Creative Biz Note #10

Getting a Good Rep

Due to our busy schedule, I haven't posted a Biz Note in quite awhile. Sorry about that! Let's start with the basics...an artist representative is an individual who solicits prospective clients on the behalf of a freelancer. They usually negotiate pricing and help with contracts. They will have relationships with certain clients or a personal list of contacts. It's been estimated that most artist workloads derived from reps are less than 50%. So, don't expect a consistent flow of projects coming in--keep promoting yourself. It may take a rep 2-4 years to get the ball rolling! Some reps may require a contract--some don't--hire a lawyer to look a contract over. Typically, they get paid by the client, then you get paid. Keep in mind that this pushes your payday out even further BUT your guaranteed payment (for the most part). Commission is usually 25-30%. Actually, that number is well worth it when you consider that the project you just received from your rep is an "extra" job with little effort. Also, a rep knows how to price a project (through experience) and will most of the time work with you to come up with a solid estimate.


Keep in mind that you should list all your "house accounts" with your rep--all the clients that you have had in the past year or two. Talk this over in great detail and have it writing/email. There may be "old-school" reps negotiating to take over all your current past clientele and ALL future projects. They would manage you completely. I (myself) would never go this route.

Most reps will need promotional materials too. Some will pay their commission percentage to help out on an advertisement or source book. Some will do it on their own. Reps will want to place your art on their website and direct potential clients to your work. Keeping your work updated on their site is important. A good rep will be organized, respond to emails quickly and communicate a project with clarity. Upfront, most of your questions should be answered when you agree to start a project. At some point, you will be talking to the art director for details and you now (in a sense) represent your rep.

What to expect from a rep? One would hope that a rep would have a business savvy personality with a strong understanding of your art and the basic process. You will need to listen to their expertise and also realize that not every move he or she makes will work for you. They may need to listen too. There needs to be a connection of personalities, good communication and no ego. You are essentially business partners.

Do you need a rep? The answer really depends on YOU. At first, you should run your business yourself to understand the process. Remember, there are a ton of professional artists doing it on their own and not starving. Realize that you need to make an investment in marketing in order for your business to grow (with a rep or not). Also, an artist having more than one rep isn't unheard of--especially if their focused industries are different or they're in different regions or countries. 

How do I get a rep? You'll need a consistent style with 10-20 solid pieces. Look over the rep's website for rules on applying (email or packaged samples). Check out source books or the web to see what type of work is being pushed by which reps. Check http://www.spar.org and http://altpick.com (do a search for 'artist reps'). There's a entire list of artist representatives here. Find a rep that sells work within your realm. Odds are a rep with mostly editorial collage artists won't be able to sell a childrens book style of art. Reps tend to have particular groups of connections. Though some may be willing to break outside their mold--especially if they have few artists in their group. And some may just be diverse with multiple industries under their belt.

Reps are looking at the artist's portfolio along with his or her personality, passion and experience. You should have a website, be blogging and promoting your art. Sell yourself in your emails when approaching an agent--create a hand-made mailer--get their attention! They expect it because they're sales people too! If you can't get their curiosity, then how would it work for an actual client.? Give the rep reasons as to why your art would work for them. Remember, reps get bombarded everyday with inquiries--so keep your email short and to the point. Be prepared, do your research AND you'll get through. The rep may be testing you right up front...Are there errors in your email? (This shows your attention to detail). Do you follow instruction well? Do you ask questions? (This is how you would work with a client). They may ask you to change or create a few pieces--how responsive are you to their requirements? (No ego. A client asks you to make alterations all the time). Are you highly disciplined? Are you open-minded? Do you understand the fundamentals of business? Are you easy to talk to? (You will be talking to art directors). Is you website creative and working properly? Ask a diverse group of people to critique your website and emails, to give their thoughts on your plan of approach, scrutinize your artwork. Cover every angle that the rep will be grading you on.

Have I picked the "right" rep? It's a good idea to call up/email one or more of the artist's currently in the reps group and ask them a few questions concerning their experiences with that particular rep. How they approached the rep.? etc. Most artists will take the time to help out.

A myth on forums--an artist needs to have a fairly published portfolio in order to get a rep. Not true. We're proof of this answer. Most reps never stop looking for good, professional talent. They may want to keep their roster of artists to a certain size. But sellable art means money. If you get a door in the face, then ask why? Most good reps will give a response and don't take it to heart. Learn and move on!! Don’t be discouraged if your first attempt doesn't receive a response--as you may not be a fit within the group (at that time) or you may need more substantial artwork.

I know a rep that makes a promotional calendar every year and then has a big party for art directors! Some reps actually meet with agencies and contacts to push an actual portfolio. When I worked in the ad agencies, the reps would bring their portfolios with donuts and bagels in the morning to the conference room for all the art directors to wander through on their own time. It's good exposure and builds an old-fashioned one-on-one connection. Listening to a sales pitch while eating donuts is well worth it. LOL

A quick story---I once had a rep interested in me. I told him I liked his approach but wanted to keep looking for a bit more. I waited later that day to call him at 5:30 pm to see if he'd answer the phone...(I could be a client with a great project)...no answer. I kept looking...months later, I called him back. He didn't remember me! LOL One time, I actually had a project for an illustrator and left a message with the rep to never get a call back. Sometimes, the more artists in a rep's book--the more likely you'll not receive the attention you deserve.

There are good and bad reps. Test out a rep as much as they are trying you on for size.

Books I've read on this subject: "The Business Side of Creativity" by Cameron Foote

Next Creative Biz Note #11---Keeping Momentum During Hard Times
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