Photographers’ clients—and the advertising agency art buyers who represent them in their negotiations with photographers—are often unsure of how they will use the images they commission or for how long. That means an increasing number of clients ask photographers for unlimited use of images, rather than negotiating print use, web use, out of home and other uses separately. Many clients are also trying to license still images for longer time periods. At times, they are seeking in-perpetuity usage agreements and even, in a few cases, copyright transfers.
