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My tuppence from my experience : Never (Ever) Work For Free.
It's a total fucking mockery. Advertising, funny enough, are the worst of the bunch by a long shot for us.
Here's why : The people asking you to work for nothing wouldn't. Simple as that. Plus, and this is the really important bit, you think that by doing someone 'a favour' and working for nothing, you are banking 'a favour' in return, and when selfsame client actually has a budget, you'll be at the top of their minds and programmed into the one-button dial on the phone.
'Hey, remember the great job Copey did last time? And, man, didn't ze, like, do it for scraps, man? Yeah, let's hir on it, we owe hir one, big time!'
Not so.
You are 'the cheap option' and 'the guy that does free demos/reels/videos/whatever'. If they ever have no budget again, if they are 'in research' and don't want to spend any of someone elses money, in case the auditors scald them afterwards, then, and only then, will they call you. Now that a budget is in place, there is no way you are going to get it. It's going to go to the shiny, hitherto unaffordable (and hence superior quality) West End company who have always been admired and oh my, we just love your work, didn't you do the award winning blah warrah warrah fishpaste.
The production teams who allocate budgets always assume higher cost=better quality. They are usually deaf, and often blind, and incredibly nervous about their own vacuum where their opinions are supposed to be, so the only indicator they have is the braille on the bottom line. Expensive=good, Cheap=bad, but necessary sometimes, and Free=who?
Don't do it.
On the other hand, sometimes it may be worth it. Makes great PR if it does. Damned if you do, damned if you don't.
My own hard earned spiel on this now is thus:
Free? Hmm. Brief me up and I'll consider it.
(Get the brief. Consider it. Assuming you think it's worth investing in...)
'OK, I'll do it. It looks great, I like it. So, all of my creativity and skills I'm going to invest in your project for nothing, in lieu of payment in the future. Speculate to accumulate and all that. However, obviously all equipment, facility hire and third-party technical personnel need to be paid. I assume you meant that anyway. So, on a job like this, I'll need $x since it's going to take y days and z hours in the edit suite, and we'll need a b and c oojamewotsits. That's not including tax. Is that cool?'
You'll be amazed how miraculously there actually is budget for this type of reasoning. And if not, then stick by your guns and don't do it. You'll also be amazed by how the phone rings again from that client when they have money, but not anymore when they are taking the living piss out of of a highly specialised technician and asking them to work for nothing.
Wow, do I sound bitter, much?
I dunno, maybe quit altogether, and work in a bank?
They won't expect you to work for free, at least. |
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