VSCO Clarifies Compensation for 'The Fifty' Billboard Project

VSCO has clarified payment and legal details for its nationwide project 'The Fifty,' which will feature 50 photographers' images on billboards across all U.S. states. The company announced the project earlier this week, but initial press materials lacked specifics on photographer compensation. In an interview with PetaPixel, VSCO's Niamh Hughes stated that they plan to negotiate licensing deals with selected photographers, aiming to pay each the same amount, though the exact figure is undetermined. However, VSCO's brand challenges FAQ page indicates a standard license fee of $500 for selected photos used in marketing materials. Hughes emphasized that the company is working to ensure fair compensation and that the billboards serve as advertisements for the photographers, with VSCO covering all production and leasing costs. The ad period will range from two to four weeks depending on the market. Additionally, VSCO addressed legal concerns: in four states where traditional billboards are illegal, they will use alternative large-format displays or mobile billboards, managed by an out-of-home agency. The project aims to create economic opportunities for photographers in their local markets. Despite skepticism from photographers wary of rights exploitation, VSCO asserts that paying photographers is core to its operations.