The world of
video production is a constantly evolving machine due to dramatic advances in
technology, but some argue that the floods of new video production are doing
more harm than good for industry professionals.
Message delivery has also moved more toward video and social media than
any other mediums in recent years. This
advance allows brands to connect to their target audiences on a more personal level
and if created in an effective manner can become viral and take the brand to
new heights. Websites like YouTube,
Viddler, Facebook, Twitter and Vimeo allow video sharing to become easier than
ever, but at what cost?
As a recent
graduate and full time producer I come across clients that was things fast,
good and cheap. When you are fresh in
the industry this seems like an easy enough thing to do especially when you are
talented and excited to add productions to your portfolio. Stop this is never a good idea, because you
will loose every time if you agree to these terms. There is no such this as a
fast, good and cheap production. They
don’t exist.
In recent years
employers have discovered the loophole in lowering costs while growing their
return on projects. Author Robert Greene
refers to this in his book, “the 48 Powers of Law” as “Get others to do the
work, but take all the credit.” Freelancers account for a third of the US workforce. Due to a struggling economy people are
willing to be freelance although they do all of the work, but get none of the
benefits of full time employees. This
allows employers and clients to make more while they pay less. When evaluating bids for clients many
freelancers forget to pay themselves.
This rate calculator can help you decipher if you are getting paid what
you should or simply taking a loss on the production.
One simple way
to evaluate a project is to decided weather it is worth your time by
realistically evaluating your costs and time you will invest in the project. In 2010 design creative Hoss Gifford released
and article titled, “Fast, good, cheap.”
Although he was not the originator of this theory, his tale “some
clients are evil and their work is toxic,” is a great example of how these
types of jobs will poison your success as an industry professional. Like anything else in life a relationship
with your clients or employers should benefit both parties or animosity is
bound to occur.
Greene states in
his fifth law of power that “so much depends on reputation guard it with your
life.” This includes under cutting costs to get a job, because it devalues your
time and talent. Once you are known to
lower rates people will always look for that deal even when they have the
needed budget. Every product produced
should represent the best of your work.
If you can’t do it right, don’t do it at all. No job is worth your
reputation.
