By Peter Berton
LOS ANGELES – Erotic photographer and videographer Richard Avery describes his flagship website as “Disneyland for adults.”
“How can you not want to come inside?” he asked. “Pun intended.”
As with Disneyland creator Walt Disney, Avery’s odyssey didn’t transform him from hopeful wannabe into artistic superstar by luck. An indefatigable work ethic has driven Avery from Day One … and still drives him today.
YNOT grabbed a few minutes of Avery’s time to learn what makes the artful photog click.
YNOT: Who is Richard Avery?
Richard Avery: I’m a photographer, director, producer and creator. I was born in Santa Cruz, Calif., and I fell in love with photography at a very young age — around the same time I discovered girls. I created the Juliland universe 10 years ago with my best friend, Juli Ashton.
I love my life, what I do and where I’m going. It’s never dull and always fun.
How did you get into erotic photography?
I started looking at magazines at a young age and loved the photos. I met a photographer who seemed to love his life, and he inspired me to try it. I fell in love at first try. The joy of seeing an idea in my head and then creating it in front of my eyes was awesome.
As for the whole erotic thing? We call that the legend of Dick. I was pursuing a fashion career and met Juli Ashton, who was a contract girl for VCA and Playboy TV at the time. She was super-nice and so much fun. She introduced me to the “porn world,” and I fell in love big-time — not just with my best friend Juli, but also with the talent in porn. The girls are great, creative, funny, sexy, nasty, serious and crazy just like me. Why wouldn’t I do this?
How would you define your work?
I’ve been asked for years to define what it is I do. Is it porn? Fashion? Erotica? Art?
My answer was and is simple: It’s fun.
I’m not into labels or limiting anyone or anything. I started this madness because I wanted to have fun, love girls and love to have fun with girls.
The best part is, I’ve been recording this fun from day one at Juliland.com. I’m a big believer in sharing, and this way I get to share my fun with fans, friends and everyone.
My actual style is very simple. I just do my best to capture what’s in front of me and keep it simple. The girls are great, so I don’t have to tell them too much. I like my gear simple and the process is very simple. I do my best no matter what is going on in front of me.
How do you conduct your shoots to get that vibe to come through?
That is a tough question. Not that I have any secrets, but I can’t say too much. Let’s just say it involves champagne sometimes.
Also, the girls are my friends and muses. They understand and trust me 100 percent. You can’t do what I do without trust. I trust them, and they trust me. So when I ask for something nasty or messy, they usually say “yes, and can we do more?”
My favorite girls push me, and I push them to be better with every shoot. I’m an old-school photographer. Being nice and a professional is key. I never tell the girls to do anything. I ask — and sometimes beg. [He laughs.]
What kinds of errors do you see X-rated photographers make in their shoots?
Let’s lose the label “X-rated” and just stick to photographers of all kinds. The biggest mistake I’ve seen for years is when photographers — or anyone else, frankly — take themselves too seriously.
We are here for fun. Taking pictures is fun. Add some naked, nasty girls, and — Boom! — a great time.
As for preproduction: Planning is key. I prepare for every shoot no matter how big or small. Not only do I make sure my gear is in order, but I also make sure I have my ideas ready so we don’t waste any time. The more you are ready and sure, the more fun you can have.
The girls don’t want to wait around while you’re trying to figure out your shit. It’s not cool or professional.
What “dream projects” remain on your bucket list?
Another tough question! I could go on and on with this one, but I will give you some key projects.
First, I want my Juliland universe to continue to expand and get better. We have big dreams for this universe, and with the proper help and support we’re unstoppable.
Second, I’m looking for a book deal and exhibition soon. I think my art works for that.
Third, I directed one movie for Penthouse long ago — Drive, starring Justine Joli — and at the time I said I would never do another, but that has changed. I’m looking to do another movie soon.
Fourth, if I could I would love to shoot Lady Gaga. I’m not a fan of her music, but I just think we would make some great art together. She would just have to trust me and do what I ask.
Last, I want to see all of my friends live their dreams to their fullest.
There you go — just a few of the things I’d like to do.
What are your future plans?
In the future, like the past and the present, I plan to work hard to be the best, never stop, never settle and trust myself.
I believe that we are our own worst enemies. I work smart so I don’t screw up in any way. I fight against me and my ideas more than anyone. I’m my own worst critic. I want everything to be great, not just good.
