The Awkward Dance of Rates in Audiobook Narration
A frank discussion about rates, how it works, and how to handle the pressure
I don’t really like writing or talking about money. It’s uncomfortable for me, but as an independent business owner, it’s something I have to do. Lately, I’ve had a number of questions about raising rates: when you should do it, when it’s appropriate, and the possible drawbacks. This feels a little awkward for me to write about, but I think it’s important.
I wrote earlier about when to know whether you should raise your rates. (Read it HERE.) But today I wanted to talk about it from a producer’s perspective and just tell you what I have to do when a rate increase is requested, and then offer some possible things to DO and DON’T DO.
PUBLISHERS & PRODUCERS
I am freelance casting now for different companies. PUBLISHERS have more direct control over their rates. If you request a rate increase from them, they can look at their budget and say yes or no.
PRODUCERS are different. Producers work for a publisher. They’ve been hired on a per finished hour budget and pay narrators according to what their individual contract with the Union specifies. They typically don’t know your direct rate with that publisher. They only have the base line to go off from (that was negotiated and approved by the Union.) Anytime you ask for a rate increase, the Producer must go back to the Publisher and request an increase to the overall budget (whatever your increase in rate is plus P&H).
When I am casting, I have to give the Publisher at least 3 choices. I also want to give them choices that are within their budget. So, I need to provide them with 3 choices within their budget and maybe one or two narrators who are terrific but increase their budget. Sometimes, Publishers are fine with the increased rate. Sometimes they aren’t. Here’s the thing though: they don’t typically tell the producer. They just cast the piece, and we don’t know if they choose the narrator within the budget because they’re necessarily better, or because they’re within the budget.
WHAT THIS MEANS
I’m not trying to convince people to raise their rates or not. I’m just explaining that a rate increase affects the total budget, and that can be problematic to Publishers (and Rights Holder) in a time where there is a lot of talent/competition, AI choices, and pressure to reduce budgets. Certain narrators can and do get their increased rate requests with no trouble. Others don’t. Sometimes, there’s no way to know until you try. It’s frustrating and I’m sorry, but that’s the way it is.
WHAT TO CONSIDER
There’s been a recent push for narrators to know their worth. I’m absolutely on board with that. What I don’t like is that the pressure to ‘know your worth’ sometimes comes from people who are able to take risks, or are in a privileged position in their career where they can comfortably take risks. Not everyone is in that position. I would amend ‘know your worth’ to ‘know your worth and know the market.”
Sometimes, raising your rate means you will get less work. There is a risk of pricing yourself out of the industry. How do you know if your rate is too high? The trouble is, you probably won’t. You’ll just get less work.
But you also might get *more* work. People might think more of you and your work if you are at a higher rate.
Gah! Why is this so annoying and hard?
Because it just is.
HOW TO HANDLE THIS
So, rates are extremely personal. If you’re considering changing your rates, check in with coaches or colleagues, sure, but more importantly check in with yourself.
Are you raising your rates because everyone says you should? Resist this. Look at your own personal finances and see what you’re comfortable with and then make changes if you choose to.
Things to consider:
· Do you offer something significantly different from other narrators?
· Are your performances routinely heralded?
· Are you from a unique or underrepresented community that casting needs for authentic casting?
· Do you have particular talents for languages or other knowledge that makes you more unique?
Unfortunately, time spent in the business doesn’t necessarily mean higher rates. Because I’m part of a group of well represented narrators (middle aged, CIS white women), I haven’t felt comfortable raising my rates. I work for scale. But for me, the risk of losing work is too great. Maybe it’s a confidence thing, but after last summer when I had 4 months of no work (after 20 years in the business, 100 audiobook reviews, and numerous awards) I’ll admit: I’m terrified. But that’s me. I think I probably *should* raise my rates because I know my worth and what I offer, but I’m just too scared to.
Rates are a dance. Ultimately, I want everyone to make a great living. As a casting director, if you ask for an increase over the base line, I will always put your request forward, but I just don’t know what the result will be.
SOME DO’s and DON’Ts TO CONSIDER
DON’T raise your rates just because someone tells you to.
DO consider raising your rates when someone mentions it, and analyze your individual situation.
DON’T accept the phrase ‘know your worth’ blindly.
DO know your worth and know the market. Where are you in your career? What do you offer? What sets you apart? What can the market support? How full is your schedule?
DON’T be ashamed or embarrassed that others are asking for more and you’re too afraid to.
DO know that you can change your rate at any time. When you are comfortable, when it is right for you, you can ask for more.
DON’T double your rate.
DO raise your rate incrementally. You may even try it out with the clients you know who have more room in their budget before you apply that rate unilaterally.
DO trust your gut. DO advocate for yourself. DO maintain a healthy workflow and schedule.
I want higher rates for all of us. I want steady work for all of us. But the details and how that plays out for a narrator are an individual experience. You’ll know it’s time to raise your rates when you can do so confidently and without fear. It’ll be a given. A comfort. A proactive act. If you’re concerned about your schedule, if you have doubts, if your bills are piling up and the possible loss of jobs is too much, then just give it some more time. There is no shame in running your business the way you need to. In fact, I’d argue that running your business the way you need to is a point of pride.
Sometimes, knowing your worth means doing whatever you need to do to make a good living, at your own pace. Trust your gut. Trust yourself. You are worth a great wage. Maybe that great wage is NOW, and maybe you want/need to feel the market out a little longer.
Either way, it’s *your* business.
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TANYA EBY is a freelance narrator, casting director, and writer. Her favorite coffee is hazelnut with a dash of cinnamon and cream. She does not like sweet drinks, except for an occasional pop. Tanya’s articles aren’t always comfortable, but she hopes they’re helpful. If you like what you read, please consider buying Tanya a non-sweet coffee on Venmo (@Tanya-Eby), becoming a paid subscriber, or just sharing this post on social media.
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I love "know your worth and know the market." So true.
My longest-term, biggest grossing client ever pays notoriously low rates, but they've brought me lots of work over the years, which I've been able to re-invest into my career to train and upgrade over time. I've repeatedly asked for a rate increase, and they've never granted me one.
Over the last year, I've been working to move onward and upward away from them, but when they come back to me with more work, I always feel conflicted if I should continue with them or not. I don't want to fill up my schedule with low-paying work and have to turn down other, better opportunities, but I also don't want gaps of no pay in my schedule.
Wouldn't it be nice to have a crystal ball? Lol!
Tanya, as ever, your discussions are so helpful —many, like this one, are topics we can review over and over—it’s a touchstone of our business throughout the life of our business 💕