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In this episode, we dive deep into one of the most misunderstood and most important parts of being a professional creative: usage licensing. After Matt was offered a shocking £300 for out-of-home usage (billboards, buses, the Underground… you name it), we decided it was time to break down what usage really is, why it matters, and how to price it properly.

We unpack the different types of usage: Out of Home, Point of Sale, Social, Web and explore how context changes everything. A small startup asking for usage is very different from a multimillion-pound brand doing the same.

We also talk about how usage slots into your overall business structure, alongside feedback rounds, payment terms, and policies. If you don’t set usage expectations, clients will happily use your work for years while you only get paid once.

We cover practical tools and resources creatives can use when working out usage fees, plus why having a strong network of agents, producers, and experienced freelancers is invaluable when navigating what’s fair vs. what’s laughable.

Finally, we wrap up with some red flags to look out for, and finish the episode with a Q&A from listeners. This episode is essential for any photographer or videographer who wants to charge properly and protect the value of their work.

AOP: https://www.the-aop.org/information/usage-calculator

Cameron's Twitch Livestreams: https://www.twitch.tv/camincontroll

Matt's London Camera Division: https://londoncameradivision.com

CHAPTERS

00:00 - Intro

08:52 - Bad Usage

14:58 - Usage Types Breakdown

19:55 - Pricing Usage

35:00 - Tools for Usage

39:49 - Avoiding Red Flags

45:43 - Usage Summary

47:55 - Listeners Q&A!

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