Module 5 / Lesson 5.1: How to find an agent
How to find an agent
Well, let me start by saying that finding an agent isn’t easy…but it’s not impossible! I never thought I’d be represented only a few years into my career. I don’t know why I always thought I’d need to be super famous to finally get an agent. So let me bust that myth right this minute and tell you: if you really want (and need) an agent, you WILL be able to get one, although it will take work and patience (and probably a bit of bravado!). What I also want to explore is the idea that you might not NEED an agent to thrive…Some illustrators do really well on their own and won’t necessarily benefit from being represented. So let’s have a look, shall we?
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What do agents really do?
Before we start, I want to emphasize that throughout the course I will be referring to an “agent” as someone who works in an agency representing several illustrators, not just one. I want to make this clear before we really dig in as my agent is different from say, an actor’s agent who would solely focus on getting work to the actor and not any other actors. Another thing I wanted to say is that I will be talking about my experience with my agency, Monica Velours. I’m sure each illustration agency has its own ways of doing things, but mostly, things should be quite similar amongst all of them.
Illustration agencies usually have several agents working for them, and those agents can choose to focus on certain illustrators or styles. At my illustration agency - Monica Velours - there are only two agents because the agency is still relatively small and is choosing to represent a smaller amount of illustrators. I tend to work with the two of them, depending on the projects, which is really fun. So let’s see. What do agents actually do for you?
They use their connections to find you work
They’re always on the hunt for beautiful opportunities for you (anything that can make you shine!)
They create exciting presentations about how awesome you and your work are and email them to all the brands you want to work for
They act as your biggest cheerleader online and offline
They’re a great soundboard for all your crazy ideas
They deal with all the nitty gritty when it comes to projects (quotes, contracts, invoicing…)
They act as the bad guy so you don’t have to (chasing clients, claiming unpaid invoices…)
Agents are great in many ways. One thing I found is that it makes the whole freelance adventure a bit less lonely. I love getting an email from potential clients and immediately telling my agents about it so we can discuss the opportunity, the fees and be excited together! Alternatively, it is SO exciting when your agent emails you about an amazing opportunity or a dream project with a dream brand.
Do I need an agent?
That is really something to consider. I don’t believe every artist needs an agent. For instance - weirdly enough I know - I don’t think I really need one…but I enjoy having one for now and I’ve been loving learning from this experience and the relationship I have with my agency. I say I don’t need one because I thrived perfectly well on my own before. I am really good at communicating with clients and I can create quotes, contracts, invoices and everything else…I’m not shy when it comes to asking for the money I deserve for the work I do. So you’re probably wondering, why on earth did you get a agent then? Well, I recently had a baby and I thought it would be lovely to get some help on the nitty gritty side of things so I could focus solely on designing, illustrating and creating in the early months of motherhood and beyond. It’s been really lovely to have that support so far and it’s really allowed me to achieve a better work/life balance.
But let’s get back to you now, do YOU need an agent? Ask yourself the following questions to find out.
Do I struggle with the money side of things when it comes to my business? Do I struggle to ask for the money I deserve?
Do I struggle with the nitty gritty side of things (contracts, quotes…)?
Do I find myself de-motivated easily when work isn’t coming my way?
Do I struggle to reach out to brands I like?
Do I find it hard to communicate with clients what my needs and wants are?
Do I find it hard to show my work and get out there?
If you answered YES to most of these, you probably would benefit from having an agent. If you feel confident in all or most of the areas above, you probably don’t need agent and I’d say - unless you’re having a baby soon - stay on your own and play in your own terms.
Is my work good enough to have an agent?
The thing is, your work does need to be very professional to have an agent. Agents will want to represent illustrators who have already shown they can work with clients and produce high quality and original work. Have a look at your body of work and assess whether this is you or not. Agents will want illustrators with a distinctive voice and style. They will want to see personality shining through the work.
How to find an agent
I reckon a lot of illustrators will tell you that the agency that’s representing them “found” them or actively sought them out because they were already “famous”. That’s not too helpful is it? I for one believe that if you want something to happen, don’t wait for it to happen to you and just go and create your own opportunities! So, how did it actually happen for me?
A year and a half ago or so, I remember noticing that the french illustration agency Monica Velours was following me on Instagram and engaging quite a lot with what I was sharing. I remember checking them out and really loving most of the illustrators they were representing. I also really liked that they had a true focus on female illustrators and seemed to be dedicated to empowering women in the creative industry. A few months went by and as my pregnancy progressed, I decided to reach out to them and ask them how they worked as an agency and if they would ever consider representing me. Luckily, they were very keen and we soon jumped on a video call to meet and chat about what my dreams and ambitions are as an illustrator. I immediately liked them and I thought it could be an amazing opportunity to get some help on my business and try something new! I know I just made it sound really easy, but that’s actually how it happened. I DMed first and they DMed back and here we are, a year or so later. It was very organic because I wasn’t actively looking for an agent beforehand so everything flowed nicely.
Things should be a bit different for you as soon as you start looking for an agent. Firstly, I would suggest that you don’t rush it. However badly you want an agent, you need to be smart about which ones you’ll reach out to. There are tons of illustration agencies out there and you want to make sure you find the right fit for you. You want to really research each of them, understand how they work, what kind of artists they’re representing, which market they work in…etc.
Now, let’s make a more detailed to-do list for you:
Research the different agencies. Have a look at the illustrators they each represent and see if you can fill a gap in terms of style. Each agency will want to have illustrators who have different styles and points of view.
Pick two to three agencies you really love and find the right email addresses for you to contact them (it will usually be on their website). Make sure to read their process if they have one when it comes to representing new illustrators.
Put together your portfolio. Pick only your best work to showcase your talent and what you’re passionate about. It must show your personality, your passions and what makes you stand apart from every other illustrator. Create a beautiful (but not overly complicated, design-wise) PDF which will make you shine. Make sure it’s not too heavy too! (Less than 5MB please).
Send your emails. Email your three favourite agencies, making sure to tailor each email to each of them (don’t just copy and paste). Explain why you think you’d be a great addition to their team and why you really love their agency. Be very personable and try to have your personality shine through your words (if that’s even a thing, I know!). Add any links which might be useful, like your website and social media. Don’t forget the PDF, of course!
Wait at least a month before chasing if you haven’t heard back. If you still don’t hear back after that, I’m afraid you’ll have to try somewhere else or just wait a little longer and focus on your work! Like I said before, it’s a game of patience…
A (short) list of cool illustration agencies…