Licensing Delima - representing myself

I have a video on youtube that got a lot of views, I have been contacted by a ad agency that wants to license 15sec of my video for a cell phone commercial. I do work with a Viral Video agency, folks who usually act as the middle man in these situations. Unfortunately my rep and the ad agency did not play nice, and the whole deal fell apart - something about terms - but they never even got to the $ talk. My rep said they wanted to make sure to I got what my video is worth and the guy from the ad agency wasn't giving them all the info. Here's my thought, some money is better than NO money. In the whole course of my videos life (3 years) nobody has ever asked to license it. I've made money off ad revenue but no licensing, and this video has seen it's peak, so I don't know what I'd be waiting for. So, I emailed the guy at the ad agency and he is still willing to work with me. But now I'm basically representing myself. He is asking me to give him a rough quote for a 12 month license and I have no idea where to start. One more detail - this if for an ad in Brazil
can anyone have some advise

Can't help myself:

Hey Emio,

[emio tomeoni] " I do work with a Viral Video agency, folks who usually act as the middle man in these situations. Unfortunately my rep and the ad agency did not play nice, and the whole deal fell apart - something about terms - but they never even got to the $ talk."

First off - be careful that what-ever you do next, does not violate the agreement with the Viral Video Agency. Also, not that agents have a habit of talking with one another, and if do one of them wrong, you will get "black-listed". Or find yourself paying a higher percentage for future agreements.

[emio tomeoni] "So, I emailed the guy at the ad agency and he is still willing to work with me. But now I'm basically representing myself. He is asking me to give him a rough quote for a 12 month license and I have no idea where to start. One more detail - this if for an ad in Brazil"

As Mark says, anyone can copy your video. However, if they copy your video after having asked to buy it, this could cause major embarrassment for the end-client - the cell phone company. So they won't likely be doing that.

The question is: Is your clip central to the commercial? And what networks (eyeballs) will it be shown across? (Online, Satellite, Cable, Terrestrial, Cinema etc.)

Will the client be looking for an exclusive deal?
If not, Getty Images are a good place to start calculating prices for regional advertising - I did a quick test, and got prices ranging from £2,350 - £4,750 using their "Calculate a price" service.

However, this is where a good agent becomes a must, and sometimes like with your current one, it is a good idea to walk away from a bad deal. However, a good agent can secure you a per-pr-showing deal. So if your video is shown 20,000 times over a 12 month period, at say even a meager £5 a showing you may regret not having an agent. If you go by your production costs x 2, rather than commercial rates you should be happy, but not adequately compensated.

Do keep in mind that the agency wants to use your video to make big sales with - not for a casual advert in your local paper.

Hope this helps.

All the Best
Mads

@madsvid, London, UK
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