We know how detrimental the work-for-free culture can be to the vitality of the arts sector and we know we can’t afford to give away our skills. But for many of us, it is still awkward to ask for payment when offered ‘opportunities’ that don’t come with a price tag.
Behind the discomfort is a difficulty in articulating our worth. ‘Being comfortable asking for cash means valuing yourself, understanding your value and understanding what the market is willing to pay for it,’ said Rachel Service, founder of Happiness Concierge where she delivers workshops on knowing your boundaries at work.
Exactly what we are worth is also unclear in the arts industry. ‘Most creative industries are self-regulated which means there’s not always an award for what any of us do,’ said Viv Fantin of Next Act Coaching.
‘We generally do it for the love and because we don’t want to think about the alternative workplace scenario. So it is often left to us as individuals to make the decision as to our self-worth in relation to money. And that can be a fraught process due to entrenched mindsets around money and issues with self-esteem, people pleasing and over delivering,’ added Fantin.
While it’s next to impossible to put an exact dollar sign on creative output, it is possible to adopt tactics and strategies to deal with the awkward requests to work for free. Here is a list to help you know what questions to ask yourself to determine your worth, and build frameworks to help you form a response.
Silence is not golden
A common tactic is simply not to mention money, placing the onus on the creative to ask whether they will be paid. This can make you feel vulnerable or embarrassed, as if expecting to get paid for your talent and time is somehow greedy and unreasonable.
Don’t agree to anything until you know what deal you are getting.
‘I think creatives are so used to saying “yes” and then working out the fees later, or accepting the fee that is offered because they really want to do the project and money isn’t the only reason they are doing it,’ said Creative Consultant and former Artistic Director of Westside Circus, Debby Maziarz.
While it can be embarrassing to ask, it is ultimately empowering, said columnist, writer and researcher Dion Kagan.
‘What has empowered me is having been in a role of advocating for other artists to get paid, so then to be in that situation where I am asking where is the money – and if there isn’t any I’m out – I feel stronger in doing that.’
There needs to be education around transparency and shifting the responsibility from the creative to the requester. Often when Kagan has replied to such requests with a polite refusal or explanation that he cannot afford to work for free, the organisation has miraculously found the funds.
‘I don’t think anyone has ever been exiled for asking for money,’ he added.
Define your worth and create frameworks for how much to charge
It’s one thing to know your worth, but another thing entirely to communicate it in a tangible way with others.
Viewing your skills as a product that people can buy can be helpful, explained Service. ‘Yes you are creative but people aren’t always paying for your brilliance. Sometimes they are paying for your time instead.’
Service has a calculation for determining how much to charge, which comes down to three things:
1. Skill: Am I really, really good at this task / skill?
2. Energy: Does this task or skill come easily to me. Do I need to exert much energy to deliver a quality product?
3. ‘Me’ Factor: Does my client really, really want me to work on this?
‘Whatever you are currently charging, add 50%. The client will always negotiate you down but you always end up with more than you originally were going to charge and you can use that extra income as a buffer in future,’ added Service.
You can also start by understanding your tangibles – the cost of physical materials and time spent creating – and intangibles, explained Fantin.
‘People often have wildly different beliefs about what their “intangibles” are worth so be sure to have a direct conversation to address this issue. A transparent approach to the intangibles will quickly help you determine how much time vs reward it will take to make the trade worth your while,’ said Fantin.
Only you can determine your intangible value or self-worth. ‘Try to internally focus on your strengths instead of highlighting your perceived weaknesses. If you feel you’re worth more in your work life, it’s usually because you are.’
Set up boundaries before you negotiate a trade, added Fantin. ‘Always be clear on exactly what the other party is looking for. And be firm about exactly what you’re prepared to commit to before entering into a trade that might leave you feeling resentful.’
Understand your personality type
Your ability to ask for money can be dependent on your personality type and creative field, explained Kagan.
‘There are go-getters, self-starters, who are able to put a value on their worth, and there are certain practices that are easier to monetise per hour or per number of words produced.’
For the more reserved creative, there are ways to determine your worth and build the confidence to ask for what you deserve.
Don’t be afraid to talk to colleagues or people in a similar profession how much they charge. Photographer Tom Blachford used the technique of emailing his favourite photographers to determine the average wage in the industry and what he was capable of earning.
‘I think if you’re struggling or in doubt, ask the question, is someone else getting paid to do this work and if so how much?’ said Kagan.
Script a prepared response
Because the arts industry is such a close-knit community, there can be a fear for saying no and upsetting people.
‘A lot of artists are generous and excited to get involved and it is really hard to say no to something that is exciting,’ said Kagan. ‘The biggest fear to overcome is that people will stop asking you if you say no. That applies to all facets of life – if I don’t go on this date no one else will ask me out again!’
While Kagan acknowledges there are times in your career you can afford to be more generous with your time, sometimes you need to conserve your energy to generate work and fit in your life.
‘Essentially I’m endlessly deferring people, which gives me perennial existential anxiety. I have two pages in my notebook with names of people I need to catch up with coffee.’
Know that it’s okay to say no and demonstrate your worth, and never feel like you have to apologise for asking for money. Script a short response that is calm, clear and talks in economic rather than emotional terms.
‘The trick is to remove any emotion and replace it with fact. Have it in writing. CC the accounts person, rather than only the business owner,’ said Service.
Have parameters around when you will work for free
A ‘checklist’ of questions can be helpful in determining if something is worth your time or a valuable thing for you to do for free.
Some adopt a ‘decision triangle’ strategy by Laurie Anderson: ‘If I’m trying to decide on a project, it has to have two of the three following things: It has to be fun, it has to be interesting, or it has to make money. The third one sounds crass, but when you’re an artist, you do actually have to make a living.’
Service also suggestions asking yourself the following questions:
1. Does it help you upskill?
2. Does it help you meet people you wouldn’t have access to otherwise?
3. Would you really enjoy it?
4. Do you have time?
5. Are you paying the bills as it is? If no, then you have no choice but to say no.
Even if you are doing something for free, consider sending a quote to educate others on the cost of creative activity. This also helps you to determine how much commitment pro-bono projects require.
‘Use your hourly rate to calculate what it would cost in monetary terms. Approximate how many hours that would take you and what you would charge if it was a corporate client. Then translate that into how much you would invoice if it was a regular client. Let the client know what that number is. Then ask them what they can offer you that is in this range,’ said Service.
Maziarz strives to trade where possible, rather than work for free. ‘ I always have a list of current needs and wants at hand, in case I want to discuss these in a trade or exchange scenario.’
‘When it comes to trade and exchange, it is important to feel good about your exchange and keep communicating as you go. Same goes for being paid and paying others,’ she added.
In the end, it’s all about balance and only an individual can make the call about what is right for them, said Fantin.
‘If you’re constantly working for free and anger and resentment is creeping in, that’s usually a pretty strong sign that there is an imbalance that needs to be addressed. It’s good practice to set clear and healthy boundaries around what you will, and won’t, do for free,’ concluded Fantin.
