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License and Destination

When I started drawing editorial cartoons in the late 90s, I drew one a week for the Banff Crag & Canyon. A little later, I tried to expand my horizons with illustrations, caricatures and other creative work. The publisher, however, figured that $30/week bought the newspaper an editorial cartoon and the right to control work I did for anyone else.

In 2001, I removed those shackles and joined a new publication launching in Canmore, and I’ve been drawing cartoons for the Rocky Mountain Outlook ever since.

In stark contrast, my new editor encouraged me to draw more cartoons and self-syndicate. At the time, many Canadian dailies had a staff cartoonist, and I wondered if one of those gigs might be in my future.

Those daily papers often had open freelance spots a couple of days a week, and I was happy to get those whenever I could, hoping a foot in the door might help me later should an in-house cartoonist retire.

A very nice former editor of the Calgary Herald, who helped me whenever he could, told me their staff cartoonist thought I was trying to steal his job because somebody had tried it before. I’m not that ruthless, but I soon learned the newspaper business and editorial cartooning profession was adversarial, paranoid, and often nasty.

As Canada’s daily newspapers were bought and sold repeatedly by larger companies, the old-guard cartoonists were laid off or forced to retire, and their positions eliminated. Today, only a handful of cartoonists are attached to daily newspapers, and their days are numbered.

I have always been a self-syndicated freelancer, keeping me working and paying the bills while many salaried cartoonists were shown the door. And since most of them never had to learn to be self-employed, that job loss ended their careers. So I am grateful I never got a staff job.

Years later, it’s no secret the newspaper industry has not recovered. While several community weeklies are still doing well, including the Rocky Mountain Outlook and many other clients, daily newspapers are struggling. I’d need a second job if I had to rely solely on my editorial cartoon revenue today.

But editorial cartooning allowed me to quit my office job in 2005 and become a full-time artist. I explored opportunities, tried new things, and improved my art and business skills while the freelance cartoons paid the bills. I increased my cartoon revenue year after year, and it didn’t seem like it would ever decline, though all industry signs pointed that way.

Though editorial cartooning was going well, I prepared for when it disappears. I tried Flash animation, but I didn’t like the work and couldn’t make it pay. I painted caricatures of people for hire. People liked the art but wanted it cheap, and I couldn’t justify the hours. I took online art courses to become a better painter and learned valuable techniques I still use today.

In 2009, I painted a grizzly bear which led me to the work I enjoy most and launched the next phase of my career.

Becoming a good artist is the easy part. Learn from other artists, create art daily, and repeat for many years.

The hard part is learning the business. There are as many roadmaps to success as there are artists trying to do it. What worked for one won’t work for another because everybody wants something different from the deal. It’s not just about making money but finding the work you love and people to pay you for it. You must love it enough to give up mornings, evenings and weekends to devote to the work and the business. When stuff inevitably gets hard, the only thing that will keep you going is loving the work.

I’ve made plenty of mistakes in this business of art. Customers, editors and licensees have screwed me over. I’ve lost time and money from bad decisions made from poor preparation. I’ve followed bad advice and put trust in the wrong people.

I’ve also made decisions that were right at the time but still went south through no fault of my own. Supportive editors retired, and their replacements chose another cartoonist or eliminated the cartoon altogether. Newspapers, art galleries, retail stores and licensing clients have closed or lost their businesses.

No matter what you do for a living, shit will happen.

As a self-employed artist, however, it’s almost routine. When one revenue source disappears, you scramble to find another. Losing one customer isn’t usually the end; it just means things get a little uncomfortable while you adjust course. Adaptation is as much a required business skill as bookkeeping.

For quite some time, my business was half editorial cartooning and half wildlife art, but in recent years, the latter has kept increasing while the former continues to decline.

I learn more about licensing my work and finding new clients each year. A company makes and markets the product and pays the artist a royalty of 4% to 15%, usually in the middle of that range, for using the images. That small percentage can become a healthy income depending on the product, the company, and reach.

I’ve acquired most of my licenses on my own. I’ve learned about contracts, red-flag clauses, and how to translate legalese. I retain copyright of all my work and never sign it away.

In 2017, I signed up with Art Licensing International in New England. A reputable agency with global reach, they represent hundreds of artists, many of them well-known. An agency typically takes 50% of royalties. However, their connection with big companies makes that sacrifice worth it, as they can often get artists’ licenses they wouldn’t usually find on their own.

I had final approval on every license they acquired for me, and their quarterly cheques arrived four times a year without fail. Amounts were never significant, but I was willing to be patient as a license can take a few years before it pays off. But last year, I considered ending the relationship. I’ve had much more success finding my own licenses, but I also wanted to explore opportunities with other agencies.

Art licensing is a tricky business. While there is plenty of advice on best practices and what to avoid, each company has their methods and focus, and you never know which business relationships will work until you’re well into them.

If I’m tied up with too many smaller licenses that don’t bear fruit, those can prevent me from signing with companies that better fit my artwork. If one company licenses my work for a product, a competing company might not want to, and that second company might have been the better choice.

