Podcast Summary

Podcast: The Portrait System Podcast
Host: Nikki Closser
Guest: Ivan Weiss (London-based portrait/headshot photographer)
Episode: How Ivan Weiss Infuses Uniqueness & Creativity Into His Headshots (Re-Release)
Date: December 19, 2025

Episode Overview

In this episode, Nikki Closser interviews Ivan Weiss, a renowned London portrait photographer known for elevating headshot photography into an art form infused with creativity, emotion, and individuality. They explore Ivan’s personal and creative journey, his distinctive client-focused business model, practical studio setup, and approach to both the artistry and business sides of photography. Ivan shares insights about designing a sustainable photography business that nourishes artistic growth, while providing actionable advice for photographers at any stage.

Key Topics & Insights

1. Background, Early Influences, and Creative Evolution

• Ivan’s father was a photographer, so he grew up surrounded by cameras, darkroom chemicals, and photographic prints (07:25).
  • Quote: “...at the age of about seven, my dad gave me a Canon A1, which is a pretty decent camera for a seven-year-old.” (07:55)
• Photography was always present, but Ivan didn’t consider it a career until years later; originally, he was discouraged from pursuing it academically (08:38).
• Ivan lived in Florence and Bangalore, which contributed to his visual sensibility and led him to take photography more seriously (02:30, 02:41).
• Transitioned from analog to digital, embracing the efficiencies and creative freedoms of digital photography (11:34).

2. Defining His Artistic Approach

• Ivan doesn’t distinguish sharply between headshots and portraits—every image is about capturing a person’s essence (04:08).
  • Quote: “I’m not really fond of making distinctions between headshots, portraits. They’re pictures of people.” (04:08)
• The “constant evolution” of his work is a core value—“the thing that I want to do is to always be able to make the pictures that I want to make” (05:19).

3. Building a Distinctive Business Model

• Ivan’s business model is inspired by, but customized from, what he learned from Headshot Crew (Peter Hurley) and the TNT system (Tony Taafe) (16:08).
• No Packages, No Time Limit:
  • Clients pay a session fee with no time limit and then choose and purchase individual images (“per image”) after the session (17:15–19:32).
    • Quote: “You have a session fee and no time limit. And then at the end of the session, the client chooses the number of images that they want to keep, and you charge per image for that.” (17:12)
• This model incentivizes both creativity and client satisfaction, as Ivan is motivated to produce more images clients want to buy (18:20).
• Risks are balanced with an appropriate session fee, ensuring sustainability even if clients choose fewer images (25:16).

4. Practicalities: Studio Setup & Workflow

• Ivan operates a live-in studio—no commute, maximum efficiency, and flexibility (24:44).
• Only one client per day, focusing on personalized, immersive sessions (26:10).
  • Quote: “At the end of a shoot, I’m pretty much useless for a while. I put a lot into it and I need a little rest and that's a good thing...” (26:21)
• Pricing: £400 session fee + £50 per image; average client purchases 6.3 images per session (27:30).
• In-home studio features high ceilings, large windows, and permanent kit setup; most lighting is continuous (Westcott Flex, Nanlite Forza series) (42:42–44:55).

5. Marketing Philosophy & Client Acquisition

• Consistent, gentle presence is key: Ivan aims to quietly put his work in front of new people multiple times per week across platforms (28:20).
  • “If I get my work in front of a thousand people, 100 people will notice, 10 people will say something and two people will book me.” (28:20)
• Website and social presence are seamless, modern, and easy-to-navigate.
• Long-game strategy: Many clients return years after an initial contact or exposure—patience and persistence are crucial (31:25, 32:38).
• Harnesses social proof—clients often come after seeing his work with their friends (33:35-34:13).

6. Philosophy on Rules & Personal Expression in Portraiture

• Ivan questions rigid rules about headshot/portrait photography, emphasizing client individuality (35:15–36:45, 37:45).
  • Quote: “Rules are a useful thing when you're learning … but ultimately, I think I'm doing my clients a disservice if I'm not making pictures that I find interesting.” (35:30)
• Deeper connection and expression matters most over technical perfection (40:49–42:25).
  • Quote: “The secret to getting great expressions from people … is get them engaged, talk to them, have them talk to me about something that they find interesting...” (38:24)

7. Dealing with Limitations & Being Resourceful

• Advocates versatility in gear and setup; can work with minimal kit if needed, stresses knowing how to adapt to unique conditions (48:29, 50:24).
• Examples: On-location shoots with special needs (e.g., subject with concussion, no flashes or bright lights) (50:24).

Notable Quotes & Memorable Moments

• On Artistic Satisfaction as the Core:
  • “I think that the artist and making sure the artist is satisfied is the most important thing. And that’s certainly what I use to kind of lead all of my decision making.” (06:29, repeated early on at 00:35)
• On Evolution and Creative Growth:
  • “I hope that I’m always in that position to be able to do the work that I want to do.” (05:18)
• On Pricing Model:
  • “The longer I shoot, the more money I’m making.” (22:27)
• On Social Proof and Trends:
  • “At that point, you have become … a sort of trend, right? The people in that small social group are doing this thing now ...” (33:49)
• On Expressive Portraits:
  • “The great picture is great not because of the catch lights or lack thereof. It’s great because it gives you an emotional response.” (41:17)
• On Getting Started in Photography:
  • “Don’t think about making art, just get it done. Let other people decide if it’s good, if it’s bad... And while they’re thinking about that, make more art.” – Andy Warhol, cited by Ivan (53:59)
    • Ivan’s comment: “Doing photography is the bit that counts.”
• On Patience and Persistence in Business:
  • “Understand that it’s a long game, but that means that you can play every day … do something every day.” (56:45)

Important Timestamps

• [04:08] – Ivan’s approach to headshots vs. portraits
• [07:25] – Early immersion in photography, family influence
• [12:50] – Transition from hobbyist to professional, finding his genre
• [17:12] – Explanation of the “session fee + per-image” business model
• [24:44] – One-client-per-day, in-home studio workflow
• [27:30] – Pricing breakdown: session fee and per-image cost
• [31:25] – Marketing: The long game and persistence
• [35:30] – Artistic rules and why Ivan often discards them
• [38:24] – Eliciting genuine expressions and connection in portraits
• [42:42] – Studio setup and lighting choices
• [48:29] – Flexibility and options in gear—prepare for the unexpected
• [53:59] – Ivan’s favorite inspirational quote on “just doing the work”
• [56:44] – Closing advice to those just starting out

Useful Advice for Photographers

• Don’t be afraid to experiment and adapt standard business models to your own strengths and needs.
• Structure your pricing to both reward your creative output and cover your costs.
• Be patient and consistent with marketing; connections can yield bookings years down the road.
• Prioritize the client experience and direct engagement to elicit authentic, expressive portraits.
• Flexibility and backup plans—both in business and shooting—are essential for long-term success.
• Don’t wait to “be ready”; make work consistently and refine through action, not just analysis.

Where to Find Ivan Weiss

• Website: ivanweiss.london
• Instagram: @ivanweisslondon
• YouTube: IvanWeissLondon

Ivan’s episode offers a grounded, generous perspective on how to build an artful and sustainable photography business—rooted in self-awareness, persistent connection, and the courage to do things your own way.