The Ultimate Guide to Video Production Rates: Updated for 2023
Level Up Your Next Video Content Production With This Step-By-Step Guide
As a Head of Content, with a primary background coming from the traditional television and commercial world, I understand first-hand how complex — and sometimes confusing — making video content can be.
One of the biggest barriers to entry is the ever-changing and sometimes mysterious day rates that are associated with making videos.
Making videos can take many forms. Here are just a few:
- Digital Films
- TV Commercials
- Branded Stories
- Explainer Videos
- Corporate Trainings
- Event Coverage
- Marketing & Sales Content
- Documentaries
- Short-Form Reels
- Vlogs
These are just a few of the never-ending list. Not to mention the strategy component of landing a project in the first place, something I covered here → The Step-By-Step Guide on How to Price Your Video Content Services.
But while it might seem overwhelming, hiring talented personnel and teams doesn’t need to be. Here is a comprehensive list and breakdown of costs associated with key positions.
But first, let’s break down the different phases of creating video content, and what all they entail:
Phase I: Pre-production
Pre-Production is the planning stage, during which you determine what the final video(s) will look like, what it will involve, and how it will be produced.
This process can involve a number of steps, including:
- Scriptwriting: Writing or adapting a script, story, or idea that will guide the production process.
- Storyboarding: Sketching out the visual elements of the video, such as camera angles, shot sizes, and composition.
- Casting: Selecting talent or models to appear in the video.
- Location scouting: Finding and securing locations where the video will be filmed.
- Budgeting: Estimating the cost of the production and securing funding.
- Scheduling: Creating a production schedule that outlines when and where each aspect of the video will be shot.
Pre-production is a critical step in the video content production process, as it helps ensure that the final video(s) meets the desired goals and stays within budget.
Phase II: Production
Production is the filming phase, in which the practical shooting of the video content takes place. This involves a number of steps, including:
- Setting up the camera and lighting: Setting up the camera and lighting equipment in the chosen location to create the desired look and feel for the video.
- Rehearsing: Running through the script and blocking out the movement of talent and camera team to ensure that everything runs smoothly during filming.
- Filming: Capturing the video using the camera and lighting setup.
- Sound recording: Capturing sound using microphones and other audio equipment.
- Continuity: Ensuring that all of the elements of the video, including the performances of the actors and the visual elements, are consistent from shot to shot.
During production, it is important to pay attention to detail and to stay organized, as any mistakes or changes made during this phase can be costly and time-consuming to fix later.
Phase III: Post-Production
Post-production is the editing phase, during which the raw footage and audio captured during filming are edited and assembled into the final product. This process is often times the most lengthy and involves a number of steps, including:
- Editing: Cutting and arranging the footage and audio to create the desired structure and flow for the video.
- Color grading: Adjusting the color of the footage to achieve the desired look and mood.
- Sound design: Adding sound effects and music to enhance the audio quality and create the desired atmosphere.
- Adding visual effects: Adding special effects such as compositing, animation, and 3D graphics to enhance the visuals.
- Titling and graphics: Adding text and other graphics to the video, such as opening and closing credits, lower thirds, and on-screen text.
- Exporting: Rendering the final video in the desired format and exporting it for distribution.
Post-production is a crucial step in the video content production process, as it allows you to fine-tune the final product and ensure that it meets your desired goals and standards.
Day Rates
Now that we have a better understanding of the phases of video content production, let’s talk about the day rates for the various crew positions that are involved in the process.
These rates can vary widely depending on the individual’s level of experience, the specific project, and other factors, but it’s important to have a general sense of the typical rates that are charged in the industry.
This will help you budget for filming and ensure that you are paying your crew fairly.
Learn about the positions and day rate ranges below.
Pre-Production
Executive Producer
An Executive Producer (EP) is a role that is often found in the video content production industry. The EP is usually the person who is responsible for overseeing the production from start to finish. This can include managing budgets, coordinating with different departments, and working with the creative team to ensure that the project is completed on time and within budget.
Oftentimes, EP’s are the point-of-contact for all parties involved, including clients, agencies, vendors, and so on. In most cases, an EP is involved in the creative process, too, offering input on the direction of the project and making decisions about casting, location scouting, editing, and other important aspects of the project.
