As musicians — and just about anyone, in any creative line of work — we’ve all been asked to offer our products and services for no monetary compensation. That’s right: the old “do it for exposure” trick.

Enter Bryan Tuk, a Pennsylvania-based attorney, entrepreneur, musician, and creative individual, who is here to tell you why that’s a bad idea.

In the latest edition of Tuk’s Rules, Bryan gives several reasons why “doing it for exposure” is a bad use of a creative professional’s time, and how doing so can devalue the market, for you and others around you.

“Exposure might have been a valid justification back in the day when there were gatekeepers; when there were people between you and your audience. That is no longer the case.”

Watch the full video below!