Monthly retainer: one fixed fee, one approved deliverable, every month

Most creator mechanisms pay for outcomes that spike — a viral clip, an attributed sale. The retainer pays for something rarer: continuity. The brand commits a fixed monthly fee for a defined term, the creator delivers one approved piece of content per month, and the month is paid. Each block of months sits in escrow from day one, so "committed" means funded, not promised. It is the most boring mechanism on AdLicens, in the best possible sense.

What is a monthly retainer?

A retainer is a campaign type with a fixed monthly fee, funded in blocks of 1–3 months (as many as fit in escrow, see below); a longer collaboration is a series of blocks. The unit of account is the month: one approved deliverable = the month is paid, at the agreed fee. There is a hard monthly cap of one deliverable per creator — the platform refuses a second submission in the same calendar month at the moment of submission, not at settlement. No view targets, no rankings: the deal is a steady presence, priced in advance, verified deliverable by deliverable.

How it works step by step

1. The brand sets the terms: monthly fee and the number of months in the block — for example €850/month for 2 months — and funds the block's budget (€2,000, of which €1,700 goes to the creator, at a 15% platform commission included in the budget) into escrow before the campaign goes live. After the commission, the budget must cover at least one month.
2. The creator joins the campaign and both sides get the standard paperwork: participation contract, license framework, the disclosure wording for the campaign's jurisdiction.
3. Each calendar month, the creator submits one deliverable from their OAuth-connected account. The monthly cap is enforced right there: a second non-rejected submission in the same month is refused upfront.
4. The brand reviews it. Approval makes the month owed. A rejection must carry a stated reason and can be appealed — and a rejected deliverable does not consume the month's slot, so the creator can fix and resubmit within the same month.
5. The month is paid out from escrow through Mollie Connect, to the creator's Mollie account, after the hold, with a ledger entry — the same verified flow as every other payout on the platform.
6. Months without an approved deliverable are simply not paid. The money never leaves escrow, and what remains unspent returns to the brand when the campaign closes.

Why one deliverable per month?

Because the cap is what makes the price mean something. A retainer without a cap drifts into "unlimited content for a flat fee", which is how both sides end up resentful. On AdLicens the monthly deliverable is the unit: the brief defines what one deliverable looks like (format, length, platform), the fee prices exactly that, and anything beyond it belongs in a different mechanism — a clipping campaign for volume, a UGC campaign for extra assets. One good piece a month, block after block, beats a burst of five and then silence.

How does the retainer interact with escrow?

The whole block is funded before the first deliverable exists. That changes the psychology on both sides: the creator is not extending credit to a brand's future willingness to pay — the €1,700 for two months demonstrably exists, in escrow, from day one. And the brand cannot overspend: the escrowed budget is the physical limit, each approved month releases exactly one monthly fee, and nothing more can leave than was locked. Every movement — funding, monthly release, final refund of unpaid months — is a ledger entry, so the whole engagement can be audited line by line.

Why blocks rather than two years at once? The escrow is held by the payment processor (Mollie), which requires funds to be paid out to creators within 90 days of funding. So that nothing ever lands in the platform's own account, AdLicens pays months out by day 84 and refunds the remainder to the brand on day 85. How many months fit in a block depends on the campaign's tracking window and hold: 2 months with the defaults, 3 with a short window. To continue, the brand funds the next block when the current one ends.

What does a retainer cost — a worked example?

Take €850/month in a 2-month block, with a 15% platform commission included in the budget: €2,000 goes into escrow at launch, €1,700 of which covers the two months. Month one gets an approved deliverable — €850 released after approval and hold. In month two the deliverable is rejected with a stated reason and not resubmitted in time. Result: the brand paid €1,000 for the delivered month (€850 to the creator, €150 commission), and the other €1,000 returns automatically at closing (unless the campaign's minimum commission is higher). If the collaboration works, the brand funds the next two-month block. Nobody invoices anybody, nobody chases anybody — the ledger already agrees with reality.

For brands: when is a retainer the right mechanism?

• You want always-on presence, not a spike: a product that needs monthly reminding, a community that expects a familiar face.
• You already know the creator fits — a retainer is usually the second deal, after a one-off campaign proved the collaboration works.
• Write the monthly deliverable into the brief precisely: format, platform, review expectations. The brief is what approval is measured against, and with one deliverable a month there is no volume to hide behind.
• Pair it with whitelisting when a retainer month produces a clip worth putting ad budget behind — the retainer license covers your owned channels, not paid media.

For creators: what should you check before joining?

• The fee against the actual effort of one monthly deliverable as the brief defines it — €400 for a simple monthly video is a different deal than €400 for a scripted three-camera production.
• The funded block: check how many months the escrow covers right now and when it ends — later months depend on the brand funding the next block, they are not locked money yet.
• The approval criteria — read them like a checklist, because that is what they are.
• The rhythm is the job. Submit early in the month, keep review time in hand, and never let a slot expire unfixed: an unpaid month is money that goes back to the brand, not money that waits for you.

What happens if a deliverable is rejected?

The rejection must state a reason — that field is mandatory on AdLicens, not optional — and the creator can appeal it. Practically, a rejection is rarely the end of the month: because rejected submissions do not count against the monthly cap, the creator can correct the issue and resubmit within the same calendar month. The month is only lost when it ends without an approved deliverable — and then it is not paid, rather than paid and regretted.

What rights does the brand get to retainer content?

The standard deliverable license: non-exclusive use on the brand's own marketing channels for 12 months, with moral rights staying with the creator and paid media explicitly excluded. Boosting a retainer clip as an ad requires a whitelisting grant on top. And disclosure applies to every monthly deliverable, every month — the wording ships with the campaign, per jurisdiction, as covered in the EU disclosure guide.

Next: UGC guide · whitelisting guide · clipping guide · see retainer briefs among open campaigns