Each year, in a specially created backstage area called Analog Echoes, artists are photographed just moments before stepping on stage. The portraits are taken quickly and unobtrusively within no more than 10 minutes out of deep respect for the focus and time each performer needs before a live show.

Photographer George Achov works with a medium format analog Rolleiflex camera, capturing honest emotions and unfiltered presence. His approach is rooted in spontaneity and ease, allowing artists to remain fully themselves at one of the most charged moments of the festival day.

George Achov is a music photographer dedicated entirely to traditional analog processes, working with a wide range of film formats from 35mm to large format. His passion lies in documenting musicians in all their dimensions, from live performances to album covers, with a strong focus on authenticity and human connection beyond the stage.

Through the Lens: Analog Echoes of Sofia Live Fest is more than a photography project, it is a living archive of the festival, a visual echo of the encounter between music, moment, and identity.