These were the main points I got:
Self Promotion
Online:
- have email address clearly on website
- still keep a blog, but only if updated regularly. Show creative process on blog, tests, experiments and have finished projects on website
- use blog to create own dream briefs, projects I've always wanted to do, a way to keep producing work
- if working on a commissioned job, don't post 'sneak peeks' on work on social media unless client has said its okay
- use behance and linkedin more; post projects on as many platforms as possible (art directors look at behance a lot)
- keep them letter sized (A5/A6)
- send to people directly, use their names and no 'sir/madam/to who it may concern' etc.
- have a brief introduction about yourself on the mailers, say why you want to work for them, why you would fit well with the sort of work they use/commission, make it personal to them - even reference some of their work you liked in particular
- add something personal/original to the mailer - a doodle on the back, a handwritten message - something to make it look like you have thought about who you are sending it to
- follow up the mailer a week or so later with an email
- in the email attach a PDF with 1-3 images no bigger than 1MB and a link to your website/blog
- research into the industry to discover your niche - select clients where my work will be appropriate
- client lists - use target promotion to relevant clients people e.g. art directors, creatives
- look at: AOI Client Directories and Bikinilists.com
Registering own business:
- have to register for income tax within 3 months of starting to get regular/well paid commissions
- keep up to date with accounts
- keep all receipts - can get money back for expenses which go towards practice e.g. going to zoo to get first hand research for a job
- keep paperwork for every job, get a big filing cabinet
Copyright
- the Property Right means that any work produced by a creator is protected
- copyright lasts for 70 years after death
- copyright does not require registration or a 'c' symbol
- it is independent of physical artwork itself
- be careful when drawing from photographs as photographs also have copyright. So try and use various references to create a new image
- reference fees - you can pay to use someones photo as a reference
- you can't copyright a style or an idea
- copyright can be assigned by you to a client which means they own the copyright to your work and can do whatever they like with it - but try not to do this, always read contracts to make sure you are not signing away your work
- if you give away your copyright it means you can't use that work in your portfolio, you have loss of control over your work and they can use it as many times they want e.g. change it or keep getting money from its usage
- instead give agreed licences for an agreed amount of time e.g. single usage
- rights of paternity - the right to be identified as the creator
- right of integrity - right to not have work edited in any way
- right to not have work falsely attributed to you
- always protect work online so that you can always be identified as the creator
- use your name on the file name so that if it is downloaded it has your name on it
- use the 'c' symbol on every blog, website, social media page - use on bottom of page/website
- don't ever use watermarks as they don't look good
Contracts
- no matter the size of the job always accept commissions in writing, it doesn't have to be really formal just make sure it states who is going to do what by when and for how much
- even if a job gets cancelled you should still get paid for the work you have done e.g. if a book doesn't end up getting published, you still spent time making all the drawings which you should still get paid for - final payment is for delivery of artwork
- words to look out for in contracts - copyright assignment, moral rights waiver, irrevocable licences
- crucial clauses - termination, cancellation, rejection, sub-licencing
Pricing
- you are charging for the usage of your work - the price has nothing to do with age, experience etc. don't undervalue yourself just because you're still a student
- quote accurately - looks more professional if you know about the industry
- you need relevant information from the client to price accurately - you need to know who the end user client is and what the usage will be
- some clients won't give much away about their client so you will have to ask the right questions
- questions about the client - are they UK based? how many outlets do they have? are they worldwide?
- questions about the usage - how long will the artwork be used for? will it be for print? editorial? packaging? billboards (out of home)? will it be UK based? Europe? Worldwide?
- a licence is separate from selling original artwork, you have to decide how much you want to sell that artwork based on sentimental value, whether you will use it for exhibitions etc.
- e.g. someone who did some hand sewn illustration for kettle crisps, they had a licence to give the company for an allotted amount of time and got paid for that but the art director also really liked the original artwork and water to buy that for his office which she sold to him for a separate price with no licensing involved
- never work for a day rate, always licence work
Advertising
Above the line advertising - where publicity material appears within paid space advertising (conventional media)
Print: magazine, newspaper, adverts, tv, billboards (out of home)
Digital: banner adverts, promo social media posts, digital magazines
Below the line advertising - efficient and cost-effective way of targeting a specific group, less conventional ways of advertising, one-on-one relationship with consumers
Print: flyers, mailers, postcards, direct mail, branding, promo materials
Digital: emails
pricing examples:
Advertising
- Large Snack Company - 1 year licence, print + digital £6500 - £7000
- Skincare brand - 1 year, BLA, worldwide £500 - £550
- Local Barbor - £280 - £300
Editorial
think about:
size of client - based on circulation
usage - 1 month, single usage, length of issue, cover/spread/full/half page
- Free Newspaper - large circulation, UK, single use on interior page £350 - £400 per illustration, up to half a page
- Consumer Magazine - medium circulation, UK, 1 month licence, print/web £230 - £250, quarter page
Packaging
think about:
duration - limited edition 1 year, 3 years, 5 years
usage - food, drinks, cosmetics, full/limited coverage
territory - regional, national, worldwide
- Large UK Supermarket - UK, 5 years, 12 packets - 12 spot illustrations £400 - £450 per illustration. Price is reduced slightly due to large number of illustrations, only reduce if more than 6
- Large Drinks brand - worldwide, 1 year, all packaging (bottles, box, crates) £2750 - £3000
- UK Local Restaurant - regional licence £280 - £300
Publishing
think about:
client - publishers, self publishers (they tend to be risk clients, licence them for initial run only in order to maximise payment)
usage - picture book, novelty book, fiction, education (not much money in education) etc. cover/spread/full/half page
territory - uk, english language, worldwide
duration - limited by print run/edition (have a smaller fee for limited edition, then they have to come back if they want more editions - good to do in case book becomes successful), 10 years? period of copyright?
Flat Fees: same pricing as editorials/products - usually for fiction, non fiction, educational books
Advance + Royalties: advance payment (amount needed to make illustrations) + royalty percentage. For kids picture books, novelty books
- Author + Illustrator - picture book, £7000 - £8000
- Illustrator only - picture book, worldwide, period of copyright - flat fee: £4500 - £5000 or advance against royalty: £2500 - £3600 + 5-7% of RRP as royalties
- Adult Fiction Cover - UK, period of copyright £800 - £1000
Licensing
Duration: 1 year - £300
2 years - 60-70% of original fee
3 years - 2 x original fee
5 years - 3 x original fee
10 years - 5 x original fee
Additional Fees:
Creation Fees:
- client speculative work (presentation licence)
- visualisation (presentation licence)
Day Rate:
£250 - £300 (don't do a day rate though)
Having a day rate is like being employed by someone - it gives the presumption to the client that you have assigned them your copyright and whatever you produce while being 'employed' by them is theirs to keep.
Additional Fees:
- additional amends (more than 3 rounds)
- rush fees
No comments:
Post a Comment