“It’s marketing and networking,” Beltran said about his visibility as a photographer. “That’s what 80 percent of photography is about. You can be the most talented artist in the world and it won’t matter if you don’t promote yourself.”

A visual artist’s background

Lansing’s familiarity with the Jackson native can be attributed to the fact he hit the ground running when he arrived in the city.

After completing his photography program at LCC, he became a professional photographer. Spurred by the ever-transforming fashion scene, Beltran transcended what he calls “typical art” and became creative behind the camera.

“I guess I’ve always been a visual artist,” he said. “Now I wake up thinking about photography, go to sleep thinking about photography, and dream about photography.”

His photography home, Perspective2, gives him the ability to work with the public on a personal level. Beltran also is glad to have had such a place to give him a chance to hone his skill.

As an in-house photographer, he’s able to use the studio space and production tools to create his own images and shoot his own pictures for his clients.

It’s not uncommon for Beltran to knock out a full-scale photo shoot there with models and the whole nine.

“He’s pretty flexible with his schedule,” said Tunde Olaniran, one-half of the Flint electronica/pop duo Stereoluxxx. “He does a simple style that really shines a light on his subject.”

Beltran is preparing to teach classes at Perspective2 in the future, most notably a set-building workshop that will teach students about the intricacies of setting the right physical background for their work.

In addition to his presence in the city, Beltran uses Internet media such as MySpace.com, Modelmayhem.com and his own Web site, Juanbeltranphotography.com, to communicate with clients and attract new ones.

“I would attribute a lot of my stature to (the Internet),” he said. “My (MySpace) profile has always been professional, and I have a small following in places like the U.K. who would’ve never seen my work if not for the Internet.”

Because artists within the state have taken notice of him online, Beltran has been able to take flight in the local fashion scene.

“I like to seek out who’s hot around Lansing and work with them,” he said. “I also try to stay up on trends within the fashion industry.”

Due to those efforts, people can attend a concert at a bar in mid-Michigan and see a local artist sweating out a shirt with one of his designs prominently featured on it.

“He’s someone who seems to really support local musicians,” Olaniran said. “He was really down to try any suggestions we had.”

Beltran believes the trade-off between him and musicians is mutual.

“I’ve always been willing to work with artists on a different level as opposed to other clients,” he said.

Raza Clothing

Beltran’s prowess in design has landed him an opportunity to be a chief designer for Raza Clothing, a nationally distributed brand notable for its collection of street wear.

Owned by lead designer Robert Montalvo, Raza is available in stores across the nation and also is distributed in Japan. Their sponsorship of musicians has helped promote the company even more, with artists like Knoxville, Tenn., rock band Straight Line Stitch having displayed the brand’s designs in a video featured on MTV.

“Robert approached me about doing photography work initially, but it came up that I do graphic design,” he said. “I’ve designed shirts and represented Raza during trips to the West Coast.”

His inspiration for design comes from a multitude of places, Beltran explained.

“I don’t think anything is original,” he said. “I take inspiration from a lot of different things — colors people wear and styles out there. I’ll push the envelope as well.”

As a designer, Beltran naturally has a signature design within the company.

“Juan (Beltran) designs a lot of the shirts with the Mayan-Aztecan print,” Montalvo said. “What he brings to the table helps Raza go to another level.”

Montalvo gives Beltran free will to find his own inspiration, but has the final say on the final product. Most of the time, the duo see eye to eye.

“I see his vision and that’s why we work together so well,” Beltran said. “We also have a good friendship outside of the business.”

Moving Ahead

Beltran’s diligence is a trait he holds in high regard. He spent five weeks in Los Angeles throughout early June — establishing connections with potential employers.

“It’s one thing to do research and take marketing classes,” he said. “But until you go to a place like L.A., you don’t get it. (In Lansing), most people know and like my work, but I faced a bit of rejection out there.”

Such an experience helped Beltran return to Michigan with a greater peace of mind that helps him stay on course.

“It keeps you hungry,” he said. “It makes you realize what you have to do to get one up on the competition.”