A fellow voice actor recently reached out to me on LinkedIn:

Hey Paul!

I was wondering if you had a quick minute to help me price a VO project. I'm not great at pricing things, tbh, and I don't know what to do with the GVAA rate guide when it comes to multiple usages. I could really use your guidance!

It's a [foreign] production company that's doing a [category] campaign. They want a :90 script with multiple cut downs, a :20 script, 5 years, worldwide, all media.

I'd love your thoughts on this!

Let’s discuss the All-Media Buyout.

Clients typically don’t intend to literally use the recording in all possible media. They don’t really want an all-media buyout but it's their way of trying to avoid the hassle of multiple usage licenses, some of which they likely haven’t even decided on, yet.

Admittedly, this is one of the biggest issues I see in our business. Each genre has its own usage and rate structure and this can be daunting to not only clients who aren’t well versed in professional voice-over rates, but also for newer and even sometimes more experienced talent trying to wrap their heads around it all.

But we’re not going to solve the complexity of rate cards in this article.

The point is, I understand why clients so often ask for the all-media buyout: it’s simple and easy. But when they understand the scope of what they’re really asking for, they learn that simplicity has a steep cost.

Let’s look at the above example. Here’s exactly how I responded to my colleague:

Hey [Voice Actor],

Thanks for reaching out.

If this were my gig, here's what I would send the prospect:

Thanks for reaching out about this exciting project, [name].

I book within standard U.S. non-union GVAA rates.

If this were simply a TV broadcast commercial, my rate for worldwide usage for 5 years would be $50,250. To include an all-media buyout for the same period, that's three times the TV rate (1x to add digital broadcast, 1x to cover all other media) of $150,750.

New and international clients are typically paid upfront. In this case, I can offer 1/2 upfront and 1/2 upon delivery of the files, or in lieu, completion of a live recording session.

Thanks a million for keeping me in mind. Have a great week.

For your info, [Voice Actor]:

The TV-only rate is the middle-of-the-card national TV rate ($3350) X3 for worldwide usage ($10,050) X 5 years ($50,250).

Happy to answer any questions. Good luck with this.

Best,

Paul

Now, I fully expect that the client, upon seeing this quote, would pick their jaw up off the floor and move on.

In thinking about this more, I’d also include something like,

If you have a more specific idea of what exact usage will be in play, I am more than happy to sharpen the quote. In my experience, clients don’t often need a true all-media buyout and clearly defined usage can often save you a lot of needless expenditure.

The purpose of the quote is to show them in rational terms what they're really asking for and that you're a pro and not a rube (which may be what they're looking for).

As for the terms, in my business I typically require new and international clients to pay upfront for the first job, then we can discuss terms if they like moving forward. If the client is well-known and US-based, I may relax that policy.

In this case, if the client accepted the quote (which is unlikely), but had an issue with the terms, you could offer them a year at a time, renewable at 110% - 120% each year. I would still require upfront or 50/50 payment as outlined above.

And finally…

I’m sure there are some reading this who think, “Are you nuts? I’d do this for even $25,000!”

And you’d be a schmo.

The minute you offer pennies on the dollar is the minute you perpetuate exploitative rates. You’re screwing your colleagues for a quick buck. You’re accelerating the race to the bottom. You’re training your clients that you’re a cheap pushover.

A pro knows their worth. A pro protects pro rates because we all benefit when we do. A pro protects themselves against predatory prospects. A pro approaches the work with, as we talked about last week, an abundance mindset.

There are schmoes, and there are pros. You choose by your actions.