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About LJ Portnoy
Co-founder, Chief Executive Officer, Midwest Photography Coverage,
& Editor-In-Chief of SoundCheck Mag
A Life Behind the Lens
For LJ Portnoy, photography isn’t just a profession—it’s a way of preserving moments, emotions, and artistry. Her journey behind the lens began at an early age, inspired by a family friend who worked as a photographer. She spent countless hours recreating photoshoots with her best friend, discovering the magic of capturing emotion through the camera.
But it wasn’t until she attended her first concert at thirteen that she found her true calling. "There was something about freezing a moment in time—the energy, the movement, the connection between the artist and the audience. I knew I wanted to be part of that world," she recalls.
Her deep connection to concert photography became even more personal following the tragic loss of a close friend and fellow photographer, Olivia, at just 17 years old. "She was one of the most gifted photographers I had ever met. I promised myself I would continue capturing everything in her honor, creating magical moments the way she did for others."
With that promise in mind, LJ immersed herself in the world of live music photography, continuously pushing the boundaries of her craft.
The Moment That Changed Everything
One of LJ’s defining moments as a photographer came when she photographed Sabrina Carpenter. "The excitement, the realness, the visual energy—it all swirled together to create magic," she says. The images quickly gained traction, amassing over 850,000 views across social media platforms and spreading through fan communities, Google, X, and Instagram.
That experience became a turning point. "Seeing my work resonate on that level gave me the confidence to truly pursue this. It was proof that my art had a place in the industry. From that moment on, I never looked back."
The Art of Capturing Real
LJ’s approach to photography is deeply intentional. She describes her style as capturing beauty, raw emotion, and realness—always with a strong focus on the eyes. "If you can capture someone’s soul, everything else falls into place," she explains.
She also embraces the ever-evolving nature of photography. "The best part of being a photographer is that you never have to stick to just one thing. You can always experiment, always grow. That’s what keeps it exciting."
Building SoundCheck Mag
SoundCheck Mag was born out of a shared vision between LJ and Rebecca McDevitt—a vision to amplify artists beyond the mainstream and celebrate the full spectrum of live music.
"We saw an opportunity to showcase the indie and underground music scene in a way that other publications weren’t," LJ explains. "While major outlets focus on global superstars, we wanted to highlight the rising artists, the creatives behind the scenes, and the fans who make live music what it is."
More than just a publication, SoundCheck Mag is a community-driven platform designed to bring artists, fans, and industry professionals together. Through artist spotlights, behind-the-scenes stories, and fan-submitted experiences, the magazine offers a unique perspective that goes beyond the surface.
Our Mission:
Beyond the Headlines
While many publications chase headlines from headlining artists, SoundCheck Mag is about telling stories.
"Our mission is to take you deeper inside the music you love, while helping you discover the next big thing along the way," LJ says. "We want to highlight the full picture of the industry—from the musicians on stage to the tour managers, lighting technicians, and photographers who make it all happen."
The Future of
SoundCheck Mag
Though launched in February 2025, the magazine has already made waves. But for LJ, this is just the beginning.
She envisions SoundCheck Mag growing into a leading force in music media, with:
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Monthly digital & print issues featuring exclusive interviews, concert galleries, and deep dives into the industry.
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Brand partnerships & sponsorships to bring fans closer to their favorite artists.
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Exclusive behind-the-scenes content from concerts, festivals, and major music events.
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Live events, ticket giveaways, and artist collaborations that elevate the fan experience.
"We want to bring fans closer to the music in ways they’ve never imagined," she says. "From backstage access to in-depth artist features, we’re creating a magazine that truly immerses you in live music."
Leading
SoundCheck Mag
As Co-founder, CEO, Midwest Photography Coverage lead, and Editor-in-Chief, LJ wears multiple hats to bring SoundCheck Mag’s vision to life:
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Strategic Growth & Innovation – Developing scaling plans, revenue strategies, and partnerships.
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Editorial & Content Creation – Writing articles, concert reviews, and designing magazine pages.
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Concert Photography & Videography – Covering live performances, creating immersive visual stories.
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Website & Social Media Management – Overseeing the magazine’s digital presence and community engagement.
"The best part about running SoundCheck Mag is that every day is different," she says. "One day, I’m photographing a concert. Next, I’m designing a magazine layout or brainstorming new ways to engage fans. It’s challenging, but there’s nothing more exciting than building something from the ground up."
Beyond Photography: A Creative Force
LJ’s creativity extends far beyond photography. She is also a graphic designer, painter, writer, and digital content creator. Over the years, she has published more than 70 articles across various platforms, including LinkedIn, Medium, and personal blogs.
Making an Impact
in the Industry
Beyond storytelling, LJ and her team at SoundCheck Mag are passionate about reshaping the live music experience.
With rising concert ticket prices making live shows inaccessible for many, she sees an opportunity to highlight smaller, more affordable concerts where fans can still experience incredible performances.
"Most people can only afford to attend one to three concerts a year because of how expensive major tours have become," she explains. "But there’s an entire world of smaller shows where tickets range from $25-$100—and these are often the most intimate, passionate experiences. We want to showcase these artists and venues, giving more people a chance to fall in love with live music all over again."
Advice for Aspiring Photographers & Writers
For those looking to break into the music photography or writing industry, LJ’s advice is simple:
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Capture everything.
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Go to as many concerts as possible.
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Build your portfolio—shoot local artists, experiment with different styles.
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Find a publication that aligns with your vision. (Or contact us—we’re always looking for new talent.)
Personal Favorites
and Fun Facts
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Top Artists: Justin Bieber, Jon Bellion, Jonas Brothers, Quinn XCII, Sabrina Carpenter, Kendrick Lamar, AJR, Matt Maeson
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Favorite Albums: Purpose (Bieber), The Human Condition (Bellion), Happiness Begins (Jonas Brothers)
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Dream Artists to Shoot: Justin Bieber, Matt Maeson, Noah Kahan, Quinn XCII, Livingston
A Personal Motto
That Drives Her Work
LJ lives by a simple but powerful philosophy: "Capture everything."
"Every moment is fleeting. If you’re not capturing it, it’s gone. I love pausing time in a moment, in a photograph. In a way, I feel like a time traveler, able to transport myself and others back into that specific moment, if even for just a few seconds. And that’s the superpower that is photography."
With this vision in mind, LJ continues to push SoundCheck Mag forward, shaping the future of music media one photograph, one story, and one unforgettable moment at a time.
