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. If you were looking for my guidelines and resources for pricing and contracts, sign up for my newsletter.

How It Started

In 2012, I was a designer in Los Angeles, intellectually exhausted, and intrigued with the idea of licensing my art.

I connected with an art agent, got a few art licenses 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.

PODs can be a great source of passive income, but they all have unique submission guidelines and pay structures, so compare and see which fits you. Surface design for home decor was what I felt most at home with designing.

Here are basic practices for marketing, exposure, contracts, and other resources for every licensing artist. For additional resources and contract info sign up for my newsletter.

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?