Denvey Bailey of Enjoy New Media
While getting the greenlight on the next big project is always a great goal, for many video and media creators, so is building long-term client relationships that feel stable, creative, and mutually rewarding. Enter: “The Retainer”. Retainers can offer an amazing foundation, but only when they’re approached as partnerships rather than transactions. The most successful creators don’t simply deliver content on repeat; they embed themselves in their clients’ goals, workflows, visions and anticipate needs ahead of time.
As Caitlin Lowther, VP of Business Leadership at Tongal, puts it: “Working with different types of clients throughout your career can help you define the relationship elements that really allow you (and in turn the client) to succeed. Once you're able to identify the elements that are key to helping you create your best work, you can then identify client partners who share these key perspectives, processes and/or visions; with this shared foundation, successful longer-term partnerships can be built.” In other words, great retainers start with alignment. Before you pitch a monthly package, get clear on what helps you do your best work - communication style, creative freedom, pace, values and look for partners who share those same priorities.
Once that foundation is in place, structure becomes your strongest ally. Nicole Hilhorst, Tongal Creator, emphasizes that retainers need clear systems to thrive: “Build a simple monthly cadence or deliverable plan. One planning call, one production window, one delivery window, x amount of revisions etc. If there's no structure or schedule set forth I've found retainers can fall apart and just be more stressful.” She also highlights the importance of visibility and accountability: “Reports are King! Clients on retainer want to know the metrics and know that they are getting value out of it. Even a one-page recap - what was delivered/produced, what performed, what we learned - helps build that trust and relationship so you're a partner as opposed to just a vendor.” Just as important is setting boundaries early: “Set expectations from the beginning. Retainer doesn't mean you have to be on their beckoning call 24/7. Unlimited sounds great but isn't realistic most times.” Clear cadence, clear scope, and simple reporting turn chaos into collaboration.
But beyond systems and schedules, lasting retainers are built on meaning. Steph and Brett of Bards & Storytellers (another Tongal Creator team) encourage creators to zoom out from task lists and think more deeply about impact: “When first establishing a retainer relationship, think less about deliverables and what gets made, and more about why it matters. Retainers ultimately last longer when you help your client think, not just execute.” They advocate treating a client’s brand as something alive: “Don’t be scared to ask questions, and treat their brand like a living universe, with its own lore and fandom. If they see you care, they’ll care.” The goal is shared creation, not box-checking: “At the end of the day, both parties should feel like they are building something together, not just running a transaction. It should feel additive, not like checking off a list.” While they note the importance of periodically revisiting scope to ensure the value still aligns for both sides, they also remind us that joy matters: “The more fun you put into the experience, the more you’ll get out in the long run.”
None of this works, however, without consistent communication. Pri Stephanie Astle of Tukan Creative puts it simply: “My biggest tip for building and maintaining long-term retainers is communication. Most clients’ biggest concern isn’t the work itself… it’s uncertainty.” Proactive updates create confidence: “Communicating what’s happening, what’s coming next, and where things stand goes a long way in easing worries and building trust.” Even when projects are running smoothly, staying visible matters. “Regular updates, clear timelines, quick check-ins, and transparency around progress make the relationship feel collaborative rather than transactional. When clients feel informed, they’re far more likely to stay long-term.”
Denvey Bailey of Enjoy New Media
And looking ahead, some creators are reframing retainers entirely. Denver Bailey of Enjoy New Media believes we’ve outgrown the traditional model: “In 2026, the industry has evolved past words like ‘freelance’ or ‘retainer.’ At our studio, we’ve struck those terms from our vernacular in favor of a more impactful model: the Fractional Partnership.” His team focuses on integration over execution: “The goal is to shift the conversation from mere execution to high-level integration.” That means limiting partnerships to those that are deeply meaningful and outcome-driven and moving beyond simply delivering files. Instead, they analyze how videos perform in the real world, constantly identify how to pivot, and work hand-in-hand with internal teams. Denver is candid about the market reality: “If a studio doesn't evolve, it gets left behind. You can no longer sell a client on ‘five videos a month.’” Clients can always hire an internal video generalist, but what they truly need is strategic impact. “However, you can sell a client on generating more sales every month. When a company can get superior strategic results for the same price as a mid-level employee, without the overhead of adding someone to their healthcare plan, the choice becomes obvious.” His takeaway is bold and future-facing: stop chasing transactional retainers. “The future is fractional.”
The throughline across all of these perspectives is quite clear: successful retainers are less about volume and more about value. They’re built on shared vision, thoughtful structure, proactive communication, and a willingness to step into a client’s world as a true creative partner. Whether you call it a retainer, a partnership, or a fractional role, the goal is the same: move beyond delivering content and start helping clients think, grow, and succeed. That’s where long-term relationships live, and where creators do their best work.
