Art Licensing Insights
“Licensing can seem overwhelming! How much do you charge? How do you get buyers?”
*Edited May 2024 - The original full article “Art Licensing Insights” published in 2019, has been edited. My guidelines on pricing and other items have been removed and will be available for subscribers. If you want those extras, sign up for my newsletter list include “artists resources” :)
The story of how I started art licensing In 2012, I was a designer in Los Angeles, exhausted from working tirelessly, I fell in love with the idea of licensing my art but honestly didn’t know how or if it would work, but loved the idea.
I connected with an art agent and got some art licenses from designs I submitted to them, and was thrilled to get sales on POD (print-on-demand) sites and even an art licensing lead from one platform that led to my first on my own art license before sponsored content, procreate, and e-courses.
PODs can be a great source of passive income, but they all have unique submission guidelines and pay structures, so it’s good to compare and see which fits you. Surface design was my profession and led me to consistently rank as a top-selling artist with my licensing partners.
Here are basic practices for marketing, exposure, contracts, and other resources for every licensing artist. To get access to the full article, sign up for my newsletter and include “artist resources”.
Marketing & Exposure
Gaining visibility to engage with prospective clients and build licensing partnerships is vital. Here is how art licensing leads can happen:
・Email Start small with an email newsletter monthly or quarterly.
・Blog Tell your story! Speak to your customers, clients, and partners. Write about what matters to you.
・Social Media It’s a no-brainer to create a presence on social media where people already spend lots of time. Connect and stay in touch with your audience. Follow inspirational artists, customers, or companies.
・Community Follow artists, hashtags, brands, and other sources of inspiration. Go to: Trade shows, networking events, and join artist groups
・Website Connect your site to all your channels and create a space that truly communicates your brand.
・Art Agents It can be great to partner with a well-matched art agent, you might get more licensing deals so paying the varying commission % to an agent does make sense to many artists.
・PODs can add visibility and exposure that fosters additional leads and gets your name out there.
Contracts
You need a contract to license art. Even if you start with something basic, it's important to know what your policy is and to communicate that legally with your contract. It’s not just for you but also for their benefit to have complete transparency about your expectations.
Questions To Ask
Pricing is all about asking questions to help you decide if it’s a good partnership opportunity for you and help you create fair and accurate pricing.
What is their budget?
Which designs are they interested in?
How will they use the design?
What is the retail price?
How much product/yardage will be made?
How long do they want to use the design?
Do they want exclusivity?