Abundant Artist - Art Licensing, Licensing Arts and Crafts

And while anyone can license their art, it is important to have an understanding of the process before making the leap. As with any industry, there are many variables. With an assist from some song titles, let's look at the basics.

Licensing is probably the best way for an artist to increase name recognition and income. The technical answer to the question posed by the song title (above) is an agreement between parties to produce artwork on products that will be sold to consumers. To this day, I meet artists who look at me with a blank stare when I say I am a licensing agent. I am not issuing license plates at the local D.M.V. So, how does the art make its way to product?

4. Same Old Song and Dance

Those who lived in a cave the past year may have missed it, but most people have probably seen these on hundreds of products: martinis, girlfriends, fashion, wine, tropical scenes and chef images. Once a "trend" is in play, every manufacturer wants to offer their version to retailers. It is important for their bottom lines to do so and for artists to produce the designs that are in demand. Of course not every consumer will buy what is "trendy," but it is important for a manufacturer to offer a selection of both staple and trendy designs in each line..

Hindostone Products' Lyndsey Fischer offers this take on the situation: "The tropical theme will always be popular and is a staple in our line. It appeals to consumers who live in coastal areas, as well as people who vacation in them. Coffee and martini themes may not be around as long, or be as strong, as tropical."

And when it comes to art images that have been featured on products for decades, such as Adirondack chairs with tropical drinks and umbrellas, the challenge is to put a new "spin" on an old subject, perhaps with hot, trendy colors. Among manufacturers, the staple designs most requested year after year are floral, fruit, tropical, herb, wine/vineyards and roosters, along with cats, dogs, and Christmas scenes. It's all about the image, and not the medium. Whether it's oil, acrylic, crayon, watercolor or pastels, people buy the image.

Judith Lynn, a former New York City Opera star, agrees. New to the licensing market, Lynn has combined her love and passion for music with her love of fine art to create unique imagery. Many of her images incorporate musical notes with traditional floral designs, such as "Tulip Tune." As Lynn says, "I take my inspiration from the beauty of the two things I love most in this world--nature and music. Music swirls and whirls like the changing waves on the water. It renews itself and is never the same."

Publishers of posters and limited edition prints have a bit more leeway in choosing art that is more varied and can include subjects that may not be in great demand for licensed products. Still, classic images are always at the core for publishers of wall art. As Meghan Faulkner of Emeryville, CA-based Editions Limited says, "Staples, like black and white florals--Sondra Wampler's work, for example--are always popular, regardless of the current trends. Wampler's work is timeless and therefore is above fashion trends in the market."

So, which comes first--the wall art or the product? Faulkner answers, "We certainly visit retail stores frequently and note art, as well as accessories. Furniture and accessory trends are very important; they point to future trends in the art world."

5. Money!

Royalties vary by product, but range from 3 to 10 percent, with home decor at the low end of the royalty range, and prints and posters at the high end. Obviously, an artist with proven name recognition and consumer acceptance is going to generate more sales and may be able to command a higher royalty. Royalties are paid on a quarterly basis.

An advance and guarantee may be part of the license. When offered, an advance can vary from $50 to $2,500 per image, depending on the product, and a guarantee can be from $5,000 on up, depending on the extent of the product line. This agreement is beneficial for the artist whose work might not sell, but who would still be compensated for the time their imagery was tied up by the licensee.

well, you've made it this far, you may as well finish reading...

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LICENSING ART WORK