By Shannon Scott
If you’re a voice actor, on-camera talent, or content creator, you’ve likely seen contract language like “in perpetuity,” “all media,” or “buyout” in job postings. If you’re a producer or hiring client, you may have used these terms without realizing the long-term impact they can have on the talent you want to work with.
While these phrases are often intended to simplify usage rights and production budgets, they can create long-term limitations, conflicts, and lost income for performers, especially as their careers grow.
Most people don’t fully understand why “in perpetuity” usage is a problem, they just hear it’s bad for talent without grasping the real consequences. I was the same way until I attended an acting workshop at The Bright Stars Greenroom Retreat this year. That’s when it really clicked! You never know when a new client or company might want to hire you, but if your voice or face is already tied to a competing brand forever, that opportunity could vanish. It could mean losing out on a dream role, a long-term campaign, or the kind of paycheck that helps you invest in more training or support your family. This is why it’s so important to know your rights, understand contract language, and protect your image and future earning potential.
This post is for both performers and those who hire them, because when everyone understands the implications of usage terms, I believe we can work together to build something that is fair for all of us creatives.
What Does “In Perpetuity” Really Mean?
Ok, but what does it really mean? Let’s break down these common industry terms so you know what to look for:
- Usage – How and where the talent’s performance (voice, likeness, or image) will be used.
- In Perpetuity – Forever. No end date. No renewals. No renegotiation.
- All Media – Every media platform that exists today and any that may exist in the future. (Yes, even holograms or content on the moon.)
- Buyout – A one-time payment for the right to use the performance. (Sometimes with no limits.)
These terms are often bundled into a single clause that seems harmless. But for talent, especially those building careers across multiple industries and brands, the impact can be long-lasting and potentially career-limiting. So although performers might need the income and don’t want to pass an opportunity by, they have to be the CEO of their own company and know when to turn down a job that demands talent to sign a release with these common phrases in them.
Why It’s a Big Deal for Talent
If you’re an actor or voice talent, you have to be cautious when signing something. If you have an agent, please ask them to look over the terms and let them know your concerns. They are here to help and want what’s best for your career in the long run! Here’s what happens when you sign away your performance “in perpetuity”:
- You can’t easily work in the same product category again for a competing brand.
- You lose control over where and how your performance is reused.
- You may miss out on residuals or renewal fees as your work continues to generate value for someone else.
- You may be locked out of union work or exclusivity deals later on due to conflicts.
💡 Example: You voice a regional radio ad for a fast-food brand and sign a buyout in perpetuity. Three years later, a national competitor offers you a commercial campaign with major pay.
But you’re disqualified because your old performance still technically “lives” in the public domain. You lose the opportunity.
Whether it is for modeling, acting on-camera, voiceovers or performance capture, this can happen and does happen throughout the entertainment industry.
Why Clients & Producers Should Care
Hiring high-caliber talent means more than just booking a name on a roster, it means respecting their time, value, and long-term career growth. Talents invest heavily in themselves, constantly taking classes and honing their craft to stay sharp, yet consistent bookings aren’t guaranteed.
The industry has its slow seasons, and many talented performers can go months without work. That’s why seemingly small contract details, like buyouts “in perpetuity,” can make or break a career – impacting future opportunities, income, and the ability to sustain their passion.
When you offer open-ended buyouts with no renewal structure, you may unintentionally:
- Push experienced professionals away from your casting.
- Create legal or ethical gray areas around exclusivity or category conflict.
- Harm long-term relationships with agents, managers, and performers.
Want to attract top-tier talent who are not only reliable, but have the studio and skills to bring your project shine? Make your terms fair, clear, and time-bound.
What Fair Looks Like: A Win-Win Approach
Instead of defaulting to “all media in perpetuity,” consider these best practices:
1. Offer Time-Limited Usage
Standard commercial cycles often range from 6 to 12 months. Set a clear end date and include a renewal clause.
2. Be Specific About Media Usage
List where the performance will appear. Will the project air on TV, YouTube, paid ads, internal presentations, etc. If something changes later, no worries – you can always renegotiate.
3. Use Smart Buyouts
Buyouts can still work, just make them time-bound and media-specific so everyone wins.
4. Stay Open to Negotiation
Talent may need adjustments based on existing exclusivities or long-term career strategy. Be open to discussing negotiations with the talent or their agent.
5. Protect Relationships
Reps, agents, and managers are trained to spot red flags. Transparent, respectful terms keep your project running smoothly and your reputation solid.
When Is “In Perpetuity” Acceptable?
Some non-commercial, non-competitive work may not create issues for talent. Acceptable use cases may include:
- Internal corporate training videos
- Educational e-learning content
- Phone systems and IVR recordings
- Archival narration or explainer videos
- PSAs for public good with no product affiliation
Still… even in these cases, it’s wise to discuss terms clearly and make sure all parties understand and agree on the scope.
Final Thoughts: Know Your Worth, Know the Terms
If you’re a performer, don’t be afraid to ask for clarity on any contract language that doesn’t sit right. You’re not being “difficult”, you’re protecting your career. It took me a long time to realize this, and honestly, it scares me to think about what I might have signed in the past simply because I didn’t know any better. That’s why I’m so passionate about sharing this now.
Recently, I had to turn down an underwater photoshoot gig because the contract included usage of my image in perpetuity and allowed the content to be sold on stock image websites. They wouldn’t amend the terms, so I respectfully walked away.
Not because I was “too good” for it or didn’t want the job, but because I understand how those rights could impact my future as a working actor.
Saying no wasn’t easy, but I’ve learned that protecting your image, voice, and professional reputation matters more than any single paycheck. Your future is worth safeguarding, and so is mine.
If you’re a producer or client, recognize that sustainable talent relationships are built on fairness. Usage in perpetuity might seem like a clean solution, but in the long run, clear terms build trust, attract better talent, and reduce legal risks.
You don’t have to know everything. You just have to ask the right questions!
Shannon Scott is a working voice talent and award-winning actor with other two decades of experience in entertainment. She is also a professional underwater model and performance capture actor. You can learn more about Shannon on her website, www.simplyshannonscott.com and you can follow her on Instagram.
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Subscribe to my newsletter, YouTube Channel, or book a 1:1 career strategy and mindset overhaul session with me: thatgirl@simplyshannonscott.com. Together, we’ll build a career that’s not only sustainable, but empowered and grounded in smart, informed choices. And if this post resonated with you, please share it with a fellow creative. You never know, this might be exactly what they needed to hear today!
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