Artist Sapna's product translations from storyboards.
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Faced with retail consolidation and increased competition, artists are rechanneling their creativity to develop unique ways
to sell their products, drive their licensing programs, and generate brand awareness. Some have developed successful concepts
for pitching potential licensees (one grew her licensee list from six to 22 in several months), while others have discovered
ways to increase their retail presence. Here, a look at the innovative techniques artists are using to build successful brands,
plus tips to help compete in today's challenging marketplace.
Licensees and retailers expect more flexibility and customized designs from artists, who now are able to tailor designs with
the click of a button. "Competition is extremely fierce," says Karen Hacker, vice president of sales and licensing for Corona,
CA-based TSB & Co. As a result, artists are rethinking their strategies and polishing their business skills. Artist Tara Reed
hired consultant Jeanette Smith, president, J'net Smith, Inc., to assist her with developing a licensing strategy, marketing
her work, and coaching her during every step of the process. "Art licensing is a growing industry, but the reality is that
manufacturers are being squeezed by retailers, and with tighter budgets and layoffs, artists are expected to take on more
roles," says Smith, who was previously vice president of licensing for United Media.
With a wealth of expertise in licensing, marketing, and publishing, Smith believes the industry has changed and artists who
want to build a long-term business should have a certain degree of marketing knowledge. "Artists are no longer creating for
their own pleasure, but are designing to fulfill consumer needs and desires," says Smith. They need to realize their unique
style is only one aspect of the "package" offered. Production capability and an ability to translate artwork onto products
can make all the difference in signing a deal. Efficiency and "ease" to work with also score high with licensees.
Tips
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J'net Smith aims to teach artists to manage their businesses, enabling them to be more self-sufficient and less vulnerable.
"Every licensor doesn't necessarily possess the skill set to market his or her own work, but regardless, it's important to
understand the process." In addition to providing clients with high-resolution production files, artists should know how to
layer art for production needs. "If they don't want to do it themselves, then they should find someone who can do it for them,"
advises Smith.
Similar to a full-service licensing agency, Smith offers expertise on brand identity, contract negotiation, retail and venue
development, and in-store merchandising, as well as style guide development, advice on brand extensions, trends, and beyond.
She also teaches classes—including Webinars—on "Art Licensing," a portion of the business she says "is growing at a tremendous
rate."
Smith says her duties as a "coach" differ from the role of a traditional licensing agent. "I work behind the scenes to assist
my client [licensor]. I teach them what needs to be done, how to do it themselves, and why it's important," says Smith, whose
business model also differs from that of a licensing agent. "I'm paid hourly with a substantially reduced royalty (or no royalty),
rather than taking the standard agent commission on all product sales."
