Price It Right: Licensing and Negotiation Webinar for Illustrators
An informative webinar for illustrators, sharing practical and accessible information about pricing, licensing and negotiation with clients
The European Illustrators Forum (EIF) believe that all illustrators deserve a stable career, where they are paid fairly for their work. Many illustrators struggle to earn a sustainable income, with those from underrepresented backgrounds facing even greater challenges. The EIF wants to support illustrators by making educational information about illustration pricing, licensing and negotiation accessible to all.
In this webinar we invited four knowledgeable speakers from across Europe to present short, informative sessions on pricing, licensing, buyouts and negotiation. We will also introduce practical business resources that you can access, such as the The Illustrator’s Ninja Guide.
The event is split into 4 sections, covering:
1. How to Build a Quote: Getting Your Budget and Pricing Right - Ever walked away from a meeting without naming a price, felt caught off guard by unexpected offers, missed out on projects because you couldn’t figure out the right bid, or dealt with the fallout from pricing mistakes? If this sounds familiar, this session is for you. Nurgül Senefe will dive into common pricing challenges, explore what really impacts your budget, and share practical tips and insights on how to craft successful bids and manage your budget more effectively.
2. Buy Outs? - A microguide to buy outs, what they are, why they are requested and what do they actually mean for creators. Paolo Rui will try to explain clearly the reasons underlying such often unreasonable proposals, supplying a simple way to respond to those whom ask for (impose) them.
3. Negotiating with Confidence - Derek Brazell will take a comprehensive look at how negotiating effectively can improve not only your fees, but also your contract terms and business relationships. We will also discuss common negotiating situations, as well as offering practical advice on how to bring a deal more into your favour.
4.The Ninja Guide, training and skills to be a professional freelance Illustrator - Clara Cerviño will provide a brief overview of the basic aspects we should considerate when pricing an illustration commission, such as copyright, taxes, legal expenses, contract negotiation, etc. which are often not taken into account when starting in this profession. See The Illustrator’s Ninja Guide
The discussion was chaired by Rachel Hill, Co-President of the European Illustration Forum, and CEO at the Association of Illustrators. Talks were followed by an audience Q&A.
Watch the recording: Price It Right: Licensing and Negotiation Webinar for Illustrators
Paolo Rui
Paolo Rui is an illustrator and artist graduated from the Brera Academy of Fine Arts and thanks to a Fulbright scholarship proceeded with his studies at Art Center College of Design in Pasadena. He’s been President of AI, the Italian Association of Illustrators and of EIF, the European Illustrators Forum and now sits in the latter’s Board. He teaches at IED in Milan, Novalia Art Academy, at the International School of Comics and is also Educational Director of the Leonardo da Vinci Foundation. He’s received several awards for his work and participated in numerous solo and group exhibitions around the world.
Nurgül Senefe
Nurgül Senefe is a Social Entrepreneur, children's content specialist and ICF certified Coach. She is the founding President of Children's Book Writers and Illustrators Society Turkey, President of the Illustrators Platform, Managing Director of IP Academy (Illustration Academy), President of ZNN Network and an EIF (European illustrators Forum) Board Member. She is an expert in providing multi-disciplinary services as an editor, a writer, a translator, a creative art director, and as a content-concept designer for children’s books. An editor of 250+ books and translator of 50+ children's books, Nurgül has written 20+ stories, and was curator of 6 illustration exhibitions with over 200 artists.
Clara Cerviño
Clara Cerviño works as a scientific and nature illustrator in scientific and outreach projects, raising awareness about the importance of knowing and protecting nature. Since 2011, she colaborates with the Illustraciencia project, with which has recently published the first scientific illustration manual in Spanish with GeoPlaneta publishing house, in addition to other titles aimed at children. Clara Cerviño, is currently secretary of FADIP and member of AGPI from Galicia, Spain.
Derek Brazell
Derek Brazell is the Co-President of the European Illustration Forum, and Publications & Membership Manager at the AOI, who has been advising members on contracts and ethical issues for many years. He is also co-author of Becoming a Successful Illustrator and the new Getting Illustration Clients.
This event was held on 11th September 2024
EIF Diversity Survey – report and actions
EIF Diversity Survey report
The European Illustrators Forum carried out a survey to better understand the opportunities and challenges within the illustration sector today in different countries across Europe.