Choose alignment over availability. Look for clients who share your values, creative perspective, and working styles; long-term partnerships start with mutual understanding.
Define your lane early. Know what you do best and what problems you solve, then seek partners who need exactly that.
Create a simple monthly cadence. Set expectations with a repeatable rhythm: planning call, production window, delivery window, and revision rounds.
Package outcomes, not hours. Clients care about results, so frame your retainer around impact, not time blocks.
Build structure so creativity can breathe. Clear scope, timelines, and boundaries reduce stress and prevent burnout on both sides.
Report regularly (even simply). Share one-page recaps: what shipped, what performed, what you learned, and what’s next. Visibility builds trust.
Communicate proactively. Don’t wait for questions. Instead, update clients on progress, next steps, and timelines to remove uncertainty.
Help clients think, not just execute. Ask thoughtful questions, bring ideas, and treat their brand like a living ecosystem.
Make it collaborative, not transactional. The strongest retainers feel like shared building, not checklist fulfillment.
Revisit scope periodically. Ensure the retainer still reflects the real value being delivered — for both you and the client.
Set boundaries upfront. Retainer doesn’t mean 24/7 access. Be clear about availability, response times, and revision limits.
Show the bigger picture. Track performance, identify pivots, and connect creative output to business outcomes whenever possible.
Think partnership. Position yourself as a fractional creative partner; integrated, strategic, and outcome-driven.
Focus on results, not volume. Five videos a month isn’t the goal. Real-world impact is.
Bring humanity into the process. Care about the work, make space for curiosity, and remember: the more fun and intention you bring, the more sustainable the relationship becomes.
Caitlin Lowther - VP of Business Leadership @ Tongal: “Working with different types of clients throughout your career can help you define the relationship elements that really allow you (and in turn the client) to succeed. Once you're able to identify the elements that are key to helping you create your best work, you can then identify client partners who share these key perspectives, processes and/or visions—with this shared foundation, successful longer-term partnerships can be built."
Nicole Hilhorst - Tongal Creator: “Build a simple monthly cadence or deliverable plan. One planning call, one production window, one delivery window, x amount of revisions etc. If there's no structure or schedule set forth I've found retainers can fall apart and just be more stressful Reports are King! Clients on retainer want to know the metrics and know that they are getting value out of it. Even a one-page recap — what was delivered/produced, what performed, what we learned — helps build that trust and relationship so you're a partner as opposed to just a vendor Set expectations from the beginning. Retainer doesn't mean you have to be on their beckoning call 24/7. Unlimited sounds great but isn't realistic most times.”
Steph and Brett (Bards & Storytellers) – Tongal Creators: “I’d say, when first establishing a retainer relationship, think less about deliverables and what gets made, and more about why it matters. Retainers ultimately last longer when you help your client think, not just execute. Don’t be scared to ask questions, and treat their brand like a living universe, with its own lore and fandom. If they see you care, they’ll care. At the end of the day, both parties should feel like they are building something together, not just running a transaction. It should feel additive, not like checking off a list. Of course, still periodically revisit the scope and make sure the retainer still reflects the actual value being delivered, for both sides, but otherwise, the more fun you put into the experience, the more you’ll get out in the long run. “
Pri Stephanie Astle (Tukan Creative) – Tongal Creator: “My biggest tip for building and maintaining long-term retainers is communication. Most clients’ biggest concern isn’t the work itself... it’s uncertainty. Proactively communicating what’s happening, what’s coming next, and where things stand goes a long way in easing worries and building trust. Regular updates, even when things are going smoothly, help clients feel confident and supported. Clear timelines, quick check-ins, and transparency around progress make the relationship feel collaborative rather than transactional. When clients feel informed, they’re far more likely to stay long-term.”
Denver Bailey (Enjoy New Media, Inc.) – Tongal Creator: “In 2026, the industry has evolved past words like "freelance" or "retainer." At our studio, we’ve struck those terms from our vernacular in favor of a more impactful model: the Fractional Partnership. The goal is to shift the conversation from mere execution to high-level integration. As a production studio, our capacity for long-term partners is intentionally limited; we only take on relationships that are deeply meaningful and outcome-driven. We aren't just delivering files, by positioning ourselves as fractional partners, we focus on: Analyzing exactly how a video performs in the wild, constantly identifying how to pivot and what to do differently, working hand-in-hand with a company’s internal team. The reality of the current market is simple: if a studio doesn't evolve, it gets left behind. You can no longer sell a client on "five videos a month." Clients will eventually realize they can just hire a single internal "video guy" for that, and yeah, they'll likely get lackluster results, but they'll still do it. However, you can sell a client on generating more sales every month. When a company can get superior strategic results for the same price as a mid-level employee, without the overhead of adding someone to their healthcare plan, the choice becomes obvious. Stop targeting freelance retainer clients. The future is fractional.”
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