$150K From Laser Backdrops and Dog Smiles

Issue #180

April 23th, 2025

Quick Hits:

🇨🇳 China’s young pet owners are driving the industry’s expansion

📍Dogdrop announces new location in Austin

💒 Study finds having a dog is as good as being married

😍 Sydney Sweeney’s new puppy has the internet going nuts

🤳 This Border Collie poses next to her ad for Skechers out in the wild

Andrea Castañon’s journey is as vibrant as her portraits. A proud queer Latina artist with over 12 years in high-end fashion retouching (her edits have graced Elle, Harper’s Bazaar, and Vogue), Andrea spent years perfecting dramatic lighting and glossy styling on human models.

In 2018, craving a fun, personal project, she turned her lens toward dogs – especially her own rescue pup, Bowie​. What started as a weekend passion (snapping Bowie’s “school picture” with nostalgic backdrops just for laughs) quickly snowballed.

Friends begged for portraits of their pets, enchanted by Andrea’s distinct aesthetic of retro school-photo charm meets editorial polish​. By the end of that year, Bowie Shoots was born – a tongue-in-cheek twist on glamour shots, starring canine clients instead of supermodels.

Andrea soon left her fashion career to do Bowie Shoots full-time, blending her technical artistry with a genuine love of dogs​.

Business Model – Pop-Up Shoots & Sweet Revenue

Bowie Shoots isn’t a traditional brick-and-mortar studio – it’s a traveling studio of cuteness.

Andrea tours major cities (recent destinations include LA, NYC, D.C., SF, and beyond), hosting one-day pop-up photoshoot events about one to 2x times a month and are typically 6hrs long​.

Each event is limited and typically sells out weeks in advance, as pet parents scramble to reserve a slot.

Let’s take a gander at her offerings and what some potential revenue scenarios might look like using her upcoming shoot in Brooklyn on May 31, 2025, to see what packages are available for booking and then we can extrapolate what 2 events a month for the year could entail…

(NOTE: All of her bookings up until the Brooklyn pop-up have been fully booked out)

This model shows how a highly stylized, emotionally resonant photography business like Bowie Shoots can thrive by keeping operations lean, aesthetic bold, and bookings in high demand.

Instagram – The Growth Engine Behind the Glam

On Instagram @bowieshoots, her following has swelled to over 58K followers as of this writing.

Each city pop-up fuels a cult-like following: local pet owners proudly share their pup’s Bowie portraits online, which in turn attracts new fans in the next city.

Bowie Shoots’ feed is instantly recognizable at a glance – a riot of neon laser backgrounds, dogs in retro costumes, and cheeky 80s/90s vibes.

Andrea amplifies engagement with behind-the-scenes clips of the photo shoots, funny before-and-after reels, and big costume reveal moments (imagine a bulldog donning a tiny graduation cap or a Pomeranian in full prom queen regalia).

Her knack for tapping into pop culture and meme-worthy humor keeps fans hooked. This playful content humanizes the brand and extends its reach. It also doesn’t hurt that a few celebs and their dogs have been clients, bringing their large audiences with them. In short, Instagram isn’t just a portfolio for Bowie Shoots – it’s a community hub and marketing machine that fuels demand in every city she visits.

The Power of Nostalgia – Why Pet Parents Love It

Part of Bowie Shoots’ magic lies in nostalgia. Andrea cleverly mimics retro school portraits and old Olan Mills-style studio shots, transporting pet owners back to their own childhood picture days​. Seeing a dog posed like it’s “picture day” in 1992 is inherently funny, but it’s also heartwarming.

For many millennial and Gen X pet parents, these portraits hit an emotional sweet spot. They remind us that our dogs are family – as cherished (and as photo-worthy) as any kid taking a yearbook photo.

Bowie Shoots balances humor with sentiment: a pug in a turtleneck against a sepia backdrop might make you chuckle, but it also looks strangely sincere, like a treasured family keepsake. “The photos are silly and cute but also a heartfelt keepsake for families,” Andrea explains​ in an interview with Always Pets.

Clients often come back year after year for annual doggie school photos, watching their pups “grow up” in the portraits just as we did in grade school​.

By blending high-end styling (gorgeous lighting, professional retouching) with deliberately kitschy backdrops, Bowie Shoots taps into a collective nostalgia that turns a novelty photo into an heirloom.

It’s a powerful reminder that in the pet industry, emotion rules – making people smile (and maybe tear up a little) is the real product being sold.

Press Coverage – From NY1 to The Dodo

This quirky business model and visual style proved irresistible to the press, giving Bowie Shoots an extra credibility boost. Early on, NY1 News (New York’s TV news channel) featured Andrea as a rising entrepreneur, recounting how she quit her job to turn “school photos for dogs” into a full-time gig and quickly expanded cross-country​.

That TV segment, along with write-ups in Yahoo Lifestyle and viral content on BuzzFeed and The Dodo, introduced millions to Bowie Shoots’ adorable images​. Industry interviews have followed as well – for example, CanvasRebel Magazine profiled Andrea’s artistic journey and her business ethos.

All this press not only validated the concept, but also drove even more followers to her Instagram and website. For Andrea, these features have been more than just vanity milestones – they’ve built trust.

New clients often mention they saw Bowie Shoots on the news or their favorite blog, making them confident that this is the real deal and worth the ticket price. In an industry where pet services can blur together, that kind of authentic buzz is priceless.

