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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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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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