ART LICENSING 101 With Maria Brophy (Paul Brent, Licensed Art products, shown above)
<ul><li>Art Licensing Expert </li></ul><ul><li>Brand Manager for Drew Brophy </li></ul><ul><li>Licensing CONSULTANT </li><...
Photo © Jason Wallis <ul><li>DREW BROPHY </li></ul><ul><li>Professional Artist for over 20 Years </li></ul><ul><li>30 diff...
ART LICENSING <ul><li>It’s like Renting your Art Out to a Manufacturer….. </li></ul>
WHAT IS LICENSING? <ul><li>In short:  Licensing is when a manufacturer “rents” your art to print on their product! </li></...
BENEFITS OF LICENSING YOUR ART <ul><li>Licensing is a great way to earn $$$ over and over again on one image </li></ul><ul...
Artists: Do what you do best
WHY WOULD SOMEONE PAY YOU TO LICENSE YOUR ART? <ul><li>They may have a great product but not-so-great graphics </li></ul><...
PALISADES SKATE DECKS <ul><li>By licensing Drew Brophy’s Art, this new brand is able to: </li></ul><ul><li>Use Drew’s Art ...
ART LICENSING
Categories for Licensing: <ul><li>Clothing, shoes, textiles, fabrics </li></ul><ul><li>Cell phone screensavers </li></ul><...
TOGOS SUMMER CAMPAIGN
Cindy Media Floral Patterns
 
 
 
DREW BROPHY /  CONVERSE CHUCK TAYLOR DESIGNS SUMMER 2010
PAUL BRENT’S BATH/BEACH SCENES
THE MONEY! <ul><li>How much can you make Licensing Art?  $0 - Millions </li></ul><ul><li>The top performers earn millions ...
GETTING PREPARED FOR LICENSING <ul><li>Brand yourself / Find your niche </li></ul><ul><li>Have a strong style & unique sig...
Collection of a Theme
 
 
 
Why you must keep ownership to your ©  - THE COPYRIGHT OWNER: <ul><li>Has  all rights to reproduction  of the work </li></...
 
COPYRIGHT ACT OF 1976 <ul><li>States that copyright protection subsists from the time the work is created in fixed form. <...
PLAN YOUR LICENSING STRATEGY <ul><li>Choose what products you want your art on and where you want them sold </li></ul><ul>...
DECIDE HOW YOU WANT YOUR ART REPRESENTED Quality vs. Quantity Lots of money now (Ed Hardy) or longevity (Wyland) Sold in q...
HOW TO GET A LICENSE DEAL <ul><li>Exhibit at Trade Shows </li></ul><ul><li>Prospecting / Sales:  Do your research, make up...
CONTRACTS <ul><li>ARE A NECESSARY EVIL in ART LICENSING! </li></ul>
HELP!  I DON’T HAVE A BUSINESS MIND!
Don’t worry: YOU CAN’T SCREW UP! <ul><li>EXCEPT, MAYBE FOR THIS ONE THING… </li></ul>
AVOID THESE  IRREVERSIBLE  MISTAKES IN ART LICENSING CONTRACTS: <ul><li>Never sign a  Work for Hire  Agreement </li></ul><...
THEY WANT TO LICENSE YOUR ART.  WHAT STEPS TO TAKE? <ul><li>Meeting – gather info </li></ul><ul><li>Deal Memo – send it to...
TYPICAL LICENSING DEAL <ul><li>You are paid a Royalty % of the Manufacturers’ Sales (HOW MUCH?) </li></ul><ul><li>You are ...
CONTRACT SMARTS <ul><li>BEWARE OF: The “ Sneaky Contract ” </li></ul><ul><li>Don’t sign anything that you don’t completely...
THE ANATOMY OF A LICENSING CONTRACT
SURPRISING INFORMATION <ul><li>Many products don’t make it to market for 18 months  -  3 years from the time you do the de...
License Schedule Page 1 (Example) <ul><li>Schedule A </li></ul><ul><li>  </li></ul><ul><li>“ PROPRIETARY SUBJECT MATTER” :...
License Schedule Page 2 <ul><li>“ TERM” :  The “Term” will commence on January 11, 2010 and expire on January 11, 2012. </...
LOOK OUT FOR: <ul><li>New Companies – usually fizzles and doesn’t work out (get an advance from them) </li></ul><ul><li>Co...
DEVELOPING A LICENSING PROGRAM <ul><li>Takes TIME </li></ul><ul><li>It helps to have a distinctive style that SELLS </li><...
Encourage Licensees to advertise with your Artwork, Name, Face
 
