Do you have to have one consistent style to be successful in art licensing or can you have a variety?
It seems this question is on many people’s minds again as I seem to have had it pop up in my inbox 4 times in the last month. If that many people are wondering and emailed me, I decided it’s time to revisit the topic.
Is it better to have a consistent, recognizable style or can you create a variety of art and still succeed in art licensing?
I have talked with a lot of coaching clients about this decision and we’ve talked about it on Ask Calls in the past as well. While there is no right or wrong answer, I can give you my perspective and hopefully others can chime in in the comments and create a great discussion.
Personally, I believe there are many successful artists that develop and stick with a consistent style and there are those that have a bit more variety in their portfolio – where the average person wouldn’t recognize the art was created by the same person if put side by side. In the end, you have to decide what seems right for you, your business and your goals as an artist but my goal with this post, is to help artists consciously decide, and not decide by default (like I did.)
Option 1: Create a recognizable style to build your brand
If your goal is to create that name-recognized brand – like Mary Engelbreit, for example, you have to develop a strong, tight and recognizable style. People have to see it and know, “Mary Engelbreit”. Mary is known for her black and white checks, cherries, cute characters and use of quotes in her work. If she started painting landscapes, it would confuse the market. (You can see her work at www.MaryEngelbreit.com and even register for a free hour-long interview I did with Mary as part of the Art Licensing Info Monthly Ask Call Series)
Paul Brent is another great example of an artist who built his brand with consistent, recognizable art. His coastal watercolors put his art and name on the map and are the cornerstone of his brand. As his brand has evolved, he too has moved into other mediums and themes but creates new coastal art year in and year out, because that is what the market expects of Paul Brent. (Learn more about Paul Brent’s work at www.PaulBrent.com or register for a free hour-long interview I did with Paul as part of the Art Licensing Info Monthly Ask Call Series at www.AskPaulBrent.com) Paul is an advocate of artists new to the art licensing market, to create a look that is unique and makes them stand out from all the other artists in the field – hopefully he will add his insights in the comments as well.
I believe that this way of working is vital if your goal is to eventually build a strong brand that is known by consumers as well as manufacturers in the industry.
Option 2: Build your portfolio with a variety of styles
Another way to go, and the way I went by chance and not by choice, is to do a variety of themes and styles. I don’t span the entire spectrum of art from pure realism to completely abstract, but there is enough variation that not even my sister always knows my work is mine. Some of my work that is more whimsical than others and some leans a bit more traditional. It happened by chance – I would try things and see what manufacturers liked. It turns out that many of my best clients like the fact that all my art isn’t obviously from the same artist, that way they can use me more than an artist who has a tighter style.
However I believe it limits my ability to become a huge, consumer recognized brand. I enjoy the freedom to play with a variety of styles, themes and techniques and the checks cash the same so I’m happy.
I like to bring these issues up so artists can make a choice and not choose by default – as I did while “playing to see what the market liked.” My brand is becoming known within the industry – with manufacturers – but I don’t think I will ever have a Mary Engelbreit or Paul Bretn sized brand with the general public.
So it’s up to you to decide what will make you happy and keep your creative juices flowing!
I welcome your comments and opinions on this – do you agree or have anything to add?
– Tara Reed
P.S. If you want to learn more about branding, Paul Brent did an excellent teleseminar “Brand Yourself for Success in Art Licensing” – be sure to check out the replay. He knows his stuff!
Original Mock-Up Magic Close-Out sale!
All good things must come to an end… or in this case, the original has been improved upon, I’m getting ready to move, so I’m having a close-out sale on the 9 Original Mock-Up Magic CD’s I have in my studio. 
- Have you been told that it is a good idea to show how your art looks on products?
- Have you ever spent time and money physically making product samples? Maybe you went to a paint-your-own pottery store… or glued art on gift bags, boxes, and more…
- Have you ever scratched your head and thought, “There has to be a better way?”
Product Mock-Up Magic came from me believing there was a better way and deciding that every artist didn’t need to reinvent the wheel. These photos are designed to show how your work could look on products, that you really understand how licensing works and to get the creative juices flowing for the manufacturers – they are not intended to be used for product development – just marketing purposes. Make sense? I show a few samples in my marketing materials for every collection I create – they see the art and they see some ideas of how it can be applied to a variety of products.
