Pricing video production is one of the most confusing aspects of running a production company. Charge too little and you cannot sustain the business. Charge too much and you lose to competitors. Here is the pricing framework I use at Biricik Media, refined over years of luxury client work.
Day Rate vs Project Rate
Day rates work for straightforward shoots with clear scope — corporate interviews, headshots, event coverage. Project rates work better for complex productions where pre-production, production, and post-production time varies significantly. I quote project rates for most work because they align client and producer incentives: the client wants the best possible output, and I want to invest the time needed to deliver it.
Value-Based Pricing
A 30-second commercial for a national brand campaign is worth more than a 30-second video for a local social media page, even if the production effort is similar. Value-based pricing considers where the content will be used, how long, and what commercial value it creates for the client. This is the only pricing model that accurately reflects the worth of professional production work.
The Pricing Conversation
Most clients do not understand production costs. They compare your quote to their friend's nephew who "does video." Education is part of the pricing conversation. I walk clients through what their investment covers: pre-production planning, professional equipment, skilled crew, post-production editing, color grading, sound design, and revision cycles. Understanding the scope of work justifies the investment.
What to Include in Your Quote
- Pre-production: concept development, scripting, location scouting, scheduling
- Production: crew, equipment, location fees, talent costs, catering
- Post-production: editing, color grading, sound design, graphics, music licensing
- Deliverables: file formats, aspect ratios, versions for different platforms
- Revision policy: number of rounds included, cost for additional revisions
Never compete on price. Compete on quality, reliability, and the peace of mind that comes from working with a professional.