LICENSING ART WORK

An artist will earn from zero to $1 million or more in a year. There is no way to predict exactly how much an artist will generate in a given year. If an agent does offer such a prediction, then the artist should be suspicious. Even if all indicators point to a successful license, it is possible it will fall flat. Most companies will have an internal number of minimum sales they must meet in order to keep a design in the line. If the number is not met, the design or designs are deleted.

Fame, I'm Gonna Live Forever (or not)

Many licensees conduct product testing in order to assess just how popular a license will be before entering into an agreement with an artist. "We occasionally test market the designs in which we are investing quite a bit of time and money," says Fischer. "Even though there may be trends out there to support the artwork, we want to be sure the product makes a strong enough statement."

Test marketing is most often used if a number of images are planned for an extensive line of product. This is necessary to the licensee and makes economic sense.

Fischer continues, "Normally artwork that we think will be a big hit does pretty well because there is a trend in the market that backs it up. However, we occasionally have disappointed artists who believe their artwork should have done better."

7. You're So Vain

Most licensees have at least one story of the archetypal difficult artist or agent. It is imperative that an artist understands that the licensee is working with many artists. For those artists who are truly legends in their own minds, it should be noted that licensees need cooperation from the artist and agent in order to move forward. An artist who issues innumerable demands, does not provide needed materials in a timely fashion, and is generally difficult, will not have a long licensing career.

"Artists or agents who put limitations on the artwork or who are extremely demanding before we even get a contract worked out, usually end up being difficult to work with in the long run," says Fischer.

This works both ways, however. That is, licensees must also adhere to their promises in the agreement they have signed.

8. What's New Pussycat?

Today's new artist may be tomorrow's established artist. Carol Lee Walker started her career in licensing with a few cat designs for home decor. Today, Walker has licenses for a variety of products featuring a myriad of subjects. She is, in fact, a licensee's dream who is known for her versatility and cooperative nature..

"I know how necessary it is to keep up with trends and to constantly supply new work" Walker says. "I can paint anything and luckily, I just love to paint everyday."

Artist Jeff Wilkie concurs. Although known for his art, which features marine life, Wilkie is equally adept at many subjects and realizes it is necessary to avoid the niche label. He is aware that trends do indeed play a part in licensee's choices. I love to paint in general; it is my passion, Wilkie says. But I know I have to stay in the loop of what is current.

9. My Way

If an artist truly won't be flexible in terms of their artwork, it is best to avoid a licensing career. If an artist does not make licensing a priority and does not act quickly to supply new imagery or make changes to existing art, it will result in the artist being left at the starting gate. An agent cannot work optimally with an artist who is not committed. A better plan would be a gallery focus. This will ensure that the artwork is sold exactly as painted, whether as originals or limited edition prints.

It is absolutely understandable that an artist does not want their work changed at all. But unless the artist is willing to accept this as a reality of licensing, they won't be happy and neither will the artist's agent or licensee.

10. Don't Let It Get You Down Try, and try again.

It is important to keep trying. This is truly a business where tenacity and innovation go hand in hand with talent and luck. If art is not chosen in the first review, go back again with a new look. As Editions Limited's Meghan Faulkner says, "It's true that sometimes you can't predict what people will buy. But I think artists understand this--sometimes it is all just in the timing. A great artist might not sell this year, but may be a big hit the next."

SOURCES:

* Hindostone Products, Inc., 800-288-2191 www.coasterstone.com

* Editions Limited, Inc., 800-228-0928 www.editionslimited.com

* Persistence of Vision, Ltd., 201-287-2598 e-mail: povision@aol.com,

www.persistenceofvisionltd.com

ARTISTS:

* Judith Lynn, www.judithlynnart.com

* Carol Walker, e-mail: carolleewalker@comcast.net

* Jeff Wilkie, www.jeffwilkie.com

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