Like stepping into an old attic full of unlabeled boxes, our protagonist opened their inbox, blissfully unaware of the horrors lurking inside. ‘Hey hun! 🌟 Love your work! I have an amazing opportunity…’. The message had that same uneasy charm as a realtor calling a place “cozy” while pretending not to notice the ominous stain spreading across the ceiling.
Chapter I: The First Contact
In Which Our Hero Receives a Promising Message
The notification popped up, looking harmless enough - just another little blue bubble, full of possibility. But behind the cheerful emojis and exclamation points lurked something far more devious. It promised “incredible exposure,” boasted of a “massive following,” and, of course, delivered the dreaded phrase every creative fears: “It’s great for your portfolio!”
Let’s get a little real here first. While it’s hard to find proper numbers that will show us how many creatives actually works for exposure or was asked to, I did find some interesting tidbits.
According to the Musicians Union, a staggering 71% of artists have been asked to work for free. 54% were asked to for for exposure. This high percentage indicates that the practice of requesting unpaid work is commonplace in the music industry. More than half of these artists reported being told that exposure gained from a gig should be considered acceptable compensation.
Now this data is a bit old but brace yourself:
85% of freelance graphic designers were asked to work for free in the 2016 year.
High Incidence of Unpaid Work Requests: A 2016 survey by Approve.io found that 70% of creative freelancers in the UK were asked to work for free, with 10% agreeing to such terms.
Photographers Particularly Affected: The same study reported that 87% of freelance photographers were approached for unpaid work, and 16% accepted these offers.
Fashion Industry Pressures: A 2024 survey by Bectu revealed that 79% of UK fashion creatives felt pressured to work for free, with 72% experiencing financial struggles in the past year.
Financial Impact on Freelancers: A 2022 study by YunoJuno indicated that 25% of freelancers have undertaken unpaid work during their careers, losing an average of $5,968 annually due to such engagements.
But let’s continue with our story.
Chapter II: The Seduction
Wherein Dreams of Viral Fame Cloud One's Judgment
At first glance, the numbers seemed pretty legit:
10k followers (though half of them had suspiciously perfect smiles and usernames full of numbers)
3 previous "collaborations" (all unpaid)
1 promise of “massive exposure” (a promise as reliable as that friend who’s always ‘on their way’ but hasn’t left the house yet)
And yet, our hapless hero, blinded by the dazzling mirage of digital fame, found themselves leaning in, drawn to the offer like an insect to a venus flytrap. Somewhere in the back of their mind, a tiny voice whispered, “This feels like a trap,” but it was quickly drowned out by the seductive hum of potential visibility in the vast, chaotic wasteland of the internet. And just like that, they took the bait, hoping this time would be different. After all, wasn’t this the big break they’d been waiting for?
But before you let the siren song of “exposure” pull you under, let’s talk about what you’re really signing up for. It’s not just lost income - it’s the slow erosion of your time, your value, and the creative industry as a whole. Because once you say yes to working for free, it’s harder to convince anyone you’re worth more.
Breaking Down the Hours, Resources, and Opportunity Cost
Let’s try to be real here - saying yes to an “exposure” project isn’t just about the work itself. It’s the hours you’ll pour into brainstorming, researching, creating, revising, and emailing back and forth with the client. Time could have been spent on other projects that actually pay, on improving your skills, or maybe on just taking a well-deserved break.
Let's not forget the software, equipment, and all the years of expertise and investments you've made into your career. All of it is being used up on something that, in the end, won’t put food on the table or money in your pocket. Those expenses don’t disappear because the client offers “great visibility” instead of money.
But the real kicker? The opportunity cost. While you’re stuck chasing exposure, you’re missing out on real, paying opportunities, valuable connections, and time that could be spent growing your business into something sustainable. Because at the end of the day, exposure won’t cover rent - but your talent and hard work should.
Chapter III: The Plot Thickens
The Client Reveals Their True Form
The brief expanded faster than the 90 Day Fiance Universe.
The true cost of free work creeps up on you like a bad rash - slowly at first, and then all at once. It begins with the brief, which seems harmless enough. Manageable. But before you know it, it’s grown into something monstrous, with more extras than a bad sci-fi sequel.
Every “small change” feels less small and more like they’ve handed you a box of Ikea furniture with no instructions and a ticking timer. Then comes the timeline, shrinking with each email until you’re left racing the clock like a kid cramming for finals, fueled only by caffeine and regret. And the exposure? Oh, the sweet, shiny promise of exposure. It doesn’t come. Instead, the client vanishes into the ether, leaving you staring at an empty inbox and a completed project that will never see the light of day.
Getting an email from a big-name brand can feel like a dream come true. They’re praising your work, calling it brilliant, and inviting you to join their “groundbreaking” campaign. It’s flattering, exciting, and the thought of your work reaching millions? Almost too good to pass up.
As the project moves forward, the excitement often gives way to frustration. The designer spends countless hours preparing multiple concepts, only to deal with endless revisions and ever-changing expectations. The promised exposure starts to feel like an illusion.
Let's try to imagine a musician agreeing to play at a “high-profile” event for free, lured by promises of networking and amazing industry connections that can help his future. But when they arrive, their name is spelled wrong in the program, nobody introduces them to anyone who matters, and their performance is little more than background noise to a distracted crowd.
Even when the work is done, the struggle isn’t over. Showing off that “prestigious” project doesn’t always lead to paid gigs. Instead, it’s often met with the same old line - “We love your work, but we don’t have the budget right now.” And just like that, the cycle of undervaluation rolls on.
