The AOI Business Masterclass

On Tuesday 27th October, Rachel Hill from the AOI (Association of Illustrators) gave a business Masterclass aimed at informing illustrators of how to making a living out of creating illustrations. It was very helpful and insightful, with a lot of the information either new to me or I had a vague idea about. I will go over my notes here to give me a place I can come to in the future when needed!

Self-Promotion 

Online Portfolio:​

• Let your work do the talking, keep it simple, clean and clear for the viewer.
• Only include work you are proud of/ want to be commissioned for.
• Have it curated/ tailored to suit the work you want to be doing.
• Keep your best work at the top.
• Make it look like you are an illustrator not just a student.
• Functionality important, fewer clicks make it less time consuming for viewer.
• Work on all electronic devices.
• Simplicity of number of pages, categorised well.
• Landing page as your work portfolio.
• Contact page simple, email or agency contacts.

Sourcing Clients:

• ​Pitch yourself as an artist of quality.
• Focus on personal projects to show what you can do.
• Study the industry and find where you fit in, be ambitious!
• Contacting client, be direct, simple. Personalise, not just sir/madam. Be warm/friendly. Website link, low res JPEG’s.

Managing Finances:

• ​​Register with HMRC as self-employed, as soon as possible after first commission.
• Income tax applies over £12,500, including other work.
• Keep all incomings and outgoings up to date.
• Have a separate business account.
• Keep all contracts with clients and receipts for expenses (sort then into categories).

Social Media

General points:

• Today it is the widest form of promotion, free and used by majority of people all over world.
• Can be a community, connect with other creatives, they may invest in you.
• An extension of website but more up to date, more persona/ blog aspect to it.
• A possibility of of being found by clients = commissions.
• Some projects might not be able to share on the platforms = contract terms.
• In the end it isn’t about likes/follows (they might help to an extent), it is a place to post and share experience/ work.

Platforms:

• Twitter - Opportunities for commissions, clients might call out for illustrators, keep it professional.
• Instagram - vary content (sketchbooks, series’s of images, time lapses), use of stories, need to be more consistent, engagement with followers and other artists, only use DM’s for casual not business, insights to understand how your posts are performing.
• LinkedIn - an online CV, connect with clients, can contact them through this media, also able to post on there.

Do’s and Don’ts:

• Do - be consistent, engage with a community, make it your own, take a break if needed.
• Don’t - DM art directors directly, not too personal, be only in it for likes/follows.

Copyright and Your Rights 

Copyright:

• ​You own the work itself, 70 years after death it enters the public domain.
• Depending on the contract you may own the art itself, but cannot reproduce it.
• It is the image itself, not the style/idea that you can claim ownership of.
• Intellectual Property Right that protects your work.

Copyright Assignment:

• ​When the copyright holder sells/ transfers ownership of the copyright to someone else.
• Selling your work meaning you no longer own it is corrosive to the industry, strongly advise against it.
• The money offered would not be the actual value of the work.
• You then lose control of it and they can use however they wish (against your morals, they receive all profits).

Moral Rights:

• They are automatic to yourself.
• In contracts be aware of them trying to remove your moral rights.
• You have the right to be correctly credited for your work.
• Right of Paternity - being identified as the creator of the work, recognition.
• Right of Integrity - not be subjected to derogatory treatment, client can’t change your work.

Infringement:

• Infringes on your work, someone benefiting from your work without your permission.
• It is illegal, charge them for profiting off of your work.
• Protect your work by using low resolution images online, name on the file.

Contracts

Types of Contract:

• Written down, more official/professional, all terms agreed so everyone happy!
• You have to negotiate, client will always make it in their favour.
• Exclusive - only the client can use the work.
• Non-exclusive - both you and client can sell/use product at same time.
• Silent agreement - client doesn’t have to sign, you have to make sure they say yes to make it legally binding.
• Usage/rights - make it specific to what exactly the client is using the work for.

Benefits of Contracts/Licensing:

• Evidence for possible disputes/disagreements in future.
• Clarity, certainty and confidence in word, so everyone understands.
• Payment, organised in instalments, one at start, middle and end of project, royalties.

Important Clauses:

• Look out for - moral rights waiver, copyright assignment, irrevocable licenses (client might take your work without payment).
• Crucial clauses - payment if cancelled or rejected, sub-licensing.
• Sub-licensing clause -  if client/ publisher/ third parties make more income with your work then you will receive payment.

Negotiations

What it is:

• Not a favour for a friend or family member.
• You are a business offering a service.
• You negotiate to a point where everyone is happy as they can be!

Fee Erosion Tactics:

• Client will always offer the least they can, to start, so you have to haggle.
• ”Can you give me a ball point figure?” - too vague, no number/quote without full facts of project.
• ”What’s your day rate?” -  creative work is different to hourly/day pay rates, explain this to client.
• ”We’re looking at 3 other illustrators” - not worth agreeing to, not a race, if they want to work with you they will!

W.E.B Pricing Technique:

• W - what you want to get, opening quote, be ambitious but not overly.
• E - what you expect to get, slightly lower than first.
• B - what you better get, the minimum you are willing to do for job.
• If none work walk away, not worth your time, don’t work for little.

Should I walk away?:

• Can you negotiate the license/ contract terms?
• Value your time, don’t go below your bottom line.
• Do not be tempted by exposure, it doesn’t pay, it isn’t just a hobby, unprofessional.
• Do not close door on future work with that client, be honest but pleasant. 

Licensing and Earnings 

General Points:

• ​What area is the commission? - finance, fashion, education, editorial, publishing, etc.
• Audience? - Niche market, generational, gender specific, high end, cultural.
• A bigger client should charge more for your work.
• Potential budget? - advertising, design agency involved, any production?
• Value of product? - retail price, is it just a small illustration or number one campaign for client/company.
• Renewing license if work successful, 60 - 70% of original payment, remind client of renewal just in case!

Additional Fees:

• ​Day rates may be applicable to mural installations, live drawings, site specific work.
• Additional amendments for extra illustrations done or sample work.
• Travelling for research or to the site for the work.
• Graphic design for typefaces, layouts.

Areas of licensing: 

• Editorial - quick paced, fast turnaround time, short licensing durations ( one month, single use), more rigid, upfront fees.
• Publishing House - upfront payments, royalties when published + small net profits, house takes a %.
• Self Published - Always flat fee, license shorter period, be cautious if approached by author.
• Advertisement - lucrative, fewer opportunities, worldwide license, broad usage (posters, billboards, print), short license.
• Corporate - visual assets for client, more practical, reports, charts, website visuals, social media.
• Products & Packaging - possible range of products, high/ low retail, 5 years average license, coverage of design.

Earnings:

• Consider outgoings as business - rent, studio, internet, phone, computer, software, materials, etc.
• Living wage £18,700 minimum per year.
• Freelance wage £20 - 25 k per year.
• Editorial £20k, Advertising £35k, Publishing £25, Products/Packaging £22k, Corporate £25k.

Take away points

• Research clients you want to be working with.
• Work on personal projects, they are the work you want to be payed for.
• Be business savvy and professional from the get go.
• Take control of your career, don’t wait to be found!