Imagine if you had a
project that required a certain, even specific, image and rather than
pool through thousands of images in a stock library, you could
personally describe the photo you have in mind in great detail to a pool
of professional photographers. And, imagine if these photographers
would then present, for your consideration, their professional images
that match your description. You don't have to imagine anymore. This is
how photo licensing is done in this new age of the arts. This is how
licensing is done through
ImageBrief.
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Photo Credit: Michael Kraus
This
new licensing concept is the brainchild of Simon Moss, co-founder of
ImageBrief. I was intrigued by the business model, both as a
photographer and a book cover designer who often needs specific images
for my own projects. As such, Simon was kind enough to answer my
questions in this one-on-one interview.
HH: What did you do before launching
ImageBrief?
SM:
I ran a stock library with Meg, co-founder of
ImageBrief - and more
importantly my wife. It was a traditional photography site.
HH: What was your motivation for launching a crowdsourcing platform for photographers to sell images?
SM:
The way buyers used our original stock photography platform gave us
great insight. Although we'd invested heavily in the search capability
of our original business, we still received emails from buyers
requesting very specific images that we couldn't easily provide.
But
we knew the content was out there, sitting on the hard drives of
photographers around the world. We'd share requests with photographers
we thought might have the shot. They would respond with images that
matched the brief perfectly and were able to monetize work that hadn't
yet been made available online.
We knew connecting buyers and sellers in this way would change the industry for the better. That was when
ImageBrief was born.
Photo Credit: Michael Kraus
HH: What are the biggest trends that have changed the photography business in the past decade?
SM:
So much has changed, but the place it starts is simply the tools
available. Photography became a business that was "end-to-end digital" -
from the moment a shot was taken to its final use. Like all media
businesses, new tools suddenly emerged that made the production of
content - in this case a photograph - easier than ever.
Cheap
digital SLRs flooded the market and, good or bad, there was an explosion
in the volume of photography from amateurs suddenly competing with
professionals. I really think you can trace everything back to that.
With
this came millions of images from people willing to charge much less
per shot. This facilitated an explosion in lower-cost stock libraries
like Shutterstock, while the higher-end of the market retreated to
Getty. Not the most effective solutions for marketers or photographers.
We created an
infographic that explains this in greater detail.
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ImageBrief sourced, licensed, and obtained model releases for this candid image used on Facebook's own page to promote their new Nearby Friends feature.
Photo credit: Jazzmine Beaulieu
HH: With
the increased popularity of Instagram, Flickr and others, user
generated images are everywhere. How can photographers survive when
competition for sales has skyrocketed?
SM: You're
right about the competition sky-rocketing, but that has less to do with
platforms like Instagram than with the means of production so widely
available.
The majority of amateur user-generated content is not
sufficient for commercial purposes. Resolution, image sizes and similar
quality factors are an issue. But beyond that, brands, publishers and
agencies still require model-released content they're confident won't
show up in a competitor's marketing. ImageBrief alone connects buyers
directly to photographers who can fulfill these needs. It will always be
hard for most artists to earn a living from their craft, but we're
giving photographers better opportunities to succeed.
HH: What is the coolest use of an image sold via ImageBrief?
SM:
We've facilitated so many wonderful images it's impossible to pick one.
It's like choosing a favorite child! What gets us really excited is
where our photographers' work is seen, including a national social
campaign for Land Rover, the cover of Travel + Leisure, on Facebook's
own page, and images featured in the rebranding of a global
pharmaceutical company. It's very rewarding.
Photo Credit Ian Maclellan
Photo Credit Ian Maclellan
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Photo Credit: Chip Kalback
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Photo Credit: Chip Kalback
HH: Do you dabble in photography? If so, have you ever sold any images?
SM:
My background is in technology. Coupled with Meg's experience as a
photo editor and licensing specialist, we are the perfect team to
provide a platform where photographers can build their business. We
leave the actual photography to our fast growing network of 20,000+
phenomenal photographers!
HH: How many images has ImageBrief sold for photographers since it launched?
SM:
Since our official launch last year in New York we've sold thousands of
images. However, the impact we're having on the professional
photography community extends beyond sheer volume. Images on ImageBrief
sell for anywhere from $250 to $30,000, and we pay our photographers up
to 70% of every sale, more than double the standard industry commission.
In addition, we recently began enabling buyers to hire photographers
directly through ImageBrief. When a photographer books a job through
ImageBrief, they keep 100% of the fee. So, these combined opportunities
make for a very happy photographer community.
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Chef Uri of Uri Buri Restaurant in Acre, Tel Aviv. This specific request sourced through ImageBrief for a magazine editorial.
Photo Credit: Yadid Levy
HH: How do you see photography changing over the next decade?
SM:
We see photography becoming more competitive, more social and more
mobile. Possibly the biggest change will come from mobile phone cameras
taking SLR-quality images. Once that happens it levels the playing field
even further, and it comes down to the talents of the person taking the
shot. There will always be a market for the photographer who has an
"eye" for seeing what no one else can.
HH: Since everyone loves to "right click and save" images online - how can photographers protect themselves?
SM:
At
ImageBrief we take all the standard precautions such as watermarking
the shots on our site, not being able to right-click and save a shot,
all these kinds of things.
We are also looking at implementing
technology that allows us to track images that are used without
permission. This generally doesn't happen with the work we sell, but we
acknowledge that on occasion work will be stolen. Therefore, we are
putting measures in place to identify who is responsible and ensure our
photographers are appropriately compensated.
At the end of the
day, photographers should only do business on platforms and with people
they trust. We're working hard every day to achieve this so that we're
the platform of choice for the world's most talented photographers.
***
Thank you, Simon!
Follow Heather Hummel on Twitter:
www.twitter.com/HeatherHummel
This post originally appeared on the Huffington Post.