THE NEW YORK OBSERVER

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“I finally went up to Graydon and I said, ‘Hey, you know, I know you like me. I know you wanted me to be here, but I can also do covers.’”

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That’s today’s guest, Mark Seliger. He’s the same Mark Seliger who, at the moment of this exchange with Vanity Fair editor Graydon Carter, had already shot over 180 covers for Rolling Stone, where he was the chief photographer from 1992-2002.

Seliger had been heavily recruited by GQ and Vanity Fair to move to Condé Nast. But, as he learned, the days of being Fred Woodward’s go-to image maker were over. Once again, he was the new guy. And he saw an opportunity to reinvent himself.

Fortunately, reinvention is Seliger’s middle name. (Well, it’s really Alan, but you get what we mean). For example:

Seliger grew up in rural Texas, but decides to go big and moves to New York City to get into the magazine business. Reinvention #1.

He gets early work at business magazines like Manhattan, Inc. In short time his portraiture lands him a few plum assignments at Rolling Stone. Reinvention #2.

Unforgettable shoots and an immediate connection with Woodward lands him the title of chief photographer, and he picks right up where the legendary Annie Leibovitz leaves off. Reinvention #3.

His exposure at Rolling Stone leads Seliger (along with his pal Woodward) to directing music videos for A-listers like Lenny Kravitz and Courtney Love, and Gap commercials with LL Cool J and Missy Elliott. Reinvention #4.

When Covid hits, and publishing effectively shuts down, he pivots to documentary photography and produces an epic portfolio of an empty and still New York City that becomes the book, The City That Finally Sleeps. Reinvention #5.

And somewhere in the middle of all of this, Reinvention #6: Seliger starts writing songs in his free time, and then forms the band Rusty Truck. And at the moment Seliger is reminding Graydon Carter that he knows his way around a cover shoot, Rusty Truck releases its first album, Luck’s Changing Lanes, which is produced by Lenny Kravitz, Gillian Welch, Willie Nelson, Dave Rawlings, Sheryl Crow, T-Bone Burnett, and Bob Dylan.

That’s a lot. A whole lot. But for Seliger, it’s all of a piece. Photography, music, work, life. He says it’s all about following your curiosity. Observing. Not just looking but seeing. “For me,” he explains, “it’s all about storytelling—the storytelling in photography translated well into the storytelling of songwriting. And that exploration leads you to do something that you’d never done before.”

That’s the story of his life.

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This episode is made possible by our friends at Commercial Type and Freeport Press.