If you’ve ever looked into art licensing, you’ve probably heard of art licensing agents. Whether you’re familiar or not, today I’m going to break down the basics of working with an art agent, plus tips for signing with one.

For the first seven years of my licensing career, I worked independently. A few years ago I signed on with ​my art agent​, which means I can share my experience with you from both sides.

Let’s go!

What is an Art Agent?

While there are many types of agents in the creative industry, here I am referencing product licensing agents. These types of art agents work directly with artists of all mediums to license their artwork to manufacturers.

The artist will regularly make new work, while its the agent’s job to seek out licensing clients for that artwork. Products that the artist may see their art on include: stationery like greeting cards and planners, gift bags, gift wrap, home decor like wall art and more, dishes, textiles, holiday decor, storage and organization, school supplies, accessories – and so much more!

Here’s a few quick facts about art agents:

✅ A contract is signed between the artist and agent before their work together begins

✅ Agents typically receive 40-50% of the licensing fees they negotiate on the artist’s behalf

✅ Some agencies may also charge an on-boarding or annual fee to the artist

✅ Agencies range in size, as in how many artists they sign on, the clients they work with, their workflow process, and more

✅ One artist’s experience at an agency may feel different or be more successful than another artist’s. It’s about finding the right fit!

Choosing the Right Agent

If you’re considering working with an agent one day, it’s important to understand how you like to work and what your goals are for your art licensing business.

Every agency works a little differently. Here are some questions to consider when researching:

• How much art direction do you mind from your agent? Do you prefer to work independently or with regular feedback?
• Do you like the idea of a large agency which may be more hands-off, or a smaller one with more attention to each artist? If the agency is large, will a specific agent/point person be assigned to you?
• Are there any particular licensees or retailers you want to work with? Does the agency work with those clients or in the product categories you are interested in?
• How often do they expect you to create new work?
• Is the agent/agency in alignment with the overall goals of your licensing business?

In general, before you sign on with an agent, talk to their other artists at the agency first and ask about their experience. Remember that every artist’s experience is going to be unique, but it can help you get an idea of if the agent is a right fit for you.

Tips for Attracting and Pitching to Agents

If you’re new to licensing or making art, it may be easier for you to get your first licensing deal on your own than to actually sign on with an agent. This is because agents may look for artists with a proven roster of licensing clients first, which shows them that the artist’s work is licensable.

You can use these same tips below for when you are pitching to potential licensees, as well!

✅ When pitching, agents will like to see a portfolio/body of work ready to present with a licensable, consistent style
✅ Many agents have submission guidelines on their websites and will share what they are looking for
✅ Agencies will typically look for an art style that is not already represented in their lineup
✅ When creating artwork for your portfolio, imagine the types of products for which you envision the art
✅ Regularly create new work and share it online either through social media, your website, or both
✅ If you get a no, ask if they can provide some quick feedback for you to help you move forward

Signing with an agent should be a thoughtful business decision, and not because you don’t think you can negotiate a deal or price your work on your own. I started out without one and worked with over 50 clients that way. I would love to teach you how to do this with confidence inside my course Licensing for Artists – join the waitlist here!

Ready to learn more right now on your own? Download The Art Licensing Guide to get a comprehensive overview of art licensing including pricing, pitching, negotiating contract terms, and so much more.