Audiovisual performers under threat from AI and low earning
Published: 16 October 2024
Commentary
Careers in the UK's audiovisual performing industry are under threat due to significantly lower than typical earnings, despite surging profits for streaming platforms, according to research by the University of Glasgow that calls for action on legislative change.
The independent survey of audiovisual performers - conducted by CREATe, the Centre for Regulation of the Creative Economy based at the University of Glasgow, and commissioned by the British Equity Collecting Society (BECS) - found that the median annual earnings for audiovisual performers fall well below the national minimum wage.
Audiovisual performers also risk losing work due to Artificial Intelligence (AI). Just under a quarter of those surveyed have been asked to provide images or audio to create a digital lookalike or soundalike (19%). Eight percent have had a digital lookalike or soundalike made without their consent.
Median earnings are £17,500 per year, substantially less than the typical median amount for UK workers of £34,963 - and lower than the minimum wage of £23,795 (assuming a 40-hour work week). The situation for audiovisual performers with disabilities is even worse, with median annual earnings being only £7,500.
The research found that 69.3% of performers believe the value of initial fees are decreasing, with an even higher percentage (84%) agreeing that the value of residuals and royalties that they receive under contracts is decreasing.
In addition, 64% of performers are not confident they receive all the fees, royalties and residuals due to them under their contracts. They are reliant on producers to pay them accurately and on time, but lack the means to verify the accuracy of payments.
Ninety six percent of performers perceive buyouts (contracts where performers are offered a lump sum at the outset of the contract, with no further payments after the initial transaction) to be increasing. As more accept buyouts, the practice becomes more entrenched, leading to further declines in the overall financial health and stability of audiovisual performers.
These findings emphasise the power imbalance between performers and producers - a significant issue that is exacerbated by increasing competition within the industry.
CREATe’s Dr Amy Thomas and Dr Arthur Ehlinger, who led the reports, said: "Our research comes at a time of declining earnings for creators across multiple creative industries. Last year’s SAG-AFRA strikes - the largest withdrawal of creative labour in Hollywood history - meant the ‘behind the scenes’ working conditions of performers gained global prominence. In particular, it highlighted that new modes of distribution, particularly streaming, have disrupted traditional routes to payment for performers.
“At CREATe we have undertaken similar surveys of authors, freelance journalists and visual artists, which are all telling the same story - the time for change to protect careers and the creative outputs that we collectively enjoy as a society, is long overdue."
Read the full study on the University news Webpage.
First published: 16 October 2024