When you book a photoshoot or content package, you’re not just paying for a few hours in front of a camera. You’re paying for the creative vision, technical skill, and production resources that go into capturing images that represent your brand.
But here’s where it gets interesting: you don’t automatically own those images. What you’re buying is a license - the right to use the images in specific ways.
And that distinction is important.
Let’s rewind to one of the most iconic sports images of all time: Michael Jordan’s legendary slam dunk.
That photo wasn’t taken by Nike. It wasn’t owned by the Chicago Bulls. It was captured by a freelance photographer.
That photographer didn’t just hand over the negatives and walk away. They licensed the rights for Nike and other companies to use it. And rightly so - because that image went on to define not just a campaign, but an era. It appeared on posters, billboards, magazine covers, and merchandise worldwide.
If the photographer had simply “sold the image outright” for a few hundred dollars, they would’ve lost out on the decades of value it generated. Instead, through licensing, they were able to ensure they were compensated fairly as the image’s cultural and commercial significance grew.
Now, you might be thinking: “But I’m not Nike. Why should I pay a licensing fee?”
Here’s why:
It’s not about charging small businesses more than they can afford. It’s about creating a framework that’s fair, and flexible for both sides.
At Bohemia Bay Studio, we’ve standardised licensing into four clear tiers so there’s no confusion:
Each step up reflects the scale of exposure and commercial impact.
Sometimes, a brand will want to purchase the full copyright to an image. This is called a buyout.
It means:
But because this transfers all future value away from the creative, buyouts come at a significant premium.
Think of it this way: if Nike had bought out the Michael Jordan slam dunk photo in 1988, that photographer would never have seen a cent from the countless times it was reused. Licensing ensures the creator isn’t locked out of the value they helped create.
Yes.
Licensing agreements are typically set for 12 months, but can be renewed, often at 75% of the original fee.
If a campaign expands, or if an image becomes unexpectedly iconic, the licence can be renegotiated at current market rates. This keeps things fair: the brand pays in proportion to the value they’re extracting, and the creative is rewarded for their work’s ongoing impact.
For brands:
For creatives:
We know licensing can sound intimidating. That’s why we take care of it for our network of freelancers.
Bohemia Bay Studio acts as the broker and agent, handling:
This keeps things simple for both freelancers and brands. Our creatives focus on creating. You focus on growing your business. And we make sure everyone is looked after fairly.
Not every photo will be a Michael Jordan slam dunk. But every creative deserves to have their work valued fairly, whether it’s a local Instagram campaign or a global billboard.
Licensing is what makes that possible. It ensures brands pay in proportion to the value they get, and it allows creatives to build careers that last.
At Bohemia Bay Studio, we’re here to make that process transparent, fair, and easy to navigate, so both sides can focus on what they do best.
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