When you’re a skilled illustrator, there are plenty of potential income streams worth exploring. Some illustrators, for example, go on to work as editorial illustrators or even children’s book illustrators. Others may find their niche in creating concept art for video games, comic books, and even graphic novels.
However, if you’re thinking about getting into illustration as a career, one possibility you won’t want to overlook is that of licensing your artwork to diversify your income and explore new opportunities.
So, how does art licensing work in the illustration field, and how can you use licensing to advance your own career? Let’s explore the ins and outs of this opportunity for talented artists.
Understanding the Art Licensing Industry
First, it’s essential to understand what art licensing is and what it entails.
What Is Art Licensing?
Art licensing refers to a formal agreement between an artist and a client that allows the client to use artwork on their goods and products in exchange for payment.
Types of Products for Licensed Art
There are many types of products that licensed art may be printed on, with some of the most common including:
- Apparel (such as t-shirts and sweatshirts).
- Sports equipment (such as helmets or skateboards).
- Home décor (such as rugs and throw pillow covers).
- Stationery (like greeting cards, envelopes and planners).
As an artist, the possibilities as to where you may see your licensed work printed are practically endless and limited only by the capabilities of modern printers.
Benefits of Licensing for Illustrators
Illustrators who license their work can enjoy numerous benefits, ranging from the ability to monetize their existing work to the possibility to grow their personal brand.
Monetizing Existing Artwork
Illustrators can use licensing to monetize work that may be otherwise gathering dust in a portfolio to earn extra money. This can be a great way to fill in gaps when their primary source of work is slower or when they’re in between projects.
Exposure and Brand Building
Another benefit of licensing artwork as an illustrator is the potential to increase exposure and build a personal brand. As you license more of your work and it circulates in the real world, you can gain popularity and clout as a professional artist. Depending on the terms of your licensing agreements, you may also be able to add these opportunities to your professional portfolio and resume.
Passive Income Potential
Many illustrators find that licensing their work can generate a passive income in addition to their earnings from a primary job or freelance gigs. More passive income for illustrators can help these hardworking professionals enjoy a greater sense of financial freedom.
Key Steps to Start Licensing Art
Not sure where to begin when it comes to licensing your artwork? Keep in mind several tips, strategies, and best practices that could help you find success in this new venture.
Building a Strong Portfolio for Licensing
It’s wise to start off with a strong portfolio of your work that you can showcase to potential licensing clients. A robust portfolio will allow prospective clients to get a better feel for your work and unique illustration style. Plus, if you have work that’s currently available for licensing, you can include this in your portfolio as well.
Be sure that your portfolio is readily available and easy to find online — such as on a professional website and/or linked to on your LinkedIn networking profile.
Researching and Identifying Target Markets
If you want to be a little more proactive about your licensing ventures, you might also go out of your way to research and pinpoint target markets in your field. By following trends and proactively creating designs that may cater to what your clients will be looking for, you can get ahead of the competition and strike deals more promptly.
Understanding Licensing Agreements
Another central aspect of finding success as an illustrator in the licensing niche is understanding licensing contracts and agreements. Before signing off on any type of formal agreement, it’s critical to ensure that your contract includes details about:
- How long the agreement will be in effect.
- How much you’ll be paid and the type of payment structure in place (flat fee versus royalty, for example).
- Which types of products can be used and where they will be sold.
- The names of all parties involved in the licensing agreement.
Marketing and Networking for Licensing Opportunities
Looking to expand your reach and explore new licensing opportunities? A little marketing and networking can go a long way.
Approaching Companies and Brands
One of the best ways to increase your chances of partnering with brands is to approach them first. While it may seem daunting to essentially “cold call” a brand in this way, you might be surprised at your success when you know how to sell your distinct brand. Whether in person, over the phone or via email, approaching companies to propose licensing deals directly can be an ideal method for acquiring new clients.
Using Art Licensing Agencies
In addition, some illustrators may choose to work with licensing agents. Specifically, licensing agents for artists are responsible for helping illustrators find and secure licensing agreements. Agents may assist with other details, too, such as drafting and reviewing licensing agreements and communicating to the client on behalf of the artist. All of this is done in exchange for a fee or percentage of your royalties earned — but it can be an effective way to find new licensing opportunities while saving you some time and hassle.
Showcasing Work at Trade Shows and Online Platforms
Another option to get your work out there as an illustrator seeking licensing agreements is to show it off at industry events, such as trade shows and even online platforms. Doing so can give you a unique opportunity to meet potential clients while building your personal brand in the process.
Navigating the Challenges of Art Licensing
Although illustrators can enjoy various benefits from licensing their work, there are some inherent obstacles you may also encounter along the way — especially as it relates to copyright and intellectual property rights. By being aware of these common challenges and how to overcome them, however, you can still find success in licensing your work.
Protecting Your Work and Intellectual Property
One of the biggest frustrations for illustrators in the licensing world is the grey area that accompanies copyright and licensing as well as intellectual property rights. Unfortunately, it’s not uncommon for illustrators to find that their work has been printed and used by brands to generate income without their knowledge. When this occurs, knowing how to take the proper legal action to protect your work is a must.
Setting Fair Licensing Terms and Negotiating Rates
When you first get started in licensing your work, you might also struggle with negotiating licensing terms and rates with your clients. As you gain experience and build rapport, though, this will come more easily to you. One of the most important decisions to make in a licensing agreement is how you wish to be paid. Some artists prefer to take a royalty on each product sold, whereas others would rather charge a flat rate. Ultimately, you’ll need to weigh the pros and cons of each option when deciding your preferred payment structure and rates.
Managing Expectations and Communication
When you embark on a licensing agreement, you’ll be responsible for all communication between yourself and your client (unless you have an agent handling this on your behalf). This can create some additional demands when it comes to managing your time, but it’s crucial to keep your clients informed and to communicate clearly in order to manage their expectations and ensure that all parties are on the same page. Strong verbal and written communication skills are key here.
Ready to Learn More About an Illustration Education?
With so many art licensing opportunities out there, this can be a go-to way to diversify income streams for artists. The key, of course, is knowing how to license artwork successfully while navigating the complexities of licensing terms and conditions, intellectual property for artists and other nuances.
Looking to develop your own illustration talents? A Bachelor of Fine Arts in Illustration degree from Rocky Mountain College of Art + Design can be an excellent starting point for your professional career. Whether you want to exclusively freelance and license your work or wish to explore licensing artwork as a side hustle, our program can help you build the foundational skills and knowledge needed to thrive in this competitive industry.
Learn more about our illustration degree program — which is available both on-campus and online — by contacting us today. You can also get started with your online application for admission.
