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Our Base 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 use.

Because 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.

So far so good.

However, putting a price on that is not quite so simple.

Why ?

Because there are more than 100 different ways to shoot any subject – from quick snap-shots of whatever happens to be there like so..

.. through to full production staged shots, using larger camera systems, lights, models, stylists, etc, etc, like so..

.. 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, in terms of what all you will want to use the images for afterwards... which is the all important part, i.e. what you will actually get for your money at the end of the day.

So it's like asking the question: How good do the images actually need to be - good, very good or just good enough for now ?

It's thereofre 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 that.

So 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.

And 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.

The BUR figure is therefore our starting point, when being asked to quote a price.

It’s our estimated basic production costs, to produce 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).

So we start by working-out what our basic production costs would be first, by taking the following things into account:

Pre production time.
Photography time.
Post production time.
Travel time.
Retouching time.
Crew / Assistant.
Stylist / Hair / Make-up.
DVD & back-up.
Prints / Contact sheets.
Location / Studio fee.
Props, Wardrobe.
Sets / Expendable.
Courier / P&P.
Actors / Models.
Travel / Fuel.

(Please 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).

And 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.)

Then 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.

So the Licence fee will be based on your actual usage requirements - as this is what we will be actually asking you to pay us for afterwards...

Licence to use

.. which is a Licence to use our work - as all the work will have been done by then.

So working back from this document, if for example you said you only want to use the images for Web use only (1 media) or for Magazine ads & Brochures (2 media), then the Licence fee would be similar to our BUR figure - as it would be based on either 1 media for 2 years use on the Worldwide web or 2 Media for 1 years use in 1 country i.e. Standard use.
If however, you said you required more use of the images than this, then we would negotiate the fee starting with the BUR figure and add (+%) to that figure – or if you said you required less use of the images than this, then we would negotiate the fee by giving a discount (-%).

So the Media use, Period of use & Territory of use, are the 3 main things we will take into account when quoting a fee - as well as the number of images you need us to provide you with.
(As it’s the number of images you need to use and what all you need to use the images for (in what media, for how long & where in the world you are planning on targeting) that will determine the value to you – your budget – which in turn will determine what we can afford to do, in an attempt to produce the right images to meet your needs here - before we begin).

It's simply based on:

Little Use = Little Value.
Greater Use = Greater Value..
to you

So when Quoting a fee we like to keep it simple; as well as, make the deal as clear as possible - so as to avoid any misunderstandings down the road.

The Quote below is based on a client asking us to produce & then provide them with 6 images, for them to use in 3 media, for 1 year. (As you can see, we have estimated our base rate for 'standard use' to be £210.00 per image).
So to help us meet this client’s planed usage requirements, the fee - based on that information and using the AOP's guidelines - would be calculated out like so:
BUR+100% for the additional media use equals the total - which is the amount that we would be estimating would be required here, to meet their needs - rather than the amount it would cost us to just turn-up and take some quick pictures, which may or may not be of any use to them.

So this is known as the Licence fee... which if approved, would then become our budget to meet this client's needs:

Example quote

So we use the BUR figure to workout what the the fee should be - as it's that amount that will ultimately determine what we can afford do - to achieve our goal.

Which is produce & then provide you with the best images possible - which will hopefully not only meet your current needs but will also exceed them too, for years to come.

Licence to use
Terms & Conditions
Licence to use
Terms & Conditions

Photo Editor.

More information about the Base Usage Rate pricing system can be found here:

























































































































































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