Originally from upstate New York, Matthew Brady came to the city in search of opportunities. He quickly learned the daguerretoype process and set up a portrait studio. The process took hours depending on the lighting (and there were even vises invented to help people maintain their poses). Unlike traditional portraits which could be flattering to the sitters, photographs couldn't do that. He was noted for his ability to make his sitters comfortable and relaxed. He was also very good at self promotion, and became the first celebrity photographer as he photographed many of the political and artistic figures of the day. During the Civil War, he organized a group of photographers to document the war which was the first time the carnage of battle was brought home to the people.