Sweetheartserge / Veles.dll
NYC Photographer · Multidisciplinary Artist · Creative Director
I don’t document culture from a distance — I operate inside it.
Sweetheartserge / Veles.dll is my multidisciplinary practice across photography, nightlife, fashion, portraiture, sound, film, creative direction and cultural strategy. Based in New York City, the work is built around presence, atmosphere and the tension between aesthetics, identity and structure.
For more than a decade, photography has been my primary instrument. I have documented New York after dark as a living system — clubs, parties, fashion events, artists, musicians and spontaneous encounters moving between elegance and decay, intimacy and spectacle. The images are not nostalgic or decorative. They exist to claim the present while it is still alive.
That approach has placed my NYC nightlife photography within a wider cultural archive, including work featured by Forbes in its coverage of the Renegade Rave party.
Sound extends the same language. Under Sweetheartserge / Veles.dll, I produce electronic music moving through techno, house, electro, darkwave, cold wave and post-punk. Photography and music come from the same instinct: tension, repetition, interruption, release and control over atmosphere.
The practice also moves through film, performance and creative direction. My appearance in Dark Places, created for Martin Jarl’s track, became part of an internationally recognized film project, while my broader work includes brand identity, visual systems, campaigns, marketing strategy and collaborations across fashion, nightlife, hospitality, events and emerging technology.
I am interested in the point where art becomes infrastructure, nightlife becomes archive, business becomes culture and an idea becomes something people can actually feel.
Nothing lasts. Nothing repeats.
The present is the material.
AVAILABLE FOR:
Editorial photography · Nightlife photography · Fashion · Portraits · Events · Concerts · Artist portraits · Creative direction · Cultural collaborations
Based in New York City · Available for selected projects internationally