Headshots can cost anywhere from £50 to over £500, but how much should you pay, and what’s the difference anyway? Plus: Casting Call Pro headshot survey and the most expensive shoot in London!
Khushaal Ved ©Michael Wharley 2011
The good folk at Casting Call Pro got in touch last week to share the results of a recent survey of members, and the headshot results were fascinating.
As a headshot photographer in a chock-a-block market, I regularly check my prices in the hope that while covering my outgoings, I’ll still be offering competitive prices. I’m sure the same is true for other photographers.
That’s because we have to recognise that our clients – you, the actors – aren’t just in the market for headshots: you’re juggling a series of expenditures aimed at promoting and sustaining your career.
Voicereel, showreel, new headshots, Spotlight membership, CCP dues and Equity fees, not to mention making enough to feed, clothe and house yourself. And who knows, maybe some left over to go out with friends once in a blue moon…
Best Deal vs Best Photos?
So, it’s no surprise that the CCP survey revealed a desire to get the best deal for the best shots, but when members were asked how much they’d be comfortable paying for a headshot session, there were surprising results.
Roughly 30% said they’d pay up to £100. Around 30% would be pay up to £150. Some 25% would pay up to £200, while only 12% would pay £200-£300, and a tiny 5% over £300.
Or viewed another way:
- Nearly 60% of CCP users expect to pay less than £150 for a session, and over 80% expect to pay under £200.
That’s surprising, because on the basis of my own regular market research, to get decent session time with a well-regarded, largely actors headshots-dedicated photographer, the price range is more realistically £150-£250.
What do you get for your money?
Prompted by this disparity, I thought it might be interesting to take these price distinctions apart, and see what – and who – you get for your money.
So, I looked at roughly 50 headshot photographers, covering everyone from established ‘names‘ to total newbies and here are the results. (NB, these results are shared in the spirit of fun, of course there will be exceptions and variations in such relatively arbitrary price brackets).
Under £100 – short, sharp and selective
- What you’ll get: around one hour (sometimes more, sometimes less), 2-3 changes of clothes, probably indoor OR outdoor, roughly 2 retouched prints (with extras £10-20).
- Who will you get: established photographer offering cheaper package for clients on a budget (e.g. Koval, Rosie Still, Michael Wharley), studio-based company with a schedule to fill (Actorsonestop, Noho Talent Studios), photographer specialising in another discipline like editorial or fashion who also takes headshots (Paul Harrison, Mario Schwartz).
- Watch out for: a) hidden cost of extra prints. b) At this sort of price level the photographer commonly has one studio lighting set-up or outdoor location and won’t vary, which can minimise the differences between outfits. c) Time is at a premium – may be a more conveyor-belt approach. d) Headshots are a very specific form of portraiture and photographers who don’t specialise MAY not produce industry-ready shots.
- Can you get good photos? Yes, but you need to do your research very carefully. Don’t be seduced by the price alone.
£100-£150 – a little more time, but how much difference?
- What you’ll get: 1-1.5 hours, sometimes 2 hours. 2-4 clothing changes, probably indoor OR outdoor, 3-4 changes of clothes, 2-3 retouched prints (with extras £10-20).
- Who will you get: established photographer with a pricing model fitting this bracket, often studio outside central London (Graham Bennett, Rosie Still), established photographer offering cheaper package for clients on a budget (David Price), studio-based or headshots/voicereel/showreel company able to offer rates on economy of scale (Round Island, Eamon Kennedy, Koval)
- Watch out for: Choosing a shorter package from an established photographer can mean you need to be prepared to get the most out of a session. There’s probably a reason they like to spend more time with people.
-
Can you get good photos? Sure, but paying this sort of money does not guarantee it – you still need to do your research.
£150-200 – in the ballpark
- What you’ll get: most commonly 2 hours, 2-6 (sometimes unlimited) clothing changes, probably (but not always) indoor OR outdoor, 3-4 retouched prints (with extras £10-20).