Chapter IV: The Resistance
Fortifying Your Defenses
Armed with the wisdom of too many unpaid gigs, our hero assembles their arsenal. The rate card, sharp and ready to shut down “opportunities.” The contract, a binding scroll to keep everyone honest. Boundaries, firm enough to block the freeloaders, and a spine of steel, forged in the fires of bad clients and caffeine-fuelled all-nighters. With these tools, they’re no longer just a freelancer - they’re a warrior, prepared to face the exposure vampires and live to tell the tale.
Setting clear boundaries is essential for creatives to safeguard their time, skills, and financial well-being. Here are some key strategies to help:
Know Your Worth and Set Boundaries
Take some time to figure out what your work is worth and decide when you’re okay with working for free. Maybe it’s for a charity, a passion project, or something you truly care about. Or maybe even a friend or a colleague who you want to help. Once you’ve made those decisions, stick to them - it’s easier to say no when you’ve already set your limits.
Have Your Rates Ready
Make it easy on yourself by having your rates written down and ready to share. That way, you won’t feel caught off guard when money comes up. If someone asks you to work on something, ask early, “What’s the budget for this project?” to set expectations right from the start. (Websites like Behance and Dribbble can provide insights into going rates for different types of creative work.)
Use Pre-Written Replies and Learn to Say No
It can be hard to turn people down, so make it easier by preparing a polite response for unpaid work requests. Here are some tips on this from Reddit.
Evaluate Opportunities and Watch for Red Flags
Not all unpaid work is bad, but make sure it’s worth your time. Ask yourself if it’ll help your portfolio, build connections, or teach you something new. Be cautious of phrases like, “It’s great exposure” or “We’ll pay you later.” Those are often warning signs.
Lean on Your Network and Offer Alternatives
If you’re unsure about an opportunity, talk it through with friends, your community, or a mentor. They can give you a different perspective or help you decide if it’s worth your time. And if a client can’t afford your full rate, consider offering a smaller scope of work or an alternative deal—like referrals or promotion - that still benefits you.
Unpaid work isn’t always a bad thing, but it should be only your decision - not something you feel pressured into. Set boundaries, stand your ground, and remember your time and talent have real value.
Chapter V: The Turning Point
In Which Our Hero Channels Their Inner Barbie and Declares, “I’m Not Your Muse”
With a deep breath and the kind of grim determination one usually reserves for cleaning out dog poop, our hero sets to work crafting a reply. It’s polite, sure, but it carries just enough edge to make the recipient squirm:
With a click, the email is sent, sailing off into the digital void. Our hero leans back in their chair, half-expecting the client to respond with an apologetic emoji or disappear faster than a magician’s assistant. Either way, this time it feels different. This time, they’ve drawn the line in the sand, stood their ground, and chosen themselves over empty promises. It’s a small victory, but for now, it’s enough.
Saying no to free work in exchange for “exposure” is easier said than done. For a lot of artists, it feels like part of the job - so much so that turning it down can seem risky, even when they know they deserve better.
Let me share with you my exploration on the reasons why artists struggle to turn down these opportunities, and why creative work is often undervalued and seen as less “real” than other professions:
Financial Pressure & Class Imbalances: many artists face significant financial pressure, making it difficult to refuse any opportunity that might lead to paid work in the future. In some cases the promise of exposure can seem like a lifeline. Some interesting numbers on this:
With the majority of visual artists making less than $30,000 per year, and only 17% earning three-quarters or more of their income from their art, the promise of exposure can seem like a lifeline.
Research shows that only 16% of people in creative jobs are from working-class backgrounds, while those from more privileged upbringings are far more likely to influence what we see on stage, read on the page, or watch on screen.
Nearly half of artists surveyed said they make between 0–10% of their income from their art.
In the music industry, even with all the money it generates, many up-and-coming artists are barely scraping by. This tends to favor those from wealthy backgrounds, who can afford to work for free while they’re trying to get their careers off the ground.
The median income for visual artists in the UK was just £12,500 a year in 2024, a 40% decrease from 2010.
FOMO: artists often worry that turning down an unpaid opportunity might mean missing out on a potential big break. This keeps artists working for little to no pay, hoping for future success. Here is an interesting piece about it from Injection Mag.
Career Stage Considerations: for emerging artists, the pressure to accept unpaid work can be particularly intense. This comes from several factors:
Limited professional experience
Need to build a portfolio
Desire to establish industry connections
Imposter Syndrome: many artists, especially those just starting out, often grapple with imposter syndrome. This can lead them to accept unpaid work as a way to validate their skills or prove their worth in the industry. The market is also incredibly competitive. The number of creative graduates has grown significantly over the past few years. With the rise of AI and online courses, learning a craft is now much easier than it used to be.
Passion Exploitation:research from Duke University shows that people are more likely to justify exploitation when they believe a worker is passionate about their job. This “passion exploitation” can make artists more vulnerable to accepting unpaid work, as their love for their craft is used against them.
Lack of Negotiation Skills: some artists find negotiation challenging, often feeling uncomfortable discussing money or worrying that asking for payment could cost them the opportunity entirely.
Unpaid creative work isn’t just about broken “exposure” promises - it’s part of a much bigger problem. With artist incomes shrinking and class barriers keeping many creatives out of the industry, the issue runs deeper than it seems.
👉🏼 There’s a lot to unpack, so we’re splitting this into two parts. In Part 2, we’ll dig into unpaid internships - how to tell the difference between a real opportunity and straight-up exploitation. We’ll also cover practical tips for negotiating fair pay and tackling imposter syndrome, so you can stand your ground in an industry that too often undervalues creative work. Stay tuned!
