Popular Kenyan comedian and content creator Timothy “Njugush” has responded to criticism over his perceived high rate card for brand influencing and endorsement deals, saying his pricing reflects the value he brings to the table and the years of experience behind his work.

Njugush has explained that his rates are based on thorough research and data, ensuring that they align with his ability to meet client expectations.

In an open discussion about how he charges for his services, Njugush clarified that his rates are not arbitrary but carefully calculated to reflect the work he puts in. “Every other time, brands think my rate card is too expensive.

“But how I quantify the value of what I do is first of all research-based, in the sense that the value I give you is commensurate with what I get (paid),” he said. He added that he has been in the business for over a decade, and as a result, he understands when it’s appropriate to charge higher rates.

“I’ve been doing this for ten years, so I know exactly when to charge high and when not to charge high. If anything, I did it for free when I started.”

Despite his success, Njugush noted that he sometimes deliberately inflates his rate card when working with brands that he feels may not be a good fit. “I do that, especially with brands that I’m super convinced I will have a hard time working with,” he explained.

“I also do it with brands that I know I’m not going to be able to meet their KPIs [key performance indicators] as required.” He sees this as a polite way to turn down such opportunities, though the challenge arises when brands still agree to the inflated rates.

“The problem comes when some of these brands still meet the inflated rate card. That is when I come clean,” he added.

Njugush also emphasized the importance of providing value to his clients, noting that his philosophy goes beyond just collecting a paycheck. “I have turned down certain brand jobs because I know I won’t be able to deliver. But if I believe I can give you value, then what I get paid has to be commensurate,” he stated.

He explained that his pricing factors in several aspects, including production costs, opportunity costs, and the long-term commitment involved in working with a brand. “Has it taken care of production? Has it taken into account opportunity cost?” he said.

“That means if I take your job, I won’t be able to pick the next brand job that was probably thinking about hiring me next week. It also means I have to stay with your brand for a certain amount of time before I can choose another. It also means I can’t take a job with your competitor. That’s a risk I’m taking and it has to be taken care of in the rate card.”

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