The Unspoken Truth About Creative Work
A Market in Need of Transparency
Making a living as a professional creative is a daunting task. The market is fiercely competitive, and many brands, publications, and media conglomerates expect creatives to work for free. While I believe there are valid reasons for creatives to work without pay, especially at the beginning of their careers, the current market dynamic is exploitative and harmful to everyone involved.
The Consequences of Free Work
Media companies worth hundreds of millions of dollars are facing lawsuits for unpaid interns, and billion-dollar brands expect free digital advertising strategies. This perpetuates a culture where important creative work is undervalued and expected to be done without compensation. As the founder of an independently operated and funded website, I’ve experienced this firsthand. We’ve been transparent about our limited budget and have made a conscious effort to pay our team members, even if it means sacrificing our own salaries.
The Rise of Influencer Marketing
The influencer marketing phenomenon has created a distorted market where popular internet personalities and sites are leveraged by big brands to promote their products and services. These influencers are often not paid commensurate with a normal ad budget, and sometimes not paid at all. They’re offered swag or party invitations in exchange for their cultural influence and free advertising.
Shining a Light on Unfair Practices
Amber Discko, founder of Femsplain and Creative Strategist, has taken a bold step towards transparency by launching Who Pays Influencers, a platform where people can anonymously share their experiences with brands and agencies. This initiative is inspired by the popular “Who Pays Writers” directory and aims to provide a clearer understanding of what influencers are paid for their work.
The Need for Transparency
As Amber puts it, “The real problem is that this is a fairly new form of advertising, and with that comes a lack of transparency around what it’s all worth.” By sharing their experiences, creatives can help establish a fairer market and encourage brands to become more attractive partners. It’s everyone’s responsibility to practice transparency and ensure that the people with money are held accountable for paying fair rates.
Taking Action
Sites like Who Pays Influencers and Who Pays Writers are crucial steps towards creating a more just creative market. But it’s up to all of us to keep pushing for transparency and fairness. By being open about our experiences, we can create an environment where creatives are valued and compensated fairly. So let’s take a stand, be honest, and work together to make the creative market a more equitable place.
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