Features
Inside the Studio with David Norris, CEO of OnRequest Images
In the recent past there have been many changes in the stock licensing industry and one of the more notable changes cited by photographers (see ASMP, CreativePro) and stock agents (See Dimdump, PhotoTalk, Mactribe) is Custom Stock which has been pioneered by David Norris and his company OnRequest Images. The idea of Custom Stock is simple. Much like doing a photo shoot, a customer can layout the exact image needed and OnRequest Images will work with selected artists from its global network of photographers to shoot Custom Stock images to meet the need. This idea however seems to straddle the line between stock licensing and assignment photography and many industry veterans have been watching closely to see what this new idea means for their business and the industry. I asked David Norris if he would complete an e-mail interview to get his view on some of the questions being asked about Custom Stock and OnRequest Images. David graciously accepted.
Q What is your background and how did you get where you are today?
I have a strong creative background, starting off in photography at an early age, in addition to a passion for technology. Being a serial entrepreneur, I co-founded OnRequest Images with a clear vision of how we could revolutionize how custom photography is produced.
Q What is the concept behind OnRequest images?
Our vision is “the world’s creative talent at your fingertips” and we accomplish this by using advanced technology to integrate a global network of more than 1,600 photographers into a seamless production process, allowing our clients to “order” custom photography that is then produced within 48 to 72 hours and delivered electronically directly to our clients’ computer.
Q OnRequest offers three products, Custom Assignment, Custom Stock Images, and Custom Stock Libraries. Please describe each of these products.
With its Custom Stock™ photography services,
OnRequest Images creates original photography using its global network
of world-class photographers, enabling corporations and creative
agencies to have fresh images shot to their specifications at
rights-managed stock prices, in just two to three days.
OnRequest Images’ Custom Stock™ Libraries give corporations the ability to build their brand(s) with an all-original collection of fresh, brand-aligned imagery to support all of their marketing needs, for one flat fee for two years’ unlimited use.
OnRequest Images makes its complete production capability available to customers through its Custom Assignment™ Services, providing a more efficient, end-to-end commissioned photography solution.
Q Images produced for Custom Stock are offered for licensing
as Rights-Managed images. What is your strategy to maximize the
long-term value of these images?
We market our stock imagery
through strategic image partners and we will to continue to expand this
network of partners to maximize the value of these stock images.
Q Any plans to offer images for licensing as Royalty-Free images?
We have not announced any royalty free plans at this time.
Q Do you offer illustrations? Video?
Not at this time.
Q Are you still looking for new artists to add to your network?
We are always adding fresh new talented artists to our network and we accept applications from artists on-line every day.
Q What is the process and requirements for a new artist interested in signing with OnRequest Images?
Artists may apply to join our network on-line at http://www.onrequestimages.com and the requirements and process are outlined there. [Click Here for more info]
Q Do you represent images for stock licensing aside from work related to Custom Stock requests?
Yes, our photographers may submit existing stock imagery to us, for us to represent.
Q Are you willing to shoot anything a customer needs? Do you turn away requests?
We work closely with clients to determine shots that are appropriate for us to produce. Sometimes we produce a shot using our Custom Stock service, other times with our Custom Assignment services, depending on the shot.
Q How many photographers are asked to shoot something for a
typical Custom Stock request? How many images do you receive for these
requests?
Custom Stock service request may be shot with only 1 photographer, or
with up to 5 photographers, depending on the shot. The number of shots
varies greatly, depending on the content, number of photographers, and
complexity of shot.
Q How many employees are working at OnRequest? Any people you
would like to mention who have made key contributions to On Request’s
success?
The OnRequest Images team is growing fast and
currently we have about 40 people. The entire team is responsible for
our success and I am proud to work with each and every one of them!
Q OnRequest maintains an ‘OnRequest Images Model Network’
where models can register to be considered for future shoots. How does
this work? Is this database accessible to your Artist’s? Are you
looking for new models?
The OnRequest Images Model Network
is a next-generation model network that is fully integrated into our
production system. Artists do have access to the model network and this
allows projects to be staffed quickly and smoothly. Clients also have
access to our network, allowing previewing and approval of talent, in
advance of shooting. We are currently expanding the model network and
are actively seeking great professional talent in the USA as well as
many other countries around the world. [Click here for more info]
Q Please describe your sales process. Who is your typical customer and how do you pursue new customers?
