> ## Content Index > Fetch the complete content index at: https://giovanni-gallucci.ghost.io/llms.txt > Use this file to discover other available public pages before exploring further. # Thirty Three Experts Priced Forever and Nobody Agreed What They Were Multiplying - URL: https://giovanni-gallucci.ghost.io/what-forever-costs/ - Published: 2026-09-13T14:19:22.000Z - Updated: 2026-09-13T14:19:21.000Z - Description: Net Influencer asked 33 creator economy professionals whether perpetual usage rights are fair. Eleven of them quoted a multiplier and they are not multiplying the same number. Plus the pasteable post, the still and a five shot video. - Author: giovanni gallucci - Tags: Organic Social, Brand Positioning, Social Platforms, creator-brands Listen to the latest episode of The Daily Trend Report, then use the piece below. [Net Influencer published a roundtable on Friday](https://www.netinfluencer.com/one-fee-no-expiration-33-creator-economy-professionals-on-whether-perpetual-usage-rights-are-ever-a-fair-deal/?ref=giovanni-gallucci.ghost.io) asking 33 creator economy executives, agency leaders, talent managers and lawyers one question: is perpetual usage ever fair? [Dragomir Stojkov](https://www.netinfluencer.com/author/dragomirs7/?ref=giovanni-gallucci.ghost.io) wrote it, dated September 11\. It is the second pass at the same subject, following [an earlier roundtable of 23 people](https://www.netinfluencer.com/perpetuity-whitelisting-ai-clauses-23-creator-economy-experts-on-what-brands-get-wrong-about-creator-usage-rights/?ref=giovanni-gallucci.ghost.io) on what brands get wrong about usage rights. Net Influencer's own page puts the read time at 31 minutes, and the four paragraphs that matter are all numbers. The verdict comes back no, and the verdict is close to worthless, because look at who got asked. Talent managers. Creator agencies. Lawyers who represent creators. [Tara Knight](https://www.linkedin.com/in/tara-killmer-knight?ref=giovanni-gallucci.ghost.io), COO at Creator Match, is the one panelist who says the quiet part on the record, writing that her position "isn't creator-advocacy theater" and noting that her firm represents brands. When somebody on a panel has to volunteer that, you already know what the room looks like. So skip the verdict. Read the prices. ## Eleven people put a number on it Eleven of the 33 gave an actual multiplier for perpetuity. In their own words and their own units: [Kate Fleming](https://www.linkedin.com/in/flemingkate?ref=giovanni-gallucci.ghost.io) at PartnerCentric: usage typically adds 20 to 50 percent on top of base rate, and perpetual rights add 50 to 100 percent. [AB Lieberman](https://www.linkedin.com/in/ab-lieberman/?ref=giovanni-gallucci.ghost.io) at Clicks Talent: perpetuity, minimum 2 to 3x the creation fee. [Gerardo Sordo Fernandez](https://www.linkedin.com/in/gerardosordo?ref=giovanni-gallucci.ghost.io) at BrandMe: 2x to 4x or more of the original content fee. [Dan Albert](https://www.linkedin.com/in/danalbert?ref=giovanni-gallucci.ghost.io) at 456 Growth: perpetual and scoped, plus 3 to 5x. [Ace Gapuz](https://www.linkedin.com/in/hazelbernadettegapuz?ref=giovanni-gallucci.ghost.io) at Blogapalooza: at least three to five times the creation fee. [Tobias Hoss](https://www.linkedin.com/in/tobias-hoss?ref=giovanni-gallucci.ghost.io) at 30 Dishes: perpetual across all channels, 5x floor. [Courtney Canfield](https://www.linkedin.com/in/courtneyblakecanfield/?ref=giovanni-gallucci.ghost.io), who has worked in influencer marketing for 14 years: creators who understand the word will charge quadruple their base rate. [Josh Stein](https://www.linkedin.com/in/jastein?ref=giovanni-gallucci.ghost.io) at Attention Capital: 8 to 12x the 30-day rate. [Becca Bahrke](https://www.linkedin.com/in/becca-bahrke-bb868376?ref=giovanni-gallucci.ghost.io) at Illuminate Social: 8 to 10x the one-year rate. [Joey Roesler](https://www.linkedin.com/in/joey-roesler-b2468856?ref=giovanni-gallucci.ghost.io) at CMG Talent: 10 to 25x the annual rate. Read that list twice and the problem shows up. They are not answering the same question. Seven of them multiply the content creation fee. Stein multiplies the 30-day usage fee, which is a much smaller number. Bahrke and Roesler multiply the annual usage fee, which is a much larger one. Three different denominators, one word, and not a single person on the panel flags it. Two people can both say five times and be quoting prices an order of magnitude apart. Bahrke is the only one who gives dollars, so run her ladder. A 30-day license in her shop is $750 to $5,000\. Her one-year is roughly 3 to 4x that. Her perpetual is 8 to 10x the one-year. Multiply it out and perpetual lands somewhere between eighteen thousand and two hundred thousand dollars. That is my arithmetic on her stated ranges, not a figure she published, and I would rather show the work than hand you a tidy number. Hoss's 5x floor against a $2,000 content fee is ten grand. Same clause, same week, same trade, and the two answers are not in the same conversation. ## There is no market price for forever That is the