It all started with an instamatic. His mother bought it for him  when he was seven. By nine he had built a makeshift studio in the spare room: a white sheet on the wall and a speaker as a prop. His seven-year-old sister, Maria Elaina, and three-year-cousin, Cheryl, were the models. Socko would wardrobe them for their shoots. He remembers taking his mom's mink stole and rapping it around his cousin so that you could only see her little pale face surrounded by mink. He and his family laugh at the photos today, but he can see through the pictures that, even then, he was beginning to develop an instinct for composition. Through high school in Campbell he took the requisite art classes. He was a smart student and 'smart ass'. He dabbled in photography, but it wasn't the priority then that it became later. Once he graduated, he started putting all his time into photography. He completed his B.F.A. in photography at YSU, and credits professor Richard Mitchell in the art department for putting him on the straight and narrow and forcing perfection out of him on the technical aspects of the art. The other individual who influenced the business side of Socko's photography is Nick Delfino, co-owner of Multi-Media ad agency. By being around Delfino and an ad agency atmosphere, Socko developed another instinct: marketing.  Those skills have helped him cultivate his network of agencies and publications. Socko is the cover photographer for both Speed-of-Sound and Metro Eye. His father, Socko Gaetano (former owner of Gaetano's Restaurant near the Youngstown airport in Vienna) and his mother, Margie Falleti-Gaetano (stylist) imbued Socko and his sister with a strong awareness of fashion and trends. In talking with Socko about creating great fashion photography, he responded: "Fashion photography is about selling something. Whether I am selling my work (my style, my creativity), or selling a model (her looks, hair, eyes, etc), or selling the style of an agency (their flavor or people, their attitudes, their standards), that's the basis for fashion photography: you're selling. That's the business end of it. The artistic end is how you choose to creatively and innovatively sell it, and that is dictated by who you're aiming to please through these images." Socko's photos have a feel of their own, as is the case with any excellent artist. His favorite photographer? Herb Ritts. Why? "It's clean, compositionally strong, great tones, his images captivate me like I want to captivate people with my work." If he had his way, he would photograph in black and white all the time. He can't really explain why he favors the aesthetics of black and white over color, except that he finds it more pleasing to his eye. Perhaps it's because there is no color to distract, and the eye can become more engaged in the heart of the photograph: the composition. So, what has to come together if you're using a fashion photo to both sell and make an artistic statement? "Movement, emotion, attitude, expressed through great composition. Capturing a sense of magic and a compelling image at the blink of the shutter. The technical end is easy, but it's dazzling someone that intrigues me!"

...Standing in the middle of a posh party in New York, Henry Leonard Michael Gaetano III knew he had yet to arrive permanently in the city, but when he does, the doors will be open.

Socko was talking with representatives of such modeling powerhouses as 'Ford' and 'Elite' at the crowded party. Someone from 'Details' magazine was in the room and interrupts. A bunch of people gather around a supermodel in attendance. "Here I am, a graduate of Campbell High School at a garden party in New York City." said Gaetano, known as SOCKO, a nickname handed down from his father.

"Some of the people were so pretentious and fake, but here I am with Elite, Ford and Zoli to compensate. I'm here, I haven't arrived yet, permanently, but my foot is definitely in the door."

THE BUSINESS: Gaetano, 29, has seen his fashion photography business grow tremendously during the last few years. What started as a three-city affair has bloomed into 27 states. He still maintains an office in Campbell and a studio on the campus of Youngstown State University, but out-of-state offices and a new studio are inevitable.

"This has moved very quickly for me," he said. Not only does Gaetano shoot models for modeling agencies, he also books models he has under contract for commercial print jobs. He admits it would be easy to do graduation pictures and weddings, have normal hours, but that is not what he wants. "I can turn around and start shooting graduation pictures and weddings and make lots of money with a much easier schedule, although that is not what I want out of my life, I'm successful right now doing what I like, no matter how difficult it is," Gaetano said.

"If I'm going to stay in this, I'm going to do it right. Could you imagine what the modeling agencies or clients would think if I was shooting weddings on the side or something? They would wonder how serious or successful I am?" he said.

THE MOTIVATION: The belief that a payoff will one day come his way keeps Socko motivated through his 17-20 hour work days. "I work too hard not to take this 100 percent seriously," he said. "I have no personal life. My life is my business. To some day get the cover of 'Vogue' or 'GQ' I have a lot of work to do."

Even if the cover of nationally known magazine does come his way, he figures it probably won't be enough; he is the type of person who will never stop wanting more. "I want to be revered as one of the best," he said. "I definitely want to make my mark. I don't think I'll ever get to where I want to be. I will always want to go that step beyond."

