“EXPOSED – The Business of Photography” by Deryck van Steenderen, is the book Deryck wishes he could have read as a young photographer starting out his career.
Information on the creative and technical aspects of photography abounds but there is very little information on the business aspects of photography, especially in South Africa. Exposed is written conversationally with clear comprehensive explanations of what can be confusing concepts such as copyright, license for use and how to determine how much to charge. Exposed is illustrated with photographs by Deryck created during his career and contains practical working business solutions. Due to it’s unique legal situation on copyright for photographers Exposed is written specifically about the business of photography in South Africa.
Exposed covers topics such as Return on investment, Defining your Clients, Advertising Photography, Corporate/Design Photography, Social Photography, Advertorials/Promotions, Editorial Photography, Fine Art Photography, Photo Library/Stock Images, Private Commissions, What is Intellectual Property?, Copyright for Photographers in South Africa, Moral Rights, Ownership of Copyright, Copyright Protection, Assigning and licensing, Copyright infringement, Resolving Copyright infringement, General exceptions from Copyright protection, Fair use/Fair dealing/Fair practice, Copyright lifespan, The Privacy Right, Trespass, Trade Marks, National Keypoints/Strategic Installations, Contracts, The Law of Contract, How much should I charge?, Calculating your overheads, Charging on a rate per picture supplied basis, Base Usage Rates, Buyouts based on Base Usage Rates, Buyouts/Re-use, Digital Capture Fees (DCF), Calculating your DCF, Basic equipment costing, Retouching Fee, Rates for CDs, DVDs, Uploads, Interpreting a Brief, Essential paperwork, Terms and Conditions, Cost Estimates, Weddings/Social Photography, Invoices, License for Use, Exclusive/Non-exclusive, Re-usage guidelines, Model/Property release forms, Financial Management, Cash Flow, Cash Flow Forecast, Bank Accounts/Salary, Depreciation. The cost of debt, The debt trap, Financial statements, Taxation, VAT, Professional support services, Book keeper, Accountant, Auditor, Attorney, Marketing, Business cards, Letterheads, Web sites, Portfolio, Advertising, Photo competitions, Corporate identity, Social media, Agents, Production, Booking models, Working hours, Child models, ATA Carnet, Post production, From Zero to Hero, Commercial Photography, Retouching, Support Services, Documentary Photography and Where to from here?
Exposed is currently recommended reading for photography students of NMMU (Nelson Mandela Metropolitan University), TUT (Tshwane University of Technology), CPUT (Cape Peninsula University of Technology), City Varsity (Cape Town), The Stellenbosch Academy of Design and Photography and the Ruth Prowse School of Art. The book is distributed throughout South Africa and is used by professionals and students alike.