GoPro Inc. has launched a premium content licensing portal, and it’s going to pay photographers who shoot on GoPro cameras for their footage.

GoPro’s GPRO, +1.74% latest money-making venture is to turn into a photo and video wire service like Getty Images, Inc. or Shutterstock, Inc. SSTK, -3.34% , targeting global advertising brands and agencies who would want to license premiere video and images.

“The high-end offering is all about inspiring creative professionals to use beautiful imagery, incredible stories, and rich data created by GoPro and GoPro creators,” GoPro’s announcement reads.

Videos start at $1,000, depending on the extent of commercial use and distribution, according to Adweek. GoPro would not say how much of a cut photographers would receive.

Goldman Sachs postulated that GoPro’s model could emulate Apple’s iTunes, where about 70% of the revenue from every song sold goes to the music industry, while Apple AAPL, +3.03% retains the remaining 30%. Getty Images, a leading image-licensing firm, is valued at $3.3 billion, according to Goldman Sachs.

GoPro’s service launched this week, hosting hundreds of videos ranging from footage of adventure sports to animals to musical performances. The site will allow licensers to download high-resolution file formats, and watermarks will ensure pre-licensed content is secure. GoPro is currently taking applications from brands and agencies that want to join the service.

Shutterstock/lev radin

GoPro is also branching out to a variety of aspects of the camera industry. GoPro is set to launch a quadcopter drone in the first half of 2016, and earlier this month it unveiled its smallest and first completely waterproof camera. GoPro acquired spherical video producer Kolor in April in the company’s first move into virtual reality.

GoPro on Tuesday said revenue increased 72% in the second quarter, boosted by sales of the Hero4 camera. Shares of GoPro have climbed more than 33% in the last three months, though it’s still off from an Oct. 7 high of $93.85.