Recently I was asked to provide a company with a photo for an advertisement in Snowboard Canada for the hefty sum of nothing but some used equipment. The snowboarder doing the asking had been told by his team manager at Sessions that if he could get the photo for free, he would appear in a Sessions advertisement in one of the magazines upcoming issues, pack your bags... we're going on a guilt trip.
The company as I mentioned is Sessions (which was recently purchased by mega-company, Samsung) and on their website claims that "... the Sessions brand remains synonymous with the authentic core sports lifestyle and culture." Apparently at the cost of the snowboarders it supports/sponsors and the photographers who work with them. By asking this of their sponsored rider they are bribing them in order to get a product (in this case my work... my photo) for free so that they can advertise their product to the masses that comprise Snowboard Canada's readership at the lowest possible cost to them.
It is not the first time a company has tried to 'low-ball' me on the price for a photo, Rossignol and retailer Pacific Boarder also join the list of companies that preach about cost cutting, lower budgets and how badly they want to promote the snowboarder in question... if they could only get a deal on the photo that will be used to market their product.
As a business there is a cost that accompanies advertising/marketing your product in order to sell it, these companies believe that putting my name on my photo and the exposure that comes along with it is sufficient payment. So let me get this right, I get exposure or promise for future work and you get my product which will in-turn help your company make money... but I get exposure? The last time I tried to pay my rent with exposure, the land-lady laughed in my face and asked me for the rent money.
If a company intends to use my product to market their product, to sell their product, to make money from their product, shouldn't they pay for my product? These companies claim to be core and claim to support the riders and the industry, but in reality they are just out to make a quick buck... your hard earned quick buck all the while screwing over the hard working people they claim to support.
This next part is important and needs to be understood, not only by the snowboarders I work with but by Joe Public as well. I enjoy working with the people I get to work with and I truly want to see each of the riders who perform in front of my lens succeed, but unfortunately I am unable to do that at my own cost. It will be impossible for me to attain my goals, to stop serving drinks at a bar or fishing Nike's out of a storeroom if I give my work away for free.
Bribing a snowboarder with the promise of a full page advertisement if he gets the photo for free is ridiculous and to prove it the team manager didn't even have the balls to ask himself. By the way if you're wondering who it is, I won't name names... you know who you are.
Another reason that companies conduct business in this manner (aside from the usual bullshit reasons of recession, lower budgets etc... did I mention that Samsung now owns Sessions, I'm pretty sure they have money) is because they have gotten photos for free in the past from other photographers/hacks who just want to see their name in a magazine. Ego-maniacs that couldn't care less about the integrity of the business, as long as their photo gets used and their name appears alongside, they're happy even though they don't get paid for it. As someone who is trying to make a living selling my images and the words I type it disgusts me to think that there are other photographers giving away their photos and wondering why the industry treats us with so much disdain. If my photo is good enough to be used in an advertising campaign, then it should be paid for... instead if I say no, they go to plan B and use a B grade image because it's free. Again I will not name names, those people know who they are and as much as they may think so, their futures aren't that bright. Afterall it will be very hard to make money from your images when you keep giving them away, once you start it's hard to stop, if they know you give away your work, why would they pay for it?
As I'm sure you are no doubt aware, I said no and I'm sure Sessions will use another photo from a photographer they will exploit in order to make their money, a photographer who deserves nothing more because they accept it.
Next time you head out to by some new snowboard gear try to keep in mind that not all companies that claim to be core... are, that not all companies who claim to support the riders and the industry... do so. That at the end of the day, companies like Sessions, Rossignol and Pacific Boarder only want your money and they will tell you whatever you want to hear in order to get it. Don't believe the hype, buy something else.