So How Much Do DJs Make Anyways?

If you're a regular to various radio Facebook groups and the CMB forums, you have or will soon see questions like "how much money do voice-trackers charge? How much should I pay, or ask for?" Same goes for other freelance gigs, like production. Those questions are usually followed by a "message me privately." Because talking about what you're paid/what you pay can get sticky and icky.

Let's try anyhow! It's neither sticky or icky to know there's a general range that's considered fair. Before we go there, I want to type sticky and icky one more time. There's something fun about those words together. Or, I'm just sticky. And, well, never mind.

I consult radio stations, I voice-track a few, and I've hired plenty for the stations I've programmed over the years. There's not a blanket "set rate." Before ever putting a number out there (more on keeping numbers out of it in a moment. #tease), you want to ask or answer some key questions.

For voice-trackers:

• How many breaks per hour, and how many hours per show?
• How long are the breaks? How many are over intro's vs. going into stopsets for example.
• What are the content expectations? Is the station feeding most of it? Does the talent need to bring most of it?
• How is the show delivered to the station? Some have the talent track directly into the automation remotely (or locally). Others take the whole show on one big file and load it in real time. Others ask that each break is saved a specific way so that it can be imported directly to the automation. Some ways take more time and effort than others.
• When is each show due?
• What kind of interaction is expected? Phone calls, social media, etc.
• Will the station's coverage area prevent you from future opportunities? (If you track for a network, you may be excluding yourself from any local station in the same markets the network has signals in.)
• What kind of production is required? Do some breaks need music beds? Are you integrating station jingles/imaging into your breaks?
• What will they want from you during fundraisers?

For producers:

• How basic or complex is the production? (Lots of layers, fx, voices vs. single voice w/music bed.)
• Are you supplying the library (the music, fx, etc.) or do you have access to the station's library?
• Where are the spot's voices coming from? What treatments do the voices need?
• What's the expected turn-around time?
• Are there multiple versions required? (Next week, this week, tonight, etc.)

The answers to the above help you determine: What is a person's time and talent worth? It's time away from family. Friends. The non-radio life. Etc. Air talents and producers are not replaceable factory parts. They should be taken care of accordingly. If we don't value what's between our songs, neither will our listeners.

Rate numbers without context can set you back. A couple of years ago a station offered me $1,000/month to voice-track. Right away, that seems decent, right? I said yes without asking a lot of questions. Doing their shows turned into a huge time suck for me. By the time I was done each day, I might as well have just been live. I had to bow out; $1,000 wasn't worth it. The converse could happen too: you might have a "that's whack" reaction to a low number, until you find out they don't want much for it.

Final reason not to talk dollars first: Supposedly, whoever throws out the first figure lowers their own leverage. You're showing your hand, as the poker players say. I totally get that, but I also hope that I'm working with people of integrity who don't put the game ahead of the person. This is probably a case by case thing you handle with prayer and your own intuition.

NOW, we can talk actual numbers! For voice-tracking, my base rate, which may or may not be where you want yours to be, is $50/show. That's what I have decided my time and talent to be worth. I go up or down from there based on specifics. (On the low end, I have a station that only wants four over- intro breaks per hour. And they feed me more local content than I can ever use. Before I turn the mic on, half of the work is done. On the high end, I have a station asking for seven breaks per hour. They don't provide a lot of content, but expect a lot more than "that was, this is" breaks. I charge one station less than my base, the other more.)

For producing, my freelancing experience is limited. I can only tell you what I've found to be standard as a person who hires freelancers. Some charge per page of VO, some charge per element. (Promo's are one price, sweepers another.) On the per page side, the average rate has been $100/page (not including the cost of the voice talent). On the per element side, $50/promo and $25/sweeper. Of course, you may have paid/charged less or more. All based on where your quality level bar is, and the other questions from above.

For air talent and producers: watch out for the "it's for ministry," and "I don't have the budget" cards. The top two ways to talk you down. The value of your time and talent doesn't change based on a station's ability or willingness to take care of you. The time I'm up in my studio at night instead of watching "Dancing With the Stars" next to my wife will not be nickeled and dimed away from me. I won't get to Heaven and wish I had taken just one more voice-tracking job.

The other common way a talent's rate is challenged is when the decision maker suggests cutting certain corners. Sometimes, some corners CAN be cut. Most often, what they're really asking is for you to give less than your best. I'm not wired to operate that way. I can't hold back 35% of my wit (I don't have much to work with). I'm giving you my best, or nothing at all. You'd never want a full time employee who wasn't all-in (shot out to Matthew West!). Same goes for freelancers. Plus, if I was somehow able to operate on purpose at less than my best (I can do it on accident!), and my work was heard by others....be they potential future clients, or just industry peers...the reputation of my work could take a hit. As could the reputation of your brand. I'm called to serve you as if I am serving the Lord (Colossians 3:23): I wouldn't counter-propose that God accept 70% of my best.

I once hired a freelancer at a rate I later found was much lower than what their other clients paid. It wasn't long before deadlines were missed and the quality of the work they did started slipping. Because I was their lowest paying station; I was their lowest priority. Don't take on a client if you can't deliver on basic expectations. You'll grow to value the client less and less, and the client will grow more and more frustrated with you.

Neither the talent or the boss wants this: for the side hustle to become a side hassle.

A couple of quick things freelancers don't always know at first: you're responsible for your own taxes. Roughly 30% of what you make will go to your government friends. Have a plan up front of how you'll take care of that. And don't forget to clear your freelance efforts with your local boss in the building. You may already have a policy in place. Policy or not, it's a small industry we're in. You probably don't want your boss hearing from somebody other than you what you're up to. They could leap to conclusions that aren't true. Things could get sticky. And/or icky. (I wasn't sure if those words would come back again or not! YES! To God be the glory!)

To the GMs, OMs, and PDs whose budgets just exploded based on these rates: I'm sorry. Or...you're welcome? (You get what you pay for.) To the would-be voice-trackers who thought they were gonna get rich: you also get to choose between a "I'm sorry" or "You're welcome."

To all of us: value your product, your talent, and your people. Recognize each side has their own unchangeable reality. And when dealing with the other, be firm yet flexible when possible. Operate in a spirit of professionalism, honesty, and fairness. I wish you well in serving your listeners with excellence!