Budgets

Q:

If a client asks you to be tested on your own before a shoot, can you charge a fee for the time? Not everyone lives in cities where testing is really easy to come by, and lines can be long. (Example: I am in Vermont right now for a month and have to drive an hour to get a test for a shoot in NY Tuesday), I know we are all just excited to get jobs at the moment, and I don’t want to rub anyone the wrong way. Of course if there is a fee they should pay, but what about for time? Like a mini travel day and mileage? I’m not stressing this type of fee, but just figured it might be something a lot of us hopefully start dealing with when going back to work so could be good to see how people respond. 

A:

Right now getting tested before a job is a standard requirement. If you charge extra for it because of your location, this may turn into a detail about you that can hurt you in the future. If you are getting jobs out of NY I would not suggest making this more of an “issue” that the client has to pay for. You can always add a little more to your shoot or prep fees if you think there is room to do so, without calling it out as a Covid test fee. A side not to this is that I am noticing photographers paying their crew to get tested. Sounds like a fair idea to me.

Q:

I have a question regarding fees during this pandemic. I have a client wanting me to do a shoot in Florida early August. Being that that is a high risk state right now do you see photographers increasing their feeds for the added risk of the situation? Like hazardous pay? Thanks much!

A:

This is a new situation for all of us, so there is no absolute answer to this. Since your question makes rational sense, it’s worth bringing up with a client you have food communication with. As you know, less jobs are happening so budgets are going down and photographers are extra eager to get work now. This high level of competition could prevent any extra financial coverage. Play it safe though and don’t cut corners on the precautions which affect the expenses and shot count. I’d suggest bringing up the expenses instead of trying to raise your fee, where clients can rationally see and understand what they’d be paying more for.

Q:

As there is an expected decrease in volume for corporations, companies are looking to cut the equivalent across the board. I have a feeling they’re going to ask everybody to make this sacrifice, including us photographers. What’s your take on this? If everyone is taking a pay cut, are we expected to as well?

A:

From what I am hearing, clients are going to see how photoshoot budgets can be cut down by eliminating their own travel, reducing the amount of crew and hiring photographers who can shoot all the stills/motion/drone themselves. This has been happening over the last few years (clients getting more/paying less) and now it is going to be taken even further with our new situation. Social media is more prominent than ever, so I’d expect this to also cut budgets by using more influencers and selfie type of shoots. Overall, we will feel this across the board as clients will see how they can get more content for less $ and they will expect that to continue beyond the time of “social distancing.”

Q:

With the onset of a global recession, do you fear that our industry will halt with less need?

A:

I personally do not fear that our industry will halt with less need because of this disheartening situation we are in. The way our system is set up with everyone now on the internet, content will always be needed. Some businesses have fallen because of this and I could see a trimming of the better qualified photographers rising more to the top. With less budget being available, the stronger portfolios may escalate leaving less room for others. So put your focus on strengthening your portfolio. 

Best use of time now – sharpen your brand.

Q:

Is an advance to cover hard costs for production or do you pay the photographer 50% of the fee in advance of the shoot?

A:

The amount of the advance depends on the policy of the client. Sometimes it’s 75% of the expenses or 50% of the total budget, but most often it is to cover the expenses of the shoot and not the photographer’s creative fee.

ASR: How do you see the business changing right now and where do you see it going?

Anonymous NY Art Producer: Budgets are getting smaller, and clients are becoming more savvy with building campaign landscapes. They don’t want just stills, they want content. In addition to static assets that will live in print and OOH, they’re also interested in GIFs and short form content. It’s truly the middle ground between static and broadcast production, everyone across disciplines needs to consider shooting for vertical. Clients are no longer wanting traditional assets like a commercial spot and campaign stills – they want everything.

ASR: How are photographers handling this differently now to make this happen successfully?

Anonymous NY Art Producer: Good question! I would say this is where a photographer has the leg up edge-wise. Tackling this successfully requires a smaller footprint than what’s been done before to solve creative ask. Since photographers have normally worked with a fraction of a traditional broadcast budget, they’re already accustomed to creating with smaller crews and resources. Don’t think shooting motion equates to taking on the same resources as a broadcast production; be tactical, nimble, and resourceful. There are young emerging artists who have proven to achieve more with less, that’s the way of modern production now, and that’s what’s driving client expectations. 

Q:

What are the best sourcebooks and websites for a photographer to spend their marketing dollars?

A:

Shooting tests is where you should spend your marketing budget, as that is the most direct path to getting jobs. Once your portfolio is where you want it to be, I would suggest the following US options in the commercial advertising world:

At-Edge, Found, Blvd, Wonderful Machine, Production Paradise, Workbook, Drip, LeBook, (new) Komyoon, Altpick, Lurzer Archive, PhotoServe, and Creative Hotlist.

Q:

What are your thoughts on testing for a client, at the client’s request. Should you ask for your costs to be covered?

A:

Testing for a client is not an industry standard request. I’m reluctant to encourage you to test for a client because it will most likely mean you won’t have the proper budget to do it right, and the image quality might suffer. If the quality of your work is at risk then I would say it’s not worth it.

Q:

Do I need to consider where a brand/agency is located before pitching them? If they’re in another state I might not be able to meet in person and I’m concerned I could lose a job over it.

A:

Communication tends to be done electronically, via online portfolio review, conference calls, video chats, etc, rarely in person. If you think the budget won’t allow for travel, you can always offer to work as a “local” once you get to the budgeting stage. Focus on the jobs you really want… that your body of work supports.

Q:

With social media on the rise and people wanting more content for a lower price, are the new budgets unrealistic?

A:

Clients want more content in general to fill their media pipelines, and they want it fast. Adapting to the need for speed in this new world order is essential. Crews tend to be leaner and meaner these days, so it’s important to be able to adapt your shooting style to the budgetary constraints. But be careful not to over-promise on what can be done with lower budgets. You may have to do without line items such as wardrobe, hair & make-up, additional assistants, etc. for the smaller budgets. But being willing to be flexible is key.