Exposure Doesn’t Pay The Bills…
I’m not one to completely ban free projects within my work. I’ve been known to run model calls for my own creative fulfilment that I’ve gifted people shoots for. But I do also think the topic of free work, when we prepared to take these projects on, and when it isn’t acceptable to ask a photographer to do work for free needs to be addressed.
Because as a photographer I, along with many others, get asked to do work free far too often.
A recent example
Within the past month, I got asked by a professional rider if I wanted to collaborate with them. In theory, yes, I’d have loved to. I have a list of “dream brands/niches” I want to work with in 2023 and a professional rider is on that list. However, they not only wanted me to not only create for them to use on their social media and website but they also wanted me to:
Create content for at least 3 additional brands who would want a commercial license on the images
They already work closely with two other photographers
They didn’t make it clear what the return on investment of my time would be, or how the collaboration would also benefit me
All in exchange for them using the images in exchange for credit and exposure on their platforms.
In theory, this could have been quite a lucrative collaboration, had all of the brands had large engaged followings on their social media. But they didn’t.
So what was my reasoning for turning this opportunity down?
I didn’t stand to gain as much as they would from the collaboration as:
I already had some similar brands within my portfolio
The likelihood of me taking full creative control of the shoot was unclear
As they already worked closed with two other photographers, the likelihood of future collaborations was slim
There was no offer of payment in exchange of my services
They were expecting me to create a days worth of content for them to use to advertise their services, use on social media and to enhance their website.
None of the brands had significantly higher followings than I have, so the opportunity to get in front of thousands of new people was smaller.
They claimed to “love my work” yet had never engaged with any of the content I produced, and had only started following me on the day they messaged, and none of the other brands had followed me on social media or engaged with my content.
I’ll admit, part of me did doubt myself. So I asked other close friends who work in marketing, PR and are also photographers what their thoughts were. They all said no, bar one who (and I agreed with) said there are pros and cons of both, you just need to work out whether the pros of taking the shoot on outweigh the cons. Which unfortunately in my eyes, they didn’t.
When would I take on a free shoot?
Like I said before, I’m not one to turn down a free shoot. But as much as I might like to take on every free shoot I’m offered, I also have to remember that for every free shoot I do, I have to turn away a paid shoot to ensure I’m not overworking myself.
This means that there is plenty I have to consider, before I take on a free photoshoot. These include:
The cost of travel to the shoot
The cost of the photoshoot
The level of creative input I will have
The likelihood of it bringing in more work and having a good return on investment
The likelihood of building a further working relationship with those involved
How those involved would intend to use the images
Whether I can use the photoshoot to build my portfolio
Am I working with someone who I have worked with previously?
Do the people I’m working with genuinely love my work and/or are they an ideal client?
What I stand to gain HAS to be more than what I would stand to lose, otherwise taking a shoot on just isn’t viable.
This is why, 99% of the time when I take on a free project, it is one I’ve organised myself to ensure that the collaboration is mutually beneficial. Because 99% of the time, those wanting me to work for free, tend to think that exposure to their audience is enough. Sometimes it is but more often than not it isn’t. As exposure doesn’t pay bills (as much as some might try convince you otherwise).
It’s also important to remember that as a creative, if someone genuinely loved and valued your work, they’d also be prepared to pay for it.