The original was so well received that I added a Kitchen and Bath edition and a Deluxe that included everything. Since the Deluxe came out, 99% of artists go that route. I’ve decided it’s time to clear out the remaining stock of the Original edition.
I have 9 copies of the Original Mock-Up Magic and when they are gone they are gone. Normally $87, they are on close-out for $55 – but only while supplies last.
Here is what you get:
• 9 Video Tutorials (2 hours worth) – Over-the-shoulder instruction on how to apply repeat patterns to the photos (videos show the Photoshop CS3 environment but work in all versions of Photoshop with the possible exception of Photoshop Elements – not sure about that one.) * The video tutorials focus on applying repeat borders and patterns so I recommend you know how to create them first *
• 46 ready-to-use photographs – .png or Photoshop files – with the backgrounds removed
| • Stationery Products (14) Card1-1.png CardBox1-1.png CardBox1-2.png NotePad1-1.psd NotePad1-2.psd NotePad1-3.psd Pen1-1.png Pen1-2.png Pencil1-1.png Pencil1-2.png SpiralNotebk1-1.png • Gift Products (11) |
• Tabletop Products (21) Bowl1-1.png Bowl1-2.png Bowl2-1.png Bowl2-2.png Fork1-1.png Glass-TallDrinking.png Knife1-1.png LongTray1-1.png LongTray1-2.png Mug1-1.png Mug1-2.png NapkinPack1-1.png NapkinPack1-2.png Pitcher1-1.png Pitcher1-2.png Plate1-1.png Plate1-2.png Plate2-1.png Plate2-2.png Spoon1-1.png WineGlass.png |
Watch this video to learn more about it
CLICK HERE TO ORDER YOUR COPY TODAY
SURTEX to-do’s for exhibiting artists
It’s that time of year again… my checklist of art I want to get done “before SURTEX”, the marketing materials to create and distribute “before SURTEX”, what I want to have prepared “for my booth at SURTEX”… so, so much to do!
- The most immediate thing to do if you are exhibiting at SURTEX is to make sure you send the payment for your booth that is due on 2/28. (Friendly reminder – it will sneak up on you – I promise!)
- Be sure to look at and act on the many free publicity opportunities offered by the show – don’t delete those “Up to the minute Exhibitor Bulletins”.
- If you haven’t booked your hotel, head to the website and check out the deals they have negotiated for us.
- Take advantage of the exhibitor webinars – if you are a first-time exhibitor the next one is “How to Get Started in Art Licensing” (by moi) on Wednesday, February 22 at 9 am Pacific / noon Eastern (and everything in between) Look at the website for additional dates and topics. (for registered exhibitors only)
If you need help getting your ducks in a row to exhibit, be sure to check out the variety of resources available at ArtLicensingInfo.com/shows.html – learn from my experience and that of Khristian Howell so you can get the best bang for your SURTEX buck! (This will help you if you are going to exhibit at the Licensing Expo too of course!)
Here’s to your creative success – off to mail my check – see you in May!
– Tara Reed
P.S. 2012 will be the 8th year I’ve exhibited at the SURTEX show and the 2nd year they have been a sponsor of the Art Licensing Blog. If you are ready to try exhibiting at a trade show – check it out and see if it’s for you!
Box it Baby!
I’m a contributor to the Art Marketing Association – an international organization dedicated to assisting artists, artisans, craftspeople, photographers and galleries to improve their marketing skills and to hone their efforts to become more profitable, thus helping to share their message with the world. I contribute to the art licensing piece and enjoy learning about other aspects of art and the business of art.
Last week in the Art Marketing Association eNewsletter, there was a post I thought would be very relevant here – it was called, BOX IT BABY! and here it is…
Think about all the mail and packages you receive in the mail daily or weekly. What really gets your attention enough that you just HAVE to open it?
I’ll tell you what it is for me. It’s a box. I might throw out some larger envelopes or possibly even a padded envelope if I don’t recognize the sender.