Right now, Gaetano is still taking cautious first steps. He calls himself a 'test photographer,' (predominately shooting models for their portfolios) and one of the more widely used ones this half of the country. He constantly works on his book (portfolio) and has some national, regional, and local commercial print accounts. He feels a move to a major market is not far behind.

"I don't think you should ever believe you are the best photographer or the best at anything, but I know I market myself well," he said. "I'm a great package to work with, I think my name definitely helps, plus I am good at hair and makeup as well as photography.

There is no handbook that is the guide to being a fashion photographer or even the guide to modeling. There is nothing that maps your steps out for you, and even if there was, it works different ways for different people. You just have to learn, so I think I'm smarter at this now, then six months ago and I'll be smarter six months from now."

“I’m a classic workaholic.  Fifteen minutes  after I get up in the morning I am in the office working,” said Socko, nationally recognized Fashion Photographer.   His real name is Henry Leonard Michael Gaetano III.  He was born and raised in Campbell, Ohio, where he also graduated from high school.   At birth he was given the nickname ‘Socko’, which stemmed from a family tradition.  Prior to the birth of his father, Socko’s uncle used to play with a sock doll he named Socco (which was the spelling for the doll).  After his father was born, his uncle gave the sock doll to his grandmother and said he would no longer this doll because he had his own real ‘Socco’ (referring to Socko’s father).  The nickname stuck and was passed down to young Henry Leonard, which received it’s own spelling.
    
Socko’s love for photography developed early in life.   At the age of seven, his mother (Margie Falleti-Gaetano) bought him an instamatic camera.  With his mother working as a stylist, and father owning a popular restaurant, Socko developed an early awareness of fashion and trends.  At age nine he set up a studio in a spare room by putting up a homemade backdrop and using his seven year old sister, Maria Elaina, and his three year old cousin as models.  His natural ability became evident when he took some amazing frames by using one of his mothers’ furs that he wrapped around the girls, leaving only their faces exposed in a sea of mink.  The photo became a big hit among relatives.
    
At age thirteen Socko continued his love for photography and was taking graduation photographs of his family and friends.  He said smiling he would earn about thirty dollars during a good week.  “I began developing my marketing skills as early as those days,” Socko noted.  “It was hilarious because I was only in my early teens,  but I knew I had to cover my overhead, so I charged one dollar per photo for graduation pictures.”  He continued to excel at Photography and his high school art courses.  At age seventeen he entered Youngstown State University, but midway through decided to put college on hold and to take a break.   With close family members in various parts of the country, Socko decided to make a change and  move to Denver, Colorado.  Prior to leaving Youngstown, his photographic equipment was stolen from a robbery at his family home.

He stayed out west for two years and never had the extra money to replace his stolen equipment.   His indulgences in the art suffered, but the break from his slow growing career helped him gain a dead-on focus for the goals of his career.  He returned to Youngstown State University at age twenty-three and went back to school where he received a Bachelor of Fine Arts Degree on his twenty-fifth birthday.  He attributes most of his creative successes, during this time, to a special and difficult instructor.  “I credit Professor Richard Mitchell with helping me develop my technical skills in the craft of Photography,” Socko said.  When Socko graduated he only had about three hundred dollars to his name.  Using the minimal funds,  he produced his first promotional brochure that slowly got him in the door with several fashion and commercial agencies.  At this time his current business began to consistently grow slowly.
    
Today, at age thirty-five, Socko still unbelievably keeps his  beautiful home in Canfield, Ohio.  He said to me, “It’s home to me and  I have to travel regardless, so why not do it from my hometown.”  In between his weekly travels to various cities to service many agencies,  he occasionally will work with models and talent directly from his location there.  The Photographer spends most of the mid week going over client’s proofs via phone and the internet while working in his own customer service department with his assistants in Ohio.  His workday begins a half hour after waking in the morning.  “The nice thing about working from home is that I can take a break whenever I want so  it doesn’t feel like I work the long hours that I do,” he said.  “The other day, after being swamped, I took a ten minute breather and vacuumed the carpet in my living room.   Then I returned to my office, refreshed, and ready to go again.”
    
