Posted on by Leslie

Monetizing creativity

There have been many posts lately on ASMP’s Pro/Student forum about pricing issues, like standardizing usage prices. I’ve been trying to offer my opinions while staying out of the fray, but I’m getting frustrated with some of the debate. People get very emotional about these issues and then it gets difficult for them to look at ideas dispassionately before jumping to conclusions about their merit, etc.

As readers here know, I think the idea of standardizing usage licensing prices is at the least interesting and worthy of further investigation. One of the arguments against it is that it isn’t done that way; another is that no one should get to dictate prices. I think neither of these attitudes is helpful in looking at possibilities.

The WGA is looking at new methods and models for pricing usage for the creative products of its members. They seem to understand that just because something wasn’t done that way in the past (or was done, sort of, but didn’t work in the past) doesn’t mean it might not work now. Why can’t we in the photo industry get that?

Life and business and technology (etc.) are changing at incredible speeds and we have to be willing to look at ideas openly in order to find best possibilities for us all. What was may not be now; or what was, then wasn’t, may be again. Who knows? But if we dig in our heels and say “This is the way it is done. Period” we’re going to be left on the side of the road with our egos intact and our businesses in shambles.

The other side of this coin are those people who say things like “Creative Commons licensing is here to stay so we have to accept giving away usage.” They are only seeing that one issue in monetizing creativity and basing everything on it. Equally but differently blindered, so to speak.

Today there are a billion outlets for creative material usage and each set of those uses may require different methodologies for pricing. Today sure as hell ain’t yesterday and tomorrow will be completely different, so you better wear a cup, as they say. But during this fundamental transitional period, we owe it to our businesses (and to the value of our creativity) to look at all the monetizing ideas possible–no matter how crazy or against the previous grain they might be–before rejecting any out of hand.

Then, if (huge if) any new methods gain endorsement from any of the major photo groups, each business owner will still get to pick her/his own way. Even if prices are standardized, no one will dictate them and no one will be forced to use the suggested standardized prices, for example. As always, it will be a choice. Just like today where photographer A uses FotoQuote to price a gig while photographer B throws in all rights for a tiny sum–each makes his her own choice and lives with the consequences.

But as a group, we can and should look at what the changes in media and technology bring to the table. New methods for monetization are certainly possible if not probable. Let’s see what our best minds can come up with. After all, they said no one would ever pay $4 for a cup of coffee (Starbucks) or buy books online (Amazon), and Google has broken every “rule” about monetizing anything and made one hell of a business.

8 Replies to “Monetizing creativity”

  1. As usual Leslie, you’re spot-on. The world has changed at a rapid pace and the old paradigms just don’t hold up anymore. The question then remains not whether a “chosen few” will get to decide the pricing structure, but rather, will anyone make money moving forward. Change is inevitable – Growth is optional.
    Best,
    Ed

  2. My suggestion for a starting point would be an online Usage calculator similar to others you see on Getty (or did – not sure if it’s still there). Create publicity through endorsements by APA, ASMP, Plus Coalition or any other group that would help the cause.

    By creating this starting point we will have a concrete tool from which to solidify a point of departure. Right now all we are doing is arguing semantics – it’s turns out to be nothing but BS in the end.

    I’ve been in this biz for longer than I usually admit and STILL struggle with how much rights for 5 photos in a 50,000 national circulation brochure costs when one is on the cover and one is double page interior spread.

    Whatever you do, don’t use the words standard or union – creatives freak out. Offer it as a guide and get enough people to sign on so that to be a reputable professional you’ll wear it like a badge. I’d love to direct clients by saying, “don’t blame me … I follow the industry guidelines” – if you want to scale your use go to the calculator for a guide.

    Wouldn’t that be easier?

  3. The on-line version would also be free? Not that I wouldn’t pay but it always amazes me when I see someone post on a members forum such as EP’s fishing for requests for pricing / usage help. Nothing wrong there but I’ve seen many times, asking someone else to fire up fotoquote for them. Buying fotoquote will pay for it self many times over as the choir here knows. I’m guessing there are many shooters that are lenient with usage pricing (i.e. giving it away) that if the tool was online they would start sniffing around the idea.

  4. See – this is exactly why standards won’t work. No one is willing to take a stand by publishing concrete guidelines. Fotoquote makes money because they know photographers are a bunch of insecure paranoids. If one of our industries glorious organizations – APA or ASMP – for example, doesn’t offer free – yes free – access to pricing guides so neophyte photogs can afford to see pricing, change will never work. The guidelines need to be universally accessible or usage pricing will always be opaque. In other words – same old, same old. There NEEDS to be open industry guidelines so we can point to something and go, “see, I’m a professional … I follow the APA / ASMP usage pricing calculations.”

    Sorry if I’m sounding annoyed but I’ve been listening to this crap for over 25 years … I’m just tired – it’s the primary reason why I mostly watch from the sidelines on these issues because everyone talks a good game but no one is willing to give up territory to help the industry.

  5. Once upon a time (when I first began licensing stock direct), there was an ASMP guide. It was invaluable! And still sits on the bookshelf above my desk with all my natural history reference books.

    It’s out of date now – superseded by FotoQuote. And ASMP had to quit producing it because of some (perceived?) threat of price-fixing competition. But if FotoQuote can legally produce a pricing guiide, why can’t ASMP et all endorse it?

  6. Many moons ago I was an ASMP chapter President, I’ve always walked the walk but when I was a President I made sure to never slip. My biz suffered greatly for it.

    I think people are willing but need to be led down the path of righteousness. I know I don’t have what it takes to do so. IF, a big IF, someone or organization was able to get the ball rolling, I think more now than ever before the sheep will follow, because they know the other path is going to eventually end up going over a cliff.

    Bruce, I’m frustrated to. The guys that would yell the loudest at the local ASMP meetings were the ones that always gave it away for a song.

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