INSIGHTS



HOW TO ASSESS YOUR NEED FOR AN ILLUSTRATION AGENT


This article helps freelance illustrators better understand the role of an illustration agent, the services they provide, the expectations of the business relationship, and the steps towards finding an agent.

Edited by Nate Padavick

Nate & Salli hosted a discussion with Lisa Larsen of Lisa Larsen Studio, an illustration agency. The conversation was directed towards illustrators who currently do not have an agent, but are interested in learning more. This article contains a re-cap of the insightful thoughts and opinions of illustration agent Lisa Larsen.

Do I need an illustration agent?


If you’re reading this, you clearly have already asked yourself this question many times. Just to make sure you are heading down the right path, ask yourself these questions. If you’re answer is “yes” to many of them, then you may want to consider having an agent.
  • Do you dislike the administration of your freelance business (networking/self-promotion, phone calls/emails, and contract negotiation/invoicing)?
  • Do you desire to focus 100% on the art portion of your business?
  • Do you feel as if you spend more time marketing your work than making your work?
  • Do you wish to grow another part of your business (a shop or online courses, for example) and prefer to have someone else handle licensing and finding commissions?
  • Do you want to get your work presented to a companies which you can't find contacts for and/or a companies that deal only with agencies?

Note: If you feel like you don't know how to get started, consider taking one of the many courses that are available which will help you understand the basics of licensing. The experience you gain by trying it on your own will likely help you make better choices when pursuing representation.

What do illustration agents do? What should I expect from an illustration agent?


What an agent/agency will do varies significantly from agency to agency. Here are some of the things most agents will do for you:
  • Promote your work to potential clients and buys via trade shows, emails, phone calls, personal contacts, and social media
  • Negotiate fair contract terms with clients on your behalf
  • Provide accounting services in terms of invoicing and payment collection
  • Generate new leads/develop ideas with you
  • Manage each client project from beginning to end to ensure a positive outcome. This includes tightly defining the projects well from the start to avoid scope creep
  • Provide some level of coaching, business expertise, and trend information 
  • Have a strong process for managing art, contracts, and finances

Note: agents may not share updates of everything they do each day, they may not want to spend the time to coach you on basics, and they will expect you to be in the driver's seat as far as creating new art.

What does an illustration agent expect of me?


Having an agent means you need to raise the bar! Here are some common expectations that an agent may have of you.
  • The creation of new work on a regular basis
  • Professional and responsive communication
  • Flexibility and a productive working relationship
  • On-time, high quality deliverables
  • Ownership and responsibility of your creative process
  • Knowledge of the basics of the illustration business
  • Strong customer focus
  • Long-term career outlook

How do I find the right illustration agent?


Looking for an agent is a bit like looking for a job. Research the agencies the way you would research a company you want to go work for. Decide if there is a good match between what you have to offer and what the agency does. Find out a bit about the "work culture", and evaluate the expected compensation.
  • Using a search engine, find a list of agencies and visit their websites
  • Look at agencies in your local country and around the world
  • Take notice of the agencies used by illustrators you know and respect, then initiate a conversation with those illustrators
  • Focus on agencies that specialize in the type of work that you wish to work on

Am I ready to approach an illustration agent?


You must prepare yourself for the step towards agency representation. Before approaching an agency, be ready. This means you must already have these things:
  • A strong portfolio of work
  • Market awareness and demonstrate how your art would be used on various products
  • Work that fits various markets or a very strong body of work for a market that can be lucrative
  • A unique/strong point of view
  • A professional and active online presence which includes a website, an active social media account, a curated portfolio, an engaged audience, and examples of previous success stories

Note: When you feel ready, submit your portfolio with a letter of interest to the agency. If you can manage it, arrange for a phone call and learn more directly from the agency about them.

What questions should I ask of an agent?


  • What percentage commission does the agency take?
  • What fees am I responsible for covering?
  • How much art does the agency expect on a regular basis?
  • What level of flexibility does the agency expect in terms of production and revisions?
  • What level of exclusivity does the agency demand?
  • Where else can I market my work?
  • How does the agency handle freelance work that I find or that I bring with me?
  • What type of clients do the agency work with?
  • How many artists does the agency represent?
  • How much of my work does the agency expect to place?
  • Which markets do the agency see my work fitting in?
  • Why does the agency want to represent me? 
  • How many people work in the agency?
  • How much time will the agency dedicate to promoting my work?
  • What are the promotion avenues of the agency? 
  • What level of my involvement (financial and time) does the agency expect for trade shows?

Further consideration


  • Take a look at their agent/artist agreement and look it over with a lawyer
  • Find someone you feel comfortable with and ask them to give you advice on the matter
  • These people are extremely knowledgeable about the illustration licensing business and they all offer different types of advice, guidance, and coaching sessions: Jennifer Nelson, Ronnie Walter, and Maria Brophy.
  • Ask others for their views and experiences. The more people you hear from, the stronger your viewpoint will become. Expect to hear differing opinions, it is up to you to decide how they apply to your situation.

Conclusion


  • Find agencies that interest you
  • Apply to those agencies and ask for an interview
  • Ask questions to ensure it is the right agency for you
  • Obtain legal advice prior to signing the contract

Finding and securing the right agent is a big step. We hope this information gives you some guidance and direction. While Illustrators For Hire is not an agency, this platform does provide promotional services to its members and a community to discuss topics such as this. If you wish to become a member of this platform, please visit our Join page to see if you meet the criteria for membership. 

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