The UK has always had this problem, mainly because there are so many retired individuals that will perform for free. We had the same problem here in the US as well way back when, but when the ADs discovered the difference in talent and entertainment, they decided to go to the guys and gals that did this for a living. By and large, we were retained by residents who sat on committees that made the decision. Eventually, the freebees went by the wayside.
The secret to success is to go out and sell yourself, and do it for a reasonable price.
Good luck,
Gary
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PSR-S950, TC Helicon Harmony-M, Digitech VR, Samson Q7, Sennheiser E855, Custom Console, and lots of other silly stuff!
K+E=W (Knowledge Plus Experience = Wisdom.)