Budgeting for your next photoshoot? Here's the details on what you should know!
Just starting your business and thereâs so much to do!
Youâre a new business owner or a small (or micro) business owner looking to step out into the world and build your business content and show off your product or service. Immediately, you want the best because your brand name is on the line and quality imagery means youâre going to attract the right clientele that you want to serve.
As you might be aware having reached out to many photographers on the internet and via social media, pricing amongst photographers can be wildly different. Most photographers, who are very niche, are going to have their cost of doing business very well thought out to make sure the team is paid as well as make a profit.
After all, photography is a business just like you are.
But what goes into all of this pricing and why does it cost so much?
Photography itself is merely a click of a button. What you canât put a tangible pricing on is creative vision, the time to do the project planning and research, as well as the team leadership needed to make your production a success. Obviously, the more famous a photographer, the higher the estimate will be. But just because a photographer is not famous, doesnât mean the quality of work is any different. It all comes down to their portfolio, experience, and whether or not you like their creative style.
Hereâs an example cost breakdown I gave to a small, up and coming business owner seeking to photographer her products and her products used on models.
Client wanted to produce a photoshoot for her clean beauty, natural skincare and cosmetic line. She was based in NYC and was willing to do the project remotely. However, as with a lot of small business owners, the cost of doing business and doing a professional photoshoot can exceed their budget at that particular time.
So I tried to do my best and educate her on what she should look for and be cognizant of when trying to plan her photoshoot in NYC, which was closer to her and she had a little more creative control by being on site.
Note: Creative fees are the cost of working with a photographer. That fee represents the photographerâs rate and can be communicated as a flat fee, the creative fee, or some photographers are happy to quote a half day (6 hours) or a full day rate (10hrs). Depending on the specific project at hand, a photographer may use one or the other. So be aware of both terms and what it means.
Hereâs what I quoted her based on her project needs:
Includes: creative fee, 20-25 images, no retouching so we should shoot as real and natural as possible.Â
Images delivered via digital download in web and high resolution files.
Working with models is not cheap and does come with the modelâs day rate (or half day rate) PLUS the agency fee of at least 20%. Thatâs how agencies make their money as well as pay the model. Typically, these rates are just starting points because the agencies will want to know HOW you intend to use those images. This is where licensing and usage comes into play, even for the use of the modelâs face. It happens at all levels of modeling world.
Typically, if the client is choosing to use models, they will coordinate the casting. However, it may be asked of the photographer to spend time also conducting the castings, in which case, you, as the photographer should be compensated for your time and effort. Factor that into your creative fee or as a separate line item.
Hereâs the cost estimates I gave my client:
Model Day rates: average $800
Agency Fees: average 20% on top of model rates
Half and full day rates are available so be sure to ask for those; be sure to ask for usage rights so you can get the usage you need; may or may not cost more (print, web, perpetual, etc)
I did encourage my client to seek freelance models as an alternative to hiring agency models. Depending on budget and what the client could negotiate with the model, freelance models may be the way to go. However, the legalities must be covered at all costs and airtight contracts must be signed to prevent any breach or loop holes to enable models to file for more money. Payment terms, usage, licensing and other details must be negotiated upfront and signatures on contracts are needed.
Day rate: possibly $400-$500 full day
Agency Fees: none, no agency
I would definitely negotiate with the model and ensure you have full model releases signed to avoid any complications with usage.
Based on my past experiences, models tend to have a day rate starting at $400. That means they are on set 8 hours a day working with the talent and helping to shape the clientâs needs. Not all areas of the country demand the same rates, however, if you are doing work that is more advertisement and commercial, expect to have a day rate starting at $400. Makeup artists may or may not have a half day rate, but inquire if you only need them for half a day.
Day Rate: Average $400 or so in the Tampa, FL area
Quality of makeup, especially for beauty and keeping the skin very natural is incredibly important.Â
A combo artist will save your client the full cost of another person on set. While sometimes it may work out well, depending on your clientâs specific vision, a combo artist may be able to handle the requirements. If not, then a hairstylist would need to be sourced. The tricky thing about hair stylists is that many tend to be fully booked and make much more money in a single than working on a photoshoot. So, the rate that youâre quoting and the type of work to draw out a hairstylist is really going to be key. Thatâs why combo artists are also deemed an ideal option.
If you can get a makeup artist to do both, that would be great. Hairstylists usually are hard to book.Â
Rate might go up if artist can do both.Â
In closing, doing a photoshoot for a small business can be expensive. It really depends on the vision of the small business owner and how she/he intends to use those images. Photography is a profession like any other. When the lights go down and everyone goes home, the photographer is the one left behind the scenes making sure he/she delivers the quality that they were hired to produce in the first place.
So if youâre looking to book a professional photoshoot to take your brand and image up a notch, keep in mind the above and seek a photographer that you want to invest in and who can help you grow beyond just taking a photo.
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