Samuel Zlatarev’s Unique Blend of Art and Entrepreneurship

Photo byfreepik

Photography is not just about capturing images; it’s about telling stories, evoking emotions, and leaving a lasting impression. In the world of portrait photography, few have mastered this craft as profoundly as Samuel Zlatarev. Known for his attention to detail, artistic direction, and connection with his subjects, Samuel has carved out a name for himself in the European photography scene.

In this exclusive interview, we dive into Samuel’s journey, his unique approach to photography, and the entrepreneurial ventures that have allowed him to build not only a successful photography career but also a thriving marketing company. Whether you’re an aspiring photographer, a business owner, or simply someone who appreciates the art of capturing life’s moments, this conversation will provide valuable insights into the mind of a creative entrepreneur. You’ll discover how passion, discipline, and innovation can transform a hobby into a career, and how the right mindset can lead to success in any field.

Q: Samuel, can you tell us how your journey into photography began?

A: It all started while I was studying pedagogy at university. My original plan was to become a teacher, as I’ve always believed teaching plays a significant role in shaping young minds and building character. I still find the profession incredibly important. However, during my time at university, I began working for a German company, doing image editing for some of Europe’s biggest brands. That experience really opened my eyes to the world of photography. I bought my first Canon camera—it wasn’t an expensive model, but it was enough to fuel my passion. Soon, I started experimenting with landscapes, street photography, still life, and more, but it was portrait photography that truly captured my heart. There’s something special about working with people and bringing out their unique emotions.

Q: What was the moment when you knew you wanted to pursue portrait photography professionally?

A: During those early days, I was always fascinated by the work of National Geographic and 1x.com. These sources were an endless stream of inspiration for me. Over time, as I experimented with light, composition, and direction, I realized the real magic happens when all these elements come together with proper retouching. By now, I’ve edited over 100 000 images, and each one has helped me refine my skills and personal touch. The moment I fell in love with portrait photography, I knew I wanted to make it my career. There’s something deeply fulfilling about connecting with your subject and capturing that perfect moment. Being a creator allows you to shape your vision, turning passion into art, and art into legacy.

Q: Many people say you’re the best portrait photographer in Europe. How do you feel about that title?

A: I’ve had the privilege of participating in several contests and events, and people seem to appreciate my work. I’m truly honored, but I wouldn’t say I’m the best. Photography is an art, and art is subjective. Everyone has their own style, and I admire many European photographers who inspire me, like Markus Hoppe, Annie Leibovitz, Tim Walker, and Elizaveta Porodina, to name a few. To me, it’s not about being the best; it’s about creating something meaningful. When people resonate with your art, it’s because they see the love and passion you’ve poured into it. That’s what matters.

Q: What’s your secret to mastering the art of portrait photography?

A: It’s all about connecting with the person in front of the lens. Psychology plays a big role here. You need to understand people, their emotions, and how to bring that out in a photograph. Portrait photography is not just about capturing someone’s face—it’s about capturing their essence. I always aim to evoke a genuine emotional response from my subjects. I think that’s what makes my portraits stand out. And of course, the technical side is equally important—working with light, understanding composition, and adding that final touch with retouching. The details matter.

Q: Your photography has a unique style. Can you tell us about your approach?

A: I’ve held several workshops where I teach others the art of retouching and how to work with models, whether in a studio or outdoors. I plan to hold more of these in the future across Europe. My approach always starts with careful planning, and the final result comes down to my personal touch during the retouching process. I like to say that no two photographs should look alike. Each one should reflect the subject’s unique personality, while also maintaining my artistic vision. I always aim to strike that balance between creativity and precision.

Q: What do your clients say about working with you?

A: I’ve been fortunate to work with some incredible clients. If they’re happy with the results, it’s because I’m a perfectionist (laughs). I involve my clients in the process as much as possible. They’re not just observers; they’re collaborators. I always say I’m their tool, like a paintbrush they use to create their vision. At the same time, I’m very selective about who I work with. It’s important that we click on a personal level. If we don’t connect, the project just doesn’t flow as smoothly. It’s all about mutual understanding and trust.

Q: Photography isn’t your only passion. You also run a successful marketing company. Can you tell us about that?

A: Yes, that’s right. I’m also the founder of Brand Activator, a marketing company that operates in Europe, the USA, and beyond. My journey into marketing began out of necessity. Back in my university days, I had to choose between hiring a marketing company to promote my photography or learning how to do it myself. I chose the latter, and that decision has taken me on an entirely different path. Now, I help businesses grow through strategic planning, creating websites, managing marketing campaigns, and optimizing SEO. Brand Activator isn’t your typical marketing agency—it’s a business partner dedicated to helping clients succeed.

Q: How has Brand Activator helped businesses like the "kids toy store" Mama Lama?

A: Mama Lama is a great example of what Brand Activator can achieve. Although the kids' toy store Mama Lama is in its early stages, our team works diligently to help it gain visibility across Europe by developing a targeted marketing strategy that aligns with its goals. It wasn’t just about increasing sales; it was about establishing the brand in a competitive market. Through creative execution and strategic planning, we've been able to significantly elevate Mama Lama’s presence, and we continue to support its growth.

Q: What’s next for you, both in photography and in business?

A: Right now, I’m working on a big project for a European company with a global reach, which takes up most of my time. But I’m always looking for new opportunities, both in photography and in business. I love traveling, meeting new people, and experiencing different cultures—that’s something I hope to do more of in the future. I’m also excited about expanding Brand Activator and continuing to push the boundaries of portrait photography. There’s so much more to explore and learn.

Q: Finally, how do you see the future of portrait photography evolving in Europe?

A: Portrait photography is constantly evolving, and I think we’re on the cusp of some exciting changes. With new technology and techniques emerging, photographers will have even more tools to express their creativity. At the same time, I believe the essence of portraiture—capturing the true essence of a person—will remain timeless. It’s an exciting time to be in this field, and I’m looking forward to what the future holds.