Our aims for the Survey
- We wanted to know the diversity of the group of illustration professionals
- To understand how EIF can best champion under-represented minority groups within the illustration industry
- Review the financial income differences between the different countries.
A total of 1107 illustrators from 9 countries responded to the survey, which was launched in late 2022. Nearly 14% of respondents are from an ethnic minority background and nearly 6% identify as having a disability. 70% of all respondents were female.
Illustrators’ Income
Illustrators reported a big range in income over the previous year. When asked if illustration is their main source of financial income:
- 59% said illustration work is their primary source of income.
- 79% have another job as their primary source of income.
- 63% comes equally from both illustration work and another source of income.
Across the 9 countries where illustrators responded to the survey, Denmark had the highest average annual income (average 41,068€) and Turkiye the lowest (average 4556€).
This range shows that freelance illustration brings in a varied income, and although half the respondents made most of their income from illustration, the other half required an additional income stream to support themselves financially.
The Diversity of illustration professionals
The survey asked about the diversity of illustration professionals:
- 91% consider themselves to be part of an ethnic minority group where they live.
- 87% consider themselves to have a disability.
- 89% chose not to provide an answer to the question of disability.
What are the main issues for illustrators?
We want to understand what the biggest obstacles faced by illustrators in their careers are.
This graph covers all the survey respondents, and gives the obstacles in order of illustrators’ concerns.
It reveals that the main concerns for respondents are based around fees and income as a freelancer, which ties in with a concern that clients do not appreciate the value illustration and so may not be willing to pay appropriately, as well as lack of support from the state. These areas were closely followed by concerns over the unfavourable contract terms that clients may offer to illustrators they commission.
The highest scoring are:
- Low Fees and Wages
- No common pricing standards
- Lack of knowledge in the value of illustration by clients
We asked illustrators from under-represented groups for their main issues.
For ethnic minority illustrators the top three main issues are:
- Low Fees and Wages
- Inadequate negotiation skills
- Lack of knowledge in the value of illustration by clients
For disabled illustrators the top three main issues are:
- Low Fees and Wages
- Lack of knowledge in the value of illustration by clients
- Lack of social security as self employed
The common issues across the above under-represented groups are:
- Low Fees and Wages – Resources
- Inadequate negotiation skills – Event
- Lack of knowledge in the value of illustration by clients
This shows that there are common issue areas for illustrators in these groups, which also are reflected in the general concerns for all respondents.
These main issues will make it difficult for illustrators from under-represented groups to maintain a successful career.
EIF Diversity Survey Report 2023. Thanks to Prof. Dr. Şakir Çinkir, Ankara University, Faculty of Educational Sciences.
How EIF will respond to the survey results
Based on the results of the survey, EIF aim to help illustrators and champion under-represented minority groups by responding to their concerns by:
1 Publicising the results of the Diversity survey via the EIF website and through EIF member organisations.
2 Making information on the value of illustration and licensing / pricing available for all illustrators via the EIF website in 2024 by relaunching our Price It Right campaign with additional material. This campaign supports illustration business by helping increase the understanding of, and confidence in, pricing illustration. Go here for more.
3 Hold an online event in 2024 for illustrators on Licensing and Negotiating for illustrators, covering fees and contracts.
4 Use the survey results to inform our own organisations’ activities in each country to benefit illustrators in each country.
Illustration by Tanya Yakunova
EIF at the Guadalajara International Book Fair
Report from Cecilie Maurud Barstad (Grafill, Norway)
The Guadalajara International Book Fair is the most important publishing meeting in Latin America and an extraordinary cultural festival. EiF members presented the EIF at the fair in 2023. Cecilie presented on the EIF mission, Nurgül presented key findings from the EIF's Diversity survey, Kike presented the campaigns we have run and Eli talked about the importance of working across borders, learning from each other and sharing best practice.
All of us walked miles around the fair and we met many people. Talking individually and presenting EIF on a conversational level. All of us shared why it is important to create a community, to create associations, to join forces and to have one voice and to help illustrators build a flourishing business.
