Interview with Kristina Snyder
1. First off, how did you get started as an artist rep?
I saw it as a great opportunity to parley my skills as an editorial photo editor and producer and move to another part of the business, namely advertising and commercial work. So it was a “jump in[to] the deep side of the pool” thing, and after six months I landed a huge commission for a luxury car brand for one of my photographers and I knew I was on the right track. Eventually I switched to all illustration and animation after getting a bit burned out by the production side of photography. It proved to be a much more enjoyable experience.
2. What do you do as a rep for independent creatives? When is it beneficial for an artist to have a rep? When is it not?
At the agency (myself, my partner and our four agents in the US and UK) everything we as a team do is designed to encourage, support and develop our artists. We want to see them succeed - we try to emphasize the artistic growth and focus on marketing efforts to ensure that our artists are taking part of the creative conversation globally. For an artist an agent is an advocate and a seasoned business partner, we find that artists come to us when they have worked on their own for a few years and they are busy enough but ready to become even busier with better clients and higher profile jobs.
3. How does an illustrator or animator know when they are ready to be using a rep? Do they need to be at a certain stage in their career?
It is not wildly beneficial to get an agent right out of school or without solid working experience in the freelance field, but there are always exceptions and we have seen some artists exceed right after graduation. It is fallacy to think that having a rep always means being busier and getting more work. On the contrary it is learning about the industry and what creatives and ad and design agencies like, trends that are strong and the usability of the work you do. Having a rep is having an ally and an advocate that will have your back at all times.
4. What do you look for in an artist and what makes an email or application stand out?
We always ask ourselves: is there a strong point of view in this artists work? Do they know how to tell a story, are they interested in the world, and do they have a unique take on expressing themselves that our clients would like? After that we consider if the style itself, and if it is too similar to anything on the current roster in which case we probably would not sign that artist.
5. Does an illustrator need to have certain things in their portfolio to make them more desirable to a rep?
I think again point of view, energy, curiosity, a sense of being connected to the artistic conversation overall.
6. Who is a creative icon that inspires you and why?
Apart from all of our amazing artists, Vivian Maier without a doubt. My first love is photography, and Maier was a genius who worked for decades with almost no feedback, never showing her work. I love her framing and her view of her world.
7. What advice would you give to someone just starting in the industry?
Be realistic. Work hard on your social media as it is the most important tool you have to be seen at this time, develop your unique voice. Study the industry and understand where you fit in and that it will take time to get better and attract the interest you want. Keep the long game in mind.
CEO and Founder
Snyder New York and Snyder Studio