With a long list of award wins, a Grammy nomination, almost eight million views on YouTube, and recognition by some of the most influential organisations in the creative industry, there’s surely no question that Daniels’ Turn Down For What video was a massive hit. But behind its slew of accolades, and the glossy finish of the film, was it really such a success?
In a recent Twitter thread Daniel Kwan, one half of the directorial duo, exposed the realities of making music promos. While it’s no secret that independent labels often have limited budgets, Kwan revealed that the story’s not necessarily any better when it comes to the majors. Him and his partner Daniel Scheinert earned around $4 an hour for Turn Down For What – the current federal minimum wage in the US is $7.25 per hour – ¬ and that doesn’t include they work they put in on the weekends. For two months of directing, editing, performance and VFX, the pair earned a grand total of $1k-2k each. “We are considered lucky for even getting paid,” he tweeted.
Register to keep reading
We promise it takes less than 2 minutes!
Let us get to know you better. Once registered, you can read a limited number of articles free, submit your work to us, and receive our daily newsletter if you choose to.
+44 (0)2072923703 or firstname.lastname@example.org
Why do I need to register?
Every month, hundreds of thousands of people visit us here on our website. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. We just ask you to provide a few details about yourself and what you do. Don't worry, we won't share your information with anyone, unless you give us permission to do so. In return you can:
Submit your work
Send us your latest projects, which we will review and consider to be featured on our website or in the print magazine.
Receive our newsletter
Get the latest creative insight and inspiration delivered straight to your inbox, in a newsletter curated by the CR editorial team.
Subscribe for more from CR
Subscribe to Creative Review to access all our premium online content, the digital archive which includes over 400 issues of the magazine and much more.