Shutterstock Inc. continues to expand its fashion and entertainment portfolio — this time with a multiyear global syndication deal with entertainment and fashion photography agency BFA.
Under the latest partnership, Shutterstock Premier customers will be able to license BFA’s images and video content, adding more than 1.7 million editorial images.
“Before this deal, BFA was self-syndicating,” said Billy Farrell, cofounder of BFA. “We see Shutterstock’s M.O. in line with ours — protecting the quality and integrity of photography. It’s how we stand out in the marketplace where there are bigger companies competing.”
Farrell told WWD that what has distinguished his company is its focus on quality and that now, with the Shutterstock deal, BFA’s work would have a larger reach.
Ben Pfeifer, general manager of Shutterstock Editorial, said his firm is a “tech company” at heart and that it chose to work with BFA because of its reputation in the industry. “We want to partner with people who are masters of their class and get out of the way,” he said. “We are laser-focused on getting the customer jazzed to buy from us. The way to win is to focus on the customer full stop.”
The privately owned BFA, which was founded in 2010 by photographers Billy Farrell, David X Prutting, Joe Schildhorn and Neil Rasmus, will continue to showcase and offer its content for purchase through its own Web site.
“BFA is the gold standard, go-to photographic agency that continues to raise the bar; because images matter to BFA, it has built up an enviable level of trust with brands that provide it with unparalleled access to some of the leading events in fashion and entertainment,” said Shutterstock founder and chief executive officer Jon Oringer. “With the Oscars fast approaching, and as we continue to build out Shutterstock’s editorial business, it is very exciting to be able to offer BFA’s extraordinary collection to our global customers.”
Shutterstock has been in the process of building out a division offering a portfolio of editorial photography from the entertainment, fashion, sports and music industries. Aside from its deal with PMC, Shutterstock acquired Rex, the largest independently owned photographic press agency in Europe, last year. The firm also owns Bigstock, a value-oriented stock media agency; Offset, a high-end image collection; PremiumBeat, a curated royalty-free music library, and WebDAM, a cloud-based digital asset management service for businesses.