Usage Rate (BUR)
- and how we determine
what the fee would be, for us to produce and then provide
you with our work afterwards, for you to
our goal is very simple, which is:
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 of whatever happens to
through to full production staged shots, using larger camera
systems, lights, models, stylists, etc, etc...
which basically means, depending on which way we 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 afterwards,
in terms of what all you will want to use the images for...
which is the all important part, i.e. what you will
actually get for your money at the end of the day.
it's like asking the question beforehand: How
good do the images actually need to be - good, very good
or just good enough for now ?
therefore your usage requirements that we will need to take
into account first - as ultimately it's that which will
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 we 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 afterwards,
and therefore what the fee would need to be to ensure we
get it right beforehand.
BUR figure is therefore simply our starting
point, when being asked to quote a price beforehand.
what we would estimated our basic production costs would
be, to produce some images that would be suitable (or good
enough) for normal standard use.
(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 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 that you are
going to need, to meet your actual usage requirements.