Thanks for tuning in. Really appreciate Walid for sharing so openly in this chat—there’s a lot of noise in the photography education space, and this conversation helps cut through it. He’s someone who’s actually still shooting, still building, and mentoring for what sounds like the right reasons. We covered a lot—from calling out the fakes to finding the right kind of support, and what it really means to build a career with purpose. Hope you enjoy this one!
PhotoBizX The Ultimate Wedding and Portrait Photography Business Podcast 613: Walid Azami – Calling Out the Fakes in the Photography Industry
Apr 21, 2025
00:00
Premium Members, click here to access this interview in the premium area
Walid Aami of www.walidazami.com first appeared on the podcast a few years ago in episode 493, where we dived deep into pricing for all photographers, and working in the world of celebrities and commercial clients in Los Angeles.
His photography journey started with an opportunity to work alongside Madonna, and from that moment, he knew this was his path.
Since then, he’s photographed some of the biggest names in the world—Kanye West, Mariah Carey, Jennifer Lopez, Usher, Bernie Sanders, and Justin Timberlake, to name a few. His commercial work includes collaborations with major brands like Volkswagen, Target, and HP.
Beyond his impressive portfolio, he is passionate about helping photographers understand their worth and build profitable businesses.
We recently chatted over email about his STEP pricing course when I commented on his new direction and possible interview topics for PhotoBizX.
He replied, “I'd love to have a harder conversation with listeners about their community, how they learn, who they choose to learn from, the real gurus and the fake ones, support within your inner circle, and how you talk to yourself.”
This sounded perfect to me! The result is this interview, where Walid shares his thoughts and warnings about photography business coaches by calling out the fakes in the photography industry.
Here's some more of what we covered in the interview:
- Fuelled by frustration — Walid mentors for free because he's sick of seeing good people misled by bad advice.
- No more pretenders — He calls out the “educators” with zero client work selling strategies they’ve never used.
- Do your homework — Photographers research lenses more than coaches. Flip that.
- Proof over promises — Look for consistent work, actual growth, and bookings—not just bold claims.
- AI ≠ experience — Be wary of cookie-cutter courses built by bots and marketers, not working photographers.
- Current or irrelevant — If they haven’t been booked recently, they shouldn’t be coaching.
- Walk it, then talk it — Only take pricing or strategy advice from someone still in the game.
- Pick with purpose — Choose mentors doing what you want to do. Not just anyone with a mic and a funnel.
- Depth over dabbling — Real authority comes from staying in your lane and going deep—not chasing trends.
- Gut check always wins — Testimonials are nice. But trust your instinct. It’s usually right.
- Build your own crew — A trusted circle beats any course or program.
- Edit your circle — Keep people who lift you. Let go of those who don’t.
- Tough love counts — The right mentor will push you. Not just pat you on the back.
- Support with substance — That’s what Visual Business Academy is: free, focused, and full of creatives who actually care.
- Talk nicer to yourself — How you treat yourself sets the tone for your whole business.
- Celebrate what counts — Walid’s “quick tens” remind us to anchor each day in gratitude and small wins.
- Still in the trenches — Walid’s not just teaching—he’s still shooting, directing, and creating at the top level.
- From refugee to front cover — No agent. No shortcuts. Just grit, talent, and making history with Vanity Fair Italia.
- Chaos over polish — Behind the scenes at that shoot? A mess. But the result? Magic.
- Confidence is contagious — Walid lives it, teaches it, and passes it on.
What’s on Offer for Premium Members
If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet.
Plus, special member-only interviews.
The gut check will always, always win. The gut check is your direct direct line to you, and whatever higher source you believe in. – Walid Azami
You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online.
Seriously, that's not all.
I do hope the community researches the gurus more than they research the latest gear, the latest restaurant to go to, the latest accessory to purchase, because this is your future. – Walid Azami
In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable, and build friendships with other pro photographers with motives similar to yours – to build a more successful photography business.
What is your big takeaway?
Following this interview, I’d love to know if you're taking anything from what Walid shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on what you heard in today's episode.
The way you speak to yourself is going to dictate what you allow how others speak to you in your life. – Walid Azami
If you have any questions I missed, a specific question you’d like to ask Walid, or a way to thank you for coming on the show, feel free to add them in the comments area below.
FREE Live Training • TOMORROW!
Another FREE Masterclass with the absolute guru of photography websites, SEO and all things tech, Alex Vita!
Details andregistration here: https://learn.photobizx.com/beyond-seo-registration/
Only free till the live training happens tomorrow morning.
iTunes Reviews and Shout-outs
I check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons.
Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome!
Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.
Please watch your circle… The words you allow into your ears, the words that go and settle into your brain, into your soul, are going to either sink you or they're going to take you through your voyage. And if somebody doesn't, if they question you, if they make you get that weird little feeling, your gut feeling, again, that I'm talking about. You have to edit those suckers out. Your future depends on it. It's your future. It's your life. – Walid Azami
If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name.
Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.
Believe in yourself and the world will catch on to how great you are. – Walid Azami
Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.
This is not a review this week, but a shoutout for Luci Dumas and the recent podcast episode in which she interviewed me!
If you haven't had enough of my voice and want to hear some of my thoughts on the state of the photography industry and where I see gaps and opportunities for photographers to grow their businesses, have a listen in one of these spots:
https://open.spotify.com/episode/2WdxE50pkHeBjbfJxCPP3w?si=961eaae522d04052
Here’s a feel for what we get into in this chat…
-
How wedding photography pricing has shifted over the years—and what it takes to stay relevant when the market’s flooded.
-
The sneaky-good upsell tip I picked up at an AIPP event that gave my album sales a solid boost.
-
Why real networking isn’t about chasing favours—it’s about showing up, adding value, and building proper relationships.
-
My take on gift certificate collabs—and how I made it work with a local vet in a mutually beneficial way
-
A simple but powerful SEO play: How I interview vendors, turn those chats into blog posts that rank and build real community connections.
Links to people, places and things mentioned in this episode:
Visual Business Academy on Discord
Episode 493: Walid Azami – Photography business advice from a celebrity photographer
You have to be in the game to be advising on the game. – Walid Azami
Thank you!
A good coaching program should never try to keep you in there the whole time… A true, good program has to be an end game, because the game shouldn't be for the coach, for the mentor, to always keep you in there and to keep milking you for money. – Walid Azami
That’s it for me this week; I hope everything is going well for you in life and business!
Thanks, and speak soon
Andrew
The post 613: Walid Azami – Calling Out the Fakes in the Photography Industry appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.