Negotiation for Artists
As a freelance artist, you’re not just creating beautiful artwork; you’re also running your own business. And as a business owner, one of the most important skills you can have is negotiation. Whether you’re working on a picture book, a magazine cover, or a custom illustration, being able to negotiate fair terms around pay, deadlines, and rights is key to getting what you deserve.
In my early career, I thought that when a client reached out with an offer, the budget and contract terms were set in stone. I assumed I had to accept whatever they proposed. But after working with a literary agent, I learned that, as an artist, I have the power to negotiate. You do, too!
I’m going to walk you through how to negotiate as an artist and ensure you’re getting paid fairly while securing a contract that works in your favor. Whether you’re a seasoned pro or just starting out, these tips will help you advocate for yourself and your work.
I’ve created a comprehensive video guide to the art of negotiation. Below is a quick overview of what I cover.
You Are an Expert—Don’t Forget That!
As a freelancer, it’s easy to feel like the client holds all the cards. After all, they’re the ones offering you the work. But you are the expert they came to for a specific skill they don’t have. Your creative expertise is what they need to make their project successful. So, remember, you have power in the negotiation process.
When clients question your rates or push for discounts, think about it this way: You wouldn’t question the fees of an accountant or doctor, because their expertise is clear. Your art is no different. The time, effort, and tools you bring to each project are what make your work valuable.
That said, some clients simply don’t understand the full value of your work. They might view the final product and not realize all the behind-the-scenes effort, from the hours spent working to the tools and resources you use. This is where you step in and educate them. You’re not just delivering a picture; you’re offering a solution to their creative problem.
Step 1: Prepare for Negotiation
Before you even start talking numbers, you need to gather information. Asking the right questions is key to understanding the scope of the project and ensuring you’re pricing your work fairly. Here are some questions to ask clients before agreeing on a project:
What’s the full project description?
Who’s it for, what’s the target audience, and how complex is the work?
What are the client’s goals?
What are they trying to achieve with this project, and how will your work contribute to their success?
What’s the timeline?
Make sure the deadlines and overall schedule are clear from the start.
What are the usage and reproduction rights?
How and where will your artwork be used, and for how long?
Are there any additional expenses?
Are there travel, materials, or equipment costs that will be covered by the client?
These questions help you determine the true value of the work and set realistic expectations. Without these details, it’s impossible to provide an accurate quote.
Step 2: Set Your Own Expectations
You need to know your worth before you start negotiating. Think about what you need to earn and what you’re willing to accept. This means setting three important figures:
Your Dream Price: The amount you’d ideally like to get paid. This is the "wish list" number.
Your Goal Price: A realistic rate that you would be happy to settle on if the client pushes back.
Your Minimum Acceptable Rate (MAR): The lowest price you’re willing to work for. If the client offers below this, it’s time to walk away.
Let’s say your work is worth $700, but you’re aiming for $900. If the client counters with $600, you know you’ve got room to negotiate. Having these numbers in mind ensures that you’re never caught off guard or pressured into accepting an unfair offer.
Step 3: Know Your Client and Ask Questions
Once the client reaches out, don’t rush into a quote. You need to understand the project fully before committing to a price. If a client asks, “How much for an illustration?” that’s not enough information to give a solid answer. You need to ask more questions:
What is the complexity of the design?
How long will it be used for?
Is the artwork for a specific type of media or a product line?
Getting these details helps you accurately calculate the value of your work. It also helps you avoid underpricing by giving the client options to fit their budget.
Don’t be afraid to ask questions. I used to avoid asking because I worried it would make me look unprofessional. But I quickly realized that clear communication leads to better results. If you're unsure about anything in the contract, ask for clarification. A client would rather work with an artist who asks questions than one who makes mistakes because they didn’t ask enough.
Step 4: Know What’s Driving You to Take the Project
Before accepting any project, it’s important to reflect on why you want to take it on. Is it because of the financial compensation? Or are there other factors like creative freedom, working with a dream client, or gaining exposure? Understanding your priorities will help you determine how much you’re willing to negotiate.
Some projects may not offer high pay, but they may offer other perks like:
A high-profile project with a large audience
Travel or event perks
A client you respect or admire
Creative control or a fulfilling cause
On the other hand, if the client is offering low pay, you’ll need to decide whether it’s worth it for the experience, the relationship, or other benefits. As my literary agent, always says, you want to look at the project as a package deal—not just one element like money or perks.
Step 5: The Negotiation Process
Once you know what the project is worth to you, it’s time to discuss the budget. Don’t shy away from talking money early in the process. The sooner you align on financials, the less likely you’ll waste time on a project that doesn’t match your needs. Here’s a breakdown of how the negotiation might go:
Start with your Dream Price: Always aim high at first. If you propose a higher rate, there’s room to negotiate down, and you’ll both feel like you’ve reached a fair middle ground.
Be Open to Counteroffers: The client may push back, but that’s okay. It’s part of the process. If the client can’t meet your dream price, aim for your goal price.
Know Your MAR: Don’t go below your Minimum Acceptable Rate. If the client can’t meet your MAR, it’s time to walk away.
Step 6: Don't Rush
Whether you’re negotiating via email or on a phone call, don’t rush the decision. If the client pressures you for a quick response, it’s okay to take time to consider the offer. Don’t feel obligated to make a decision on the spot, especially when the budget isn’t clear or you’re unsure about the terms.
If you feel uncomfortable giving an immediate quote, say something like:
“I need more details to provide an accurate quote. Let me think it over and I’ll get back to you by the end of the day.”
Taking your time will help you avoid panicking and accepting a deal that doesn’t align with your goals.
Step 7: Be Prepared to Walk Away
There’s power in knowing when to walk away from a deal. If the project isn’t a good fit financially or professionally, don’t be afraid to say no. Sometimes, clients won’t meet your rate, or they may request terms that are unacceptable (like full rights to your work).
It’s hard to walk away, but remember that this isn’t your only chance. There will always be more work in the future, and sometimes passing on one project opens the door for a better opportunity.
Step 8: Get It in Writing
Once you and the client agree on terms, get everything in writing. If the client provides a contract, read it carefully and ensure it protects both parties. Don’t do any work until the contract is signed, and don’t submit final artwork until everything is finalized.
Negotiating your fees and contract terms might feel uncomfortable at first, but it’s a necessary skill for every freelance artist. By preparing ahead of time, asking the right questions, and knowing your worth, you can ensure you’re getting paid fairly while protecting your rights as a creator. Remember, negotiation isn’t a battle—it’s a conversation with the goal of finding a solution that works for both you and the client.
Stay confident, set boundaries, and most importantly, know that your work is valuable. The more you practice these skills, the easier it will get. And who knows? You might even start enjoying the process.
✸Need Help with Your Next Contract?✸
If you’re struggling to understand contract terms or negotiate better fees, I offer one-on-one consulting. Click here to schedule a call today!
