Former Art Buyers and current photography consultants Amanda Sosa Stone and Suzanne Sease have agreed to take anonymous questions from photographers and not only give their expert advice but put it out to a wide range of photographers, reps and art buyers to gather a variety of opinions. The goal with this column is to solicit honest questions and answers through anonymity.
The past week I did 2 separate estimates for different agencies. In my estimates I broke down the usage for print and web, both agencies came back to me and asked if it covered social media. This is the first time I’ve been asked about social media rights and usage. I talked to an AD friend and he suggested I treat it as broadcast. Should there be an extra charge for social media rights/usage ?
Amanda and Suzanne: This is a NEW usage being requested…and we are SO LUCKY to have APE and our AMAZING resources and friends to ask this HOT TOPIC and be able to share this question quickly to our community.
ART PRODUCER #1
I’m considering social media as web use (unless that social media outlet lives someplace other than the internet) and I wouldn’t expect and probably would not pay an additional fee to use content within social media parameters, if I’m buying a general web use. If I’ve got a smaller budget than I may get very specific with the use in order to still use a preferred photographer, while still working within my budget parameters. However, in my head if it’s specified as (general) web use that includes social media use (as long as it lives on the web).
ART PRODUCER #2
I think that charging for Broadcast use is way too high. Social Media is typically encompassed within Internet usage. As always, pricing is determined by exposure, uniqueness and the degree of association with a product. One thing to note about Social Media is that there is usually not a blatant advertising message, so there’s often less of a direct association with product. If separated from Internet, the photographer should gauge the degree of association, the uniqueness of the image, and the degree that the imagery itself is delivering the message.
ART PRODUCER #3
From Wikipedia: “Social media is a term used to describe the type of media that is based on conversation and interaction between people online. Where media means digital words, sounds & pictures which are typically shared via the internet and the value can be cultural, societal or even financial.”
Social Media is web. When I negotiate with an artist, I ask for unlimited web. More people watch TV then scan the social networks so I don’t see this as the same as broadcast.
To Summarize: Social Media should be covered under web usage. You can say Unlimited Web and some might assume that social media will be covered under this. But our advice is to be clear with your wording since this media is a fairly new usage request. Web Usage, including or not including Social Media.
Call To Action: Decide how you feel about the above topic and how you feel comfortable charging for the above. When asked you will be ready to give an appropriate and fair estimate based on your own education from the REAL buyers above.