Definition
A brand partnership in which the creator is compensated with products, services, or experiences rather than cash. Contra deals are common in the early stages of a creator's career when brands are unwilling to pay cash but are willing to provide product. While contra deals can be valuable for accessing products you would have purchased anyway, they should not replace cash compensation for creators who have built a meaningful audience. A creator's time and audience attention have real monetary value, and contra deals should be evaluated against that standard.