 
ARTISTS – STICK TOGETHER <ul><li>Help each other succeed </li></ul><ul><li>Share information – Keep in Touch </li></ul><ul...
VISION <ul><li>I SEE A WORLD IN WHICH THE TERM “Starving Artist”  </li></ul><ul><li>IS A THING OF THE PAST & </li></ul><ul...
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Art licensing 101 seminar july 2010 maria brophy rs

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Slide Show from Maria Brophy's ART LICENSING 101 Lecture at San Clemente Art Supply in July 2010

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  • Paul Brent’s paper goods licensed product
  • Art licensing 101 seminar july 2010 maria brophy rs

    1. 1. ART LICENSING 101 With Maria Brophy (Paul Brent, Licensed Art products, shown above)
    2. 2. <ul><li>Art Licensing Expert </li></ul><ul><li>Brand Manager for Drew Brophy </li></ul><ul><li>Licensing CONSULTANT </li></ul><ul><li>Blogger for Artists on MariaBrophy.com </li></ul>
    3. 3. Photo © Jason Wallis <ul><li>DREW BROPHY </li></ul><ul><li>Professional Artist for over 20 Years </li></ul><ul><li>30 different manufacturers use his art to make their products look cool </li></ul><ul><li>Is known for his distinct style </li></ul><ul><li>Is featured in over two dozen magazines, newspapers, TV shows and books yearly </li></ul><ul><li>Lives the life of his dreams </li></ul>
    4. 4. ART LICENSING <ul><li>It’s like Renting your Art Out to a Manufacturer….. </li></ul>
    5. 5. WHAT IS LICENSING? <ul><li>In short: Licensing is when a manufacturer “rents” your art to print on their product! </li></ul><ul><li>Art licensing is an agreement between two parties. </li></ul><ul><li>1 – The user of the art and </li></ul><ul><li>2 - the artist </li></ul><ul><li>to use the artwork on a specific product for a limited time . </li></ul><ul><li>Licensing is everywhere! Most of what you buy is licensed, from clothing to cleaning products! </li></ul>
    6. 6. BENEFITS OF LICENSING YOUR ART <ul><li>Licensing is a great way to earn $$$ over and over again on one image </li></ul><ul><li>You never produce or keep inventory – you just create the art </li></ul><ul><li>Licensing helps to market your art and thus grow your brand </li></ul><ul><li>YOU GET TO DO WHAT YOU DO BEST! </li></ul>
    7. 7. Artists: Do what you do best
    8. 8. WHY WOULD SOMEONE PAY YOU TO LICENSE YOUR ART? <ul><li>They may have a great product but not-so-great graphics </li></ul><ul><li>In-house artists can’t do it all </li></ul><ul><li>If the artist or art is well-known, it will sell more of the manufacturer’s product </li></ul><ul><li>Your art may just reach the right target market that the co. can’t reach on their own </li></ul><ul><li>Your Art Solves a Problem for Them! </li></ul>
    9. 9. PALISADES SKATE DECKS <ul><li>By licensing Drew Brophy’s Art, this new brand is able to: </li></ul><ul><li>Use Drew’s Art to Reach a youthful market </li></ul><ul><li>Use Drew’s name and reputation to lend credibility to their products (since they are a new brand, this is important) </li></ul><ul><li>On their own, with their own graphics, it could take years for them to get the sales they are getting right now. </li></ul>
    10. 10. ART LICENSING
    11. 11. Categories for Licensing: <ul><li>Clothing, shoes, textiles, fabrics </li></ul><ul><li>Cell phone screensavers </li></ul><ul><li>Skins for electronics </li></ul><ul><li>Packaging </li></ul><ul><li>Toys </li></ul><ul><li>Beach products </li></ul><ul><li>Household goods </li></ul><ul><li>Advertising Campaigns </li></ul>
