Content creator comedian Timothy ‘Njugush’ says many brands and clients complain that his rate card is too expensive whenever they want to hire him for brand influencing and endorsement jobs.
But Njugush, who is considered one of the highest-earning content creators in the country, has defended his rate card, saying it is based on many factors, including data and research on whether or not he can deliver on the client’s expectations.
Breaking down how he charges his clients, Njugush says he believes his rate card, which has been seen as expensive by many brands, is a fair representation of what he can offer the brand – if anything, he did a lot of pro-bonos starting before he became big.
“Every other time, brands think my rate card is too expensive. But how I quantify the value of what I do is first of all research-based in the sense that the value I give you is commensurate with what I get (paid). I have been doing this for ten years, so I know exactly when to charge high and when not to charge high. If anything, I did it for free when I started,” says Njugush. Njugush says.
The comedian however notes that for some brands, he always intentionally exaggerates his rate card to keep them at bay for various reasons.
“I do that, especially with brands that I am super convinced I will have a hard time working with. I also do it with brands that I know I’m not going to be able to meet their KPIs [key performance indicators] as required. Offering such brands a high rate card is my polite way of turning down the job. The problem comes when some of these brands still meet the inflated rate card. That is when I come clean. “He explains.
Njugush maintains that he has a personal commitment and philosophy to not just collect money from clients but to ensure that they get value in return because that cements his reputation and brand.
“I have turned down certain brand jobs because I know I won’t be able to deliver. But if I believe I can give you value, then what I get paid has to be commensurate. I look at several things. Has it taken care of production? Has it taken into account opportunity cost? That means if I take your job, that means I won’t be able to pick the next brand job that was probably thinking about hiring me next week. It also means I have to stay with your brand for a certain amount of time before I can choose another.
It also means I can’t take a job with your competitor. That’s a risk I’m taking and it has to be taken care of in the rate card.” he adds