Let’s Talk Free Work.
“You don't get paid for the hour. You get paid for the value you bring to the hour.”
~Jim Rohn
Creativity is a powerful tool. It paints the world in vibrant hues, it innovates, and it transforms. But like any other skill, it deserves to be rewarded. In the digital age, creatives are emerging as the athletes of the imagination, the visionaries of design, the innovators of the media world. Despite this, many creatives grapple with the notion of the "starving artist," which society often perceives as a given. However, it's crucial to recognize that this need not be the case.
Early Work
Starting out, however, you might have to contribute your skills and time freely. You’re going to have to do free work and most likely A LOT of it. Before major brands entrust you with large budgets to create for them, you need to demonstrate what you're capable of. For instance, Nike isn't going to trust you with a $1 million budget to create a commercial if you've never made one before. In the initial stages, it's all about proving your worth, demonstrating your talent and vision—this is where speculative or 'spec' work becomes invaluable.
I began my journey creating music videos with just a group of friends and a clear vision. Spec work challenges you to be creative within constraints, often without a substantial budget to lean on. It's your chance to build a portfolio that showcases your potential to the world. Remember, though, this should be a fun process; if you're not enjoying it, why do it at all?
Over time, your perspective on free work will shift. To become a professional in any creative field, you must start charging for your work. Your survival, like anyone else's, depends on earning a living. There's no strict timeline for when you should start charging. Personally, I offered my services for free for years before I felt comfortable asking for money. It's key to remember that you don't have to be the world's best director or graphic designer to start charging. As long as you meet client expectations and they are satisfied with your work, your services are valuable.
Consider this: when you create a video for a brand or a music artist, its value extends far beyond the video itself. It becomes a piece of marketing material, drawing in audiences and potential clients. If brands profit from your video, then you should be part of that profit, whether through upfront payment or royalties.
Working with Friends and Family
Navigating financial matters with friends and family can be tricky, often leading to tough, awkward conversations. If you're committed to turning your creative work into a profession, you'll quickly realize that providing free services for friends and family all the time is unsustainable. The opportunity cost is too high; time spent on free projects could be time spent on paid ones.
The key is finding a balance and from personal experience, I can advise two ways to go about this:
Offer a 'friends and family’ discount and bite the bullet on your time.
Don’t work with family and friends at all and avoid potential conflicts.
I believe that true friends will want to help support your business and will have no problem compensating you for your services, whether it’s monetarily or trading their services in return.
Understanding your worth is paramount in this transition. Remember, your payment isn't just for the time spent creating but also for your gear, assets, and most importantly, your expertise. If you've spent hundreds or thousands of hours honing your craft—practicing, learning, experimenting—then your time, effort, and expertise hold tangible value.
If you’re anything like me, you’ve spent thousands of your own dollars on plugins, assets, and courses that allow you to produce work that is better than others, which is a big part of why people want to work with you in the first place. Don’t forget this!
The Exposure Fallacy
A common pitfall many creatives encounter, especially in the early stages of their careers, is the promise of "exposure" as compensation for their work. Many clients, particularly those unwilling or unable to pay fair rates, will offer exposure in lieu of financial payment. They'll suggest that the visibility and recognition you'll gain from working with them will outweigh any monetary value, potentially opening doors to future opportunities.
While there's some truth to the value of exposure, especially when you're just starting out and need to establish a reputation, it's crucial not to fall into the "exposure trap." Exposure doesn't pay the bills or compensate for the hours of hard work, creativity, and resources poured into a project. Moreover, accepting exposure as the sole form of payment can undervalue your work and set a precedent for future clients, leading them to expect the same.
For example, imagine a graphic designer approached by a high-profile client to redesign their brand logo, promising wide exposure but no financial compensation. On the surface, it's tempting—the client is renowned, and the project might truly enhance the designer's portfolio. But if the designer accepts this deal, they're essentially telling the client, and other potential clients, that their work doesn't warrant financial compensation.
A helpful guideline is to consider whether the exposure truly benefits your career in the long term. If a project offers unique visibility, valuable networking, or other tangible benefits, it might be worth considering. However, in most cases, "exposure" should be a bonus accompanying fair payment—not a substitute.
The Shift
Recognizing the shift from working freely to charging for your services can be both exciting and nerve-wracking. This transition symbolizes growth in your skill level and confidence, but it also comes with a new set of responsibilities and expectations from clients. You're no longer just the friend with a camera or the cousin who's good with Photoshop—you're a professional with a reputation to uphold and a standard to meet.
Remember, you're selling more than a service; you're offering a solution to your client's problem. The value you bring should be reflected in your rates. Even as you strive to stay competitive, avoid underselling yourself. Negotiation is a crucial skill, and confidence in your abilities is vital. Be ready to explain your pricing and the value you bring to the table.
While earning a living from your creative skills is important, remember to value your work beyond the monetary aspect. Creative work often brings a sense of fulfillment and personal growth that many traditional jobs may not provide. The positive impact you can have on others through your work—the brands you help build, the stories you tell, and the visuals you create—is priceless.
Final Thoughts
Transitioning from free work to paid work is a significant milestone in any creative's journey. It marks the point where your skills, time, and efforts start being recognized and rewarded monetarily. However, this transition isn't just about getting paid—it's about valuing your expertise, standing your ground, and respecting your own work.
To this day, I still take on free projects occasionally because I may be passionate about it or genuinely want to help someone out who can’t afford my services. You’re never too good to do a project for free from time to time and never know what doors that project may open. Be strategic about how you spend your time. And remember, even though you're now charging for your services, never lose sight of the passion and joy that drew you to the creative field in the first place.
As always, thanks for reading.
-P