Tayler Prince-Fraser is a London-based creative consultant. He’s shot for some of the biggest brands on the planet; Nike, The North Face and Dr. Martens, and is also the co-founder of the online platform, Original Shift
Original Shift started from a desire to create something that would last, maxing out character counts and turning the media world on its head. It worked, it gathered traction, and to this day Tayler still prefers to play in the long-format space over the short-and-sweet content ingrained in our current social culture.
Any creative who has set up their own agency or gone out on a freelance basis will appreciate how difficult it can be to say ‘no’ to work coming in, even if it’s way below your rates. When you’re first starting out, you live paycheck to paycheck and project to project. You try and work as back-to-back as you can, building up financial stability as you go, but even when there’s money in the bank, ‘no’ rarely enters our vocabulary. Tayler discusses the importance of recognising your value and not cheapening your own brand or resources by saying yes to briefs that come in well below your rates. Obviously, there are times and places where we want to jump into something with both feet that pays a little less, but these shouldn’t be the norm. Clients try and push rates set by creatives to sit well below their budgets, often throwing out that ‘so and so did it for X’. As Tayler rightly points out - if another creative has done it for significantly less than what you’ve quoted and the client is happy with the work, then why are they not using them again?