Jun 30, 2026 · 22 min · 9 segments
We recently came across a post by Ask Stern Rep on instagram that answered a question about whether unlimited licensing is the industry trend now. We chat about our thoughts, and what types of usage…
Jennifer ChongHost
Ren FullerHost
Basically, the question on the post says, "Recently I've lost a few bids because h- I haven't given the client an unlimited license."
"Is this a trend in the industry? Are clients not paying for usage anymore and/or are photographers not charging for usage?"
"In my bid, I gave the client all usage that they asked for, but lost the bid to another photographer who gave them an unlimited license." And her response was, um, "Giving away image usage licensing rights for free gives up the critical framework that supports a career in photography.
The better you become, the more clients will be forced to stick with photographers who charge for licensing rights.
Those who give it away are in a lower playing field, mostly used when a client does not have a high-end specific style and can use a more general, undefined look.
The only way to not be undercut is to be the precise resource raising their business to that next level.
Be the solution, making them look even better for using you." And then I saw somebody, I don't know her name, but she-
She is, I don't know exactly her background, but I've get, I get her ads sometimes where she was, like, a producer, and I think she's, like, a life/business coach, and she worked with photographers and directors.
Um, and she said, she had commented, "The traditional licen- licensing model is not congruent with the needs of brands and agencies today and tomorrow.
Where limited licensing ruled and buyout was less common due to high cost, the order has completely flip-flopped.
It will not, however, strong-arm any brand or agency to pay in a way the market cannot bear or is willing to pay.
We are exactly where I forecasted us to be in the middle of a three to five-year transition to licensing becoming obsolete, and I believe it's a good thing, because all photographers now need to build a skill they may not have had to exercise before, getting really, really comfy and good at selling themselves authentically, and there's a ton of creativity involved in that.
There's grief and discomfort with change, and I believe this change is going to challenge photographers to get even close, closer to their fullest potential as artists and business owners." I think she also posted something that photo licensing is dead and that essentially everybody needs to be giving unlimited licensing.
Basically, the question on the post says, "Recently I've lost a few bids because h- I haven't given the client an unlimited license."
"Is this a trend in the industry? Are clients not paying for usage anymore and/or are photographers not charging for usage?"
"In my bid, I gave the client all usage that they asked for, but lost the bid to another photographer who gave them an unlimited license." And her response was, um, "Giving away image usage licensing rights for free gives up the critical framework that supports a career in photography.
The better you become, the more clients will be forced to stick with photographers who charge for licensing rights.
Those who give it away are in a lower playing field, mostly used when a client does not have a high-end specific style and can use a more general, undefined look.
The only way to not be undercut is to be the precise resource raising their business to that next level.
Be the solution, making them look even better for using you." And then I saw somebody, I don't know her name, but she-
She is, I don't know exactly her background, but I've get, I get her ads sometimes where she was, like, a producer, and I think she's, like, a life/business coach, and she worked with photographers and directors.
Um, and she said, she had commented, "The traditional licen- licensing model is not congruent with the needs of brands and agencies today and tomorrow.
Where limited licensing ruled and buyout was less common due to high cost, the order has completely flip-flopped.
It will not, however, strong-arm any brand or agency to pay in a way the market cannot bear or is willing to pay.
We are exactly where I forecasted us to be in the middle of a three to five-year transition to licensing becoming obsolete, and I believe it's a good thing, because all photographers now need to build a skill they may not have had to exercise before, getting really, really comfy and good at selling themselves authentically, and there's a ton of creativity involved in that.
There's grief and discomfort with change, and I believe this change is going to challenge photographers to get even close, closer to their fullest potential as artists and business owners." I think she also posted something that photo licensing is dead and that essentially everybody needs to be giving unlimited licensing.
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3 of 5
Unlimited Fees Are Crazy
Hear why paying unlimited fees feels outrageous
Real Buyout Math
Calculating true buyout costs for photography clients
Day-Rate Pricing Tiers
Let's unpack real-world photographer day rate ranges
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