What’s the cost? Creatives tell us what they actually charge for projects

Isabel Okoro

Based in Lagos where she produces warm, velvety imagery is photographer and filmmaker Isabel Okoro. Her work has graced the covers of magazines including Native and Splash & Grab and been published in Dazed, The Face, Vogue US and more. Throughout her portfolio, she explores “interactions between the motherland and the diaspora”. In the past, she’s sought advice from websites like aphotoeditor.com and from friends with experience in her field or who have done similar jobs. She thinks “a major reason people don’t want to talk about money in the creative industry is that there is a large disparity when considering social factors like status, race, gender and sexuality… People don’t want to talk about money because if they did, they would have to confront the roles they play in such an unfair cycle.”

Like many, through this process she’s learned a thing or two and so offers these as her top tips:

1. Always ask about usage – where your images are being used plays a huge part in how much you should be charging.
2. Aim high during negotiations, don’t lowball yourself.
3. Don’t be afraid to ask questions.

Hypothetical briefs:

A five-page story for a new magazine being published in Lagos. Your brief is super open, so you’ll basically get to do what you want but you’ll also have to source any props, styling, models and scout locations yourself.
“Since I would have to handle the production, I’d charge between $1,500 – $2,500 depending on what the concept is and how many talents are needed. This figure takes into account the fact that it’s a new magazine being published in my hometown.”

A portrait of an actress for the launch poster of a major global film tipped for the Oscars – this poster will be used across Europe in cinemas.
“Considering the usage of this portrait, I would charge about $12,500. $2,500 as a creative fee and $10,000 for the licensing fee (two years, OOH use).”

A cover image and ten-page story for a major publication with a celebrity; they’re famous for being a champion in their sport, but also widely admired for their politics and activism. You’ve been following them on Instagram for years, and they’re on your bucket list of people to shoot!
“All things considered, I would charge about $5,000 for this project if production is to be covered. Otherwise, the production fee would be added on top of this. Considering they’re a celebrity, I would negotiate copyright with the publication so I can re-license the images in the future.”