Hey, I’m going to get back to basics today with a video for anyone who’s interested in getting into illustration.
Maybe you’re a student or a beginner, or maybe you’re a little further along and hoping to quit your day job and make money from your art.
I’m James. I’m an illustration agent, and I help illustrators build their careers. I’ll explain what an agent is and what they do later on.
On this channel, I teach illustrators about the business side of the industry. If you’re looking for creative tutorials, there are far more talented people than me who can teach that. But if you want to understand how illustration works as a career, you’re in the right place.
If I miss anything essential, or you’ve got questions, leave them in the comments. I’ve been in the industry a long time, and it’s not always obvious what beginners need to know.
Working in illustration
Working in illustration can be brilliant at times and very difficult at others.
Most illustrators are freelancers, which means they work for themselves. Freelance life comes with ups and downs, busy periods and quiet periods, and that requires resilience and mental toughness.
I actually tried to be a freelance illustrator myself many years ago, and I couldn’t do it. I hated the lack of stability. That’s one of the reasons I ended up working as an agent instead.
What is illustration?
Illustration is an image with a purpose beyond simply looking nice.
A lot of art exists for its own sake. Illustration, on the other hand, has a job to do.
Illustrators work with commercial clients like magazines, publishers, advertising agencies, and brands. Those clients have a problem to solve, and sometimes illustration is the best way to solve it.
Illustration can:
The common theme is purpose.
So when you’re drawing, try to think about what the image is for, who it’s for, and what it needs to communicate.
What do illustrators do?
Some illustrators study illustration at university. Others are self-taught. You don’t need a degree to be an illustrator.
What matters is how good the work is.
Illustrators spend time learning their craft, whether that’s drawing, painting, digital illustration, or 3D. Alongside that, they learn software like Photoshop, Illustrator, Procreate, Clip Studio, or others.
Everyone works differently. As long as you can deliver what a client needs, how you make the work is up to you.
If you’re a traditional artist, you’ll need to photograph or scan your work professionally and prepare clean digital files.
Learning the creative skills is the first step. The next step is developing a style.
Why illustration style matters
If your work looks like everyone else’s, you’re competing with everyone else.
A distinctive style makes it easier for clients to remember you and hire you for specific projects.
You can’t appeal to everyone. Trying to do so usually leads to generic work.
Developing a style takes time. Think in years, not months. It will evolve throughout your career.
What is an illustration portfolio?
An illustrator’s portfolio today is a website.
You don’t need a printed portfolio. You don’t need Instagram. A Behance page is fine, but it isn’t yours.
Your portfolio website should include:
That’s the minimum.
Your portfolio is not an archive. It’s a carefully selected collection of work that shows clients what you can do.
Early on, I recommend applying your style to lots of different subjects. Over time, you’ll discover what you enjoy most and what you’re best at.
Your portfolio will evolve. You’ll add new work and remove old work. Each version should be better than the last.
Once version one is online, you are, in theory, ready to work with clients.
How clients find illustrators
Clients will not find you just because your portfolio exists online.
You have to tell people where it is.
That means research, self-promotion, marketing, and networking.
If you want to work with magazines, research which magazines actually use illustration. A simple trick is to search a magazine name plus the word “illustration” in Google Images.
Once you know a publication uses illustrators, find the art director. They are usually the people hiring illustrators.
How to email art directors
Keep your email short and professional.
Tell them:
Attach a couple of relevant images and include a link to your portfolio.
If you don’t hear back, follow up after a week or so.
No reply doesn’t mean failure. It often just means they’re busy.
This is where resilience comes in. The goal isn’t replies. The goal is sending the emails.
Your first illustration commission
Eventually, a client will contact you.
They’ll usually send a brief outlining what they want, the size, the schedule, and sometimes a budget.
You’ll normally work through sketches, colour versions, and final artwork.
If pricing is unclear, ask for the budget. Most clients will tell you.
What is an illustration agent?
Illustration agents help illustrators with the business side of their careers.
They handle pricing, contracts, invoicing, scheduling, and chasing payments. They also introduce artists to a wider network of clients and help develop portfolios.
Agencies usually work with illustrators who are already at a professional level. They’re not really for beginners.
Final thoughts
Getting into illustration is simple in theory, but it isn’t quick or easy.
You build skills, create a portfolio, introduce yourself to clients, and keep going.
Over time, you land your first job, then your second, and eventually you build momentum.
