selling + licensing art + design

SELLING + LICENSING ART + DESIGN

(a presentation at Mass. College of Art and Design, sponsored by Career Services — 4/30/09)

PANELISTS

Lauren Scheuer

Artist: 10 years’ experience as freelance illustrator, specializing in children’s literature.

Leo and Laura Espinosa (Studio Espinosa)

Artist (Leo): “Neocomic” illustration style ranging from avant-garde to funky to whimsical and quirky.

Artist/Marketing & Licensing Director (Laura): Manages biz side of studio.

DISCUSSION

Licensing Defined

A contractual agreement between you (the artist) and a manufacturer of a product (licensee). They “rent” your idea to enhance their product and, in return, you are paid either a flat rate or a royalty. The artist holds the copyright on the art/design. The license allows the licensee the right to reproduce your work for a set period of time. Terms of the agreement are negotiable: usually non-exclusive, 2 yrs. & 5–10% royalty are std. Option fee is substitute for kill fee method, and can be extended.

How to Begin

There are 2 major licensing shows each year. Surtex is in May (NYC); The Licensing Show is in June (now Las Vegas; used to be NYC). At these shows, an artist or agent sets up a booth display and manufacturers from all kinds of industries come to find the work they will license on their products. By attending the shows, you will see the art and artists being represented, and it will help you decide if licensing is right for you. The National Stationery Show (NSS) runs alongside of Surtex; manufacturers/distributors showcase their new products for retailers. Target has their own tradeshow. One basic question to ask yourself: Can my art be applied to a product? If yes, it has licensing potential.

Surtex Booth Tips

Presentation is very important. Highly recommended to have your booth walls covered like billboards. Less busy gives you better chance of getting noticed. Research vendors for lg.-scale prints for booths (Microprint, CafePress). Product prototypes are helpful. Figure out ways to attract people. You own the copyright as soon as you create the work, but officially copyright your art & design with gov’t before you exhibit it. Before renting booth, attend show & “walk the floor” to see what it's like. Bring plenty of biz cards, talk with people, take notes, sketch booth displays. Check the participant/vendor listings, visit their websites, check submission guidelines. FOLLOW-UP is extremely important.

Surtex Costs

Approx. $5,000 covers all expenses, including booth, prep. materials, transportation, room/board (booth prices vary depending on size, but average is $3500, lower for first-timers).

Other considerations

Once an agreement is reached, the artist provides digital files to the licensee. You must get the scans & color corrections done yourself.