Here is some correspondence from photographers and producers on what is happening internationally. Specifically in the U.S, Australia, New Zealand and the U.K. If anyone has additional information pls share it .
If you you are in the photographic industry in South Africa, you NEED to read this...
The United States:
Day rates for national usage in the States range between $3,500.00 ( MID LEVEL) to $7,500.00 ( TOP LEVEL) USAGE IS ON TOP OF THAT. A guideline for usage would vary from client to client, but a general breakdown would look something like the following.
WORLDWIDE FOR ONE YEAR IN ALL MEDIUMS, EXCEPT BROADCAST.....$$18,000-$30,000 * car companies are paying on the lower end, with tobacco and liquor willing to pay more.
USAGE IN NORTH AMERICA ONLY FOR ONE YEAR. ALL MEDIUMS, EXCEPT BROADCAST......$3,500.00 TO $7,500.00
ADDITIONAL USAGE BEYOND THE FIRST YEAR CAN LOOK SOMETHING LIKE THIS:
ADVERTISING USAGE FOR AN ADDITIONAL YEAR WORLDWIDE, ALL MEDIUMS....$7,500.00 TO $15,000.00
COLLATERAL FOR AN ADDITIONAL YEAR WORLDWIDE: $5,000.00 TO $7,500.00
Your market is more fragmented for usage, as you have so many different countries in a neighboring geography. I would assume that usage in Europe is far more than usage in Africa, just because of the general higher level of consumer spending and prosperity. You should get usage from agencies assigning you work from Europe and the Middle East. As well as work used in Africa ( outside of South Africa ) .
Australia:
The top guys in Sydney earn around AUS$ 4000 to $ 5000 per day which generally gives the client 12 months usage Australia and three media.
Licensing is calculated on territory, media and term. Generally the Base Usage Rate (BUR) is calculated for a shoot. You need to be careful not to instantly use the day rate as the BUR it's better to try to negotiate a BUR per image so that if the client contacts you in the future you can easily apply the BUR with the new usage to by way of adding a percentage.
Say you do 1 shot in a day @ $4000.
The BUR is $4000 that is your base rate for calculating additional usage above and beyond the 1yr,1 territory and 3 media they get. Some photographers will only give 1 or two media. You then add a percentage from the attached guide for additional territories or media or a longer term.
Say $4000 provides 1yr, Australia + 3 media (always specify the exact territory and media print, pos and ad shells. Then add e.g. 100% for an additional year, another 100% for extra single media and another 100% for additional territory - these are just examples.
Also - we have always avoided buy out rights as this cuts you out of any future earnings when license is renewed.
There are two types of licenses: exclusive and non exclusive. Exclusive means the client has exclusive use of the image and non exclusive means you can license it to someone else.
Australia 2:
Believe me, usage may be written into our copyright law since 1991, but it is still a very contentious issue. Many uneducated clients simply refuse and the big ones still make it very difficult.
The GFC did nothing to further our cause as photographers who insisted on usage were simply passed over for the job till they found someone willing to hand over usage for free. This happens mainly at the lower end of the market of course, but it sets a precedent that clients think they can bully the photogs by holding the job ransom. They put pressure on to relent, and for guys who are having a slow year (as the past years have been) and who have mouths to feed, the temptation is to give in to secure the job. Its a BIG problem
I had to literally dig my heels in on my first biggish job and threaten to walk off shoot until the client agreed to sign off on my usage requirement. It was difficult, and I knew that agency would not use me again because of the Booha. I had to supply them the copyright law publication and the industry guide to usage (exactly what you are trying to formalize) They finally signed off, but to get the PO out of them for usage one year later was another mission. I threatened every threat and got ugly. The suit is a Saffer who had arrived the same time as me so it was like fighting the issue with familiar foe. The PO was issued in August for the May anniversary. They finally paid last week. It was only $3K.
Fortunately being with an agent and working for a better quality of client generally smoothes things out as the major agencies are on board most of the time. Additional media usage is quite easy, but apparently the broad territory, worldwide usage and buyout is still highly negotiable and the AIPP guide (attached) is just that, a guide. THe stratospheric 750% is rare if non existent.
There are two photographers associations, AIPP and ACMP. They are active but toothless. While they have done a lot for furthering the right of photographers on paper, they cannot assist with enforcing them. But like airbags in a car, its just nice to know they are there as someday they might help...
digi fee and archive fee, but thats another story. I'm at 3-3500, but that does not help if you are only landing a few jobs a year. Some of my photographer friends are getting busy again but they dropped to 2K to get work- but they are shooting crap. At least at my end there is room to grow. The last 2 years have been the darkest the industry can remember, and set us back a decade in the respect we get as professionals who run a business.
The high end were rumoured to be charging over $5000 pre GFC, but that has corrected(?) to 4K + depending on the job and who the photog is. I would say off the top they would be Smetana, Izzard, Harsent, Budgeon, Ingvar Kenne, Bommert, Buhlman, Butterworth.
Usage for 1-2 media for 1 year is included in that rate. All additional media usages are charged at a percentage of BUR (Base Usage Rate) which is basically the day fee. They are 50% to 100% depending on the media.
At my suggestion my agent is now looking into how to charge for any live-action capture that needs to take place on shoot.
New Zealand:
I am working on a rate of anything between NZ$ 3000 and NZ$ 6000 a day depending on where I am shooting. New Zealand rates are lower than Singapore. 1 year usage in the region is included, for 2 media, in the rate. 100% of the rate per year thereafter.
More regions equals more %. I will dig out the rate card for New Zealand which we use as our guide. Depends on the client though and what they are prepared to pay.
There is under cutting here (which doesn't help) and generally creates confusion with agencies and clients - i think that your idea of a rate card as a guideline is great .
A link to New Zealand usage rates:
The United Kingdom:
Attached please find the UK AOP guidelines, these are used as a guide only as all usage is negotiable but I think it's a good starting point.
Here is a link to an interesting read. The rates are for usage in the UK.
