Greg “Kawboi” Johnson…Muskegon, MI

By Doug D. Sims

Before Instagram algorithms, Lightroom presets, or viral TikTok reels, photographer Greg “Kawboi” Johnson was out in the world chasing raw moments with a camera and a vision. From the early days of MySpace and Model Mayhem to being featured in L.A.-based magazines, Johnson carved out his space in the photography world not with shortcuts, but with persistence, connection, and a deep respect for storytelling. His journey—from missed shoots in Muskegon to building an artistic ecosystem in Grand Rapids—is a powerful reminder that your audience will find you when your purpose is clear and your passion undeniable.

Greg Johnson didn’t start out trying to be a professional photographer. What began as curiosity eventually turned into a calling. There wasn’t a single image or person that sparked it—it was more of a steady evolution. A camera in hand became a way to see the world differently, to connect with others, and to document life in a way that words couldn’t.

When it comes to describing his photographic style, Johnson leans into feeling over formula. His work has evolved, sure, but it’s always been rooted in authenticity. He doesn’t believe in forcing a moment. Instead, he allows it to unfold naturally, often leaning into the unexpected beauty that happens when people feel seen, not posed.

For Johnson, a photo is more than a picture—it’s a story, a moment, a message. His environment and personal experiences shape the way he shoots. Whether he’s working with bikes, models, or capturing everyday street life, he looks for the soul in the frame. His gear supports his vision, but it never leads the process. Emotion always takes precedence over technical perfection.

His breakthrough came during the MySpace era, when he discovered the site Model Mayhem. Through that platform, he caught the attention of a magazine company out of Los Angeles. That first opportunity opened the door to more publications and visibility. As he kept posting consistently on Facebook and Instagram, word of mouth carried his name further than he ever expected.

One of the biggest pivots in his journey happened when he transitioned from shooting locally in Muskegon to working with models in Grand Rapids. The reception was different. “Strangers supported me more than people from my own city,” he reflects. That shift led him to a flourishing network of models and collaborators, most notably Rhani Chardae. Their creative partnership, along with the collective energy of 616 Models, helped build a community rooted in mutual respect and support. In an industry often driven by ego, Johnson found harmony.

Balancing the technical with the emotional is a dance he’s learned to master over time. He knows his equipment and how to use it, but the real work happens in the connection between artist and subject. His shoots are collaborative, and he invites feedback on the spot to ensure his clients are happy. “I want people to be satisfied when they walk away,” he says. “That’s what keeps them coming back and spreading the word.”

One of his biggest challenges early on was getting people to show up—literally. He recalls reaching out to local models in Muskegon and being met with no-shows. Rather than give up, he expanded his circle and found people who believed in his vision. That perseverance shaped not just his portfolio, but his mindset.

To aspiring photographers, Johnson’s advice is simple but powerful: “Come into it with the right mindset. Know what you want to get out of it, and have a game plan.” He encourages creatives to build a foundation before diving in, to think long-term, and to stay grounded.

In the end, Greg “Cowboy” Johnson hopes his work leaves people feeling connected—whether it’s through a striking image, a shared experience, or the energy of a single frame. For him, photography isn’t just about taking pictures. It’s about making people feel something.

You can follow Greg “Cowboy” Johnson on Instagram at @Teamkawboy (Cowboy), on Facebook at Greg Kawboi Johnson, on TikTok at @Kawboi, or reach him directly at teamkawboi@yahoo.com.