It was amazing to experience the young crowd on the first day of the Comics Fair. Comics is huge! And it is overwhelming to see the power of comics illustration to an audience of the world.
Read the full report here:
AI and the Illustration Industry Webinar
A collaborative event, exploring the impact of generative AI on the illustration industry, organised by The European Illustrators Forum.
In this webinar we invite four knowledgeable speakers from across Europe to explore ongoing developments in generative artificial intelligence (AI) and its impact on the illustration industry.
Welcoming special guests, Paolo Rui, Nurgül Senefe, Anna Karina Birkenstock and Francesco Archidiacono. We will discuss this rapidly developing topic from several angles, from individual illustrators’ reactions and commercial considerations to European Union wide legislative campaigning.
The event will be split into 4 bitesize sections, covering:
1. Life before AI – Paolo Rui will discuss the status quo vs. how the illustration market may change moving forwards. With more new illustrators than ever before entering the market, Paolo will cover the necessary knowledge and tools that all illustrators will need to prevent their work from being devalued by generative AI developments.
2. Illustrators Respond – Nurgül Senefe will take a deep dive into different reactions to AI developments from within the illustration community. Sharing various viewpoints, from outrage to opportunity. Plus, how illustrators are staying competitive while also passionately protecting their craft.
3. Legalities and Copyright – The use of Generative AI raises many questions, especially around copyright and data mining. Anna Karina Birkenstock will give a brief overview of the very real legal issues surrounding generative AI. Plus, the initiatives of the German Illustrators’ Organisation and other creative organizations around Europe to help protect illustrators’ rights.
4. The European AI Act – Francesco Archidiacono will discuss the European Guild for AI Regulation’s (EGAIR) activities and achievements over the past few months, with a particular focus on the European AI Act (the first law on AI by a major regulator on a worldwide scale). Initially conceived as a tool to protect users, it has rapidly evolved to address global concerns around generative AI. Francesco Archidiacono will discuss these changes, along with possible improvements to current legislation.
Illustrator and Motion Director, Tobias Wüstenfeld, will also do a short introduction about how generative AI Works.
The discussion will be chaired by Derek Brazell, EIF Co-President of the European Illustration Forum, and Publications Manager at the Association of Illustrators. Talks will be followed by an audience Q&A. You can send your questions in advance to info@theaoi.com
Paolo Rui
Paolo Rui is an illustrator and artist graduated from the Brera Academy of Fine Arts and thanks to a Fulbright scholarship proceeded with his studies at Art Center College of Design in Pasadena. He’s been President of AI, the Italian Association of Illustrators and of EIF, the European Illustrators Forum and now sits in the latter’s Board. He teaches at IED in Milan, Novalia Art Academy, at the International School of Comics and is also Educational Director of the Leonardo da Vinci Foundation. He’s received several awards for his work and participated in numerous solo and group exhibitions around the world.
Nurgül Senefe
Nurgül Senefe is a Social Entrepreneur, children's content specialist and ICF certified Coach. She is the founding President of Children's Book Writers and Illustrators Society Turkey, President of the Illustrators Platform, Managing Director of IP Academy (Illustration Academy), President of ZNN Network and an EIF (European illustrators Forum) Board Member. She is an expert in providing multi-disciplinary services as an editor, a writer, a translator, a creative art director, and as a content-concept designer for children’s books. An editor of 250+ books and translator of 50+ children's books, Nurgül has written 20+ stories, and was curator of 6 illustration exhibitions with over 200 artists.
Anna Karina Birkenstock
Anna Karina Birkenstock works as an author and illustrator for various German publishers and has already published over 150 books in several languages. Anna Karina is a member of the political advisory board of the Illustratoren Organisation e.V. (the German Association of Professional Illustrators), and a sits on a panel of experts in “Digitization and Artificial Intelligence” and “Education” for the Deutsche Designtag (German Design umbrella Organisation) and the Deutscher Kulturrat (The German Cultural Council). Anna Karina also represents the German Illustrators’ Association in the European Illustrators Forum.
Francesco Archidiacono
Francesco Archidiacono is an Italian illustrator, comic book artist and art director. As a freelance artist he has worked with communication agencies and private companies. He is one of the founders of MeFu, the Italian association of comic book creators, and of the European Guild for AI Regulation (EGAIR). EGAIR is a network of creatives, associations and companies lobbying for an EU-level protection of artists’ and European citizen’s work and data from AI companies.
