Art Licensing 101

Excerpt from Chapter 6

 

FINDING AN AGENT

Once you have selected those who handle the style of work you produce, call to find out their submission procedures. (In some cases they are listed in this book.) Be sure to follow any procedure they request.

Make life easy for the agent. The agency you will be dealing with may have several staff members, each dealing with certain types of artwork. Until they actually see what style you produce, they may not know who you will be working with. Only a certain amount of time is dedicated to meeting with artists-those artists who the agent feels have the quality and standard of work, as well as subject matter and style that he can sell.

Agents receive many submissions a week and may already have artists they work with who have a similar style to your own. If that's the case, they might not want two artists of the same style competing within their company, even though your work is good.

Factors agents are looking for in an artist

Advantages of having an agent

  • An agent has far greater expertise and experience in the industry than most artists.
  • An agent has many connections with licensees. As an artist, if you are with a good agent, you stand a far better chance of having your work seen by manufacturers.
  • Agents are likely to get higher fees for you. They understand what value the art has to the licensee. They are often more skilled in negotiating.
  • Agents can help you fine-tune your projects and offer art direction and ideas to pursue.
  • It is quite possible to have more than one agent. If one agent, for instance, specializes only in fine art prints, limited editions and posters, it leaves you free to have an agent for stationery, greeting cards and gift products.

    Agents vary considerably from one-person companies to small businesses with up to half a dozen staff, to large companies who have overseas connections handling art and design, entertainment properties and brand licensing.

    Choose an agent who has experience in the product you feel your art will work well with, and who has been in business a few years so that s/he already has a good number of licensees as clients.

    An agent has spent many years nurturing his licensees. The last thing he wants to happen is to let a licensee down by late arrival of artwork or substandard work