    12. 12. TOGOS SUMMER CAMPAIGN
    13. 13. Cindy Media Floral Patterns
    14. 17. DREW BROPHY / CONVERSE CHUCK TAYLOR DESIGNS SUMMER 2010
    15. 18. PAUL BRENT’S BATH/BEACH SCENES
    16. 19. THE MONEY! <ul><li>How much can you make Licensing Art? $0 - Millions </li></ul><ul><li>The top performers earn millions a year (Paul Brent, Wyland, Mary Englebright, Thomas Kinkaide) </li></ul>
    17. 20. GETTING PREPARED FOR LICENSING <ul><li>Brand yourself / Find your niche </li></ul><ul><li>Have a strong style & unique signature </li></ul><ul><li>Create art that appeals to the masses </li></ul><ul><li>Create COLLECTIONS of Themes </li></ul><ul><li>Keep ownership to all copyrights </li></ul>
    18. 21. Collection of a Theme
    19. 25. Why you must keep ownership to your © - THE COPYRIGHT OWNER: <ul><li>Has all rights to reproduction of the work </li></ul><ul><li>Has rights to sell the artwork to another entity for financial gain or otherwise </li></ul><ul><li>Has COMPLETE AUTHORITY over what happens to the artwork , forever and ever </li></ul>
    20. 27. COPYRIGHT ACT OF 1976 <ul><li>States that copyright protection subsists from the time the work is created in fixed form. </li></ul><ul><li>The © in the work immediately becomes the property of the author who created the work </li></ul><ul><li>EXCEPTION: Artist created work for their employer (see copyright.gov for all exceptions) </li></ul><ul><li>Yes, you SHOULD REGISTER your art through Copyright Office </li></ul>
    21. 28. PLAN YOUR LICENSING STRATEGY <ul><li>Choose what products you want your art on and where you want them sold </li></ul><ul><li>Choose the RIGHT Manufacturers </li></ul><ul><li>Keep good Quality Control to protect your name, your art, your brand </li></ul><ul><li>YOU ARE IN CONTROL OF YOUR ART! </li></ul>
    22. 29. DECIDE HOW YOU WANT YOUR ART REPRESENTED Quality vs. Quantity Lots of money now (Ed Hardy) or longevity (Wyland) Sold in quality stores or Wal Mart?
    23. 30. HOW TO GET A LICENSE DEAL <ul><li>Exhibit at Trade Shows </li></ul><ul><li>Prospecting / Sales: Do your research, make up contact lists, and go get ‘em! </li></ul><ul><li>Through your good reputation </li></ul>
    24. 31. CONTRACTS <ul><li>ARE A NECESSARY EVIL in ART LICENSING! </li></ul>
    25. 32. HELP! I DON’T HAVE A BUSINESS MIND!
    26. 33. Don’t worry: YOU CAN’T SCREW UP! <ul><li>EXCEPT, MAYBE FOR THIS ONE THING… </li></ul>
    27. 34. AVOID THESE IRREVERSIBLE MISTAKES IN ART LICENSING CONTRACTS: <ul><li>Never sign a Work for Hire Agreement </li></ul><ul><li>Never agree to “ Assignment of Copyrights ” language </li></ul><ul><li>Never agree to “ buyouts ” of your artwork </li></ul><ul><li>All 3 will take away your ownership to copyright! </li></ul>
    28. 35. THEY WANT TO LICENSE YOUR ART. WHAT STEPS TO TAKE? <ul><li>Meeting – gather info </li></ul><ul><li>Deal Memo – send it to them </li></ul><ul><li>License Agreement – once you come to agreement </li></ul><ul><li>Collect Advance - $ before art is provided </li></ul><ul><li>Provide digital files of the art </li></ul><ul><li>Follow up to production process </li></ul><ul><li>Help your Licensee through your channels </li></ul>
    29. 36. TYPICAL LICENSING DEAL <ul><li>You are paid a Royalty % of the Manufacturers’ Sales (HOW MUCH?) </li></ul><ul><li>You are paid an Advance against future royalties up front (HOW MUCH?) </li></ul><ul><li>Your name and © notice goes on everything </li></ul><ul><li>You have complete control and authorization over the final product </li></ul>
