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Why don't you simply this and figure $10 per photo. $300 gets you his time, studio, equipment, and editing time for your 30 photos (probably out of a larger number of unusable photos -- say 300 photos and you pick the best 30).
Furthermore, there is no such thing as a generic "going rate" and anybody who tells you otherwise is full of shit. Photographer rates are all across the board depending upon their experience, their equipment, if they have staff on board (lighting, makeup artists, etc).
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