How to Get Started with Art Licensing
This is question I get a lot! I also made a video about this if you prefer to watch.
First, let me just say, that I am relatively new to art licensing. There is still a lot for me to learn. But I will share what I know and what has helped me get my own art licensed and into stores. Let’s start with the basics:
What the heck is it?
Art licensing involves working with a company (the licensee) who wants to use your art (you are the licensor) for their product. They essentially “borrow” YOUR art to help sell their product for a certain period of time. Then, you, are paid royalties on the product they sell. In most cases you keep your copyrights and you can continue to license it to companies for many different things.
The Fine Print
It’s all done in a contract. All the little details like how much you get paid, when you get paid, how your art will be used and for how long, whether or not the contract is exclusive or non-exclusive. . .etc. All of those things vary depending on who you are working with and the kind of product being manufactured. In an ideal world, licensing contracts are 12-24 months long and they are non-exclusive or they exclusive only in a specific category. The royalty rates can vary anywhere from 3% to as high as 15%, but in general, the bigger the retailer, the lower the royalty and visa versa.
A Real Life Example
I currently have art being sold in retail stores in North America. My contracts vary from 18-24 months, and my current category is wall art. My contracts state exclusivity for wall art only in North America only. That means that if I license a piece of art to a company under this contract, I can license it to someone in another country for wall art, or I can also use that same art for things like puzzles and greeting cards, but not for wall art. That is a basic summary of how it works.
How to Actually Started
Have a portfolio of work and work in collections. Collections are 3-12 pieces of art that work together or tell a story. Here is an example of a collection of art I have with Kate and Laurel. It all has an ocean theme and all the work feels similar.
Create a brand book for yourself. You can do this in Canva if you don’t have design software. I created mine in InDesign. I am also changing things up and trying to make them better as I evolve, but this is my current brand book. It’s a way to tell companies who you are, what you are about, and showcase a little bit of your work (not your entire portfolio). I like to keep my own brand book either in a link on my web server or in Dropbox and then I supply people with the link instead of sending them a larger pdf document via email.
Pick one category to start with and find companies who produce that product. You are looking for the manufacturer of the product, not the actual store. So for example, say you wanted to make work for day planners and journals. That is a stationery category. You can literally go into Target or another retailer and see who made that product on the bar code tag.
Look up the company online and see if they have a submission process. Follow their process or submit an email if they don’t have a submission portal. Send a short and friendly intro, your art collection (or collections), your brand book, and then . . . be patient. Very very patient. I will tell you that this is a loooooong game. It involves pitching yourself to companies, following up with them every 4-6 weeks, and then being patient some more. And it often takes a year or two after signing a contract until you actually have something in a store and start receiving royalties.
Other Important and Helpful Tips
Find companies who create products that look and feel similar to your work. You want to make sure you are a good fit, or you are wasting your time. For example, if you want to work on day planners and your work is very dark and moody, but the day planner company produces whimsical products, they probably aren’t the best fit for you. Find the products that align well with what you like to create.
Have a regular pitch schedule. I have one day each month where I send emails and follow-up emails to companies I want to work with. I track it on a spreadsheet. Sometimes companies won’t respond to you for 6 months, if at all. But if you are consistent (see my blog post on this) and patient, it pays off.
Look at trends. Trends sell. If cacti are everywhere, that means it’s because they’re selling. If you see a trend and it aligns with something you would enjoy making, then jump on it! Trends last a few years and it’s a good indicator of what will sell. But don’t make things you would never enjoy - because it will come across in your work. Find trends that will bring you some joy. :)
Florals and Christmas. There is a never-ending need for florals and Christmas decor. Those are great places to start.
Post your work constantly on social media and on Pinterest. They help people to see your work!
If you want to see how your art looks on products, create a Society6 store. They generate mock-ups and you can get your feet with with the print-on-demand market too!
Categories to Consider
Here are some areas to consider for licensing your work: fabric, stationery, wall art, puzzles, garden flags, kitchen decor (like kitchen towels), dish-ware, greeting cards (yes, companies like Hallmark license art!), kids art, bedding, pillows, tech accessories like phone cases, water bottles, yoga mats . . . really the possibilities are endless!
Final Notes
Don’t give up! If this is really something you want to do, get resourceful, be consistent, and go after what you want! I hope this has been a helpful resource for you and I wish you all the best in your licensing endeavors!