Dear Brands, Stop Asking Nigerian Creatives to Work for Exposure

If I had a thousand Naira for every time a Nigerian creative was offered "exposure" as payment, I could probably forget writing and just build a house in Banana Island.

It’s the running joke in our industry. I bet it's almost impossible to meet a writer who hasn't gotten that one email in their inbox that was full of flattering words about their "impressive portfolio" before ending with the usual punchline: "...we don't have a budget for this role right now, but it would be great exposure for you."

Deep sigh.

There it is -- "Exposure." The most useless currency in the creative economy. No cap.

To be fair, I understand that many startups and brands, especially in our tough economy, are running on tight budgets. The person sending that email probably isn't malicious. They're just ignorant or maybe mistaken. They've fundamentally misunderstood what they are asking for.

News Flash! 'Exposure' Doesn't Buy Jollof Rice

Okay, let's put this into perspective. Would you walk into a restaurant somewhere in... maybe Lagos mainland, eat a plate of jollof rice, and offer to pay the owner with a "shout-out" on social media? Of course, not. Well, except you're planning to take on the role of dishwasher, then by all means, go ahead. And how about this, would you tell the mechanic fixing your car that his payment is the "valuable opportunity" to be associated with your car? Absolutely not.

Why? Because we universally recognize that a mechanic's skill and a chef's labour are tangible services deserving of real, tangible payment. Yet, when it comes to the intellectual and creative labour of writing (the strategy, the psychology, the hours of crafting and editing) it's somehow treated like a hobby that should be offered up for the vague promise of "visibility."

Writers need money to eat proper Nigerian jollof

When is Exposure an Opportunity and When is it an Exploit?

Now, before someone jumps in the comments and says, "But Emediong, I got a great opportunity from unpaid work." Let's be absolutely clear, my dear reader. I hear you, and you're not wrong. Exposure can indeed do wonders for your career and growth. But know this, there is a massive difference between a strategic, pro-bono project and a for-profit business offering you vague "exposure" as payment.

Yes, there are rare, specific times when doing unpaid work is a conscious career choice. Maybe it’s contributing to a highly prestigious publication that will genuinely elevate your portfolio. Perhaps it's helping a charity you deeply believe in, or collaborating on a passion project where everyone is investing their own time for a shared goal. It might even be a writer choosing to volunteer their skills, knowing the hands-on experience is the perfect way to sharpen their craft. In these cases, the non-monetary value is clear, direct, and significant. You are making a calculated investment in your career or your community.

But to be honest, that is not the kind of "exposure" we usually get offered in our DMs, is it?

We're talking about for-profit companies offering "visibility" to avoid paying their bills. That "great exposure" usually translates to a social media tag on a page with 500 followers, half of whom are the owner's relatives. It's a lottery ticket offered as a salary, and it almost never pays out.

And when you accept that kind of deal, you're not just giving away your time, you are asking yourself to devalue your own craft. You're contributing to an ecosystem that tells talented people their skill is not a real profession worthy of real income. And let's not forget, these are skills honed over years of practice, reading, and relentless revisions.

I remember early in my career, being so hungry for credits, so desperate to prove myself, that an offer of "exposure" often felt tempting. Yes, it'll feel like a chance to get your foot in the door. But here’s what no one tell you: the door that opens for free work usually only leads to more requests for free work. It sets a precedent that your time and talent are negotiable commodities, not professional assets. It fuels imposter syndrome and leads directly to burnout.

A Better Way Forward for Everyone

So, what's the solution when a brand has a great vision but no cash? The answer isn't to ask for free labour. The answer is honesty and creativity.

• For Businesses: If you can't afford a writer, be honest. Say, "Our budget is X. What can we achieve within that scope?" A good writer can often propose a smaller, high-impact project that fits. Or, consider offering equity if it's a serious venture. Or, simply wait until you have budgeted for content as the critical business investment it is.

  
  

• For Writers: We need to get comfortable stating our value. Politely. Firmly. Without apology. It can be as simple as: "Thank you for thinking of me! This sounds like an interesting project. My current project rate for this scope of work is X. Please let me know if you'd like me to send over a formal proposal."

In business, everyone deserves a win.

Let's Stop Trading Our Craft for "Maybe"

At the end of the day, building a healthy creative industry in Nigeria, or anywhere, requires mutual respect. And respect, in business, is demonstrated through fair compensation.

You wouldn't ask your landlord if you can pay your rent with a "maybe." Don't ask a writer to. We are not just stringing words together; we are architects of communication and strategists of story. Now that's not a commodity, that's a high-value skill. Period.