One of the top questions we are asked is “What should I charge, or as a client, what should I pay?”
The question comes from seasoned veterans of the industry and newbies alike. We have put together some standard industry guide rates to help you set your budget for your next project. We understand keeping our clients’ budgets in mind and keeping the rates fair for our talent is always a delicate balance!
We worked with a leading talent manager to give both our clients and talent confidence when negotiating fair rates. It takes some trial and error plus some confidence in your negotiation skills, but we have created a hack to put you straight on the fast track.
Find where your budget sits on the talent scale.
Each type of talent will come with different standards, so we have created a guide with the most common talent types below. Take into account that rehearsals, fittings, editing or any other pre-production or post production time will need to be compensated for.
If your quoting for an event or film/stage performance you only need Step 1. If your using event photos anywhere outside of internal usage, see step 2.
Influencer Guide Rates
Followers per account
Ballpark rate per post
Other talent types
Minimum hourly/day rate
(beginner level talent)
Standard hourly/day rate
(intermediate level talent)
Professional hourly/day rate
$350/2900 and up
$1000/8000 and up
$350/2800 and up
$350/2900 and up
$350/2900 and up
$350/2900 and up
Bloggers – Bloggers rates will depend on the length of the content you would like written (number of words) and any research or photos that you would need to accompany the article. If you are looking for a blogger we would suggest posting a job and specify that you are “open to quotes”
Artists – Talented and diverse artists, from illustrators to graffiti artists will all have different scales of pricing, based personally to them. theright.fit has a number of artists to choose from. Simply request quote to open the dialogue.
*Day rates are typically 8 hours, but commercial shoots can be 10x hours. The above are calculated off 8 hour days. Make sure you always note how many hours in your quote.
Talent: Be competitive by incentivising booking a full day up front by giving the client a discount on the hourly rate (Ie- 4 hours @ $200/hr, but offer full day (8 hours is $1000)
Clients: When booking someone for an hourly rate, it’s important to understand the industry minimum is usually 3-4 hours. If you only need your talent for 1 hour, incentivise your job by making sure you’re offering at least in the “standard” and additional usage costs should be added as based on Step 2.
Now that you have set your budget for talent time, it’s time to chat about usages. This is often the confusing part.
Brush up on industry terms here: http://aphotoeditor.com/2010/02/05/ad-agency-guide-to-photography-usage-term
PHEW! Now you know what types of usages there are, you’re ready to see what the fair rates are for these usages.
Percentages are based off the day rate or a minimum of 4 hours. Usages are always applicable to photographers, models/commercial actors and videographers. Usage fees may be applicable to stylists, HMUA/MUA depending on exposure and experience.
Collateral, Brochures, Direct Mail, Trade show-
POS (Point-of Sale)
(Out of Home/Outdoor)
Digital – (ads online, youtube, catch-up tv)
0% for 1x run in magazine. Additional runs would be at 80-100%. *Highly respected magazines can often charge minimal rates due to the exposure talent receive. Editorial should never be an advertisement.
Photographers/Videographer will always own the rights to the images/footage. The selling of these rights to client will always require additional negotiation.
The above is based on 12 months usage in Australia only.
Need more usage? Go to step 3
Clients: If you’re not sure where you’re going to use the work from the onset, it’s fine to shoot and decide later. If you’re deciding later, make sure you note and quote possible usage on an “if used” basis. If you decide to move ahead, you can always send additional payment through theright.fit.
Talent: Stay organised! Know when usages expire and where they are supposed to be used BEFORE your shoot. Kindly follow up with your clients before the usage expires to check in to see if they want to negotiate and extension with you.
Illegal usage: It’s always the client’s responsibility to let the talent know about intended usage, and propose any additional usage before it goes live. Fees must be agreed by all involved before usage can commence.
WARNING! Competitive category alert!
The following categories are risky for talent to shoot with since competitors will refuse to shoot with them during the usage, and sometimes even after it has expired.
- Financial services
- Fast food
- Healthcare/Pharma (USA usage only)
If you’re quoting for the above categories the usage percentages for each category should go up around 50-100%.
Talent: It’s important to weigh how much work you’d be giving up by accepting a job in the above category. Talent who appear 35+ should be especially careful in Banking, Financial and insurance. Talent who appear in their 20s should be especially careful in Banking, Car, Telecommunications and Fast Food categories. It is suggested not to accept jobs paying “minimal” for work in these categories.
The extras. I often have clients coming to me saying “I need this forever and I need it everywhere”. Upon my first few questions to them, this is hardly ever the case. The words “Perpetuity” and “Worldwide” all come with hefty price tags, so knowing your intended usage keeps the talent top-quality, and you often save money while paying the talent fairly.
- Time: 12 months is standard
- Additional years should be 80%-100% per additional year
- 3 and 6 months terms can be calculated at 25% and 50%, but not for Competitive Categories
- Perpetuity should never be considered for Competitive Categories.
- Perpetuity for low risk categories (fashion, local businesses etc) should be considered at 300-500%
- Territory: Australian usage is standard
- NZ usages are 50-80%
- USA is 200-300%
- UK is 150-250%
- Other countries should be calculated based on population and it’s relation to Australia
theright.fit empowers both sides of the industry, creating a marketplace where traditional talent agencies and freelancers aide in elevating the industry on a grand scale. For talent, being empowered means they have the confidence to quote realistically for what they are worth based on experience and risk. While on the other side clients have an an informed expectation what is fair compensation and what isn’t. The bottom line here is trust, but before there is trust there must be knowledge.
Clients: If you’re still unsure or you’d like to receive quotes from a range of talent simply post your job as “request a quote” and talent will provide their rates. Or contact theright.fit team – [email protected] for more help.