Introduction
Dapo Adeola is a renowned Nigerian-British children’s book illustrator, author and storyteller. He has been passionate about drawing since the age of seven. Dapo began his professional journey in publishing as an illustrator around 2018/2019, with his first book released in 2019. Since then, he has created 12 books, both as an illustrator and author, and curated an anthology, experiencing numerous adventures as a children’s book creative. His bestselling debut, “Look Up!,” written by Nathan Bryon and published by Puffin in 2019, won the Waterstones Children’s Book Prize in 2020.
Dapo illustrated “My Dad is a Grizzly Bear” and “My Mum Is a Lioness” written by award-winning author Swapna Haddow (both published by Macmillan Children’s Books), and collaborated with Malorie Blackman on their picture book “We’re Going to Find the Monster!”
He made his author debut in 2021 with the Puffin published picture book “Hey You!“: An Empowering Celebration of Growing Up Black, featuring 18 talented Black British illustrators, which also went on to win Illustrated book of the year at The British Book Awards in 2022, where he also took home the Illustrator Of The Year Award 2022. He was also awarded Illustrator Of The Year at the LOL Book Awards 2023 as well as the Ruth Rendell Award For Services To Literacy 2023 for his work championing authors and illustrators of colour both on and off the page.
Today, his works have gone beyond books to include animated features on Disney, themed exhibitions and toys, yet he’s still pushing the boundaries of his imagination and creativity.
Journey into Children’s Books
Dapo’s passion for children’s books began in his youth, using them as an escape from a challenging childhood. His journey into illustrating children’s books started while he was working at a gym from 2007 to 2009. He transitioned to part-time work and pursued illustration through online courses and social media, showcasing his work and taking on commissions.
In 2010, he collaborated with Nathan Bryon on a project called Afro Kid, which, despite not progressing at the time, sparked a lasting friendship and future collaboration. In 2015, Nathan approached Dapo with an idea for a picture book character, who would become Rocket, the character for which Dapo is best known. Inspired by his niece, Dapo brought Rocket to life with her curious and energetic personality.
Nathan, affiliated with a talent agency that had merged with a literary agency, introduced Dapo’s work to his agent, Sallyanne, in 2016. Sallyanne loved Dapo’s illustrations and arranged a meeting with him. During this meeting, she offered to represent him, explaining that she only made money when he did, which reassured him. Dapo signed with the agency in 2016.
This partnership led to a successful pitch at the 2017 Bologna Children’s Book Fair. The book “Look Up!” garnered significant interest, resulting in multiple offers from top publishers. By the end of a single day of meetings, three out of six publishers made offers. Ultimately, Dapo received 14 offers from various publishers, which were narrowed down to Bloomsbury and Puffin. The two publishers engaged in back and forth bidding, with Puffin eventually making the best offer, which Dapo and Nathan accepted, marking his entry into children’s publishing.
In the same year, a Buzzfeed blog post titled “34 Young British Artists You Should Start Paying Attention To Immediately” featuring Dapo, further boosted his profile, attracting more publishers. The blog, written by Victoria Sanusi, significantly impacted Dapo’s career, cementing 2017 as a pivotal year for his debut in the industry.
Role of literary agent, Sallyanne Sweeney
Dapo highlights the critical role of his literary agent, Sallyanne Sweeney, in his career. She represents him, manages his contracts, and ensures he receives appropriate payment rates, which she adjusts as his career progresses. He acknowledges that while some creatives hesitate to pay for such services, a good agent is invaluable for setting and negotiating market rates.
Sallyanne’s expertise in children’s literature and her industry knowledge allow her to effectively argue for higher rates, benefiting both parties. She tracks sales numbers, gathers essential data, and handles difficult situations with publishers, such as stepping in when Dapo needed to drop a project.
Her experience also makes her a valuable sounding board for Dapo’s ideas. She provides feedback and enthusiasm for his projects before they reach publishers, helping him refine his work. This trust and collaboration are crucial for Dapo, enabling him to excel in both illustrating and storytelling. He emphasizes that he couldn’t achieve his current level of success without the support of his agent and his team, describing Sallyanne as absolutely priceless.
Career highlights
Dapo reflects on his career highlights with a mix of pride and humility. He recounts several key moments that stand out in his five-year journey:
- Early Buzz and Recognition: The excitement and interest from multiple publishers at the beginning of his career were thrilling. The launch of his book “Look Up!” co-created with Nathan Bryon, generated significant buzz and reception.
- Winning the Waterstones Children’s Book Prize in 2020: This award was a significant achievement, marking a major milestone in his career.
- Creating “Hey You!”: The process of making this book was a beautiful experience. Its live debut on the BBC and subsequent success, including winning the British Book Award and being translated into Brazilian Portuguese, were particularly meaningful. Seeing its impact on Black communities in Brazil, where racism is a significant issue, was profoundly moving for him.
- Recognition and Travel: Winning the Illustrator of the Year at the British Book Awards and traveling the country to meet children who read his books were highlights. He fondly recalls events like World Book Day, where many children dressed up as Rocket, a character from his books.
