Brands pay too much for commissioned photography
New Zealand brands that want bespoke lifestyle photos of, say, a local New Zealand family of four, mum, dad, and a couple of kids, with full usage rights model releases, are looking at about $12,000 for the models, and at least another $3,000 for the photographer and final edited images.
So for $15,000 the brand gets a lot of exclusive photos of the same people, doing similar but slightly different things. Because the photos were expensive to obtain and are exclusive, the brand will use them continuously for much longer than their optimal shelf life. And the shelf life is short in 2018, because people’s attention span is short, and people crave more fresh and engaging content than ever before.
For the same $15,000 this client could have dozens of high quality New Zealand stock photos, slightly less if they wanted to use them exclusively. They would also have a large choice of models and themes, and full control over the end product, because the stock photos have already been taken and the client knows exactly what they’re going to get.
And what this client is going to get with stock photography is:
- guaranteed variety
- guaranteed quality
- large choice of models
- choice of going exclusive
As a New Zealand art director and photographer I love helping my clients and educating them on how to wisely invest their money.