The guys at Power Shovel are interested in “communication” and “individualism” in relation to photo and sound. PowerShovel was born out of passion for photography and music. They first sought to introduce the Russian camera (such as Holga and Lomo) into Japan. They think of these types of cameras as ‘sketch books’ or diaries, a thing that loosely and easily records a bit of your life.
Just as how people thought, after CDs
appeared, that the noise of analogue records was eloquent, after the
appearance of digital cameras, people are starting to feel something
more than mere nostalgia towards analogue cameras.
Their business first originated from producing and distributing analogue cameras. The business soon branched out into publishing books and CDs from its own laboratorial labels called PowerShovelBooks and PowerShovelAudio. They are pumped on what they do and their goal is to have, “have today in laughter and in delight.”