AOI Lecture

I really can't stress enough how interesting and useful I found this lecture. Pricing my work and the legalities of forming contracts is something I have very little knowledge about but now I feel a lot more informed. These are my notes from the lecture. 

The Association of Illustrators (AOI) - formed in 1973, not has over 1800 members, non profit organisation. 
Available to help with pricing, contracts, rights and professional and ethical standards. 

Half of your job as an illustrator is to produce artwork, the other half is running a business. 
Self promotion - keep it functional, simple, professional, iPhone friendly, include your contact details, if you have a blog keep it up to date or don't have one at all, avoid online contact forms. 

Collectives - a good way to start up after graduation. 

Blog - include latest work, process, ideas, keep professional separate from personal, personal projects, self promotional material, dream briefs. 

Try not to be influenced too much by current trends, these will pass. Strive to find your niche and make something different. 

Social media as advertising - open up a dialogue, don't be unprofessional, don't post visuals for a brief without the consent of the company. Bechance is project based, can also use linked in or instagram. 

Mailers - physical mails (keep it A5/A6) are used to give a taster of your work, make it personal and directed, research who you are sending it to and reference why you would fit in to that area, follow this up a week later with a PDF of your work. 

Finding Clients - AOI directories, don't blanket bomb! Research who you want to work for, your work won't apply to everyone. Bikinilists.com

Accounts - Be a book keeper, register your business, register for income tax, claim tax back on 'cultural expenditure', tax return every year (this will be 4 times a year by 2020). Keep physical paperwork!

Copyright - Protects any work by a creator, lasts for 7 years after death, doesn't require a copyright symbol, copyright can be sold or licensed out, there is no copyright for idea and styles, you can't benefit financially from something that already had copyright. 

Copyright assignment - copyright can be assigned to a client, this should be for a high fee, they can have it forever and use it on whatever they want, this is not good for the illustrator as it means loss of control and you are not allowed to use it in your portfolio. There is no reason that the client would need to own it for that long, it is best to licence and re-licence. 

Moral rights - paternity is being identified as the creator, integrity is the right to not be subjected to derogatory treatment. These always exist. 

Online rights - put your name in the file name, low resolution is best to avoid copying or unlawful use of the image, no watermarks (they look messy), try and include the copyright symbol on the bottom of website page or social media. 

The exchange of money means that it is a business agreement and this required a contract. The contract should include fess, payment dates, basic rights of an illustrator, pay in full on the delivery of artwork, deadline. 

Acceptance of commission form - the licence (where the usage is, how long for, the size it will be used at), delivery dates of roughs and final artwork, customers (end usage company name), are covered, local, european, UK, worldwide (online would usually be worldwide), exclusivity (most are specific so they are exclusive, not exclusive would mean you could license the same image to other people too).

Contracts - binding agreement, clarity and certainty, professionalism and confidence, evidence for dispute. 

Crucial clauses - termination, cancellation, rejections, sub-liscencing. Contest them if they are not what you want, you have the right to do so. 

Pricing examples:

Label illustration for limited edition whiskey bottle - £800 - £1000

1/4 page illustration for glossy magazine - £200 - £250

Bus shelter advert for UK restaurant chain (6 months usage)  £1800 - £2000

2m x 2m mural painted by you for a design firm - permanent - £2000 - £3000 + day rate

DONT WORK FOR FREE

You deserve payment and don't charge any less because of your position (young/student/recent graduate)

Quote accurately - sometimes the information you are given is not enough to give a quote. Ask for it!

How many outlets? Is it worldwide, UK based, local? How many staff does the company employ? Is it for print, billboards (OOH), web?

Pricing and licensing - license is different to the sale of originals and sale is nothing to do with copyright. 

Accurately pricing - criteria. 

Who is the client? What is the company profile? 

Usage? What is it? Re-uses can be negotiated later. 

Territory? Uk, Europe, worldwide?

Duration? Editorial is usually 3 months, duration is usually the period of copyright for children books.

Budget? Take into account the success of the company. 

Don't work on a day rate!

Ask if information is not given. It shows professionalism and allows for additional negotiation. Clients will start to consider what they actually want rather than being vague about potential outcomes. 

Advertising 

Above line - publicity material, paid space advertising, newspaper/magazine, out of home, social media, sponsored online locations. 

Below line - not paid space, fliers, direct mail, social media. 

Large snack company, 1 year print and digital campaign - Licence £6500 - £7000

Editorial - Usually fixed but depends on the client, usage and size, territory and duration. 

Free newspaper, large circulation, UK, single use, interior article - £350 - £400 per half page illustration. 

Consumer magazine, UK, one month, print and web usage, quarter page size - £230 - £250

Packaging 

Usage - food, drinks, cosmetics, full coverage, limited coverage. 
Territory - regional, national, worldwide. 
Duration - limited edition, 1 year, 3 years, 5 years. 

Large UK Supermarket, UK licence for up to 5 years for a range of 12 printed packets - £400 - £450 per illustration. 
Large drinks brand, worldwide licence for up to 1 year for all packaging - £2750 - £3000
UK local restaurant regional licence for 2 years for pizza boxes - £280 - £300

Publishing
Usage - picture book, novelty, children's book, fiction, non fiction, educational, cover, spread, half page.
Territory and duration. 
Flat fees - similar to editorial. 
Advance and royalties - percentage on RRP or net receipts. 

Author and Illustrator - picture book, english language licence for period of copyright.
Flat fee - £7000 - £8000 or advance against royalty - £5000 - £5500 plus 10% of RRP. 
Illustrator only - picture book worldwide licence for period of copyright.
Flat fee - £4500 - £5000 or advance against royalty £2500 - £3000 plus 5-7% of RRP. 
Adult fiction cover - UK and commonwealth licence for period of copyright. Flat fee £800 - £1000

Duration of licence (example)
1 year - £3000 original fee
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

Working on a day rate suggests copyright assignment - don't do it!

Useful books - Illustrators guide to law and business. Becoming a successful illustrator.