Rich Myers, the owner of Get Baked bakery in Manchester, has criticized ITV’s The Voice UK for requesting free cakes for the show's cast [1, 2].
The dispute highlights a growing tension between small businesses and large media productions regarding the value of "exposure" versus fair financial compensation.
Myers said the request from the production team was "abysmal" and a "kick in the teeth" [1, 3]. According to the bakery owner, the show sought free products to provide to a cast that the production described as "highly influential" [1, 3].
Myers rejected the premise that the visibility provided by the show outweighed the cost of the goods. The bakery already maintains a significant digital presence, with 361,000 followers on Instagram [1]. This level of existing reach suggests that the "influence" offered by the production did not represent a substantial growth opportunity for the business.
The request sparked a wider conversation about exploitative practices in the entertainment industry. Small business owners often face pressure to provide free services in exchange for mentions or tags, a practice that provides no guaranteed revenue to cover overhead or labor costs.
ITV has not provided a detailed public rebuttal to the specific accusations made by Myers. However, the incident has drawn attention to how production companies manage their relationships with local vendors in the cities where they film [1, 2].
Myers said professional services and artisanal goods carry a cost that should be respected regardless of the recipient's status [1, 3].
“The request was "abysmal" and a "kick in the teeth."”
This incident reflects a broader shift in the creator and small-business economy where 'exposure' is no longer accepted as a viable currency. As businesses build their own direct-to-consumer audiences via social media, the traditional leverage held by major broadcasters to trade publicity for free services is diminishing.
