The Cost of ‘Free’: Why Pay Creatives

It’s almost impossible to break into the creative industries without external financial support. Over time, an expectation has been set that creatives will offer their skills for free, especially when starting their careers.

Despite its growing power in our visual and digital world, the value of creative work is persistently underestimated. Too often, people assume that creative work isn’t ‘real work.’ This mindset not only undervalues the effort and expertise involved but also perpetuates a cycle where creatives are pressured to justify their worth without financial reward. The result is a profession increasingly inaccessible to those without financial stability, reinforcing inequality and limiting diversity in the creative industries. Addressing these issues is crucial for fostering an equitable and inclusive creative landscape, where all contributions are respected and fairly compensated.

Working for free is a privilege reserved for those with financial stability. It’s become an expectation that entry into prestigious creative industries requires ‘paying your dues’ through unpaid work—a significant barrier for those from lower socioeconomic backgrounds and with dependents, often affecting women the most. Confronting this reality is essential to ensure equal opportunities for all.

While volunteering in the creative sector can be personally fulfilling, it has broader implications on who gets to work in the industry, the types of work produced, and how creativity is valued. This system allows only those with financial means to participate, effectively excluding diverse voices and perspectives. Consequently, the creative industries are rife with inequality, limiting opportunities for marginalised communities.

This exclusionary culture not only devalues creative work but also impoverishes our collective cultural and creative landscape. At Studio Lutalica, we stand against this inequity. Some have assumed that when we offer our services pro-bono, it means we don’t pay our creatives for their time. This is not the case and never will be. Our model ensures that any surplus from a project is directed back into the communities we serve—never at the expense of our employees and contractors.

Content is valuable to businesses and organisations running events, managing websites, or building a social media following. Frequently, creatives will be approached asking for original content, without an offer of payment. Instead, there is a promise that collaborating for free will be mutually beneficial because the creator will gain ‘exposure.’

For people at the start of their careers, the allure of exposure can be tempting, offering the hope of future opportunities or increased visibility. However, this promise doesn’t necessarily translate in reality, and it’s hard to know when this request is exploitative.

When creatives are asked to contribute without pay, it exploits their skills and time under the guise of potential future gain.

At Studio Lutalica, we recognise the true worth of creative contributions and advocate for fair compensation, ensuring that exposure is never used as a substitute for the value that creatives bring. We believe in empowering creatives to demand what they deserve, fostering an environment where their work is respected and rewarded.

Creative work is nice work. It has intrinsic benefits. But just because a job is fulfilling, doesn’t mean it shouldn’t be paid well. Teaching and healthcare are two fields people tend to be drawn to out of passion, but no one suggests that their fulfilment should replace their salary.

While it’s true that not all jobs are filled by people who find them inherently rewarding, the idea that fulfilment can replace financial reward is untenable in the societies we live in. As long as people need money to meet their basic needs, financial rewards are essential for an industry to be equitable.

Advocating for fair pay means setting boundaries and negotiating terms that reflect the value of creative work. Industry initiatives are making strides, but it’s up to each of us to support fair pay practices and ensure that creativity is valued and rewarded. Fair pay has long been bound up with social justice movements and we continue to advocate for basic principles around equal pay, such as aways paying our team a real living wage, whether they’re interns, contractors or employees.

We see fair compensation as a basic right. It’s part of our commitment to justice and equality. We believe every creative deserves recognition and fair pay for their contributions. This isn’t just about fairness; it’s about supporting a diverse and inclusive industry. By valuing the skills and dedication of our creatives, we empower them to continue making a difference in feminist and LGBTQ+ initiatives. Our profits go back into projects that uplift women and queer communities, using creativity as a force for positive change. We hope more creative companies will join us in standing up for these values, ensuring creativity is celebrated and rewarded.