But what I will NOT throw out is a box. Anything that’s in box I will open. It’s just too damn intriguing. Is it a gift? is it a prize? Is it some kind of speciality item?
It really get’s my mind going. And that’s part of it’s charm. Sure it costs more to send something in a box but the reality is 97% of the time it will get opened. I think that’s a pretty good tradeoff.
As just one idea, if you want to reach a certain celebrity client or some other VIP send them a sample of your art but send it in a box. Chances are it will get opened.
As an added bonus, have fun designing your box. Give it a bit of personality. Draw on it, write on it, color it, make it fun and distinct.
Sending something in box will really make it stand out in today’s cluttered world. It’s smart marketing so try it. You’ll be pleasantly surprised.
Doug Farrick
President, Art Marketing Association
Is there a specific manufacturer that you really, really, REALLY want to work with? Having trouble getting their attention? Maybe if you create a custom marketing package just for them and mail it, in a box, it might be the thing that gets their attention.
Or maybe you want to tell your current clients just how much you value their business. Maybe you want to box up a little treat and send it their way – make them feel appreciated. (I just thought of that as I typed and believe I may be adding it to my to-do list!)
How can you do things a little different? Make your art stand out? Maybe it’s time to think INSIDE THE BOX…
Here’s to your creative success!
– Tara Reed
P.S. Want to learn more about the Art Marketing Association and what it might add to your business?
Click here for access to 3 free months of membership – no strings attached! Just enter code: taragift
When is the last time you had a change of scenery?
Ahhh…. I just got back from a 5 day getaway to Pennsylvania. I slept, watched tv, went to the movies, saw family and friends I haven’t seen in years and just relaxed. There is so much going on in my life right now that I’m having a really hard time REALLY taking some time out at home… now that I’m back my head is spinning again with everything I have to do.
But the difference in how I feel today vs. last week before I left is like day and night.
I’m refreshed and less frazzled. I need to do this more often, even if it’s just a day of really, really giving myself a mental and physical break. I hope you are finding the time to relax, change your scenery to change your perspective and keep your batteries balanced and charged.
I’ll be back at the blog this week. Until then – I have a few things to get done on my move, remodel and for my business.
Here’s to your creative success!
– Tara Reed
A trade show must-have that will only cost you $4
When you go to or exhibit at a trade show, you usually get a badge in one of those flimsy plastic holders with the skinny elastic string. Sometimes an exhibitor or two will be giving away nicer holders but then you are walking around looking like a big ad. (Smart on their part of course!)
I am a big fan of spending $3.99 at most office supply stores and buying a basic black ID Neck Pouch. Here are four reasons why:
- The strap is more comfortable.
- There is a zipper pouch on the back so you can safely hold some cash, a credit card or your hotel key.
- Many have a loop for you to hook your pen.
- In my opinion, it5 just looks more professional.
I have two holders and they have been serving me well for 8 years now. If I did my calculations right, I’ve used one of them at 18 shows and the other at 7 (the spare is used by my sister who helps me when I exhibit, that’s why it is used less often.) I’m down to about 20¢ per show for they holders and I don’t expect them to wear out anytime soon.
So invest $4, keep your stuff safe and look better. If you are feeling crafty you can change out the black nylon strap for something that fits your personality – I’ve seen fun beads, pearls and more – have fun with it!
Here’s to your creative success!
– Tara Reed
P.S. Exhibiting at an upcoming trade show? SURTEX and the Licensing Expo are right around the corner… Be sure to check out the resources to help you maximize your time and investment at www.ArtLicensingInfo.com/shows.html
Question: How exactly do I send my press releases and kits out?
It’s been almost a year since I finished the eBook How to Be A Press Friendly Artist. I have received a lot of great feedback and thanks for making the process less daunting and more doable. Recently someone asked this on the Art Licensing Info Facebook page:
Hey, I gobbled up your e-book on becoming a press friendly artist and I plan on following through on all it’s advice. I have a press kit all done like you instructed but I am still unsure of the procedure for sending it out to a newspaper. This is probably more of a computer question – My pdf file is too big for most e-mails to accept it. Do I zip it? When I attach it what do I send in the e-mail itself? Just a basic intro? Thank you!
