What should a photographer charge in 2026? Headshots, brand shoots, events, usage
A working photographer in New York or LA days at about $1,300; $800 starting out, $1,800 when sought after.
The day is only part of it. What the client does with the pictures afterward is a second price, and it is the one most photographers forget to write down.
By the job
- Headshots, one person: $250 to $600
- Half-day brand or product shoot: $600 to $1,500
- Full-day brand shoot, edited and delivered: $1,500 to $4,000
- Event coverage: $150 to $350 an hour
Retouching and usage
- Retouching beyond the basics: $25 to $75 per image
- Usage for their ads, per year: 25 to 50% of the shoot fee
- Buyout, all uses forever: the shoot fee again, at least
A brand shoot for their Instagram is one price. The same pictures on a billboard or in paid ads is a second one. Ask where the pictures are going before you quote.
Product and real estate are their own markets
Product photography is priced per product (on white vs lifestyle), real estate per listing with twilight and video as add-ons. Both have their own pages on the rate tool.
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Written by Austin Bailey, RostrLab. Numbers are the same formula as the calculators on this site and inside Creator OS and Company OS. Not legal advice; for a contract that matters, have a lawyer read it too.