Licensing Survey Photographic Licensing Survey PART 1: LICENSING What are the genres of photography you represent/ photograph? Advertising/ Commercial Fashion E Commerce Editorial Architectural/ Interiors Portraiture Other Are you an: Agent Producer Photographer Videographer Director Other How are you calculating your licensing fees? Reference a licensing table Taught by mentor/ industry leader Other photographers Other agents Other producers Freestyling Match the usage terms and fees set by modelling agencies Percentage of creative fees Other If using a licensing table, which one are you using as a guide? Old ACMP Table AOP - Association of Photographers - British Model PPA - Professional Photographers of America NZIPP_NewZealand Institute of Professional Photography Other Do you use the term Base Usage Rate (BUR)? Yes No If not, what term do you use instead? Photography Fee Shoot Fee Creative Services Fee Other If you use a creative fee/photography fee instead of a base usage rate (BUR), do you structure your quote differently? Do you roll all media licenses and territories into that one creative fee? Do you break them out as separate line items? Other/ Comments Does your standard BUR / Photo Fee / Creative Fee cover: One medium Two mediums Three Mediums All Inclusive Other What standard uses are typically included in your initial BUR? (e.g. Web, Social Media, Print) What minimum licence period does your BUR, Photo Fee / Creative Fee usually allow for? 3 months 6 months 12 months 24 months Unlimited/in perpetuity Other Which territories does your BUR/ Photo Fee / Creative Fee typically cover? Australia only Australia and New Zealand Other When talking about licensing, what terms do you use? Commercial Licensing Editorial Licensing Creative Commons Exclusive vs Non Exclusive Extended Licences Royalty Free Rights managed Third Party Licences Public Domain Other When working with Australian State or Federal Government clients, does the above apply when creating new imagery for them? Yes No, it depends on what department of the Government No, Image licensing is automatically owned by the government Can you elaborate or give an example on how image licensing is negotiated with Governmental clients? PART 2: COMMON USAGE TYPES REQUESTED Please choose or add typical usage types/ terms you encounter: Print Media Digital Social Channels Online Organic Socials Paid Socials Out Of Home (OOH) Trade & Corporate Media TVC (Television Commercials) Collateral Native Advertising PR (Public Relations) Internal Communications POS (Point of Sale) In-store Off/On Premises Displays E-commerce Other PART 3: LICENSING FEE ADJUSTMENTS For additional territories: Single added country: % increase? 10% 15% 25% 50% 100% Range: % to % Other Can you indicate, after the initial listed country, each additional country increase? 10% 15% 25% 50% 100% Range: % to % Other Can you indicate , worldwide licence % increase? 10% 15% 25% 50% 100% Range: % to % Other For additional media: Adding extra single media: % increase? 10% 15% 25% 50% 100% Range: % to % Other Can you indicate, after the initial listed media, each additional media % increase? 10% 15% 25% 50% 100% Range: % to % Other Can you indicate adding multiple media - all medias % increase? 10% 15% 25% 50% 100% Range: % to % Other Does the percentage charged for additional single media vary depending on the type of media? Yes No Other Loadings OOH (Out of Home Advertising) loading: 10% 15% 25% 50% 100% Range: % to % Other Print 10% 15% 25% 50% 100% Range: % to % Other Digital 10% 15% 25% 50% 100% Range: % to % Other Full ‘all uses’ per year licence: 10% 15% 25% 50% 100% Range: % to % Other Unlimited usage (all types, unlimited time): PART 4: DURATION EXTENSIONS Adding a 2nd Year licence extension: 25% of 1st year 50% of 1st year 100% of 1st year Other Adding a 3rd Year licence extension: 25% of 1st year 50% of 1st year 100% of 1st year Other In perpetuity 25% of 1st year 50% of 1st year 100% of 1st year Other PART 5 : DIGITAL USAGE How do you govern territory for digital usage? How do you govern period/duration for digital usage? Would you support a flat 25% fee for worldwide digital use? Yes No Other suggestion Do you charge separate fees per Channel - eg - social media, email, website Platform - eg - Instagram, Facebook, Tik Tok URL - web link to a page or content What extra % would this be per Channel, Platform or URL? % increase: What digital mediums/terminologies are you encountering? Organic Socials (posts, stories, reels) Paid Digital Ads Sponsored / Boosted Posts Paid Partnerships Google Ads / SEO - Search Engine Optimization Meta Platforms (Facebook, Instagram) TikTok Website (Sales/E-commerce) EDMs (Electronic Direct Mail) Image usage for PR / Website User-Generated Content (UGC) Digital Billboards Digital OOH - bus stops ISM (In-store Marketing) Other If a standardised digital use term were introduced, what would you prefer it to be called? Do you use the term Paid Vs Organic? Yes No Would you be happy if Paid vs Organic became a standardised term when discussing digital usage? Can you suggest other terms as a standard? PART 6: ONLINE & DIGITAL ADVERTISING Please tick all that commonly appear in your licensing agreements: Single URL website placements Banner ads (on websites/apps) EDM campaigns Organic Social Media Paid Social Media ISM (In-store Marketing) Other PART 7: SINGLE USE IMAGES ADVERTISING It has come up with some of the emerging photographers that instead of charging a flat percentage on extra media uses clients are singling out one or two images from the set to then use as possibly OOH or further advertising uses. They are then charging flat fees per image depending on the use. Below are a series of questions to see if this is becoming common practice for photographers. Are you allowing the option to sell Single Image Use in advertising? Yes No Comments Is this standard practice? Yes No Comments How do you work out what percentage of BUR/ Creative Fee to charge for these flat fees? Do you use a fixed percentage rate per image? Do you use a fixed dollar rate per image? How do you work out the fixed dollar rate? If you would like to write anything further on this topic to help share information in regards to emerging photographers it is most welcomed. PART 8: Video/ AR / VR If the photographer/director is doing video content do the same rules apply with photography licensing? Yes No When AR and VR is produced is there any licensing put in place? Yes No PART 9: FINISH Are you open if I need to clarify further information on licensing in regards to the above questions, I can contact you? Or if you are wanting to contribute further in a conversation please fill out your name and email below. Yes No Name First Name Last Name Email Further Comments Thank you for taking the time to share your insight. We appreciate your support in helping shape positive outcomes for the photography industry.
