Recently, I found myself in a discussion with a potential client regarding a photoshoot for their hoodie company. As expected, the conversation naturally shifted towards pricing. I provided what I considered a fair rate for a small-time operation, including a two-year license for image usage. However, the client’s reaction was akin to being blindsided by a freight train. He told me about working with a recent photographer who only charged him 300 bucks, plus a handful of hoodies, for an entire set of images, no contract, no terms, nada. This, my friends, is what we call undercutting the market and frankly not knowing your worth.
I fired back with, “That’s barely the cost of a location fee(which they probably didn’t obtain).” I then proceeded to enlighten him on the costs involved—my equipment, time, and the significance of photo usage as a future revenue stream for my business. Of course, it all fell on deaf ears. He got images for the year at an incredible rate and there’s nothing I can do about it besides try to spread the word. It’s the struggle of every pro photographer. We witness individuals with fancy gear, perhaps working a 9-5 job, offering their services for peanuts, giving away their art like jugglers on Pearl Street.
Sure, in this day and age, with smartphone cameras and DSLR-toting acquaintances, everyone considers themselves a photographer. But even for those starting out, seeking exposure shouldn’t equate to giving away our creative assets for free. We gotta take pride in what we create, recognizing its value in driving sales and making our clients more money.
Consider the investment: cameras, lenses, computer, lighting equipment, not to mention all of the bills you have just to keep the lights on. How does one aspire to pursue photography full-time or even supplement their income with such rock-bottom rates? It’s a legitimate concern that deserves attention. One that might kill the photography industry for good.
Now, let’s focus on image rights and usage. Never, under any circumstance, surrender the copyright to your work for free. Even the crappiest of images should command a respectable price—my estimate being between $500 and $1000 for beginners. Look at Peter Lik, pulling in $6.5 million for a single print of “The Phantom.” Imagine if he had relinquished his rights on that assignment. The same goes for Annie Leibovitz, who pawned her catalog for $24 mil to dig herself out of debt. These examples should be a wake-up call for the immense value of retaining copyright ownership.
Imagine you shoot for a local bakery, no contract, and you give them free rein to use those shots in any way they want. You start selling usage via stock, generating a steady income. Then, out of the blue, the baker exercises their rights to sell identical prints, undercutting your prices. Suddenly, your earnings plummet, threatening your livelihood.
We, as a photography community, gotta stick together to protect our rights, our community, and our passion. Whether you’re a seasoned pro or a weekend warrior trying to make a buck, demanding a fair wage is essential. That’s how we keep this craft alive, ensure mutual prosperity, and preserve the integrity of our industry. Let’s stand together and demand what our work truly deserves.
If you truly want to protect your copyrights, sign up and register images at: https://www.copyright.gov/
Through the vortex of my lens,
Dustin Doskocil
#amature
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#copyrightphotos
#money
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