PictureGroup, a music and entertainment media production company
launched by photographer Frnk Micelotta last fall, has announced a merger with Elevation Photos. Founded by Mick Magsino in 2008, Elevation Photos says it has a thriving photo assignment business with a focus on fashion and entertainment.
PictureGroup offers entertainment companies an integrated solution for producing, distributing, licensing, archiving, marketing and managing photography needs and assets. The company’s current clients include BET, Columbia Records, Comedy Central, Fox, MTV, MySpace and others. PictureGroup has a strategic alliance with The Associated Press to license photos through AP Images.
Elevation Photos works with clients that include InStyle, H&M, QVC and the Hamptons and Sarasota Film Festivals, expanding PictureGroup’s business beyond music and entertainment.
The merger reunites two photo industry veterans. PictureGroup’s Micelotta founded ImageDirect in 1998. Magsino started his career at Corbis, later moving to work for ImageDirect. When it was acquired by Getty Images in 2003, both Micelotta and Magsino went to work in the entertainment division of the Seattle company.