- Who will you get: Well-established, well-known photographers pitching at the middle of the price range (Pete Bartlett, Vanessa Valentine, Gemma Mount, Nicholas Dawkes, Robin Savage, Matt Jamie), photographers on the up (Luke Varley, Vincenzo, David Price, Michael Wharley)
- Watch out for: This is a common price bracket for commercial studios with a shooting schedule to fill to enter the market at, so be careful your photographer knows headshot trends and techniques.
- Can you get good photos? Barring disaster, your agent is almost certainly going to be comfortable with the results – there are a swathe of photographers in this price bracket, all of whom have sound reputations and produce excellent headshots. They may have been in vogue in the past or be coming into vogue, but they will almost all take great photos.
£200-300 – premium service
- What you’ll get: 2-5 hours (with exception of John Clark), 5+ clothing changes, probably indoor AND outdoor, 3-4 retouched prints (with extras £10-20).
- Who will you get: Long-established photographers with a good industry reputation, probably a comfortable choice for many agents (John Clark, Steve Lawton, Simon Annand, Sheila Burnett, Nicholas Dawkes, Harry Rafique)
- Watch out for: £200-300 most often means nearly £300, with the exception of John Clark, who only offers 1-hour sessions and charges £250
- Can you get good photos? Yes. At this level, it’s ALL about the service and the time dedicated to you – you’re paying a premium for the freedom to relax into the shoot, but also the photographer’s reputation and experience.
£300+ Say, how much?!
- What you’ll get: either 1 hour or 3 hours plus, 5+ clothing changes, 2-4 retouched prints (extras £10-20). Probably either indoor or outdoor, but sometimes both.
- Who will you get: Long-established photographers with a great industry reputation, probably the default choice for a good few agents (Nick James, Fatimah Namdar, Catherine Shakespeare Lane, Charlie Carter), portraitists and artistic photographers with a solid headshot practice (Clare Newman Williams).
- Watch out for: Session time and extras can often (though not always) be reduced at this level – the extra money being a premium reflecting the photographer’s reputation and skill. So if you find it hard to relax in an hour, this isn’t necessarily the best choice for you.
- Can you get good photos? Undoubtedly, but whether they are better than photos in a lower price bracket is up to you to judge. It’s your preference for their photos and a feeling that they will get the best out of you that will make you cough up the sum!
So, that’s it – hope you found it useful. Any thoughts, additions or comments welcome below.
I’m considering putting together a ‘Compare the Photographer‘ page for this blog and updating it quarterly with side-by-side comparison’s of photographers’ packages and rates, so please let me know if you think that’d be useful.
Oh and the prize for MOST EXPENSIVE headshot session in London goes to Clare Newman Williams, who charges a whopping £480 +VAT!! Let me know if you find higher…
MW 03/06/2011
Loading tweets...
6 comments
Robin Savage Photography
June 3, 2011 at 15:51 (UTC 1) Link to this comment
Great work Michael. The research must’ve taken you ages! Will re-tweet as think this is really useful.
MW
June 3, 2011 at 15:57 (UTC 1) Link to this comment
Thanks Robin – I did actually look at your as I know your work of old site and just forgot to namecheck you, so will add you in now.
Robin Savage Photography
June 3, 2011 at 17:08 (UTC 1) Link to this comment
Thanks Michael, very kind.
Mario Schwartz
June 6, 2011 at 12:33 (UTC 1) Link to this comment
Hi Michael,
Congratulations on a really interesting article. Well done!
Thanks for the mention.I really appreciate it.
Best regards,
Mario Schwartz
Vanessa Valentine
June 22, 2011 at 16:32 (UTC 1) Link to this comment
Hi Michael,
Many thanks for the mention, as an actress also I know the feeling of trying to decide on how much to spend on headshots- its a minefield! I charge clients what Im willing to pay myself.
Really great blog!
Thanks again,
Vanessa Valentine
Vincenzo Photography
July 2, 2011 at 12:30 (UTC 1) Link to this comment
Hello Michael,
Thanks for the big up for my headshots.
A few of actors mentioned that you have used my name, that I have taken headshots for.
Have a good day!
Vincenzo
Aka Vincenzo Photography