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A rep is short for “representative” and is often referred to as a Photo Agent or Photographer’s Agent. An agent can come in many forms and contribute a variety of faculties to a photographer’s business. A standard or traditional type of rep acts as a liaison that handles various parts of the business side of photography. These services can include negotiating licensing, estimating job costs, marketing the photographer, advising the photographer in refining their image or portfolio, and many other administrative tasks typical in photography studios.
The term rep can vary dramatically depending on the type of work the photographer does. Still, many tend to promote and win new business for the photographer and take a fee or percentage of the job on the back end. This can vary as well with being represented by an entire agency and not just one rep. This means that a photographer could be represented by a whole agency that may have many staff roles to help manage and promote a group of photographers.
Where Do Reps Come From?
Frequently you will see reps coming from an art director or art buyer background. This is common because they have the most experience being on the buying, or client, side of the photographer and art buyer relationship. This is beneficial to a photographer because they can frequently not know the range of pricing from photographer to photographer or the budgets and variances from company to company.
Pricing photography is more of an art form than a science. Photo reps help bridge the gap between the client and the photographer and typically have much more experience from a long career in working with budgets and estimates. This has changed in the age of social media and free portfolio websites online like Behance. Self-promotion for photographers has become easier through the myriad of online free social media sites and the usability of hashtags and search capabilities.
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