Our
clients include Fortune 2,000 corporations as well as leading
advertising and creative agencies throughout the North American
market. We sell directly to our customers and we are currently located
in New York, Chicago, LA, Denver, San Francisco, and Seattle.
Q OnRequest seems to be grounded in a digital workflow. What
key technology is employed by OnRequest Images and how important is
this technology to your business?
We use technology
extensively and it represents a strategic asset for our business. Our
technology is proprietary and is patent pending, so we are not at
liberty to discuss it in detail.
Q Last June a few photographers’ trade organizations sent an
open letter to the Art Directors Club (ADC) protesting your sponsorship
of ADC’s 84th Annual Awards. This letter stated “The business model
known as 'Custom Stock' does not appear to provide a viable and
sustainable income for professional photographers” and “We have heard
troubling stories from photographers who unwittingly engaged in this
model”. How would you respond to these statements?
These
are the same organizations that said the same thing about stock
photography, when it first came out, and are still saying it about
royalty-free stock now. I believe that photographers, just like every
other business, must evolve and adapt to new markets and new
opportunities, to continue to be successful. Our business model
provides a better opportunity for artists than previous models and we
are proud to pay photographers a higher royalty rate (50%), faster,
than any other business in the industry.
Q Is OnRequest’s business model good for photographers?
Absolutely. Previously, stock was shot without a client. We offer a specific client and a specific opportunity to license stock immediately, in addition to the long-term, re-occurring sales opportunities that make stock an attractive business model for artists.
Q What are you doing to ensure fair treatment of photographers?
We
pay a higher than industry average royalty (50%), we pay photographers
in 5 days after being paid by clients (much faster than industry
average), we use industry standard artist agreements (provided by PACA), and many of us are photographers - so we treat our artists like we would want to be treated.
Q Do you feel there is room for traditional stock photo
agents, assignment photographers, and Custom Stock to peacefully
co-exist in the marketplace?
Yes, I believe that artists should have different options for how they market themselves.
Q Where do you see yourself and your business in 10 years?
I
believe that OnRequest Images will be one of the largest and most
significant providers of custom photography in the industry, with the
best network of photographers and an amazing customer base.
Q You have a background in photography. Do you still shoot? What type of work?
Yes,
I started shooting at age 8 and began shooting professionally at age
14. Today, I definitely still shoot (but not for OnRequest) and I enjoy
shooting lifestyle shots mostly.
Q What are you most proud of?
The great employees, artists, and investors that I work with at OnRequest Images every day.
Q Aside from business what are you passionate about?
I love photography, so I shoot as much as I can. I am also an avid cyclist, mountain climber, wakeboarder, and traveler.
Q Favorite band/musician?
U2
Q Favorite book?
Just finished Good to Great
Q Favorite movie?
Too many to mention….
Q Favorite photographer?
My dad.
[For more information about OnRequest Images refer to ]http://www.OnRequest.com]
Posted in: Features, Photographers, Stock Art Buyers, Stock Photo Companies
Comments(2)
post a comment »Jason C., August 24, 2005 [#]
From this email interview it appears to be a very interesting business model. Will they be able to keep their photographer base happy and generate enough revenue to sustain business only time can tell? I like the idea of an “on request” ability that the clients has access to not only the artists (photographers) but also the pool of talents (models) whom which will appear in the desire shoot. Now a day every thing is either “on request” or “on demand”. The freedom to choose and have greater input on the outcome is a welcoming idea.
Tim McGuire, August 25, 2005 [#]
The 50% that Onrequest pays photographers is not industry standard but rather below industry standards. A typical rep will get a photographer an assignment job to shoot for 25% of fees and the client still pays ALL expenses. With Onrequest getting the photographer the job (maybe...) the photographer only gets 50% of what a stock image license fee would be (generally much less than an assignment fee)plus the photographer pays ALL the expenses out of his or her pocket. then if you are 1 of 5 photographers getting the “opportunity” to shoot for Onrequest you may get nothing if your image(s) are not chosen by the client. Yes, the photos go into a stock collection but of unproven ability to license. Onrequest might have a subdistributor agreement with Getty but then the % payed to photographers is cut to at least 25% of gross license fee if not lower. Onrequest is a poor business model for photographers and of course it’s loved by clients, it’s a give away. How could a photographer write a business plan that makes economic sense using the OnRequestImages method of licensing and distribution of a photographers Intelectual Property? They couldn’t. Unfortunately there are too many starving photographers without any business sense who will test the waters at Onrequest and eventually OnRequest will be an established business model built on the failed careers of many wanna be photographers.