By Chad Ghiron
Photography by Jonathan Mannion
With more than a decade’s worth of experience, photographer Jonathan Mannion has captured some of the most iconic images in hip-hop and has acquired a celebrated career to show for it.
In 1996, a kid named Jonathan Mannion popped onto the hip-hop photography scene with a shot featured on the cover of Jay-Z’s debut, Reasonable Doubt. With a credit like that on his rèsumè, people started taking notice and he began to grab up every album cover he could, contributing his shutter skills to artists including DMX, Outkast and Chamillionaire. As his career progressed, the covers turned to music videos (Game’s “One Blood,” Ray Cash’s “Bumpin’ My Music,” J. Holiday’s “Bed”), proving he was able to do more than just snap a photo – he could show off his storytelling skills, too.
Today, the 39-year-old has a career that boasts some of the most outlandish and legendary stories of hip-hop, including Ol Dirty Bastard’s last shoot before rehab, rolling around H-town with Devin the Dude and standing by Game as he prepared for war on Compton’s Brazil Street. Needless to say, there are more stories than time available to cover them all, but if his goal was to have the most comprehensive documentation of hip-hop photography, he’s already accomplished it.
YRB: How was it coming up as a white boy in hip-hop?
Jonathan: I don’t know. It’s never been about that to me – it’s how you carry yourself. Growing up in the suburbs of Cleveland and England, I was encouraged to understand people.
YRB: Did you visit NYC before moving here?
Jonathan: I didn’t come to NYC often. My father grew up in Brooklyn and had his best friend we’d visit, but I spent most time away in London or traveling.
YRB: When you moved to NYC did you ever question if you’d make it?
Jonathan: Sure, but man, I worked hard. I came into the game assisting Richard Avedon, Mark Holm, Steven Kline and Ben Watts from ‘93 until ‘96. After, I broke off and started shooting for myself.
YRB: How’d the assistant jobs influence your work?
Jonathan: Any time you walk into a brand new arena, you’re gonna latch onto the first person who’ll show you how it’s done. For me, that was Avedon, and at the moment, he was doing every big job and a retrospective at the Whitney, so I got to study his entire body of work. That was the biggest gift – being able to absorb everything like a sponge and look through every shot to see why he picked what he did. It’s funny though, I’d watch people beg Avedon to shoot for $100,000 a day and once I finished with him, I’d be in the club with my own money documenting hip-hop.
YRB: When was your first cover?
Jonathan: Twenty-five. I’d shot D’Angelo for the cover of Touch Magazine, also I’d shot a cover for Ill Mentality and Tyra Banks for two magazines, but what I wanted to do was album covers. These were some of the most lasting images in music. Look back at Marvin Gaye’s or even The Beatles’ career. You’re gonna see the albums. Think of Abbey Road – it was simple, but it’ll last forever and that was always my goal, to do the defining picture of every artist.
YRB: What was the breaking point in your career?
Jonathan: Jay-Z’s Reasonable Doubt cover.
YRB: How’d you land that job?
Jonathan: I had a friend who worked for a company, Blow Up Media Relations, who hired me to cover events. One day, after moving to Roc-A-Fella’s press department, she goes, ‘You gotta get over here today. There’s Dame, Biggs and Jay. Bring your book, bring your best shit and come.’ So I showed up and had a meeting with Jay. He said, ‘I love your ideas, your work is dope, go talk to Dame.’ So I went into Dame’s office, he flipped through the book, looked at maybe eight pictures, then closed it and handed it back. ‘Dope stuff, how much you gonna charge me?’ Panic buttons went off, I was like, “You know what? I’m gonna shoot this for $300 less than your lowest bid.” And he’s like, ‘The fuck you talking ‘bout, man?’ I said, “Dude, I am so hungry and I so believe in what I can do for you that I’m gonna shoot it for $300 [less], so if you got Ray Ray here in the office who’ll shoot it for $600, I’ll do it for three. You got someone shooting it for $2,000, I’ll shoot it for $1,700. You got someone shooting it for free, I’ll give you $300.”
That Saturday I shot it on my rooftop on 72nd and Riverside and down by the water where Trump has his little empire. It was funny ‘cause at the same moment I felt I’d made it, I was in the lab and there was this photographer, Ruven Afanador, who had done a personal project in these catacombs. His prints were laid out along the shop and I walked down the thing passing each one like, “Fuck, fuck, ah man, fuck. Yo, I’m never gonna be this good. I should give it up.” And meanwhile Reasonable Doubt is like under my arm.
YRB: So when you shoot it’s pretty organic?
Jonathan: I always walk in with a wish list of 20 shots and I end up with six or eight of them, but yeah.
YRB: You like to shoot people in their hometown, right?
Jonathan: Yeah, well I was a psychology and art major in college so I start a conversation and get in their heads. Going to their hometowns helps with that and when you’re establishing an artist, they wanna rep where they’re from cause most of the time they’re huge stars within that community.
YRB: You went out to Compton to shoot Game’s “One Blood” video?
Jonathan: Man, Game’s one of my favorite people to shoot. We were out in Compton a day before the official shoot with the label began, and I was like, “Yo I want to shoot you without the label there.” Not that I wanted to disrespect them – I just wanted to get a real set of imagery, you know, pit bulls, guns and the house that he grew up in on Brazil Street.
YRB: How’d the cover with DMX covered in blood come to be?
Jonathan: Man, I had to beg him to get into that tub. It was a 60-gallon, old raw-iron tub and as soon as X saw it he was like, ‘I’m not getting in that shit, dawg. I got these pants, I’mma ruin my pants.’ I dropped my pants, handed them to him and told him to get in the fucking thing. We took a chance, but it worked, it turned out to be one of the most iconic images in hip-hop.
YRB: Is that your favorite shoot so far?
Jonathan: No, the Aaliyah one is because it was the last one before her passing. She was an angel, so sweet. Also, ODB was crazy. He showed up seven hours late and tried to have sex with the assistant stylist. He was walking around with his pants off and I was like, “Dawg, we been waiting for your ass all day and you come in and disrobe down to your junk.” That was magical too, but look, I’ve been able to be part of some incredible moments.
YRB: Where do you see hip-hop going?
Jonathan: It’s tricky. I’m trying to figure that out. There was such a beautiful run, this Def Jam reign, and now things are changing and it’s helped me take a step back so I can see everything clearly. Before, there was camaraderie with everyone working together for a common goal, [to] elevate our industry. Now, it’s hard to tell.
YRB: You think this has been caused by illegal downloads?
Jonathan: Yeah, it’s a vicious cycle given our current economy. There are budget cuts everywhere – 2009 was horrible. Survival’s the new success. If you’re afloat, you’re winning.
YRB: With newer work, what was it like shooting the Bushmills Whiskey campaign?
Jonathan: Bushmills was crazy. I shot it in my studio and we had 30 people in here – most getting toasty off the Bushmills, but it was such a beautiful experience. Doing album covers, there’s a certain formula, even though there is no formula. It was great to break out of the mold and react to new temperaments.
YRB: So what’s next?
Jonathan: I’m doing a lot of reviewing of where I’ve been so I can know where to go. I’m editing old shoots as I prepare a Polaroid Book via Atria, part of Simon Schuster, that has been in the works for a minute. But, really, the goal for me is moving into different arenas, and for me, it’s less commerce and more art.










