After working with Jason on his new brand and entire business collateral, we thought we should take a little peak into his diverse world as a photographer, mentor, industry leader, father and pioneer.
Check his site out here: http://www.jasongroupp.com
and blog: http://www.jasongroupp.com/blog
Can you tell us a little about yourself?
I’m a New Yorker, born and bred. I’ve been shooting weddings for roughly 22 years, in between I’ve done editorial, fashion and advertising work, as well. These days my focus is on wedding photography.
How did you get started in photography?
I started working for a local wedding photographer where I grew up part time in high school. We’d shoot 3-5 weddings per weekend, and I made some great money. I can’t say I loved it, but I learned a ton, and it was better than flipping burgers.
When did you start weddings?
It’s been so long, I’m embarrassed to tell you – I think I covered that above. J
How would you describe your style?
Sophisticated, yet instantly accessible. I want my imagery to say “high-end” but without the attitude. I draw inspiration from fashion, movies, Yo Gabba Gabba, and of course my beloved NYC.
Can you share some of your favorite images with us?
What is the best part of your job?
Making my own hours, being able to be home with my kids when I want to, playing golf on a Tuesday, and oh yea, the honor of photographing some of the happiest moments in a couple’s life. Does it get any better than that?
We know you have an associate + right hand, Lindsey. Tell us more about her.
Lindsey. Yes. J She is my right hand for sure. She’s also my left hand, arms and legs, too. By far, Lindsey is the best assistant I’ve ever had. And I’ve had a lot. I’ve learned over the years that in order to keep talented people like Lindsey, they need to be challenged and encouraged. Through experience, I’ve also learned how to be a better teacher. With my age, I’d like to think wisdom helps with being a good mentor.
She’s also a hard worker and very ambitious – I’m very lucky to have her. That said, I’m proud to be building my business around her as well – if she doesn’t kill me first. J

Now tell us a little about “ The Jason Groupp”, and your new brand.
As my price point reaches the top of the market, I really hate leaving so many weddings on the table. I’ve never had tons of success with associates, so it’s not something I’ve pursued. I knew I needed a model different from – “Sorry you can’t afford me, why not hire my associate?” That doesn’t work. What I’m trying to do now is build business around each photographer, and their unique skillset.
To that point, Lindsey’s clients are edgy, creative types. They live in Brooklyn, shop and party on the LES. They want very non-traditional pictures and are looking for someone that they can identify with. Lindsey works hard to build that kind of portfolio and as she builds her reputation, she’ll be sought after for her style NOT her price.
What can you tell us about your workshop “FUsioN”?
Lindsey and I have developed a fun program that will hopefully get you excited about adding some kind multi media to your work. People are really scared of adding another task to their already overwhelming workflow. We’ll show you that adding FUsioN won’t ruin your life, but WILL add lots of innovation to your products and set you apart from your competition.
What made you start incorporating video and photography together?
From the moment I turned on the live view function on my 5dMII, and shot some shallow DOF video of city taxi cabs at night @ ISO1600. I knew that very instant, our business was about to be revolutionized. Not everyone agrees and I’m OK with that. I remember when I said “Digital is a fad – I’ll never stop shooting film”. J
I heart NY sessions have become very popular and renowned – how did they begin?
During my downtime I have always tried to schedule shoots to keep the “wheels turning”. I’d bring my assistant, Lindsey, along and teach her my lighting so it was familiar when we on the job.
Each time I’d try to challenge myself by doing something different. Whether it was using a California Sunbounce (http://www.bhphotovideo.com/c/product/642668-REG/California_Sunbounce_C_200_220_Pro_Sun_Bounce_Kit_.html/BI/5713/KBID/6585) or a new ringflash (http://www.bhphotovideo.com/c/product/450591-REG/Lumedyne_HRF1_HRF1_Ring_Flash.html/BI/5713/KBID/6585) Lindsey enjoyed getting out of the studio (me too!) and we both learned something. This way on the wedding day I could say to her, “Hey, let’s do that lighting we did for so&so’s shoot”.
While doing these shoots I would think, “Wouldn’t it be nice to make money doing this?” That’s when I came up with the idea of IHNY sessions:
I heart NY: Combines my passion for photography, the city I love and the people who love it as much as I do.
It’s been my best idea to date! Now I have something to market to my wedding clients and be able to produce awesome, creative shoots! Easy, right? Well, not exactly….
Getting clients to pay 2-3 times more for an engagement shoot was not an easy task. That said, you put an awesome body of work in front of the right people…. and they will pay for it!
What do you hope to achieve in your photography career within the next 5 years?
I hope to continue to do great work, build the associate studio in a way that’s never been done before. Where I am just one of the “team” and we all work together, but that I am inspiring and leading them, as well. I also hope to continue teaching through seminars and workshops as I find it to be very rewarding.
How did you hear about Flosites, and what have they done for you?
You know I’m not sure where and when I met Ross, but I’m glad I did! J I remember seeing Flosites blogs and saying, “Yea, that’s it, that’s what I’ve been looking for.” I’ve always loved their clean, and simple design, not heavy on gimmicks, or widgets. After working with them on my first blog I knew this was not our last project. I’ve been in this business for many years, and I’ve worked with countless designers and web teams. It’s always a daunting task when it comes to blogs, websites, and branding. As photographers we also have enough knowledge to be dangerous. We know what we want, but sometimes have trouble articulating our vision. When I started working with Flosites I knew they were a team of people who just “get it”. They have a great sense of style, and know what’s hot. They also know how to listen, and I can talk. LOL. All that said, I am proud to say that my entire “storefront” is in the hands of Flosites. From my website and blog, to my branding, as well as custom packaging for personal projects. I’ll be honest, it’s not always a picnic – this stuff is hard work, and it’s emotional. You’re asking someone else to describe “you”, and that’s hard work.
They get it, and I’m really happy I did…. For the first time in 22 years, I am REALLY proud of “how I look”! J
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