At Evolve Edits, we love highlighting photographers who have built thriving businesses by creating sustainable workflows. This week, we’re featuring Michael Anthony, a seasoned wedding and portrait photographer. He has built a thriving photography business, Michael Anthony Photography, with studios in both Los Angeles and Dallas.
While his company has long been known for its high-end wedding photography, Michael has recently made a shift from weddings to high-volume portraits. In this interview, he shares insights on how to begin scaling your photography business. Learn how he is leveraging automation and creating a sustainable sales process that goes beyond the initial contract.
Watch the Interview:
Michael Anthony talks high-volume portraits, refining workflows, and boosting sales through strategic business growth.
Michael's Shift from Wedding Photography to High-Volume Portraits
Michael Anthony has long been recognized for his stunning wedding photography, running a successful studio in Los Angeles, CA, since 2014. However, over the past six months, he has expanded his business by opening a secondary studio in Dallas, TX, with a focus on portraits and boudoir. Michael has embraced volume portraits, aiming for 1,000-1,200 portrait sessions annually between his two studios.
Transitioning from a wedding-centric business to a high-volume portrait model has been both exciting and challenging. While it remains a core part of his business, he strategically saved up resources to test and refine the portrait market. The key to his success? Constant trial and error, optimizing workflows, and scaling strategically.
Image © Michael Anthony Photography
Refining Workflows for Efficiency and Growth
Back in 2015, Michael’s team made the decision to run an associate wedding company. As the number of bookings grew exponentially, so did the demand for production efficiency. The logistics of managing high volumes of images internally became unsustainable, leading him to outsource post-production to Evolve. This decision provided him with a reliable and cost-effective solution, allowing his business to scale while maintaining high-quality service.
Today, as Michael integrates more volume portrait work, streamlined workflows remain essential. Automation, AI-driven tools, and a refined production process have enabled him to focus on client experience, creativity, and expanding his brand.
Image © Michael Anthony Photography
Boosting Revenue with IPS & High-Volume Portrait Sales
For any photography business to be profitable in the long run, it’s not just about the initial contract; it’s about extending the sales process. Michael emphasizes the importance of In-Person Sales (IPS) for increasing revenue.
By showcasing unique print products, clients naturally develop an interest in purchasing them. Having physical samples available has made a significant impact on volume portrait sales. Offering a mix of digital editing services and printed products allows his business to maximize the revenue per client, making portrait sessions more than just a one-time transaction.
Image © Michael Anthony Photography
Diversifying for Long-Term Sustainability
The COVID-19 pandemic was a wake-up call for many photographers, including Michael. Before 2020, wedding sessions accounted for 96% of his revenue. The sudden halt in bookings forced him to rethink his approach. From there, he launched the boudoir side of their business, and they expanded into portraits, headshots, and commercial photography.
Michael’s biggest takeaway? Never rely on a single revenue stream. To maintain a consistent cash flow, he taps into his wedding clients for additional sessions like family portraits and headshots. This approach ensures that his business thrives year-round, regardless of seasonality.
Image © Michael Anthony Photography
Leveraging Automation & AI for Business Growth
With a high volume of portrait sessions and ongoing bookings, integrating technology has been crucial to boosting efficiency. Michael uses Disruptor Marketing, a system that automates marketing and follow-ups. By integrating AI-driven tools, his team has replaced outdated systems, streamlined communication, and freed up time to focus on creative work and strategy.
Automation has allowed him to refine his business operations, ensuring that no lead is lost and that clients receive timely responses. AI has fundamentally changed the way businesses handle marketing and follow-ups, making his studio more efficient than ever before.
Image © Michael Anthony Photography
Lessons in Scaling Your Photography Business & Entrepreneurship
As a business owner, Michael has learned valuable lessons over the years. One of his biggest challenges? Moving too fast. Entrepreneurs often want to implement big changes all at once, but Michael has learned the importance of patience. Now, he tests new ideas in one area of his business before applying them on a larger scale.
His biggest piece of advice for photographers looking to grow: Measure everything. Data-driven decisions are essential.
Do you know how much time you spend on post-production?
If you shoot 20-30 weddings per year, is editing the best use of your time?
For Michael, the answer was clear—outsourcing post-production freed up valuable time and allowed him to focus on scaling his business. By partnering with Evolve, he has been able to launch new ideas, implement systems quickly, and ensure a seamless workflow from shoot to sale.
Images © Michael Anthony Photography
Final Thoughts: Scaling with Strategy
Michael Anthony’s journey from wedding photography to volume portraits showcases the power of strategic business growth. By refining workflows, embracing automation, diversifying revenue streams, and prioritizing print sales, he has built a photography business that thrives in multiple markets.
For photographers looking to scale, Michael’s story is proof that success isn’t about working harder—it’s about working smarter. With the right systems in place, photographers can build sustainable businesses that continue to grow, no matter the market shifts.
Image © Michael Anthony Photography
What can Evolve's editing services do for your business?
Want to scale your photography business like Michael? Let Evolve handle your post-production editing so you can focus on shooting, selling, and growing. If you’re looking to grow your business and take post production to the next level, Evolve is here for you!
Contact us today to learn more about our memberships and post production services.