Media LLC

Meet Vicci Valenti and Annie Patterson, two horsewomen and photographers who created a successful business that encompasses both of their passions, Kind Media LLC.  Whether they're traveling to shows, shooting for private clients, or taking photos as the official photographer at venues like Devon, The Hampton Classic, Talent Search Finals East, and The Lake Placid Horse, Kind Media aims to capture photos that tell a story whilst spreading the vibes of kindness. Featured on many equestrian magazines, inside and on the covers, Kind Media LLC can fill all your photography and videography needs. With a sweet back story, a wonderful team, and an even better initiative, let's get to know more about Kind Media and how it came to be.

What did you do before creating Kind Media LLC?

We both grew up with a love for horses, riding, and showing. After going to college (Annie for equine business and Vicci for graphic design), we met and began working together at Book LLC, an equestrian-focused photography business, at the time headed by a legend in the industry, James Parker. When James retired we had the opportunity, as longtime employees, to take over the shows he previously shot; we were lucky to have learned and grown with that company and could not pass up the opportunity.

What inspired your passion for photography, specifically equestrian photography?

Annie

While both of us have occasionally shot other subjects, horses really are our main focus. For me it comes from the love of just being around horses. When I'm at a show all day, and sometimes night, I don’t necessarily feel like I'm at “work” because I’m just happy to be watching the nicest horses compete!

Vicci

We both grew up riding and what better way to love your job than to have a profession in the industry of your hobby? We have both dabbled in shooting families and weddings, but obviously the beauty of the horse keeps us in the industry exclusively.

What is something that sets Kind Media apart from other photographers?

Annie

Kind Media is one of the only photography companies to go to shows as an "official" photographer and also do private client coverage; this means we cover services as a general photographer for the entire horse show alongside offering more extensive private client photography where customers can get “beyond the show ring” photos and videos. In order to do this, we overstaff every show that we are the "official" for so we can give every client, private or general, the photos that they want. We also create a lot of photo books for our clients at the end of the year that show their year of showing. In those books we really try to show more than just the action.

Vicci

Being an "official" photographer does set us apart from a lot of the photographers nowadays.  We find great importance in all exhibitors getting quality coverage no matter the division. I think we also offer a quick turnaround, which we know riders appreciate. We both come from a background at The Book so I think we have the eye for making the photos a story of a lifestyle with trainers and families

How does the Kind Media team operate?

Annie

Our team is a little different than other companies because we offer private client coverage at some shows while we also take on the role of official photographer at other shows. When we are shooting private client coverage, it’s normally myself, Vicci, and Summer Gilbert, who has been with us for almost

5 years now! The three of us work year round doing many different shows and sometimes splitting up so that we can be in two places at once. Then, when we are the officials, we have more photographers who join us; we have a great group who has been going to shows with us for a few years now!

Vicci

We cover a handful of shows where we are the official, so we typically staff 1-2 people per ring and then offer private client packages. We load photos throughout the day so riders can view and download instantly. We often over-staff our show weeks in order to get and give the best product to all exhibitors. Our employees come from all over to join us; all are amazing at what they do, love to learn, and enjoy being able to get a little creative for the clients.

What does a typical day in the life of a Kind Media photographer look like at a horse show?

At a horse show Vicci and I usually arrive first, anywhere from an hour to an hour and half before the rings starts; granted, we have to add a stop for coffee beforehand. We normally break down the schedule of the day, figure out where we need extra shooters, where we will have people shooting based on the courses, etc. Once the show starts you’ll normally us either helping our shooters, shooting clients ourselves or working on the computer to get the photos sorted and loaded onto the website. Throughout the day we typically have someone who is running cards, waters, or snacks from our trailer to the photographers at the rings. At the end of the day it’s a lot of sorting and editing of the photos and videos, but we try to make time at every show we go to to enjoy an evening or two out. We’ve celebrated lots of birthdays over Mexican food and margs, rented boats for the Fourth of July with the team, and even had some bowling bonding nights at shows just depending on how each day goes! 

Is there a horse show, venue, or experience that sticks out to you as formative and memorable?

Devon is our personal favorite. It's so special to both exhibitors and competitors since you might qualify one year and not again. But as far as location wise, years ago there was a horse show in Central Park on the ice skating rink and that was a pretty cool show to be a part of and shoot! The photos all had the New York City skyline in the background! 

Photographers are a huge part of this sport; how has this role immersed or connected you to the equestrian community?

As a photographer you are in a unique spot. When you’re a barn member you stay within the barn. You know your trainer and friends and everyone else there. But as a photographer, you get to know everyone. You spend hours ringside and you can learn a lot a lot a lot by being there. It's basically like auditing a clinic everyday if you listen to how all the best trainers train. We get to meet so many people while also working with brands, barn photoshoots, and show management at shows so you definitely get to meet a lot of people as well as learn about a wide variety of jobs in the equestrian world.

Lastly, tell us about the name; why Kind Media?

Kind Media came about after a series of personal life events in our lives. We knew we wanted our brand to be more than just our names with the word photography slapped at the end. Officially, the letters stand for Keen Innovative New Digital, however we always knew it had more meaning. It’s been great to be able to create shirts, hats, and other merchandise that represent our company while also spreading the word of being kind. We wanted to be more than just photography and wanted to be known as the kind crew, which we are hoping we are doing! 

Rapid Fire 🔥

🔥 3 things you can always find with you at the horse show🔥

• Annie: A fan, raincoat, and snacks!

• Vicci: Sunscreen, sunhat, and Excedrin migraine!

🔥 Favorite photos taken to date🔥

• Annie: This is a tough one, but probably my black background photoshoot of HH Azur before she retired just because she is such an incredible mare

  

• Vicci: My favorite photos are ones where we get to be creative and try something new like a double exposure or fisheye that shows the amazing venues we get to attend

  

🔥 Sweet or Savory🔥

• Annie: Sweet all the way. I’m a huge dessert fan!

• Vicci: Sweet; gummies are always at our trailer for sharing!

🔥 One show that is on your dream horse show list🔥

• Annie: The Olympics or Aachen would have to be on my list as they’re both pretty prestigious shows to attend!

• Vicci: As a local to Devon I would have to say I already got to shoot my dream show. Obviously just going to the Olympics would be cool, shooting it would be even cooler.

🔥 Action shot or candid🔥

• Annie: Candid all the way. I love capturing the little moments that almost freeze time

• Vicci: Candid with family or team in background that really shows the beauty of these events.

We cannot thank Annie and Vicci enough for giving us the opportunity to spotlight Kind Media LLC in the newest installment of our "In The Ring" series. Knowing their backstory, every time you see a Kind Media photo, think of the incredibly passionate group of people who brought that moment to life through photography. If you happen to be heading to The Lake Placid Horse Show, and were inspired by this story, Kind Media serves as the official photographer, giving you the chance to be shot by and purchase your own Kind Media photo!