Day Rate Range: $1,000-$2,500
Producer
A Producer is the person who is responsible for overseeing the practical filming of a project. The producer’s role can vary depending on the project and the specific responsibilities that have been assigned to them. Producers may also be involved in the marketing and promotion of a project to build buzz and attract an audience. In some cases, if an EP isn’t involved, a Producer may also be responsible for securing financing for a project and for finding distribution outlets for the finished content.
Day Rate Range: $1,000-$1,500
Line Producer
Line Producers are often the first person hired on a crew and are involved throughout all stages of a project. Tactically speaking, they are less involved in the creative decision making, and more so focused on the logistical components of executing the project.
Day-to-day, they are responsible for all aspects of field production, including budgeting, hiring crew members, making sure everything is running on schedule among other logistical issues. The line producer will oversee the production wrap and hand it over to the post-production supervisor (as necessary).
Day Rate Range: $750-$1,250
Production Manager
A Production Manager is a person who is responsible for managing the day-to-day operations of a film, television, or video content production. The production manager works closely with the producer and other members of the production team to ensure that the project is completed on time and within budget.
Day Rate Range: $800-$1,500
Location Scout
A Location Scout is the person responsible for finding and securing locations for a project. The location scout works closely with the producers and the visual team to identify locations that will be suitable for the project and that meet the needs of the shoot.
While not always a necessity for a project. When they are needed, they are sure needed.
Day Rate Range: $800-$1,200
Art Director
An Art Director is a team member who is responsible for the visual appearance of a project. The art director works with the producers and other members of the production team to create a visual style for the project and to oversee the design and execution of all visual elements, including sets, costumes, and props.
Day Rate Range: $800–1,000
Production Assistant (PA)
The role of a Production Assistant (PA) can be quite varied, and PA’s may be called upon to perform a wide range of tasks to support the production team. Essentially, they will be tasked with anything the production team needs when planning and preparing for a project.
Day Rate Range: $250-$400
Miscellaneous
In many cases, additional team members who are involved in other stages of production can be brought in as well. Some of these positions include Directors, Writers, Editors, and so on. This is necessitated by the scale of the project and the overall budget.
Production
Director
During the filming phase, the Director is the leader of a project, and oversees the creative aspects of a video content production. The director works with the producer and other members of the production team to bring the script, story, and idea to life, and is responsible for guiding the performances of the talent and making creative decisions about how the story should be presented on screen.
Day Rate Range: $1,200–2,500
Director of Photography (DP)
A Director of Photography (DP) is a team member who is responsible for the look and feel of the visual elements of a video content production. The DP works closely with the Director to create a visual style for the project, and is responsible for planning and executing all aspects of the cinematography, including camera placement, lighting, and the use of different lenses and other equipment.
Day Rate Range: $1,000-$1,500
Camera Operator
A Camera Operator, oftentimes referred to as a B-Cam Operator, is responsible for operating the second camera during filming. The b-camera is typically used to capture additional coverage of a scene or to provide different angles or viewpoints of the action. The c-cam operator works closely with the director of photography (DP) and other operators (who are responsible for operating the primary cameras) to ensure that the necessary shots are captured to support the overall vision of the film or show.
Day Rate Range: $600-$800
Drone Operator
A Drone Operator is a person who is responsible for operating a drone or unmanned aerial vehicle (UAV) during a video content production. The drone operator works with the director, director of photography (DP), and other members of the production team to capture aerial footage that can be used in the final product. This is considered a niche position, and often incurs a higher day rate due to the specific nature of the position.
Day Rate Range: $750-$1,500
Assistant Camera (AC)
An AC is responsible for assisting the camera operators and the rest of the camera crew in the setup and operation of the camera and related equipment.
Day Rate Range: $400-$600
Sound Mixer
A Sound Mixer is a person who is responsible for capturing and mixing the live audio throughout the filming of a video content production. The sound mixer works closely with the director and other members of the production team to ensure that the sound quality of the final product is of the highest quality before editing.
Note: this position and day rate often includes the cost of gear.
Day Rate Range: $800-$1,200
Gaffer
A Gaffer is the lighting technician on a video content production. The gaffer works closely with the director of photography (DP) and the lighting crew to plan and execute the lighting setups for each scene. This is a highly technical role and experience is prioritized.
