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Every now and then I notice a misunderstanding about who owns the images - brand or the photographer?
"I'm paying for the photos, my products are in the image, the images are made specifically for my business, so I own the photos" is what I've experienced during the early days of my photography business, which is actually not how it works.
So what is User Licence and why should brands know about it when it comes to visuals and working with creatives?
FIRST THINGS FIRST - COPYRIGHT
Based on the industry standard and the Law (in the form of the Copyright, Designs and Patents Act 1988) the Copyright will always remain with the photographer - they created it so it's their property.
A basic example: If you buy a book, you obviously don't own the copyright to it.
BASICS OF USER LICENCE
This is where a Licence to Use comes in. Commercial photo licensing is a legal agreement between a photographer (or the copyright holder) and a business that grants the business the right to use specific photographs for commercial purposes. This license outlines the terms and conditions under which the images can be used, such as the scope of usage, duration, geographical restrictions, and any applicable fees.
So basically, it is a permission a photographer gives to the client to use the images in a certain way. Some of it is usually automatically included as part of the quoted fees, however, it varies depending on the photographer. Some give a permanent licence, some issue it on a yearly basis. Some include online usage only, but require additional fee to upgrade the licence for both online and print purposes. Some don't include user licence at all and it needs to be purchased on top of the project. It really depends on the photographer, country, local customs etc.
In the UK product photographers generally issue a social media and website licence to their clients automatically (included in the quote), however, if you plan to use those photos as print - for example, to be featured in a print magazine (PR), billboard or in a third party retailer (i.e. Sephora) - they will calculate an additional fee to expand your user licence, as it is a more advanced form of advertisement for your business. Licensing was created to give flexibility to the brands and allows them to only pay for the user licence they need.
DON'T BE PUT OFF BY ADVANCED USER LICENCE JUST BECAUSE OF "EXTRA FEES"!
Advanced usage can truly take your business to next level! Imagine the exposure and ROI your brand receives when a professional photo of your brand is featured in Vogue or displayed on a poster in Sephora!
GO WHERE YOUR COMPETITORS WON'T!
There is actually less competition in the print market as a result of the transition towards digital advertising. This might make your brand's message stand out and grab customers' attention amid a sea of online advertisements. Furthermore, physical ads tend to create stronger brand recall compared to digital ads. The sensory experience of holding a printed piece and reading its content can leave a lasting impression on the audience's memory.
While digital marketing is essential, integrating print advertisements into your marketing strategy can create a well-rounded approach that caters to different consumer preferences. The key is to align your print advertisements with your overall brand message and marketing goals for the best results.
Therefore, commercial photo licensing is a critical aspect of running a product-based business in today's visually driven market. By understanding the purpose of user licence and adhering to copyright laws, you can access high-quality images legally and create impactful marketing campaigns that captivate customers and drive sales. Remember, investing in licensed photos is an investment in the business's success and long-term growth!