    30. 37. CONTRACT SMARTS <ul><li>BEWARE OF: The “ Sneaky Contract ” </li></ul><ul><li>Don’t sign anything that you don’t completely UNDERSTAND or AGREE with </li></ul><ul><li>For large deals, get an attorney </li></ul><ul><li>Better yet, use your own agreements! </li></ul>
    31. 38. THE ANATOMY OF A LICENSING CONTRACT
    32. 39. SURPRISING INFORMATION <ul><li>Many products don’t make it to market for 18 months - 3 years from the time you do the deal </li></ul><ul><li>This means you won’t get royalties until 18 months – 3 years from deal making </li></ul><ul><li>Some products NEVER make it to market </li></ul><ul><li>THIS IS WHY WE ALWAYS GET AN ADVANCE $$$ </li></ul>
    33. 40. License Schedule Page 1 (Example) <ul><li>Schedule A </li></ul><ul><li>  </li></ul><ul><li>“ PROPRIETARY SUBJECT MATTER” : The “Proprietary Subject Matter” shall consist of up to seven (7) copyright images owned by Licensor and provided to Licensee for the purposes of this Agreement. </li></ul><ul><li>  </li></ul><ul><li>“ LICENSED ARTICLES” : The “Licensed Articles” shall consist of: Longboard skateboard decks for adults, children. </li></ul><ul><li>  </li></ul><ul><li>“ DISTRIBUTION OUTLETS” : The term “Distribution Outlets” shall mean the following market(s) in which Licensee is hereby authorized to sell and/or distribute the Licensed Articles: Specialty and Sporting Goods Retailers </li></ul><ul><li>  </li></ul>
    34. 41. License Schedule Page 2 <ul><li>“ TERM” : The “Term” will commence on January 11, 2010 and expire on January 11, 2012. </li></ul><ul><li>  </li></ul><ul><li>“ LICENSED TERRITORY” : The “Licensed Territory” is North America and its territories. </li></ul><ul><li>  </li></ul><ul><li>“ ROYALTY” : The “Royalty” is 8% </li></ul><ul><li>  </li></ul><ul><li>“ ADVANCE” : The “Advance” is U.S. $ 5,000.00 due upon signature of the contract. </li></ul><ul><li>  </li></ul><ul><li>“ GUARANTEE” : The “Guarantee” is n/a. </li></ul><ul><li>  </li></ul><ul><li>“ PRODUCT LIABILITY INSURANCE” : The amount of bodily injury coverage under product liability insurance is $1,000,000.00 combined single limit with no deductible amount.  </li></ul>
    35. 42. LOOK OUT FOR: <ul><li>New Companies – usually fizzles and doesn’t work out (get an advance from them) </li></ul><ul><li>Companies that won’t pay an advance (some exceptions to this) </li></ul><ul><li>Companies that have never licensed before (you may want to go with a flat fee for these) </li></ul>
    36. 43. DEVELOPING A LICENSING PROGRAM <ul><li>Takes TIME </li></ul><ul><li>It helps to have a distinctive style that SELLS </li></ul><ul><li>You MUST have many images in a theme </li></ul><ul><li>You MUST own the copyrights </li></ul>
    37. 44. Encourage Licensees to advertise with your Artwork, Name, Face
    38. 47. ARTISTS – STICK TOGETHER <ul><li>Help each other succeed </li></ul><ul><li>Share information – Keep in Touch </li></ul><ul><li>Refer each other </li></ul><ul><li>Link to each other on Twitter, Facebook, Etc. </li></ul>
    39. 48. VISION <ul><li>I SEE A WORLD IN WHICH THE TERM “Starving Artist” </li></ul><ul><li>IS A THING OF THE PAST & </li></ul><ul><li>WHERE ALL ARTISTS ARE WELL PAID FOR THEIR TALENT AND HARD WORK </li></ul><ul><li>TOGETHER, WE CAN MAKE IT HAPPEN </li></ul>

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