Paid In Exposure
“How about we do a little bartering, I give you 12 months of advertisement, for your work”
When it comes to art, payment is the last thing on anyone's mind. The artist is worried about making sure the work is perfect, and the future owner is only worried about where the piece will go in their space. This isn't always true, actually, it is partially true if anything.
In my years of photography and video work, I have encountered instances of being underpaid and often unpaid. This post is for the creative that is just planting their feet into the soil of entrepreneurship or who do not know their value. Let me guide you in finding your worth.
Expect to be unpaid.
For the newer photographers/videographers, do not expect people to throw money in your face when you are starting out. Like any skill, it takes time to build upon it and become proficient in different techniques. When clients are hiring for our niche of work, they want someone established and confident in their work, not somebody that picked up the camera two days ago. Take your time, take on the unpaid work and do your best work, that can and will lead to paid work.
Know your worth.
For seasoned freelance photographers/videographers, this may not have to be said, but knowing your worth is important. Too many times, I have undervalued myself, from accepting the shoot just because I needed the money, or literally not knowing how to value my work. Whatever the case is, figure out your value.
How? First, you have to shift your mindset from artist to business. Forget the colors and aesthetics and focus on your overhead costs. Overhead costs are things like, the cost of your camera gear, the software you have purchased, the list goes on, but think of anything that keeps you in business or allows you to create the end product.
Second, calculate your variable expenses. These are the expenses that could change over time, like the cost of rentals, studio space, traveling to a location, Makeup artists, and assistants. Look at variable expenses as prices that have fluctuating prices.
The third and last step is knowing YOUR value. This is by far the most challenging part because you are putting a value on yourself. There is no easy way to do this. My best advice is to really take a look at how your work has impacted your clients or other people. Base your pricing around what you bring. Do you have a specific style nobody else can mimic? Is your turnaround time fast? Do you have a unique editing style? Whatever your value is, put a (reasonable) price behind it and show the world.
Below, I have provided some links that go into further detail about pricing your work.
https://www.format.com/magazine/resources/photography/how-to-price-photography
https://www.youtube.com/watch?v=AfL8sB7N4RI&t=454s
https://www.shootproof.com/blog/how-to-price-your-photography/
Say No.
You don’t have to accept every opportunity unless you really want to. I have been in many situations where I regretted doing the work because I just wanted to shoot. Don’t be like me. When a potential client reaches out to you with an opportunity, they have a few things in mind. They have a problem that we can solve, or they have a need that we can fulfill. It will go like this, hey XYZ gave me your number or email, and said that you provide this service. I have this problem or need, and I am coming to you as a solution.
From here it is all about the client as it should be, you get the detailed problem you provide them with a solution. Then, the part some clients hate to talk about is the cost. Clients won't tell you this, but they already have a number in mind, whether it be high or low. This is where knowing your value comes in. If the number is high, great, be fair to the client. If the number is low for your known value, be firm or say no.
Being firm in your pricing shows that your value is important and that at the end of the day you have to eat too, also demonstrates that you take your work seriously. There have been times when I have taken the low ball offer because I felt bad, and I just wanted to shoot for the joy of it. I regretted it later. Now on the flip side, if the client is firm in their price and is not willing to negotiate, just say no. Saying no isn’t a bad thing, if anything it shows that you hold your work to a standard, and you can’t accept just any offer. Below, I have provided a link to some videos that talk about this more in-depth.
https://www.youtube.com/watch?v=AfL8sB7N4RI&t=454s
https://www.youtube.com/watch?v=wLuN92Zjnb0
Exceptions.
There are exceptions to working for exposure, or for less money I’m going to list a few
Charitable work
Doing work for something you believe in
You are brand new to the creative field and trying to build your portfolio
At the end of the day, only you know your value. Take a step back and really analyze your worth, then when you are comfortable with what you think your value is, add a price to it. Most important of all, continue to expand your knowledge and growth in your respected field.