- Discover Children’s Story Centre Exhibition: Seeing “Look Up!” come to life through the eyes of children was a major highlight. It shaped how Dapo sees the potential for his works going forward.
Despite these successes, Dapo acknowledges the anxiety that comes with a rapid rise, fearing a potential downturn. He emphasizes the importance of enjoying the moment and remaining humble. He admits to having imposter syndrome due to his relatively short time in the industry and the perception of being an expert. He emphasizes that his knowledge is based on his experiences and hard work, and while his advice may seem straightforward, it is rooted in persistence and dedication.
Debunking industry myths and creating opportunities for others
When asked about the industry’s perceptions from a distance, Dapo aims to debunk several myths. He understands why people might place him on a pedestal, but he emphasizes that this creates unnecessary barriers. He explains that he is not as far removed from where aspiring illustrators or authors are as they might believe he is, and encourages them not to distance themselves too much from success in their chosen field.
Dapo highlights the importance of focusing and working hard, success is attainable for anyone willing to put in the effort, but it’s important to also learn to define what success means to you personally.
He stresses that many of his actions in the industry have been aimed at opening doors for others, yet he observes that not enough people reciprocate this effort once they find success.
He argues that maintaining a sense of mystery and exclusivity benefits those already established in the industry but does nothing for newcomers. Therefore, he encourages his peers to demystify the industry by consciously sharing more of their journey through interviews he conducts on his Instagram. His message is clear: the industry has its many many flaws and barriers, but it is also accessible to those who are willing to put in the research and work, and it should not be viewed as an exclusive or enigmatic domain.
Nigerian Influences
When discussing his Nigerian influences, Dapo mentions that he is still exploring and learning about the artists and authors within Nigerian culture. While he hasn’t identified specific influences yet, he highlights the inherent qualities of Nigerian-ness that drive him. He refers to the diligence, hard work, and the strong desire to excel that is characteristic of Nigerians. This cultural ethos instilled in him since childhood continues to fuel his ambition and work ethic.
Learning resources
Dapo highlights Imaginism Studios as a key learning resource for illustrators and animators. This online platform, run by Bobby Chiu, offers affordable access to professional tutorials on various aspects of digital art, taught by industry experts. Dapo has been using it since its launch in 2014 and praises its flexibility, allowing learners to either follow self-paced videos or sign up for classes with instructor feedback. Imaginism Studios also fosters a community where users can share and critique each other’s work.
Regarding YouTube, Dapo acknowledges the abundance of tutorials but emphasizes the importance of diligence and research. He advises learners to follow creators they like on social media and combine various resources to suit their learning style. He stresses the need for patience and dedication, reminding that mastery is a lifelong journey, and true success comes from being a perpetual student committed to continuous learning.
Dapo also underscores the necessity of balancing learning with focus. He suggests prioritizing skills needed for current projects to secure income, while also investing spare time in self-driven learning and personal challenges. This approach, according to Dapo, distinguishes a good freelance creative.
“One of the things that was hardest to come to terms with is that I’m going to be a student for the rest of my life. And people don’t think about it like that. People think that they will learn until they become a master. Any person who’s really great will tell you that they’re great because they’ve been a student forever. They’ve committed to being a student. Committing to being a student means you’re committed to learning new things. When you think you’ve got there, it’s not enough. You must go and learn the next one. And you’re committed to that. And when you’re committed to that, looking at things like YouTube that has an overwhelming amount of content, you’ll be looking at it differently because you’re committed to discovering new things."
Mentors and Mentees
Dapo reflects on his experiences with mentors and mentees, highlighting his ongoing need for guidance despite his success. His primary mentor since 2020 has been Matt Forsyth, a talented author, illustrator, and character designer. Their relationship has evolved into a friendship, but Matt still provides valuable feedback and ideas when needed. Dapo deeply respects Matt, though he acknowledges the importance of not placing people on pedestals.
Dapo recognizes that mentorship remains essential for him, especially as he encounters new challenges. He plans to approach potential mentors for “shadow mentoring,” a less time-consuming form of guidance, to learn specific skills and gain insights into areas they have expertise in. This highlights his belief that continuous learning and mentorship are crucial at all career stages.
On the mentee side, Dapo finds himself mentoring many individuals informally. He often becomes involved in others’ projects, providing feedback and support until completion. However, he is mindful of his capacity and sets boundaries, clarifying that his mentorship is not always official and may depend on his availability.
Current, future projects and collaboration wish-list
Dapo is currently working on a picture book titled “Super Goat Girl”, written by Tracy Baptiste and scheduled for release next year. This will be his last picture book for a while as he transitions to new projects. He recently signed a five-book deal with Puffin Books, which includes two picture books and three middle-grade books. The middle-grade series, called “Aniyah and the Dragon,” will feature both his writing and illustrations.
In addition to these projects, Dapo is pitching new picture book ideas and is eager to write for other illustrators. He has a collaboration wish-list of illustrators he admires and hopes they will be interested in his stories. Dapo is also considering a project that mirrors his work on “Hey You,” but with multiple authors and him as the sole illustrator.