Socko handles almost eight hundred clients each year.  His main focus is fashion and commercial print portfolios and composite cards (mass produced cards which solicite models and talent to clients), which he does for some of the nation’s top modeling agencies.  Most of the actual shooting  is done on the weekends.  His office will line up several  models at a specific location and Socko and a field-assistant will spend Friday, Saturday, Sunday and sometimes Monday preparing and testing (shooting) them.   To better serve his out-of-town agencies, Socko will rent apartments, bed and breakfast’s, or various homes across the country which he uses as studio space when he frequents that city.  “It keeps my locations in reoccurring cities, ever-changing,” says Socko.  He explained that it is common for a photographer in this industry to rent an apartment instead of spending a fortune on a studio in a large metropolitan area.  He plans to add a permanent space in Chicago soon because of the growing demand for his services in that city.
    
His fashion and commercial styled photographs are respected as a statement of perfection with agencies because of the success of his working philosophies.  He never pre-plans a photo shoot, but instead goes with the flow when he is on location.  He rely’s most often on spontaneity and comfort between he and his subject to get great shots.  “I recall a shoot I did in Philadelphia,” he said.  “I didn’t know that the street I was shooting on was hosting a parade that day.  So at the last minute I asked the models to pose in front of the parade route and I shot them using the parade as background.  The shots turned out great!”
    
Besides his photography, Socko also does the hair and makeup for his clients prior to their shoot.  He keeps involved in all aspects of his business.  He said he has little personal life, as most serious business owners, but has devoted his every waking hour into his craft.  He said, “Productive time for me is when I have a telephone or camera in my hand!”

James Brown, Godfather of Soul, Hollywood, CA
Ray "Boom Boom" Mancini, W.B.A. Lightweight Champ, Los Angeles, CA
Representative James Traficant, U.S. Congress D-Ohio, Washington, D.C
Elite Model Management, New York, NY
Zoli Model Management, New York, NY
The Lyons Group, New York, NY
Cameo Models, New York, NY
Lure Models, New York, NY
Kick Live Records (Big Engine), New York, NY
MMG Models Miami, FL
Boss Miami, Miami, FL
Susanne's A+ Talent, Chicago, IL
Specs, Montreal, Canada
Nexus Model Management, Rochester, NY
Classic Model & Talent, Basking Ridge, NJ
Webb Model Management, Boston, MA
Marilyn's, Greensboro, NC
First Impressions, Tampa, FL
MTM Detroit, Plymouth, MI
Joyce's Stars, Evansville, IN
E. Thomas Bliss, Seattle, WA
Nine Models, Portsmouth, RI
Capella Model Management, Thomasville, GA
Carolina Talent, Charlotte, NC
Ice Model Management, Charlotte, NC
Elan Agency, Arlington, VA
Nova Models, Inc., Baltimore, MD
Boom Model & Talent, Tampa, FL
Global Model Registry, Orlando, FL
U.S. Models, Rochester, NY
Chas'n Powell, Rochester, NY
Christensen Group, Orlando, FL
Stella Brown Agency, Orlando, FL
National Health and Fitness, Orlando, FL
Kristi's Talent, Denver, CO
Femminique Les Hommes, Detroit, MI
Ta-Dah Productions, Detroit, MI
Productions Plus, Detroit, MI
The Sierra Centre, Philadelphia, PA
Donna Bellajack & Co., Pittsburgh, PA
Docherty Models & Casting, Pittsburgh, PA
The Talent Group, Pittsburgh, PA
Dolche Vie, Pittsburgh, PA
Laura Ross Talent, Pittsburgh, PA
Vision Models, Erie, PA
AJB Models, Erie, PA
Rianna Model & Talent, Erie, PA
Excel Model Management, State College, PA
Charles Nevasky & Co. DBA: Falcone Suits, State College, PA
SAH Inc., New Castle, PA
Donna Roth Studios, New Castle, PA
Go International, Columbus, OH
CB Group, Cleveland, OH
Z Model Management, Columbus, OH
Z Model Management, Akron, OH
Paper Dollz Model Management, Akron, OH
Traque Models, Toledo, OH
Demensions Plus, Toledo, OH
David & Lee Model Management, Cleveland, OH
Taxi Model Management, Cleveland, OH
D'Avila Model Management, Cleveland, OH
About Face International, Cleveland, OH
Model Makers, Akron, OH
Rainmaker's International, Cleveland, OH
Protocol Models, Akron, OH
Pro-Model Management, Akron, OH
Michael Scott Agency, Columbus, OH
Sozo Models, Dayton, OH
Bette Massie Agency, Dayton, OH
Easy Street Productions, Youngstown, OH
All Star Model & Talent, Youngstown, OH
The Youngstown Playhouse, Youngstown, OH
Art-Attack Studios, Youngstown, OH
Cafaro Corporation DBA: The Eastwood Mall (Niles, OH), Mill Creek Mall (Erie, PA)
Multi-Media Creative Services, Youngstown, OH
Metro Eye Monthly, Youngstown, OH
Speed-of-Sound Magazine, Youngstown, OH
Vibe Magazine, Youngstown, OH
DeVoe Video Productions, Youngstown, OH
Farris Advertising, Youngstown, OH
May Design Advertising, Boardman, OH
Anne & Co. Plus Size Clothing, Boardman, OH
Carol Vecchareli Designs, Boardman, OH
Lator Clothing, Akron, OH
Classic Imports Clothing, Inc., Wooster, OH
Mahoning Valley Republican Party, Youngstown, OH
Thomas E. Marsh, Inc., Youngstown, OH
Janis Interiors, Youngstown, OH
Es Bonita, Youngstown, OH
102 JAMZ, Youngstown, OH
Whoz Who, Youngstown, OH
Our Style, Youngstown, OH
Saturn Automobiles, Niles, OH
The Colonial House, Youngstown, OH
Warren Fabricating, Warren, OH/ Master Painting & Sheeting, Youngstown, OH
Watch What Develops, Boardman, OH
Youngstown State University--National Football Champions, Youngstown, OH.