finding. Perpetuity is a word that eleven working professionals use to mean eleven different amounts of money, and the figure that ends up in your contract is a function of who walked into the call better prepared. Not a market rate. A negotiating outcome wearing a market rate's clothes. Which should bother you if you buy creator content for a food or beverage brand, because perpetual, worldwide, all media is sitting in most agency templates as a default checkbox. Nobody scoped it. Nobody priced it. Albert has the sharpest line in the whole roundup: perpetual usage is the most valuable thing a creator gives up, and it is "usually given away as a rounding error." The bill arrives one of two ways. Either you are paying the steepest markup in the category on assets that stop working in three weeks, which is most of them, or you are getting forever for free from a creator who did not know what it was worth. Door two is cheaper this quarter and it costs you the creator. Knight puts it flatly: the people making your best content will not work with you twice if their face is still in your ads two years later with nothing attached to it. [Theo Ruzhynsky](https://www.linkedin.com/in/theoruzhynsky?ref=giovanni-gallucci.ghost.io), co-founder at VwD, makes the point that matches what I actually see. The horror stories about content still running years later usually are not malice. They are nobody tracking expiry dates. The contract said 90 days, the asset went into an ad account, and the ad account does not read contracts. One more, and it is the newest stake on the table. [Delara Alviri](https://www.linkedin.com/in/delara-alviri-6b0b58a5?ref=giovanni-gallucci.ghost.io), who runs business and legal affairs at Palette Media, says any grant of likeness should be narrowly tailored to the specific content, never broad and general, because a broad perpetual grant can cover AI agents and whatever comes after them. That stopped being hypothetical a while ago. ## What to do this week Start with the move that costs nothing. Pull your last twenty creator agreements. Find the usage clause in each one. Write down three things: start date, term length, channels. If you cannot build that calendar in an afternoon, you have assets running past their license right now and you do not know which ones. That is a Sunday job and it is the highest-value hour in your week. Then fix the buy. Stop asking for perpetuity by reflex. License 30 to 90 days, paid and organic, on the channels you are actually going to test, and put a pre-agreed renewal price in the original contract so an extension is a purchase order instead of a fresh negotiation. Several people on that panel arrived at that same structure independently, which is more signal than any of the multipliers. Pasteable copy for your own feed, aimed at the creators you want. Clean rights terms are a recruiting tool and almost nobody uses them that way: "How we license creator work, since nobody posts this. Ninety days, paid and organic, on the two channels we are actually testing. If it performs, we renew at a price that is already written into the original contract. If it does not, it comes down. We do not ask for perpetuity. We would rather pay you again." Swap in your real numbers. Do not post it if it is not true, because a creator will test it inside a week. The still: your own contract, printed, on a desk, with the usage clause highlighted. Shoot it top down with window light from the left and the phone flash off. No stock handshake, no gavel, no laptop-and-latte. A printed page with one paragraph marked up reads as real because it is real, and specificity is the entire job. The video, 15 to 30 seconds, shot on a phone today, five shots. Shot one, 3 seconds, tight on the printed page, a finger landing on the words in perpetuity. Cold open, no title card. Shot two, 5 seconds, seated, straight to camera: we stopped asking creators for perpetual rights, and this is what we do instead. Shot three, 6 seconds, top down, a hand writing three dates on a calendar page: start, end, renewal. Shot four, 8 seconds, straight to camera, your actual terms said out loud. The window, the channels, the renewal price. Shot five, 4 seconds, back to the page, the clause crossed out in pen. Burn the terms into the caption so it works with the sound off. Skip the music bed. This one lands because it is boring and true, and the creators worth having will screenshot it. ## The show is the briefing The Daily Trend Report runs every morning and this article is the extension of it. The show tells you what moved. The piece tells you what to do about it. Subscribe on [Apple Podcasts](https://podcasts.apple.com/us/podcast/the-daily-trends-report/id1896763846?i=1000785549310&ref=giovanni-gallucci.ghost.io) or [Spotify](https://open.spotify.com/show/033jcZwbZNGKpeUTRJvt1J?ref=giovanni-gallucci.ghost.io) and the desk is done before you open the laptop. I write this every day for people who actually have to post. If you want to argue about the denominator, come find me on [LinkedIn](https://www.linkedin.com/in/galluccinet?ref=giovanni-gallucci.ghost.io).