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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, which is:

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...

.. 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.

So 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 ?

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 afterwards, and therefore what the fee would need to be to ensure we get it right beforehand.

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

As it’s 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).

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 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 that you are going to need, to meet your actual usage requirements.

So the Licence fee will be based on your actual usage requirements - rather than what the fee would be to produce some images for standard use - 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 the more boxes that you would like us to tick, the more we will ask you to pay us for the use of our work - after we have tried very hard to produce some images that we will be hoping you will want to use a lot... since that would obvoiusly be our goal here

Association of Photographers.

For more information about the Base Usage Rate pricing system visit our blog:

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