For all pricing quotes and booking inquires , please feel free to use the form available on this page and I will return your message as soon as possible. Since there is not a formula that fits all projects. Please include as much relevant information as possible to be able to quote you the most accurate estimate, for example: Budget, Total Media Buy, location of the project, amount of images or videos needed, intended usage of the images and timeframe for project completion, etc. Check Q&A

Questions I ask clients: 

What exactly is needed image wise? what Is the style of the shoot? number of final images or videos required? is retouch required? what specification do you need the images to be? are we hiring talent? who Are the other creatives being used? have you done this kind of shoot before?

The more information you give me about your project or campaign will help speed the estimate process. Your final estimate will include creative chargers, productions chargers, licensing usage of media if applicable and expenses.

WorldwideUSAEU onlyEurope (non EU)Middle EastSouth AmericaNorth AmericaCentral AmericaAfricaAsia (Exc. Japan)Asia (Inc. Japan)Oceania / AustraliaNordicsCaribbeanNot Sure

Q&A (questions & answers)

What is a Commercial Photography Licensing / Usage Fee?

A license is a contract between licensor and licensee. Image licenses regulate the scope of use as well as the types of use and if applicable, the limitations of use. Through the image licensing agreement, the licensor grants the licensee photo or video usage rights for an image for a fee, also known as the licensing fee.


Client’s average investment on the media outlets where photographs or videos will appear.  We use this figure to calculate B.U.R – base usage rate.

What is the Base Usage Rate?

B.U.R is a fixed-figure sum set by the photographer or their representative and used to calculate the fees for any additional use of the commissioned work, over and above the original rights granted with payment of the original invoice total. Calculated from the TOTAL MEDIA BUY

I – Print Media Usage – Explain – %BUR

Print – Ambient -25% Above The Line; Ambient includes Clean graffiti, backs of receipts, hanging strips in railway carriages, handles of supermarket trolleys, projection onto buildings, hot air balloons

Print – Brochures – 50% Below The Line; Brochures

Print – Collateral – 75% Below The Line; Collateral includes compliment slips, business cards, letterheads, sales brochures, visual aids for presentations, web content, product data sheets, product white papers, sales scripts & demonstration scripts.

Direct Mail – 75% Includes door drop leaflets & postcards

International Media – 15% Above The Line: International Media includes titles like National Geographic, Time and Airline Magazines.

Marketing Aids – 25% Below The Line; Marketing Aids include non-purchasable items/elements, includes umbrellas, ashtrays, beer-mats, exhibition panels, trolley panels

OOH (Out of Home) – 125% Above The Line; OOH (Out of Home) includes posters, street furniture (bus shelters /kiosks / phone boxes), transit (buses / taxis / subway / lorries / airport / post / bus stations) & alternative (stadiums /bike racks/ petrol pumps/ rest areas)

Packaging – 60% Above The Line: Packaging includes printed packaging as well as labels for CDs and DVDs.

POS (Point of Sale) – 75% Above The Line; POS (Point of Sale) is also known as Point of Purchase

Posters – 100% Above The Line; Posters include 96/48/16/12/6/4 sheet superlights, escalator panels, bus sides & panels, taxi wraps & seats, bus backs, tube/underground, client vehicles, garage forecourt, rail station and all public areas where advertising is screened (not cinemas).

All Print media – 200% Covers all printed material

II – Digital Media Usage – Explain – %BUR

Company Website – 100% Company Website

Digital Posters – 50% Posters

Direct eMail – 75% Email campaigns

Internet Advertising – 75% Internet Advertising

Intranet – 20%  Intranet use – a local or restricted communications network

Mobile – 25% Mobile includes device images and video

PR – 25% PR includes editorial and industry competition and awards

Regional Website – 50% Regional Websites

Social Media – 75% Social Media

TV – 100% TV includes Interactive, video, mobiles, CD’s & DVD’s

All Digital media – 200% Covers all Digital outlets

All media (print and Digital) @ 300% Covers all printed and Digital produced material


Specific area (country, region or group of countries) where images or videos will be display during a set time period by client while marketing camping is running.

Most common Territories

Worldwide – 450% ,Europe Union only (EU) – 200%, Europe, (Non EU) – 250%, Europe – 300%, Middle East – 150%, USA – 200%, South America – 150% , Africa – 125%, Asia (Excl Japan) – 250%, Asia (Inc Japan) – 300%, Oceania/Australasia – 125%, Nordics – 125%, North America – 250%, Central, America – 100%, Carribbean – 100%, Middle America – 175%, Continental S America – 125%, Latin America – 200%.

Terms You Need to Know

Buy Out — An imprecise term used to describe acquisition of broad usage rights to a work, sometimes in a particular market or medium. Buy Out is a slang term, often misinterpreted as a transfer of copyright ownership of a work from the copyright holder to the client or client’s agent. In the absence of a specific copyright transfer agreement executed by the copyright holder there is no copyright transfer. If this term is used, an additional, precise list of rights granted or transferred should accompany any license.

Creative Fee — A charge by a creator for his or her efforts to complete a project, which is not based on time alone. Factors may include compensation for trade experience and special capabilities, or for any creative effort, contribution or process required to complete a project.

Exclusive License — A privilege that, when granted, limits how a copyright holder (and other parties permitted) can offer a work to a third party for reproduction.

An exclusive license may be broad or specific. The rights grant may provide the licensee with exclusive rights to use a work singly or in any combination of: a specified media, industry, territory, language, time period, product and any other specific right negotiated by the licensor and licensee.

Flexible License Pack — A license model permitting the use of one or more images in multiple media without requiring individual license fees for each image or use.

License Fee — The price charged by a licensor to a licensee in exchange for a grant of rights permitting the use of one or more images in a manner prescribed in a license. A variety of factors, such as circulation, the size of reproduction and specific image qualities affect the determination of a particular license fee.

Non-exclusive License — A grant of rights issued by a licensor to a licensee that does not preclude the licensor from granting the same rights to other licensees. Unless otherwise negotiated, licenses are non-exclusive.

Postproduction — Everything that happens to a visual work after production, typically after images (either still or moving) have been recorded to film or digital media. Postproduction might include editing, color correction, etc.

Preproduction — Work on a project or job that is related to preliminary preparations. Includes all planning and the making of any arrangements necessary to enable or facilitate final production. Typically billed as time plus any costs expended.

Production Fee — A charge related to the preparation, planning, setup, props and styling, gaffers, grips and assistants. After production, it is related to post-processing and delivery.

Unlimited Use — A broad grant of rights that permits utilization across all media types and parameters. Can be restricted in any usage type or parameter, singly or in groups; can include all uses, all media, all time.

Usage Fee — A charge made for a work to be shown in a specific media, based on terms in a license or contract agreement.