January 13, 2025
I get asked about collaborations by other Calgary business owners all the time, and let’s face it. Collabs have been a hot topic for years.
Teaming up with other talented people can spark incredible ideas, lead to exciting opportunities, and push your creative boundaries in all the right ways.
But here’s the thing: A lot of the time, the only thing being offered is “exposure.”
And that gets me thinking, am I crazy? Is one person getting paid and everyone else working for free really how the Calgary creative community works? And if so, should it??
Let’s be real, exposure doesn’t pay the bills. It doesn’t cover your mortgage, your groceries, or your Google Office subscription.
Sure, getting your name out there is great. It’s a perk.
But it’s not a sustainable way to run a business.
Real compensation (you know, actual money) is what keeps the lights on and allows you to continue creating, growing and doing the work you’re passionate about.
Those ‘opportunities’ where someone wants you to work for free in exchange for ‘exposure’? Yeah, those. I’m here to tell you that if you want to call that a collaboration and scam people out of money, do your thing.
However, I won’t be doing any free work for someone who’s getting paid.
Don’t get me wrong, I love a REAL collaboration. This is where the magic happens.
✨ If you’re not sure how to spot a genuine collaboration opportunity, read this post too!
Have you ever been in a situation where you were offered a collab, but it just felt… off? Like, they were basically asking you to work for free in exchange for ‘exposure’?”
A healthy collaboration is a partnership that benefits everyone involved. It’s about coming together with shared goals, where each person brings something valuable to the table and is compensated fairly — whether that’s money, trade, or other clearly agreed-upon terms. It’s about creating something amazing together and sharing the rewards.
If we’re looking at the Calgary photography industry in particular, a collaboration is typically an agreement between photographers and other creatives like models, stylists, makeup artists, brands, or even other photographers. We all contribute our skills, resources, and creativity to a project. The goal is for everyone to benefit from the project.
Since everyone brings unique talents, the outcome is something we couldn’t achieve on our own. It’s not about free work, but about working together to create something valuable for all involved.
The key? Clear expectations. Before jumping into a project, make sure you discuss things like:
When everyone’s on the same page from the start, you avoid misunderstandings and unnecessary stress.
✨ If you’ve got a great collaboration idea but you’re not sure how to approach the other parties, read this post!
Ten years ago, exposure was a great thing on Instagram and it did lead to jobs — because the algorithm worked differently.
But now?
If a brand reposts something I’ve tagged them in, it’s almost always in stories OR it does get reposted on the main page — but without a visible tag.
So yay, your image is on the feed of a brand you love… but unless someone goes digging, they won’t ever know who took the photo.
It really gets under my skin when a brand is being paid for their product or service and then expects creatives to contribute free work in return. It’s disrespectful to the industry and dismissive of the time, effort, and expertise it takes to create something of value.
Do we really think that “exposure” is a viable currency in 2025?
Exposure as payment doesn’t just undervalue creatives. It perpetuates a culture where our work is treated as an afterthought instead of the essential part of the equation it truly is. While exposure can occasionally benefit emerging creatives, it’s rarely an equitable arrangement when one party is profiting financially while the other isn’t.
And then there’s the toll it takes.
Overcommitting to unpaid work can drain your energy, lower the quality of everything else you do, and leave you burned out.
Your mental health matters.
Boundaries matter.
If that unpaid gig lights you up and leaves you excited to be working on it — perfect, go for it.
But if you’re hustling in the hopes that if you just do ONE MORE unpaid job you’ll start going places — then possibly your energy is better spent elsewhere.
Like restructuring your offerings or learning a new skill to elevate your craft.
Personally, I think it’s time to break the cycle of exploitation and advocate for fair compensation for creative work. In the professional world, this type of ask should be categorized as asking for free labor and frankly, it’s disrespectful to the Calgary creative industry. A genuine collaboration should benefit all parties—not just one. Your skills are valuable, and you deserve to be paid for your work!
One person getting paid while everyone else works for free is not a collab.
When one person shows up with a vision, and styling, location, and editing inspiration, while the others just show up and check boxes? That’s not a collab.
When one person pours their heart and soul into a project while the other coasts through and walks away with all the benefits, that’s not a collab either.
Whether you call it a collaboration, or a partnership, or something else, let’s say it like it is. You’re asking me to work for free. No.
✨ If you’re not sure how to spot a genuine collaboration opportunity, read this post too!
Remember, your time and talent are valuable. Don’t be afraid to say no to opportunities that don’t align with your goals and values! By setting boundaries and advocating for fair compensation, you’re not only protecting your own well-being but also helping to shift the industry’s expectations.
This shoot was something that the model (Lisa, @lisa.naveed) wanted to creatively express & play around with a more cultural representation of her work. She got to create a heritage piece that she hadn’t previously seen represented on her modeling page.
The designer (Chintan, @fashionfinesse_87) came in and styled all of the details, and gained more experience working with paid models. Plus, he got to incorporate some heirloom jewelry and add an extra level of sophistication to his work.
I got to shoot garments that I’ve never shot before. I had the opportunity to try different techniques & locations that might’ve been a harder sell on paying clients. (Um, this photo shoot was in a cemetery… and it was amazing.) Plus, I got to play with my shoot direction. When I can practice with a professional model, it really helps me get the lingo down for my other clients!
Everybody there had a shared vision, and we all PLAYED. And because our energy was congruent, it was magic. I really do love doing collabs!
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