User:Emperor Production

Pedram Shaerzadeh: Merging the Traditional and Modern with New Era Prints on Leather Pedram is an LA-based artist with a unique vision and work technique that makes him stand out from the crowded artistic field. Growing up in a family of artists and photographers, Shaerzadeh has been an essential part of the creative industry in Iran and United States for the past 20 years. In 2020 , he officially established his artistry production business, Emperor Production.

About the artist Based in Hollywood, CA, Shaerzadeh specializes in a unique creative technique of literally merging modern film, photography, and video with traditional material and paint art. He comes from a strong family background in photo production and inherited the talent and learned the skills from his father and grandfather. He is commonly considered as the inventor of the ‘New Era Print’ art style. The artist initially received an Associate of Arts degree from Paradise Valley Community College and a Bachelor’s in Cinematography and Film Production from Arizona State University in 2014.

Artistic work Shaerzadeh refers to his unique work as ‘New Era Print.’ This art technique was named by Shaerzadeh and merges the processing and developing film on authentic leather using paint and physical layers to add further effects, giving it a unique edge. This artistic style emerged as the leading combination of traditional and modern techniques for physical art objects. The leather is handcrafted and selected from high-quality, authentic pieces by the artist himself. The art creation process consists of more than one technique and medium, namely print, paint, and leather. Shaerzadeh’s work is one-of-a-kind and has recently become increasingly popular in Los Angles, which led the artist to incorporate his own studio.

The work gives off a vintage and antique feel, leading many viewers to describe it as having a true legacy and charming vibe. Each piece of art created by the artist is unique, and most of Shaerzadeh’s work is based on commissions that involve the art buyer in the creation process by supplying the initial photograph or video still.

Shaerzadeh believes that his idea of this unique leather vintage style print is a reflection of his journey in life, as society, industry, and technology rapidly advanced. As the digital age made manual skills redundant, and removed many artistic tasks that used to be done by hand, the digital age started to also add many capabilities for artists to illuminate the quality of their work in different ways. The artist states, “after achieving art perfection in the digital age, something was missed – and it was the art of hand and suddenly something emerged in me that art can be done through physical layers instead of a digital look.”

Shaerzadeh was inspired by the print processing of Digital Atelier Academy after thinking about a print on leather surfaces decades before. The artist likes to point out that printing on leather can highlight characteristics that many other printing surfaces cannot, such as a unique vintage look, antique style, and composition of two different media formalizing the artist’s craft and design.

Shaerzadeh explains: “This is what is makes my work unique and different. It is not possible to create such processing and looks with Photoshop, it cannot be done. This is why I call it ‘New Era Print,’ because it merges the traditional with the modern.”