Peter Glenn Publications, New York, NY
The Madison Avenue Handbook, New York, NY
The Dallas Weekly, Dallas, TX
The Pittsburgh Post Gazette, Pittsburgh, PA
Passion Hair Mazazine, Los Angeles, CA
The Sports Supplements Retailer, Orlando, FL
The Fitness Stop, Orlando, FL
The Philadelphia Inquirer, Philadelphia, PA
The Denver Post, Denver, CO
The Metro Eye Monthly, Youngstown, OH
Speed-of-Sound Magazine, Youngstown, OH
Vibe Magazine, Youngstown, OH
Mahoning Valley's Playbook, Youngstown, OH
The Vindicator, Youngstown, OH
The Warren Tribune, Warren, OH
The Jambar, Youngstown, OH
Phoenix Publications DBA: Boardman Leader, Canfield Leader, Campbell-Struthers Journal, Youngstown, OH.

Speed-of-Sound Magazine
Vibe Magazine, "Cover Story", Youngstown, OH
WFMJ TV-21, "Fashion Focus", Youngstown, OH
WBBG-WBBW, "Denny Lambert Talk Radio", Youngstown, OH
Y-103 "Scott Kelly Morning Show", Youngstown, OH
WHOT, "A.C. & Kelly", Youngstown, OH
WRKU 95 K-ROCK, "Morning Fish Fry", Youngstown, OH.

I am constantly asked, "Is "SOCKO" your real name?"  "Where does your name come from?"  "Did you make your name up for the modeling industry?"  "What derivation is your name?", ...blah, blah, blah?!?  As I am greatly flattered by the interest in my name from clients and the public,  I have decided to add an informative short story to answer the most frequently asked questions regarding my name, "SOCKO". 

To begin, my legal name or birth name is 'Henry Leonard Michael Gaetano III', and my nickname or the name that I have always been called is just simply, "SOCKO".  This is an unusual name that was not prefabricated for the fashion industry or for my own personal ego, but is something that I ended up with LUCKILY!  In relation to my business, I have learned to not only market myself by great images, but also by a catchy name!  My father's legal name is 'Henry L. Gaetano, Jr.', and his nickname is also 'Socco', but spelled differently.  As I was growing up I was always called 'Little SOCKO' or 'SOCKO, Jr.'.  Humorously to this day, 'Little SOCKO' still haunts me when my mother, Margie Falleti-Gaetano, or most of my family members will refer to me.  I don't think I will ever get away from that.

Now to further develop my short story to you, I will now have to explain in greater detail where this name actually comes from, and NO, it is not short for Socrates!  It suggestively and simply comes from a little sock doll, YES a sock doll!  I cannot believe that I am posting this publically on the net!!!  You see, prior to my father's birth my uncle, Guy Paul Gaetano, played with a home-made sock doll that he called 'Socco'.  When my father was born my uncle gave this doll to my grandmother, Sadie Gaetano, and stated that he would no longer need to play with 'Socco' the sock doll because he had his own, real 'Socco' to play with (meaning my father).  To pass this doll's name to my father was some form of a child's 'right of passage' and then signified the acceptance of my father by his older brother.  Hence, coming from a traditional Italian family, the name has now been passed on to me.  Wasn't that cute???  Well simply enough, there you have the embarrassing derivation of my name.  I hope you have enjoyed my story!