Usage Rate (BUR)
- and how we determine
what the fee would be, for us to produce and then provide
you with our images, for you to use.
our goal is very simple: to provide you with the best images
possible, to not only meet your needs but to exceed them
too, whenever possible.
far so good.
putting a price on that is not quite so simple.
there are more than 100 different ways to shoot any subject
– from quick snap-shots using just a basic camera,
through to full production staged shots using larger camera
systems, lights, models, stylists, etc, etc –
which basically means, depending on which way we choose
to shoot it, that will in some way or other, not only affect
our costs but also what the real value of the images may
be worth to you too.
the first big question usually is: How good
do the images actually need to be, to meet your usage requirements
As it's your usage requirements that will ultimately determine
what the images are worth to you - and so naturally that
needs to come first - since we are looking at producing
these images for you to use and give you a price here for
first things first - which means we first need to take into
account what all you need to use the images for - the 3
main things being: the Media use, the Period of use &
the Territory of use - as well as the number of images you
need to use - as it's this information that we will then
be using to help us determine what we need to do, to ensure
we get it right here for you.
so this is were the Association
of Photographer's BUR
pricing system comes into play – as it helps us determine
what the value of the images may be worth to you and therefore
what the fee should be, to ensure we get it right for you.
BUR figure is therefore
our starting point, when being asked to quote a fee.
our estimated basic production costs, to produce images
that would be suitable (or good enough) for normal standard
(Standard use is considered to be either:
2 media for 1 year or 1 media for 2 years, in 1 country).
we start by working-out what our basic
production costs would be first, by taking
the following things into account:
Pre production time.
Post production time.
Crew / Assistant.
Stylist / Hair / Make-up.
DVD & back-up.
Prints / Contact sheets.
Location / Studio fee.
Sets / Expendable.
Courier / P&P.
Actors / Models.
Travel / Fuel.
note: some of these things may not apply - it's simply a
check-list to help us work-out what our basic
costs would be, to finance the project
to a standard level).
that then becomes our base rate figure - which we refer
to as our Base
Usage Rate (BUR).
(Or if we divide is figure by the number of images we plan
to produce, then that would become our BUR per image figure.)
using the Association
of Photographer's guidelines - which can also be found
in their book Beyond
the Lens - we workout what the fee would need
to be, for us to produce the type of images you are going
to need, to meet your actual usage requirements.