I thought I’d share my ideas with the group.
Answer: There are a few ways and what will work best will in part depend on the size of what you are sending.
- If you are sending a press release and an image, and both of these files are < 1 mb in size, I attach them directly to an email. (Assuming of course I am sending information digitally and not printing and mailing it the old fashioned way!) When your files become larger than 1 mb, you risk a person’s email system not accepting the email due to size. Different servers have different limits – and remember, the larger the attachments the longer it will take to receive – you don’t want to give a bad impression before your email even arrives!
- You can use a file server that allows you send links to larger files within an email so they can click and download your information. I use YouSendIt.com* to send large files to clients and occasionally larger groups of images to the press. There are other options of course – this is just the one I use. (I subscribe for the yearly service so I can send more than one file at a time – to me it’s worth it to have clients get one email with multiple links rather than 10 or so so I can save $60/year. )
- Use your website. If you have a website, use it! Add links for the press to download press kits and press releases right on your site. You can then add the direct download link into the body of an email if contacting someone directly.
An important thing to remember is to make it as easy as possible for them to get and read your information – the fewer clicks the better. If you can get everything in your email – that’s ideal. Otherwise, keep it to one link whenever possible.
To learn more about How to Be A Press Friendly Artist – go to www.PressFriendlyArtist.com
Here’s to your creative – and well-publicized – success!
– Tara Reed
Question: Is it better to go with an art publisher or an art licensing agent?
I’ve been getting some interesting questions lately that have caused me to really think about what I would do. An artist recently emailed me with what I consider a very high class problem – they have submitted their portfolio to a few art publishers and agents and now have a few that are interested in signing the artist. The main question was
Is it better to go with an agent or a publisher/licensor?
First it is important to understand the distinction, especially if you are new to art licensing.
A publisher is a company that publishes art prints – for wall art, canvas, etc. Many publishers also act as agents for their artists because the majority of those artists have no interest in pursuing licensing themselves but are happy for the added income. It becomes a win-win with the publisher not only licensing their work but connecting them with manufacturers in other areas. You can have a relationship with a publisher and NOT have them act as your agent, but many do both for their artists.
Then there is the more traditional agent. An agent is a person or company that represents artists and works to connect the art with the manufacturers. That is all they do – they don’t have the publishing business first and agency aspect second, they are agents. Agents can connect artists with publishers as well.
Back to our artist’s conundrum -
They are each telling me they are the answer of course, and then within that I have each of them (being the various publishers & agents) saying that THEY are the best choice. Each is making a strong argument for me choosing to work with them. I don’t know what to do and I just want to give myself the best opportunity to make money. I’ve asked so many people….please help. I can’t tell if a publisher has the same opportunities an agent does….
So publishers are saying going with them as a publisher and an agent is better than just having an agent. The agents disagree. Both are quite persuasive and the artist doesn’t know what to do.
Here is the advice I gave to them and how I would handle it if I were faced with the same situation.
First, I congratulated the artist on having so many people interested in their work. Agents don’t pursue people they don’t think can be successful and make money in licensing so this is a fabulous sign.
Next I asked to artist to be clear that they want to work with an agent and don’t want to market themselves – if they weren’t sure, I thought they should read this post:
http://artlicensingblog.com/2011/11/02/faq-do-i-need-an-agent-to-succeed-in-art-licensing/
As to who will be best and are agents vs publishers better – each artist will have to make that decision – if I did if for you I might as well pick your spouse or life partner while I’m at it. I’m not an art licensing yenta! 
When making the decision, you need to look for the best fit in terms of the working relationship – who will you trust with your business and who do you believe is most aligned with what you see for it? You either go with a publisher who then promotes you elsewhere or you go with an agent who finds you a publisher and other deals.
If it were me I’d be doing a serious comparison of the contracts – what are they asking of you and what are they promising – in writing – to do for you? How long of a commitment and how can you get out of the contract if you don’t feel it’s going well? And when – after a year, 3 yrs? etc.