Event Details:
Date: Thursday 14th September 2023
Time: 13:00 – 15:00 (BST)
Location: Online via Zoom
Fee: FREE (you must register to attend)
Note:
This event is being recorded and will be made available via the European Illustration Forums website at a later date.
Tickets are issued on a ‘first come first served’ basis.
If you are registering from overseas, welcome, please ensure that you have double checked the time of the event in your time zone.
If you have any questions about the event, please contact us at info@theaoi.com.
Exhibition Trailblazers: 20th century illustrators and activism
Illustration Embassy
October 5 till December 10 2023, Westergas, Amsterdam
From October to December 2023 the Illustration Embassy presents the exhibition Trailblazers: 20th century illustrators and activism at the Meterhuis at the Westergas in Amsterdam.
The exhibition focuses on an exceptional generation of illustrators of the 20th century that were frustrated by the state of the world and engaged themselves around specific issues of their time (all of which are still relevant today). From racial discrimination, political memory, human and animal rights, economic rights, to gender, social and thinking norms, these illustrators cared and made images to make others care. For each illustrator, we focus on the strength of their unconventional gaze and the way they shaped our vision of society.
More info here:
https://www.illustratieambassade.nl/exhibition-trailblazers/
AI initiatives and news in the creative community
Here are some news and activities on the topic of artificial intelligence in our community:
http://www.european-illustrators-forum.com/2023/08/29/ai-illustration-webinar/
The European Guild for Artificial Intelligence Regulation (EGAIR) represents artists, creatives, associations, unions, publishers and brands from all over Europe (and the world) united in demanding a EU-level regulation on AI companies.
It's a platform to coordinate lobbying activities on a European level and a landmark for whoever is seeking resources or information on the cause, wants to support it or wants to take a more active role.
On February 14 2023, EGAIR launched an initiative to safeguard against the exploitation of creative work and data. They have a 5 point manifesto to sign and a fundraising to cover legal representation.
https://www.egair.eu/
Derek Brazell of AOI (President of Eif), did an interview on the topic:
Association of Illustrators: Issues around AI Have Alarmed Creatives Everywhere
https://www.lbbonline.com/news/association-of-illustrators-issues-around-ai-have-alarmed-creatives-everywhere
Our member Grafill has an interesting lecture on the topic:
The Basics of Artificial Intelligence for Creatives
https://www.grafill.no/kalender/the-basics-of-artificial-intelligence-for-designers?link_id=QwYTmYz8uyUsR
Joint statement from authors’ and performers’ organisations on Artificial Intelligence and the AI Act:
True culture needs originals: Transparency and consent are key to the ethical use of AI:
https://europeanwriterscouncil.eu/authorsgroup-aiact/
Getty Images taking legal action (in London) against Stability AI (DreamStudio):
https://newsroom.gettyimages.com/en/getty-images/getty-images-statement
Getty Images have also filed a copyright case against Stability AI in the US stating their website featuring 12m images was scraped:
https://www.artnews.com/art-news/news/getty-images-lawsuit-stability-ai-12-million-photos-copied-stabile-diffusion-1234656475/
Three illustrators in US class action against Stability AI, Midjourney och DeviantArt (DreamUp) for copyright infringement, violations of the right of publicity and unlawful competition:
https://arstechnica.com/information-technology/2023/01/artists-file-class-action-lawsuit-against-ai-image-generator-companies/
Wide protest against AI-artwork:
https://arstechnica.com/information-technology/2022/12/artstation-artists-stage-mass-protest-against-ai-generated-artwork/
Our community reacts on Lensa AI:
https://www.itsnicethat.com/news/lensa-creative-industry-071222
Here is an article explaning how the Ai- tecknology actually works:
AI can now create images out of thin air. See how it works.
https://www.washingtonpost.com/technology/interactive/2022/ai-image-generator/?fbclid=IwAR06WmUHfMF1GBefqAJ6uVKMjODrONX-SI5ulJt9hu5HvJZ1C6tiJbBJ33w
EIF Diversity Survey – Supporting inclusive opportunities for Illustrators across Europe
Calling all illustrators living in Europe! How can we best support your career and grow our industry for the better?
