At Impressive Talent, although we book lots of work in a variety of genres, we do not take on all work sent or offered to us. Why? Low Rates.
What are Low Rates? Rates are compiled by assessing the following information for each unique project:
- What is the planned usage for this particular project?
- Where will be seen or heard, one local area? A state? A region, A full country, worldwide?
- How long will it be seen or heard?
- What media will this project be placed on? TV, Internet, Digital Media, Digital Radio, Radio, Cable, Film, etc.
A great guideline to assist figuring out prices and also learning about rates is the GVAA Rate Guide. Although this is targeted towards voiceover, it can be applied to on-camera projects as well as print ads. The rates listed per each category are guidelines to the industry standards for the United States. The GVAA is not going to help you price a job, but they put months into each pricing guide to establish standards for the voice over community.
A Low Rate = a below standard rate that may or may not be obvious. Below are some examples of situations to consider:
- When a project states they want influencers and they will help you grow, no compensation actually paid X Low Rate
- A project states they will pay you X amount, but have the right not to pay you if you are in the final product X Low Rate
- A union project listed at Low Rate, Ultra Low Budget Rate or even background X Low Rate
- A corporate one time use shoot for a mid level rate with a contract stating one time use only Acceptable
Everytime a talent works a project at a very low rate, it sets the rate standards to a lower level. The only way for talent, casting directors and production houses to keep the rates higher is to turn down the low rate projects.
Frequently we receive low rate projects from acting databases. We ask why the rate is so low, the typical CD says, that’s all the money they have for the project. We then tell the CD, they should have not taken on the project. The project should be rejected until it is a fair rate for everyone involved.
Example: Recently we received a large commercial project shooting right in our neck of the woods. The issue was the rate. For each talent requested, the client wanted full usage worldwide for 3 years. The rate per talent $2,400.00. We wanted at least $8.000.00 per talent for 3 years global usage. The end client is a very well know national name in the USA and a name known across the world. As we negotiated, we suggested we would take the rate for 1 year usage, trying to be flexible. The CD refused, and would not bend. Weeks later one talent mentioned to us that they booked this role (through another agent). We explained that it was below market rates. Now they know. They are also aware their agent didn’t even try to get a decent rate for said talent.
In the end, the more talent that work for projects below standard rates, the more unlikely it is that the rates for talent will go up. Working in the entertainment industry is a gamble, but earning a decent amount per project is better than booking twice the amount of work at unacceptable rates.