This article examines the affective labor of nightlife photographers within the surveillance economy of social media. I examine nightlife photographers as "below the line" cultural laborers who employ their identities and communicative capacities to create and circulate images of nightlife online. These images stimulate interaction that can be watched, tracked, and responded to by the databases of social media. The study draws on interviews with nightlife photographers to examine how they account for the creative and promotional aspects of their labor. I argue that the analytical capacities of social media databases, and the modes of promotion they facilitate, depend in the first instance on the affective labor of cultural intermediaries like nightlife photographers.