You're scrolling the internet and you come across a project that you are absolutely PERFECT for! You're reading the breakdown and it all sounds great - it's local so you don't have to travel, they offering a small fee of about $200 - $500 for your time and you read that it will be used "in perpetuity". A red flag has gone up but you don't know why.
This is what you need to know about this term.
DEFINITION
When a brand states that their project will be used "in perpetuity", it means that they will own the material taken during the shoot forever. Usually, depending on what you sign, you are signing all of your rights to that material. But that's not the worst part - the worst part is that that’s brand now owns it FOREVER.
This means that they can use your face and your voice and any ideas you've come up on set to improve the project anywhere, any time and any how which way they want. Even when you're dead and they go through the archives, they can still choose to use your face and sound. All of which you have NO control over.
All without paying you what you're worth - or anything at all.
DILUTION
This dilutes the industry because a standard becomes set where brands now know that there are actors who will work for next to nothing which devalues us within the industry - especially those who are maintaining a high standard and know the monetary value of their work.
This dilutes you as the performer because if this is a well known brand within a particular industry, the consequences are two fold:
1. You lock yourself out of that particular industry forever meaning you can't do another project where you're the face of a brand in that industry because you've already locked yourself to one brand. Eg: If you were the face of Krispy Kreme Donuts, you can not work for any other donut brand ever again.
2. You now tell other industries that your monetary value is worth very little because your last job didn't pay so well for the talent you provided - especially from a non competitive industry.
WHAT DO YOU DO?
So what do you need to do?
1. Any job that’s says "in perpetuity" - question why is this the case.
2. AVOID all jobs "in perpetuity" as you don't want to lock yourself out of any industry.
3. Speak to your reps about this job if it's something you feel so passionately about.
4. KNOW your industry standard. In Australia, the average commercial is approx $2500.00 AUD usage for 12 months & 10 hours of work on set.
5. KNOW your worth as a performer and don't dilute yourself because of something that's tempting.
CHECKLIST
"In Perpetuity" means forever.
It allows the brand to use your image/ sound whenever, where ever and however they want.
You will have NO control over the usage.
Don't dilute yourself or the industry by taking on these jobs.
Know the industry standard.
Know your worth as a performer.
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