F.A.Q Frequently Asked Questions

Artist Consultation : F.A.Q. Frequently Asked Questions

Mike Koelsch - “The Big Crush”, Carino’s

FAQ: Frequently Asked Questions

What is the role of a representative?
A representative is a professional sales agent working on behalf of artists and their work. The representative's job is to promote a given artist and help develop their portfolios, as well as provide constructive feedback about their skills and career. In this role, the agent will make sales calls to current and new clients, gain assignments for the artist, negotiate fees and contracts, and bill and collect money.

What is typically the financial arrangement between an artist, agent, and client?
The agent usually receives 25% of any work commissioned through the agency. The client will pay the agent, and the agent will send on to the artist their portion of the money earned. Expenses incurred in producing a project may or may not be covered by the client. The agent should negotiate how this is handled with the client in advance.

Who is considered the employer in this arrangement?
The artist is technically a freelancer in this arrangement, in that there is no salary, benefits, fixed hours of work, guarantee of volume, or income. The artist provides a fundamental service to the agent and ultimately the client, so it is the artist and the client who drive the agent's business and not the reverse; the agent's role is to bring the artist and client together. The client is the one who "hires" the artist via the agent. The agent often is the one who has the lead in determining whom they will represent, and the client plays the lead in choosing which representative and by extension which artist they will utilize. So in reality all partially play the part of employer, in the loosest sense of the word, and all three parties have equal power in determining when a relationship will end.

How is an agent-artist relationship typically governed?
All agent-artist relationships should be defined and established by a written contract. There are certain aspects of the contract that can fluctuate based on the relationship, and others that should be fixed based on industry standards.

The agent is typically responsible for assembling portfolios and keeping them updated. The artist is responsible for providing samples. The arrangements of covering these costs can vary. Sometimes the artist will bear all portfolio costs and other agents will contribute a percentage to the maintenance. In all cases the portfolio should remain the property of the artist and should be returned to the artist in the event the relationship is terminated.

Expenses related to promotion, for example mailings, directory advertisements, and web postings, are usually divided between the agent and the artists, with the artists bearing the greater part of those costs. Office overhead is usually borne entirely by the agent and is covered by the commission they receive. At no time should an agent ask for money up front for anything except portfolio maintenance and promotion expenses. Agents should always provide receipts for all expenses charged to the artist as these are tax-deductible.

When should I consider looking for an agent?
Most professionals will not be interested in representing an artist until that talent has spent several years working professionally, developing clients, experience, and a knowledge of the industry. The experience you gain working independently, which includes marketing and business skills, will serve you well in every stage of your career. So after you have developed a basic core of clients over a several year period, you can consider looking for an agent.

What should an artist look for in an agent?
It is important to conduct research to find an agent who is suited to your needs. Consider factors such as how many artists a rep already handles, what markets they work in, how the artists' styles the rep covers compare with yours, based on that, how many artists from that agent will be directly competing with you, and which is trustworthy and has a good reputation in the industry.

How does one go about finding a representative?
There are many high quality artist directories such as American Showcase, Creative Black Book, Creative Illustration, RSVP, as well as numerous regional directories which have lists of artist representatives.

What should I do when I identify
representatives that I would like to contact?
Choose a few pieces of your work that will give the rep an idea of skill and style, and send high quality copies of those with your current marketing material. Be sure you select the best of your work. Include a brief letter explaining why you are contacting that particular representative and what you feel you can add to their business. Also send along a list of current and past clients who would speak well of you. Be sure all the materials you submit are thoroughly professional, and well presented. Also, take the time to personalize your material for each agency, researching names, and type of businesses served. This attention to detail will distinguish you from others and leave a positive impression with the agent. Finally, make sure all packages are mailed out neatly and sent via first class or priority mail.

What type of follow-up is appropriate?
Within ten days it is appropriate to begin contacting the list of representatives that received your material to confirm that it arrived and to ask for feedback. If possible, schedule face-to-face appointments with the agent. In all instances, regardless of whether the response is positive or negative, you should ask for feedback about your portfolio, touching on quality and presentation. Also ask for any tips or leads they may have for you. If the agent says they are not taking on any more artists right now, ask if there is potential for a future relationship, and ask if they would like to receive updates on your work.

What do I do when I find an agent that is willing to rep me?
It is appropriate to ask to speak to some of their current artists. Also check with your clients to see if they have had any experiences with this particular agent.

What are questions to consider before I sign on?

Will the relationship be exclusive or non-exclusive?
What will the commission be?
Can you maintain house accounts (accounts already established or accounts you procure yourself)?
How will expenses be handled?

Final consideration:
Be sure that all agreements are put into writing.

If you have any questions that were not covered in the above sections, do feel free to contact Shannon Associates for feedback.

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