Handling "But it's the same audio!"
I recently did a commercial for a new client. The spec was a single market radio spot. The budget was $200, well below GVAA rates, but would only run for 4 weeks (up to election day), so I agreed to do the spot for that rate.
A week later, I get the following email…
“Paul, I want to convert this into a 30 second TV spot that will run in the same area. You don't need to record anything else. Just giving you a heads up.”
I replied: “That's great, [client name]. To add a single market TV license, also because of the short run, I'll go $200. Just confirm that's approved and I'll send the invoice.”
“Can you do $100? It’s the same audio.”
I explained that this fact is totally irrelevant. “The audio is licensed for each usage case. The normal rates are $400 for the TV and $250 for the radio. I’m already taking the flight length into account. $200 for the TV is more than reasonable.”
”Yes that is fine send invoice. although I will say I tend to do repeat business to those who don't overcharge me. I usually pay $200 for a 60 and $150 for a 30 full license to do whatever I want. I have ordered over 50 ads this cycle.”
And there you have it. Not all clients understand usage. There are two tells here. First, commercial spots aren’t priced by length. A 6-second spot is the same as a 60-second spot.
Secondly, “a full license to do whatever I want.” The mark of an exploitative (or at the very least completely ignorant) producer. Commercial spot VO licenses (and some other genres) should ALWAYS have an end date and be renewable.
So what do you do? How do you respond to, “but it’s the same audio”?
Again, to be clear, it’s entirely irrelevant.
You don’t get paid for effort. You get paid for impact.
When a book is developed into a film, the author gets paid for the movie rights and often to provide screenwriting or consulting along the way. No one screams, “But it’s the same story!”
When a TV or film production goes to reruns, syndication, DVD release, or online streaming release, featured on-camera actors get paid for that. No one yells, “But it’s the same show!”
The same is true for voice actors, including non-union voice actors. The more widely a recording is used, the more impact the client is looking to achieve, the more the voice actor is paid.
I recommend the following steps:
Provide all clients with the GVAA Rate Guide along with your quotes. This gives them objective, 3rd-party rates with usage breakouts for the vast majority of all use cases. This assures your clients that you are not pulling rates out of thin air and that your quotes will be consistent from client to client and over time.
Always quote within GVAA rates and, when appropriate, make appropriate exceptions (for example, the short flight length above).
If there are multiple usages and therefore multiple licenses at play in the quote, consider giving an appropriate discount. For example, If a client wants to run a corporate video on their site and in their organic social media feeds, then consider giving them a break on the total of the two licenses.
When you do encounter, “But it’s the same audio” let them know politely but firmly that this isn’t relevant. Assume that they’re acting in good faith and that they just don’t know any better. Take the time to educate them with objective 3rd-party information about how voiceover licensing works. I especially recommend sending https://www.gravyforthebrain.com/voiceover-licensing-a-guide-for-hirers/
Remind them of the appropriate of any discount you’ve already applied in line with #2 and #3 above. Remind them that you quoted from industry-standard rates. And remind them that you don’t overcharge or take advantage of anyone.
And most importantly…Be willing to walk away. Understand that just because you take the time to educate a client doesn’t mean they always do things the right way. They may have known all along, and just don’t care, in which case they’ve done you the kind favor of showing their ethics and you can remove them from the list of people you’ll continue to work with.
Not everybody understands usage and licensing and that’s ok. You now have the tools to be able to educate them. If they insist that you should be paid for your effort and not your impact, wish them well and don’t let the door hit’cha where the Good Lord split’cha.