Dapo elaborated on his current and future projects, highlighting some illustrators he admires and hopes to collaborate with. He mentioned Marc Boutavant, a French illustrator whose work significantly influenced Dapo as he learned to illustrate picture books from scratch.
He also mentioned Emily Hughes, a phenomenal illustrator whose work Dapo has admired for a long time, even before becoming a children’s book illustrator. They are mutuals on social media, and Dapo expressed a strong desire to collaborate with her. Additionally, Dapo mentioned Marta Altés, another brilliant illustrator whose work he respects.
Business Offerings
Dapo elaborated on his approach to the business side of being an artist, highlighting that he’s still learning and figuring things out. He emphasized the importance of being multifaceted and adaptable, rather than pigeonholing oneself into a single type of artistry. Dapo noted that many artists limit themselves by focusing on only one type of work, but he believes in the importance of being open to various opportunities and evolving as a creator over time.
Dapo advised looking at one’s work beyond its original format. For instance, after completing his book “Look Up!”, he made prints of illustrations from the book, which became popular and enhanced the reader’s experience while also providing an additional revenue stream. His restriction to paper-based merchandise is because “Look Up!” was optioned in 2019 for TV or film adaptation, and the merchandising rights were sold. If he had the rights, he would have expanded into making toys and other merchandise to further enrich the reader’s experience and increase revenue.
Dapo underscores that the majority of his earnings still come from book sales, but having merchandise available provides additional income. He views these efforts as ongoing experiments, reflecting his commitment to learning and adapting in his business approach. He provides specific examples of how he extends his business beyond book sales:
- Merchandise Creation and Sales: he invested his own money to create pins featuring characters from his books, such as Rocket’s face and the cat from “Look Up!”. He also made sunflower-themed pins for “Hey You!”. These pins consistently sell out, providing a steady revenue stream. He highlights the initial risk involved, as there was no guarantee of sales, but the investment paid off. Alongside pins, he created and sold prints of illustrations from his books. These prints expand the reader’s experience and serve as an additional source of income. Stickers and other small items also form part of his merchandise lineup.
- Online Shop: Dapo sells signed and dedicated copies of his books through his online shop, which operates year-round. This provides a unique offering for fans who want a personalized item. He experienced a significant boost in sales during 2020, attributing it to heightened awareness and support following the death of George Floyd. In that year, his shop generated nearly £30,000, the highest revenue he had ever made from it.
- Future Plans and Experiments: Dapo plans to collaborate with Ori Bellardi to create new toy figures. Previously, producing a set of four figures was costly and risky, as buyers had to purchase all four for the full experience. Moving forward, he intends to focus on creating single figures, making it easier for customers to buy and reducing financial risk. He is considering integrating his online shop with Patreon to explore new ways of engaging with his audience and generating income.
On would-be collaborators with him
Dapo emphasizes the importance of potential collaborators reaching out to him directly, preferably through social media platforms like Instagram and Twitter. He shares that he actively seeks out talent by observing their work and then making direct contact. For instance, he discovered Ori Bellardi through Chris Chatterton’s posts and connected with her to bring his vision to life. Similarly, he found Mike Mincey for 3D modeling by putting out a call on social media and evaluating the responses.
Dapo is open to collaboration but emphasizes that not every opportunity is a good fit. He regularly checks his Instagram messages but notes that if he doesn’t respond, it means he’s either too busy, burnt out or not interested in the proposal. Dapo also highlights that, like many creatives, he has numerous ideas and projects in the works, so he is selective about the collaborations he takes on.
Work-life balance
Dapo maintains his work-life balance by prioritizing physical activity and indulging in his interests. To counteract the long hours spent sitting at his desk, Dapo works out regularly, focusing on the health of his back and hips. He emphasizes that working out serves as both a physical necessity and a form of stress relief.
Dapo enjoys watching films and TV shows, especially animated content, to relax and find inspiration. Additionally, he finds playing video games on his Nintendo Switch, particularly nostalgic games like Mario and Zelda, to be a great way to unwind and spark creativity for his work in children’s content.
He also values cultural activities such as visiting museums and traveling. Overall, Dapo balances his demanding career by engaging in activities that rejuvenate his mind and body.
Tips for others
Dapo advises aspiring artists to carve their own paths rather than trying to follow in anyone else’s exact footsteps. He emphasizes the importance of self-awareness and understanding why you want to make the type of work you make and why you want to be in the industry. Dapo believes that his own particular ability to navigate the industry effectively came from entering it at the age of 35, a time when he had the maturity and self-awareness he lacked at 25. He stresses that trusting and being honest with oneself helps in making decisions aligned with personal goals and values, allowing for the passing of unsuitable opportunities to others.
Dapo highlights the significance of being true to oneself and continually educating oneself.
He encourages artists to be lifelong learners, constantly seeking knowledge about their chosen fields through books, courses, and any available resources. However, he warns against becoming a “masterclass junkie” who consumes educational content without applying it. The core of his advice is to maintain a balance between learning and doing, staying authentic, and continually growing in the industry.