My advice would also be to consider the eBook How to Understand Art Licensing Contracts as well as having someone review your contracts. My co-author Maria Brophy does contract reviews (and you get $50 off if you buy the book) or you could have an attorney look at it/them. Make sure the attorney has experience in the industry tho or they won’t catch the nuances. Here is a link to some attorneys if you don’t know any that work in licensing: http://artlicensingblog.com/attorneys/
It is one thing to review and negotiate your own contract for a one-design license for a specific product or products for a period of time. If you make a mistake, it will be a lesson learned but won’t affect your entire business. When you choose an agent or publisher/agent, it can so I would definitely get a second opinion before signing.
Of course this is just my opinion – if you have other advice or ideas, please add them to the comments!
This is pretty exciting and I hope more artists are faced with this type of decision! I also hope this helps you think through your strategy for your business.
Wishing you much success -
– Tara Reed
P.S. Not sure if you want an agent or want to go it alone? Download the survey to help you figure it out…
P.P.S. If you aren’t to this point but want help getting ready to find an art licensing agent, be sure to check out How to Find an Art Licensing Agent.
Last few days to save on The Goal Wheel for Artists – Goal Setting System That Leaves Lots of Room for Creativity!
The sale price of $27 ends on Tuesday, January 31st – have you taken advantage of this deal yet? Not only do you get an audio and transcript, you get an eBook with lots of worksheets to print out and use as well as “Goal Mail” every month for the next 12 months to keep you on track. I created The Goal Wheel for Artists™ because I needed a better way – it works for me and I think it can work for you too.
I took things that worked for me from other goal setting ideas I’ve learned and tried along the way and kept what worked. It’s not too hard. It’s easy to feel good about yourself even if you don’t quite hit every milestone you set for yourself during a given month – that’s the key you know, to feel good.
I want you to be successful too – and that’s why I’m offering the eBook and audio replay for $27 – that’s more than half-off!
Watch this quick video then go to www.TheGoalWheelForArtists.com and get all the details – you and your future are worth it!
Here’s to your creative success!
– Tara Reed
What a great Art Licensing Ask Call with Attorney Kyle-Beth Hilfer!
It’s been a while since we had a legal expert on the line – I hope you were able to dial in and learn lots! Attorney Kyle-Beth Hilfer has lots of experience in art licensing and general intellectual property law – of course her answers are not to be construed as legal counsel just food for thought. (Disclaimers are very important! If you have a specific issue, contact her or the attorney of your choice!)
What we covered on the call…
• How to find and how to handle copyright infringements online
• Do manufacturers shy away from artists with an attorney and contracts?
• From a legal standpoint, how close is too close to another person’s work?
• Can I use purchased products in art and then license it? (rubber stamps, doilies, papers, etc)
• Which is more important trademark or copyright?
• How much should you allow licensees to manipulate your artwork and who should own the new versions of the work?
• What are your thoughts on exclusive license agreements?
• What can artist do to provide the most protection to his/her art?
Since this is Ms. Hilfer’s first call – the MP3 Audio replay is available for free! If you have signed up for a call before, you should have received an email with the direct link to the audio. If you haven’t, simply fill out the form below to get your copy –
Learn more about Ms. Hilfer at:
www.kbhilferlaw.com,
or follow her on Twitter @kbhilferlaw
or Linkedin at http://www.linkedin.com/in/kylebethhilfer
Learn more from Kyle-Beth Hilfer at SURTEX!
She will be teaching “Understanding Legal Basics-Contracts and Copyrights” as part of the SURTEX conference series on Sunday, May 20, 2012 at 2pm. If you are exhibiting you get 2 free conference passes – maybe this should be one of them. Learn more about the classes at http://www.surtex.com/TheShow/2012ConferenceProgram/tabid/103/Default.aspx
What’s Up Next…
Maria Brophy and I (Tara Reed) will be co-hosting the next Art Licensing Info Ask Call on Wednesday, March 21, 2012. You can submit your questions at any time at www.AskTaraReed.com
Here’s to your creative success!
– Tara Reed
P.S. If you are new to these calls did you know there are more than a dozen replays you can get for free? Go to http://askaboutartlicensing.com/get-free-call-replays/ and see all the experts who have shared their art licensing wisdom.
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