Community & Philanthropy – Bowie Cares

Andrea’s ethos of love and community shines through in Bowie Shoots’ philanthropy. From day one, she has woven giving back into her business model.

A portion of every shoot – 10% of net proceeds from each event – is donated to local animal rescue organizations in whatever city she’s working.

Those small percentages add up: to date, Bowie Shoots has donated over $17,000 to non-profit animal rescues across the U.S. 

The initiative, branded as “Bowie Cares,” doesn’t stop at donations. Andrea uses her platform to spotlight adoptable pets and rescue groups, and even launched an advocacy mission in her native Bolivia to help street animals​.

This strong social-good component amplifies the emotional branding of Bowie Shoots. Pet parents are proud to support a business that not only delivers joy to them but also tangibly helps animals in need.

It creates a virtuous cycle: fans feel connected to a larger purpose, rescues get funds and awareness, and Bowie Shoots differentiates itself as more than just a for-profit venture.

In a sector as passionate as the pet industry, that genuine heart can be a serious competitive advantage. Bowie Shoots isn’t just selling cute photos; it’s spreading a message of love, rescue, and inclusivity – and clients are here for it.

Carving a Niche – Bowie Shoots vs. The Dogist & Others

In the booming world of pet photography, finding a niche has been key to Bowie Shoots’ cult success.

Consider The Dogist, perhaps the most famous dog photographer, known for street-style snapshots of pups he meets in city neighborhoods. The Dogist’s images are candid, on-the-fly, often outdoors – essentially the “Humans of New York” for dogs.

Andrea Castañon took the opposite route: a staged, studio vibe that deliberately echoes school portraits and 1980s Glamour Shots. Where others go for authenticity and natural moments, Bowie Shoots goes for campy theatricality – and it works.

By focusing obsessively on this one style, Andrea has owned the “pets as kids in a portrait studio” space. It’s a hyper-specific lane, but her loyal clients and viral buzz prove that specialization can breed devotion.

Pet parents who vibe with her aesthetic won’t settle for a generic pet photo; they wait for Bowie Shoots to come to town. Meanwhile, those who prefer a casual snapshot might go to a competitor – and that’s fine.

The pet industry is vast, and Bowie Shoots shows that differentiation is everything. In fact, Andrea often cites how all her worlds collided to shape this niche: her fashion-retouching polish, her experience as a children’s yearbook photographer, and her identity as a dog mom​. No one else can replicate that mix.

By being herself and leaning into a unique style, she’s built a brand that stands apart from the pack. The takeaway for any pet entrepreneur: find what makes you special, and double down – there’s an audience out there for almost anything done with passion.

Personality, Nostalgia & Heart

As Bowie Shoots’ story shows, a creative, story-driven approach can transform a niche idea into a thriving business. Andrea Castañon struck a nerve by infusing her venture with her own personality (artistic, playful, inclusive) and a hefty dose of nostalgia. In doing so, she turned pet photography into something fresh and buzz-worthy.

For pet industry entrepreneurs and execs, it’s a reminder that differentiation and emotional connection are king. Whether you’re launching a service or a product, weaving in humor, sentiment, and authenticity can elevate your brand from just another name into a beloved community fixture.

Bowie Shoots isn’t just making cute pictures; it’s making memories and spreading joy, all while staying true to a unique vision. And that is one hell of a business.

WINNER 🏆️ : DOGGYDEX

 Proudly introducing the DoggyDex™, an index comprised of 10 publicly traded companies whose primary focus is the dog/pet industry.

List of tickers used can be found below.

The yellow line-plot in the chart represents these companies above (DoggyDex™) and their combined performance against both the S&P 500 and Bitcoin on a weekly basis.

Pawformance is measured by % gains & losses.

• $CHWY - Chewy: E-commerce platform for pet supplies

• $IDXX - Idexx Labs: Vet point of care instruments and vet software

• $FRPT - Fresh Pet: Pet food company

• $ELAN - Elanco: Manufactures pet disease prevention products

• $PETS - PetMeds: Online pet pharmacy

• $ZTS - Zoetis: World's largest producer of meds and vaccines for pets and livestock

• $TRUP - Trupanion: Pet insurance company

• $WOOF - Petco Health & Wellness co.: Pet health & wellness company

• $BARK - BarkBox: Subscription service providing dog products, services, and experiences

• $PET - Wag! Group Co.: Tech platform that allows pet owners to connect with industry professionals for services such as walking, training, etc.

The pet cancer therapeutics market is on a strong upward trajectory, growing from $0.39 billion in 2024 to a projected $0.65 billion by 2029 - an impressive CAGR of 10.7%.

This growth is being driven by increased pet ownership, longer pet lifespans, and rising awareness of cancer treatment options among pet parents.

More owners are willing to pursue advanced care, including chemotherapy, targeted therapies, and even immunotherapy for conditions once considered untreatable in animals.

According to additional insights from WhaTech, the market is also being transformed by innovations in veterinary oncology and a shift toward personalized medicine for pets.

Pharmaceutical companies are investing in R&D for more effective and less invasive treatments, including canine-specific biologics and oral therapeutics. The U.S. remains the dominant player in the space, thanks to its robust veterinary infrastructure and high pet care spending. For entrepreneurs and investors, this signals a high-growth niche where cutting-edge biotech is meeting the emotional economy of pet care.

You reached the end, you deserve a treat 🍖

Be part of the pack - For more news, links, and entertainment, follow us on social media (links below) and fur - ward this to your best human friend.

See you Friday!