Day Rate Range: $500-$750
Grip Department + Grip
A Grip Department, or an individual Grip, are/is a member(s) of the video content production team whose primary responsibility is to handle and set up the various equipment required for a shoot. This can include everything from lighting and rigging to camera support and grip gear.
The grip department is responsible for ensuring that all of the equipment is set up safely and correctly, and that it is positioned in a way that allows the camera crew to capture the desired shots. The grip team works closely with the camera department to achieve the desired look and feel of the footage, and to ensure that all of the equipment is functioning properly throughout the shoot.
One benefit of hiring a grip department is that they can transport equipment to and from a shoot. This appears in the form of a Grip & Electric Truck, referred to as “1–3–5 Ton Trucks”
Grip Truck
1-Ton Truck Range: $250-$450/Day
3-Ton Truck Range: $450-$700/Day
5-Ton Truck Range: $700-$1,000/Day
Grip
Day Rate Range: $400-$600
Hair & Makeup Stylist (H/MU)
A Hair & Makeup Stylist (H/MU) is responsible for applying hair and makeup to on-camera talent to enhance their appearance for the camera. In the context of video content production, the H/MU artist works with the director and the rest of the creative team to understand the desired look and feel for the project, and then uses a range of techniques to achieve that look.
Day Rate Range: $600-$800
Wardrobe Stylist
A Wardrobe Stylist is responsible for selecting and coordinating the clothing and accessories that will be worn by on-camera talent in a video content production. The wardrobe stylist works closely with the director and the rest of the creative team to understand the desired look and feel for the production, and then selects and coordinates the wardrobe accordingly.
Day Rate Range: $600-$800
Production Assistant
See above, and apply on-set principles.
Day Rate Range: $250-$400
Post-Production
Video Editor
A Video Editor is responsible for assembling and cutting together the video footage to create a finished product. In video content production, the video editor works with raw footage and other media to create a cohesive, visually compelling story. This typically involves selecting and trimming footage, arranging and rearranging shots and scenes, and adding transitions, effects, and other elements as needed.
This position can vary widely depending on the project. For example, some projects call for Editor-specific styles, such as commercial editor, documentary editor, and so on.
Day Rate Range: $800-$1,200
Audio Engineer
An Audio Engineer is responsible for capturing, processing, and manipulating audio for video productions. This can include everything from recording dialogue and sound effects on set, to mixing and mastering the audio in post-production. Audio engineers work with the rest of the creative team to understand the desired audio aesthetic for the production, and then use a range of audio recording and processing techniques to achieve that aesthetic.
Day Rate Range: $500-$750
Sound Designer
A Sound Designer is responsible for creating the audio elements for a video content production. This can include everything from designing and creating original sound effects and audio environments, to selecting and editing pre-existing audio elements. The sound designer may also be responsible for synchronizing the audio with the video footage, and for ensuring that the audio is of high quality and free of technical issues.
Day Rate Range: $600-$1,000
Visual Effects Artist (VFX)
VFX stands for visual effects, and a VFX artist is responsible for creating and integrating special effects into a video content production. This can include everything from adding computer-generated imagery (CGI) and compositing to create realistic environments, to adding special effects like explosions or particle effects. The VFX artist works with the rest of the creative team to understand the desired visual aesthetic for the production, and then uses a range of VFX techniques to achieve that goal.
Day Rate Range: $750-$1,000
Colorist
A Colorist is responsible for adjusting the color and tone of video footage in post-production. This can include everything from adjusting the overall color balance of the footage, to selectively color grading specific elements within the frame.
Day Rate Range: $600-$1,000
Production Companies + Advertising & Marketing Agencies
Production Company and/or Advertising & Marketing Agencies
A Production Company — or in some cases, Marketing and Advertising Agencies — handles all aspects of making video content from start to finish. In many cases, these companies will take a 10% overall fee based on the scale of the project and budget. For example, if a budget is $100K, a company will take $10K that covers all pre-production expenses.
Other times, a flat fee will be charged. This is largely dependent on the rates an individual and/or company has in-house.
Day Rate Range: Varies
Final Thought
In conclusion, understanding and negotiating rates for video content production is an important aspect of any project.
By understanding the various roles and responsibilities involved in the production process, and by being clear about your budget and expectations, you can ensure that you get the best value for your money and that your video content meets your creative vision.
Then by following the guidelines outlined in this guide, you can successfully navigate the process of determining rates for video content and find the right team to bring your project to life.
