Joey Lawrence, better known by his professional name, Joey L, is a Canadian-born self-taught photographer and director based in Addis Ababa. He is known for both his fine art personal projects and high-profile commissions. Lawrence, among others, has captured portraits of Hollywood stars such as Robert De Niro and Jennifer Lawrence for billboards and various magazines. In conjunction with his commercial achievements, Joey L has been working on a passion project, celebrated in a book: Ethiopia. A Photographic Tribute to East Africa’s Diverse Cultures & Traditions. Reflecting on his extensive commitment to the project, he says, “I’ve been working on the project for over thirteen years. Ethiopia can get you like that. There is no other place in the whole world like this. As a photographer, it’s really endless. Endless beauty.”
Since 2008, when he was just 18 years old, Lawrence has been making regular visits to Ethiopia. It was in Ethiopia that he found not only his home but also his soul mate, Kiya (featured below). In 2019, he relocated to Addis Ababa along with her. Together with Kiya and two friends, who helped with translations and carrying the “nomadic studio tent”, Lawrence spent the Covid lockdown capturing the distinct cultures of rural Ethiopia. “I’ve been to many countries around the world but what I try to do is dedicate time to the same places again and again to get a little bit deeper,” he says.
The collection’s narrative is guided by immersive environmental images, landscapes, and timeless still-life compositions. As Joey L aptly puts it, “You really have to dive deep and get past the first layer because the photos are about humanity and people, not just the place itself.”
The book cover showcases a rare portrait of Fentale and Woday, two Kereyu men who travel to the weekly market to trade camels and try to meet potential wives with their meticulously adorned hairstyles. A scene involving a Hamar woman from the Omo Valley, sitting on the back of a motorbike while cradling a goat in her arms. There is Captain Amsale, a charismatic pilot of Ethiopian Airlines, who made history as the first to lead an all-female flight crew on an international journey.
