Module Title: Professional Practice

commercial photography

To explain the way in which a commercial advertising photography commission is conducted

Points Portfolio What clients to approach? Approaching a client and setting up a meeting Presenting work to a potential client Receiving a commission Quoting and negotiating for a job Working with the client Producing the job Post Production Invoicing and payment

portfolio What kind of portfolio?

portfolio What kind of portfolio? Agent Approaching a client Set up meeting Portfolio meeting

be selective and only show your best work is each image good enough for a promotional image? only include work that will be relevant to the viewer include a broad range of subject matters within your niche don’t repeat yourself unnecessarily pay attention to juxtaposition and flow, position images so they complement and work for each other, your portfolio should have a beginning, a middle, and an end the goal is to leave a clear and memorable impression with a confident, signature style and/or cohesive subject matter show work in a genre that you want to get more of mount your first edit on a wall or view as a slide show, and live with it for a bit look at lots of photographers’ websites and other promotional materials (and if possible their portfolios) to see what works and what doesn’t

estimates Producing an estimate a). who do you want to work with? (producers, assistants, stylist etc) b). What will you need to produce the work required? c). any extra skills needed? d). negotiation

Licence to use your work For many jobs you are selling the rights to use your images NOT the amount of time it takes to do the actual job Therefore essentially what you are quoting for is your clients right to use your work

Licence to use your work The initial Licence The original negotiated commission would include the following: 1 Year UK or any other single country – any two media 2 Years UK or any single country – any one media In the UK, the photographers fee normally includes the first use of the photographs, but the duration , media and territory are frequently negotiated within this fee. It can be dependent on experience and desirability of the commission.

BUR (Base usage Rates) The BUR is the starting point for negotiating use of the work over and above the initial commissioned media and time period and should be clearly stated on the photographer's original estimate. It is the figure to which the percentages in these guidelines are applied. It is suggested that the BUR should not be less than the negotiated day rate, and could be pitched according to the amount of input and involvement required from the photographer.

BUR (Base usage Rates) example: The client has commissioned a shoot for use in the UK, press and posters for 1 year. They now want to include point of sale How can we calculate what to charge?

BUR (Base usage Rates)

BUR (Base usage Rates) BUR has been negotiated at £2000 A licence for point of sale should be 25-50% BUR i.e. cost of additional licence is £500 - £1000

BUR (Base usage Rates)

copyright Don't assign copyright In principle, we are opposed to the assignment of copyright. However, we recognise that agencies sometimes need to negotiate a fee covering any future use of the photographs without continuous reference to the photographer. In such cases, the Licence to Use will specify All Media" under Media Use, the Territory will be 'Worldwide" and the Time Period will be "Unlimited". The licence will be exclusive to the Agency/Client and will cover all uses of the photography in relation to the product named on the licence. The photographer retains the right to use the photographs for promoting his/her own work. The All Uses licence is subject to the general Terms and Conditions and therefore does not permit use in relation to another product or sub-licensing, for example to a photo library.

Pre Production Layouts sent by email Recce Casting Model making Pre production meeting with ad agency Pre production meeting with ad agency and client

Show Layouts

Very Important For any job you do make sure you have written confirmation of the commission from your client If possible this should take the form of a purchase order At the very least it should take the form of a written confirmation of a brief and agreed fees and expenses If you do not obtain this you will be liable for the costs of the job!

Purchase Order

Call sheet

Production What happens on a commercial shoot? Who is present? What is required? Model and Property Releases

Post Production Film processing and contact sheets Digital file editing Client selects Digital scanning Digital Post Production retouching

Invoicing and payment Confirmation of satisfaction Submit invoice Chase payment