Question about Tips??

i have read the list of ppl to be tipped, and different recommendations of amounts, etc...

now i saw it says we shouldn't tip owners of the company.......does this still hold even if the owner IS my photographer??? should we just tip his assistant? i would think that since he's the owner he still shouldn't get a tip...he's making a sh*t ton of money off us to begin with!! lol but i just want to make sure

ALSO, for DJ ppl, we're having DJ, MC, Lighting tech, Percussionist, and a Cocktail Hour performer...do we tip each and every one of them as well? and should i tip the CH guy less since he's only there one hour? and same issue as our photographer, we are probably having the owner of the DJ company as our MC, so do we tip him still?? or no cuz he's the owner?

I believe that if someone does a great job, owner or not, they should get a little something extra. Sometimes people count on the tip, and are upset when they don't get it.