In 1999 James was invited to shoot backstage at the infamous Woodstock ’99 concert during the performance of the legendary James Brown. it ignited a new passion for him ,and in the years since James has been given all-access to many exceptional concerts and live events. Aligning his solid relationships in fashion and music, James became the lead photographer at the global phenomenon, The Victorias Secret Fashion Show

James states:

“I have often likened my extraordinary backstage access to being the janitor in the closet at the White House – putting me in the hot seat to capture a historic first-hand account.”

The Backstage Secrets series features:
Ariana Grande, Alessandra Ambrosio, Barbra Striesand, Justin Bieber, Gisele Bündchen, Lady Gaga,  Black Eyed Peas, Cara Delevingne, Toni Garrn, Elsa Hosk,Selena Gomez,Bella Hadid, Gigi Hadid,Taylor Hill, Rosie Huntington-Whiteley, Miranda Kerr, Kendall Jenner, Seal,Heidi Klum, Abby Lee Kershaw, Karlie Kloss, Doutzen Kroes, Adam Levine, Adriana Lima, Bruno Mars, Stella Maxwell, Barbara Palvin, Nicki Minaj, Katy Perry, Rihanna, Behati Prinsloo. Lais Ribeiro, Josephine Skriver, Sara Sampaio, Ed Sheeran, Romee Strijd,  Jasmine Tookes, Candice Swanepoel, Taylor Swift, The Weeknd, Justin Timberlake, Liu Wen and others.

His bestselling volume ‘Backstage Secrets’ first launched in Shanghai at Harbour City in 2017.