How is the fee for extending image usage calculated?
Renewal is not automatic and not free, but it is usually cheaper than the first time if you handle it at the right moment.
The fee for extending image usage rights is calculated based on the scope you wish to continue using at the time of renewal, without recalculating the creative and production costs from the beginning, so it is usually lower than the first time. If you want to expand to new channels or territories, the fee will include the additional rights, which can be added in the middle of the term without waiting for the expiration. A mandatory condition: the agreement must be completed in writing before the old license expires, as continuing to use after the deadline without renewal is a copyright infringement.
- images that are still effective and want to continue using beyond the old term
- generate advertising on new channel packaging mid-campaign
- finalize the extension before it expires to avoid overstepping
- waited until the license expired to ask for renewal, which was already a violation
- outdated style model products that need to be reshot
When a commercial photo set is still effective but the license is about to expire, the most practical question is not "reshoot or not" but "how much does renewal cost and what needs to be done?" The renewal fee for image usage is calculated based on the scope of continued use at the time of renewal, not based on the initial cost of the entire shoot. This means that, in principle, renewals are usually cheaper than the first time, but they are not free and do not happen automatically.
How is the extension fee calculated?
When you sign a contract for commercial photography for the first time, the total fee consists of two separate parts: the creative and production fee, which covers the effort in conceptualizing, executing the shoot, and post-production; and the usage rights fee, which refers to the rights to use the photos within the agreed scope, duration, and channels. When renewing, the creative and production part does not incur additional costs because that work has already been completed. The renewal fee only accounts for the usage rights, based on the price at the time of renewal and the scope you wish to continue.
Some photographers or agencies apply certain discounts for extensions because there are no new production costs. Others charge according to the current usage rights pricing without discounts. Both are reasonable, as usage rights pricing depends on the market at that time and does not necessarily have to be lower than the initial rate.
How to renew other terms to expand the channel
Extending the term: You continue to use images in the same channel and territory, merely extending the duration. Fees are calculated based on that continued scope.
Expand channels or territories: You want to transfer images to a new channel, such as from social media to product packaging, or from the domestic market to export. Fees apply for the rights arising from the new channel or territory. This can be negotiated during the current term, without waiting for expiration.
These two types of adjustments can occur independently or simultaneously. You need to clearly identify which type you need to negotiate correctly with the photographer, to avoid paying incorrectly or missing the scope.
The timing: when to take action
This is the point that many clients overlook the most. Renewal is not automatic, meaning the license does not extend automatically even if you are still using that image. When the license expires without a renewal agreement, each time the image continues to appear on your channels, it constitutes unauthorized use, which violates copyright laws.
The right time to be proactive is well before the deadline, allowing both parties to negotiate and sign documents. If you wait until the deadline or have passed it, your negotiating position weakens and legal risks increase.
Continuing to use images after the license has expired without renewal is a copyright infringement, carrying legal risks for the business.
Pixsy, guide to licensing commercial images
Most common mistakes
- To ask for a license renewal only after it has expired: by then, the images have been used beyond the limit, and risks have arisen.
- Thinking extensions are free because 'the photos are already available': while the photos may be available, the rights to use them are a separate matter and do not come indefinitely.
- Expand into new channels without adding usage fees: running paid ads, printing packaging, and putting up outdoor signage are channels that typically require exclusive usage rights compared to regular social media posting.
- Forget to check the model and location image rights: renewing with the photographer only handles copyright, does not automatically renew agreements with models or location owners in the photos.
Sinh Vũ's viewpoint
Sinh Vũ encourages you to treat each image license as a rental contract with a specific expiration date, not as indefinite ownership. The most practical approach is to note the expiration date upon delivery and set a reminder a few weeks in advance to allow time for decisions: renew, expand, or retake.
After the handover, Sinh Vũ does not manage deadlines on your behalf, as that is part of your internal processes. However, when you need to expand the scope or add a new photoshoot, Sinh Vũ is ready to advise and assist. And whenever there is an extension related to images with identifiable models or locations, Sinh Vũ will remind you to check if the accompanying agreements are still valid, as this is the easiest part to overlook in the entire renewal process.
Decision checklist
Topic: How are reuse fees and image usage rights calculated? Sinh Vũ Handbook, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Architectural Photography Almanac, guidelines for photo license renewal fees; Pixsy, guidelines for commercial image licensing.
Frequently asked questions
Is renewing the rights to use images cheaper than reshooting?
Usually there is. Renewal fees do not recalculate creative and production costs, only the usage rights based on the continued scope. However, if the product, model, or visual style has become outdated compared to the current brand, reshooting may be a more reasonable business choice despite being more expensive.
If you want to upload images to a new channel mid-term, what should you do?
You do not need to wait for the permit to expire before making adjustments. Expanding into a new channel or territory can be negotiated and charged within the current term. The important thing is to finalize it in writing before actually posting or releasing on that new channel, not after.
Does the renewal of copyright also include the rights to the model's image?
No. These are two independent rights. Renewing an agreement with a photographer only adjusts the copyright of the photo. The model's image rights and the rights to use the location are documented separately, and you need to check that those documents are still valid before continuing to use the images.