The European Illustrators Forum is carrying out a survey to better understand the opportunities and challenges within the illustration sector today, in different countries across Europe.
Specifically, we want to know the diversity of the group of illustration professionals, review financial income differences between the different countries, and understand how we can best champion under-represented minority groups within the illustration industry.
Survey results will offer statistical data that can be used by the EIF to identify key priorities and provide important evidence for Government consultations.
Results will also help the EIF to develop initiatives that support a wider range of illustrators in building a successful, sustainable career.
We are asking all illustrators living in Europe to please complete this short survey and share it with your community!
All responses will be anonymous and confidential. Thank you for your support.
Click here to complete the survey (it takes between 5 - 10 minutes):
This survey is part of research carried out by the European Illustrators Forum (EIF), financed by contributions from (member associations + countries), to better understand the opportunities and challenges within the illustration sector in different countries across Europe today.
Illustration by Tanya Yakunova
AOI Inside Illustration Branding
The AOI has just launched the next season of Inside Illustration which focuses on illustration for branding; images commissioned for company identities and logos, their services, packaging ranges, campaigns and more, which create familiarity and encourage loyalty and identification from consumers and clients. It aims to ensure that brands are distinct from each other, with their own individual personality connecting with, and retaining, customers.
The suite of content for this season includes a (free) podcast with guests Heidi Lightfoot, Together Design Creative Director and founder, and illustrator/designer branding experts Kate Larsen and Nicola Robson. Search ‘Inside Illustration’ where you listen to podcasts.
For the interview piece (free), Jhy Turley, Head of Studio at Uncommon Creative Studio - Campaign’s UK Creative Agency of the year and UK Independent Agency - discusses commissioning illustration that is right for the brand and the story they’re telling.
The Branding Illustration Basics resource (free) looks at the basics you need to know about illustration for branding, explaining the industry, what you’ll need in your portfolio, and briefs, licences and contracts for branding commissions.
AOI members have the exclusive opportunity to take part in online sessions for the Branding Season Creative Practice Course. Each session a guest illustrator will present on a specialised area of branding illustration: Food packaging, Representing people, Indentity and Logos and Characters for branding. Guest illustrator for the Illustrative food branding session is Kate Larsen; Representing people in branding is with Loe Lee; The Illustrated brand with Justin Poulter and Characters for branding with Chris Dickason
And for the long form article, Branding Is Personal, Alix-Rose Cowie talks to clients commissioning branding work for identity and packaging and hears from the illustrators with a range of styles responding to those briefs.
Illustrators for Peace
The European Illustrators Forum (EIF) invited illustrators to submit images in support of countries dealing with conflict and war to be displayed on the EIF website.
The invasion of Ukraine is a devastating situation. We wish to bring illustrators together, to share visual representations of support for those living in areas of conflict or displaced from their homes. War sadly affects many countries across the world, and your image can relate to any context.
We encourage donations to charities who give relief and crisis support. A few suggestions are:
Unicef
Disaster Emergency Committee
Red Cross
The Voices of Children Foundation
Pay the Creator
Pay the Creator is a Creators’ Rights Alliance (CRA) campaign in the UK highlighting the disparity between creators and other sector workers in the areas of pay, business support and policy making.
Speaking on behalf of 350,000 creative professionals, the Creators’ Rights Alliance (CRA), its members (whcih include EIF member, AOI) and partner organisations are calling for creators to be paid professionally and promptly and to be given the same considerations enjoyed by other sectors of industry.
Pay the Creator brings together CRA member campaigns and the work they do, tirelessly championing creator working rights.
Too often creators are offered payment in kind, through exposure, or opportunity, rather than financial payment for their work and rights. They are also ignored when policies are being developed and support is being given.
Creators’ work is the foundation of the largest sector within the UK economy. Yet their needs are repeatedly ignored when policy, economic and support decisions are being made.
We must bring to an end a practice that discriminates, stifles access and limits those who are able to work in our industry.
CRA member organisations already constantly campaign on these issues. Through Pay the Creator we are bringing together all our member organisations’ campaigns under one simple banner, to spread our collective message even wider.
Go here for more information