Catell Ronca Presentation

  • professional practice, how to set up your business as an illustrator
  • Define your market (editorial, book publishing, children’s books, design, advertising, games, merchandise) the more specific the better
  • research potential clients (go to bookshops and libraries and just look at things you like and note down who made so you could get in contact with them for a potential job
  • “writers and artists yearbook” published by A&C
  • look at what kind of illustrators/illustrations are being used!
  • address the right person
  • write down nams of art directors, art editors, art buyers, designers, picture editors (get the names right!)
  • phone the company and ask at the switchboard for the name if you don’t know it
  • use directories: AOI, FileFX etc
  • self-promotion…
  • create a piece of art that is original, memorable and even valueable (i.e. series of handmade of limited edition pieces)
  • employers like seeing handmade work
  • what is special about your ideas?
  • make something that stands out
  • art directors like posters
  • a booklet that folds out into a poster
  • when you send your mail, spell the names right, do respect that AD’s are very busy people and might not get back to you for a while
  • avoid sending A4’s! they get lost amongst everything else!
  • include a feedback form
  • include a enveloped with return postage for them to send your work back if you request for it or for them to send the form back
  • show your portfolio…use the names you collected and make an appointment…even in this digital age employers still like seeing a physical portfolio and meeting you face to face as a person
  • > Portfolio <
  • impeccable condition, include work that is only relevant to the specific client
  • sommisioned work goes first
  • include only work you are most proud of
  • experimental work goes to the back
  • maximum portfolio size: A3
  • no more then 20 pieces total, no sketchbooks
  • always bring a business card
  • ask a AD who else they can recommend
  • > Website <
  • simple to read, accesible from everywhere, doesn’t take ages to download
  • ex: Illustration Mundo, Illustation, Coroflot, Moonfruit
  • Network with other illustrators, people you studied with, keep in regular contact with your clients (occasionally send a postcard), organize exhibitions with others, go to exhibitions and openings
  • gumbo illustration site
  • get commissioned: cofirm commision  in writing, stating agreed fee and copyright (copyright symbol and your name next to it)
  • do not give copyright to anyone, offer a license instead
  • read the small print, especially ‘all rights’ section
  • only sell your copyright if it makes absolute sense (identity for a company, onbviously want the copyright to reproduce it and so you can’t reuse it for other clients)
  • pricing (AOI site can help)
  • depends on what the illustration is used for, how big the client is, how big is their budget, circulation of the wwork, number of copies, area and duration of the license
  • Invoice: after you are done (terms paid withint 30 days, otherwise charge interest)
  • Agents: negotiate best contracts for illustrators, manage their workload, chase up clients, specialf deals of annuals, prefer mature developed illustrators
  • 25-30% commission, pay promotion costs/book fee every year
  • you have to pay commission on work that you already generated yourself
  • Links:
  • “The Fundamentals of Illustration”
  • “The Business of Illustration”
  • with book covers you get quite a bit of time unlike with magazines
  • if you pitch you wanna get paid and put in that you want 1/2 the fee even if they cancel the job
  • illustration of a poem (something to try?)
  • working in various styles  > illustrators have various pseudonyms for their different styles
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