Read the terms before you accept the deal

This is useful whether or not you ever work with us. Most creator deals go
wrong in the same five places.

1 · What exactly is being delivered

“One integration” means different things to different people. Get the number of mentions, the
duration, the placement and the platform written down. Ambiguity here is always resolved against
you later.

2 · What the rate is, as a number

If the payment is a share of something, ask what of, how it is calculated, and whether you can
see the figure it is a share of. If you cannot see it, you cannot check it, and a number you
cannot check is not a rate.

3 · When you are paid, and what triggers it

“Net 30” from when — delivery, invoice, or approval? Approval-triggered terms let a
counterparty delay indefinitely by not approving. Push for delivery-triggered.

4 · Usage rights, and for how long

Whether the brand can reuse your content in their own advertising is a separate question from
whether you made it for them. Perpetual worldwide usage is worth considerably more than one
stream, and should be priced that way.

5 · Exclusivity

A clause preventing you working with competitors is a real cost. If it lasts three months and
covers a whole category, you have sold more than one integration. Price it or strike it.

The general rule

If a counterparty will not state a rate before the work, that is information about the
counterparty. It is not a negotiating stage to get through.