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IF THE ART FITS "T
"TO LICENSE OR NOT TO LICENSE?" THAT IS THE QUESTION.
BY LINDA MARIANO
o license or not to license?" It seems to be
one of the eternal questions of emerg- ing and established artists alike, as well
as agents, consultants, gallery owners and art dealers. T e licensing industry is by no means new, and there have been a number of artists—Andy Warhol, Keith Haring, Jim Shore, Paul Brent, Mary Engelbreit and T omas Kinkade among them—who have been able to expand their reach and impact by licensing their work to be printed on a variety of merchandise. T e idea of earning money for one's
artwork by means other than just sell- ing originals or limited-edition prints is a compelling one. Aſt er all, a popular writer, upon fi nishing a book, will send that book to a publisher to be printed, at which point it could sell millions of cop- ies around the globe. (Not to mention spawn a movie and other merchandise.) So how do you, as an artist, give your work that same trajectory? T e impressions and understand-
ing of art licensing—even among those who are successfully established in their
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careers—are frequently out of focus when compared to the realities of today's global economy and retail marketplace. T erefore, any discussion about art licensing should begin with a simple question: How does the business of art licensing work? If you have a hunch that your art or the art of someone you represent would
research, research. Scour the Internet to fi nd out which designs and artwork are popular in the vast world of cyberspace. Look at everything: Apparel (women's, men's, kid's), giſt s and collectibles, sta- tionery and greeting cards, games, toys, puzzles, home furnishings, textiles and
holiday merchandise. (And make that all holidays, not just Christmas.)
"ART LICENSING IS ALL ABOUT STEPPING
INTO A LARGER ARENA AND EMBRACING THE CHALLENGES AS WELL AS THE REWARDS."
be perfect for calendars, mugs, puzzles, stationery, T-shirts, toys, games and various other consumer products, here are the basics of what you need to know in order to better understand—and possibly participate in—this potentially lucrative arts sector.
KNOW WHAT'S OUT THERE What's selling at retail stores? Is
there a particular design that's popular? If so, is it by an artist you recognize? Get to the mall, look through every store and familiarize yourself with the de- signs and artwork being sold. Research,
KNOW WHO YOU ARE AND HOW YOU WORK
Are you an open-minded, expansive
thinker who relishes input from others, is excited when your creativity is en- hanced by new ideas and loves the idea of commercializing your art? Or do you prefer to create art simply to satisfy your own creative spirit? If it's the latter, art licensing might not be for you, since the process is all about stepping into a larger arena and embracing the challenges as well as the rewards. Furthermore, answer each of these questions honestly: Do you enjoy work-
MARCH/APRIL 2012