When discussing new media and marketing, and ways to promote yourself online, I typically try to stay away from using the word “free”. The reason is because very rarely is anything truly free. I guess it’s really just my meticulousness, but I’m of the belief that somehow, on some level, it subliminally makes a difference in the language you choose-both internally (with yourself) and externally (those you’re marketing to).

So then what really is the difference between “free” and “$0″? To me, “free” is something you give away, totally free, with no strings attached. A gift of sorts. For example, if you contacted a songwriter and told her that you wanted record an album of her music with no compensation of any type whatsoever, I would count this as working for free.

On the other hand, if you contacted that same songwriter and told her that you wanted to record an album of her music, and that while she didn’t have to pay you anything, you did want to work out something that would provide alternative compensation. For example, a picture, blurb, and link to your website on the front page of her website. Or a picture, blurb, and contact info on the inside of her CD booklet. Or an email blast and blog post describing your work and your identity, blasted out to her list. This type of arrangement, I would consider to be working for $0. Because, while you’re not getting paid, you are thinking of creative ways to promote your work.

I think there is a place for both. While it should be approached with prudence, I think offering a certain amount of your time to people completely for free is a great way to contribute to the community. Think of it as a tithe (one tenth of your time as a contribution for the greater good of everyone). While working for $0 should also be approached with prudence, it is a great way to create meaning with people, equip people with tools to promote you, contribute to the community, gain experience, gain exposure, build value, and make more money.

Some further illustrations of working for free:

• Inviting someone into your studio so they have a chance to learn from you
• Helping out at someone else’s studio so that you have a chance to learn from them
• Meeting someone for lunch to answer their questions about production
• Showing up to a band’s live show and recording it for them
• Recognizing something that needs to get done, and doing it

Some further illustrations of working for $0:

• Starting a blog to share studio stories, and recording tips
• Writing an ebook about producing and recording
• Recording an album, but owning the masters
• Starting your own band
• Starting a newsletter

In my post last Saturday (Do You Know What I Do?), I discouraged the idea of working for “free” a little bit. And in further contemplating this topic, I think I may have gone too far. At the risk of contradicting myself, I want to now motivate you to pursue both working for “free” and working for “$0″. But always with clear purpose and prudence.

Yeah, it will be hard work to do these things, and a lot of it could be considered ancillary work. But if you pursue it honestly it will be a 100% fruitful investment in yourself. And if you’re not willing to do that type of work, then don’t expect to necessarily generate a lot of paying work, only focusing on carrying out the primary tasks associated with your business.

//stinson
Twitter: @stsn

Over the weekend I brought this blog back to life with a post reflecting on the work I’ve been involved in over the last three and a half years, somewhat focusing in on whether or not this work has served the purpose I intended, and ultimately making an effort to encourage others to A) think bigger, and B) take time to reflect on the learning/growing experiences that your work will bring you. If you wanna read that post, you will find it here: Do You Know What I Do?

My thinking behind this post was that often times, when people who are new to the industry are looking to break in and establish themselves as a producer, engineer, or both, they offer their services for no pay in exchange for a credit on the record-hoping that their name will get spread around town, and in the end they will generate a lot of paying work. I think this is a mistake, because you’re going to receive that credit whether you charge no money at all, or you charge the highest rate in the history of record making. And from what I’ve seen, this method of promotion does not have a very good reputation of succeeding. Instead, it mucks up the market value for freelance record producers and engineers at large-it’s a race to the bottom.

Alternatively, if you employ some innovative thinking, it’s possible to promote your business, increase your worth, and raise the value of the community all in an astute set of actions.

I believe you should always periodically employ a certain amount of $0 tactics to your work, but they should always have a clear purpose, sensible objectives, and realistic limitations. The point is to make money, not work for free.

Before and after you ever take action on any tactic, ask yourself, “Do they know what I do?”