In the past couple of years, it has become clear that ALI is not the right agency for me. Some artists tailor their art to follow trends each year, and the agency’s messaging supports that tack. It’s a solid business practice for many artists and companies, especially graphic designers, so I can’t fault them for it. But I am not an artist who chases trends.

Years ago, I remember a gallery owner telling me that he was glad I wasn’t painting realistic-looking wildlife because had I done so, no matter how good it was, he wouldn’t have been interested.

“Everybody’s trying to be Robert Bateman.”

I have a unique signature style, look and an established niche, so my work will never be for everybody. When I hear suggestions that I should change my work to fit somebody else’s agenda, I think of all the licenses, customers and subscribers who connect with and enjoy my art and support it year after year. So many artists struggle to find their niche, a pinnacle achievement in any art career. There is no question I have found mine.

As Seth Godin often says, “if you don’t like it, it’s not for you.”

That’s not argumentative or defensive; it’s a simple truth. I’m not fond of Celine Dion’s music. But I’m confident she doesn’t care. Trying to please everyone is a recipe for misery in life and art because you will never succeed.

I decided to end my relationship with Art Licensing International this week with no hard feelings. The owners and staff have always been professional and friendly. But after six years with little to modest income to show for it, I’ve realized that the wrong business relationship is just as bad as none at all.

There are several licenses I’ve signed with them, however, that will continue until the end of their term, a few that won’t expire until the end of next year. But I’m free to look elsewhere for better representation for my artwork. My art has been removed from their site.

When so many artists struggle to find agency representation, leaving such an arrangement voluntarily is uncomfortable. And even though it’s a little scary and always uncertain, making these choices is one of the best parts of self-employment.

One course correction, coming right up.

 

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Diamonds in the Roar – NEW RELEASE

Diamond Art Club reached out to me in the middle of 2021 with a professional and detailed inquiry and a polished contract. That’s always a good start. Though I didn’t know much about the product at the time, their site and representative explained it well.

Aside from three images, Diamond Art Club now has the worldwide exclusive license for my work on diamond art kits.

Like many licenses, there were months between uploading images and availability for purchase. To create a Diamond Art Kit, designers need to convert a detailed painting into an entirely new format, a cross between paint by numbers, cross-stitch and lite-brite.

I’ve checked out their competitors, and Diamond Art Club’s kits are the best I’ve seen. Clearly, their customers agree as they have a massive, devoted following.

When my first kit launched last summer, the Otter sold out in a few days.
Restocking these kits isn’t a simple matter of reprinting the image. First, each kit needs to be manufactured, and that takes time. Unwrapping my sample of the first kit, it’s easy to see why. So it took several months, but I’m happy to report that the Otter is now back in stock on their site.

Several subscribers purchased the Otter and said they’ve enjoyed it.

Today, it’s my pleasure to announce that a new diamond art kit will launch TOMORROW. I’ve known about this one coming for some time but couldn’t announce it until now.
This one is 22″ X 29″ (55.8cm x 73.7cm) Square with 48 colours including 3 Aurora Borealis colour. The T-Rex is now available! You can see and purchase it here.

The designer(s) did a fantastic job rendering my T-Rex painting into a diamond art kit format. The conversion looks a lot like pixel art, but instead, each pixel is one of their patented colourful resin rhinestones.
Other designs are coming this year, but I’m not allowed to reveal anything more.

But if they turn out as well as the first two have, I’ll be thrilled to let you know when I can.

Cheers,
Patrick

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Licensing and Diamond Art Club

When a company needs artwork for a product, they’ll often contract an artist to use their work in exchange for a future royalty percentage on sales.

Depending on the product, percentages can be small. But if the company sells a lot of that product, it can add up to a significant portion of an artist’s income.

This is licensing.

Some artists don’t like licensing because they think they’ll lose control of their art and it will be stolen. That has happened to me more than once, and to every professional artist I know. Sometimes you don’t even know about it until long after the fact, and most of the time, there’s nothing you can do about it except tell them to stop.

Most of the licensing companies I’ve worked with are professionals. They use the art how they say they will, pay me regularly, and it’s a mutually beneficial relationship.

They don’t always use the images I want them to, or as many of my paintings as I’d like, but that’s not my call. They’re running their own businesses, and my art is often a tiny part. Once they license the work, it’s theirs to market how they see fit if they keep to the spirit of the agreement.

Harlequin Nature Graphics licenses a handful of my images on T-shirts. DecalGirl offers several of my paintings on cases and decals for electronic devices. A dozen other companies around the world have licensed my art through an agency for cross-stitch, fabrics, canvas art, and other products.
My most significant license, of course, is Pacific Music & Art out of Victoria, BC. Thanks to Mike and his staff, my work is on coffee mugs, water bottles, calendars, art cards, magnets, coasters, trivets, notebooks, and more. During the first year of the pandemic, his foresight to put my work on face masks was a welcome flotation device when other parts of my business were under water.

I regularly encounter people who tell me they’ve bought some of my art at stores I didn’t know existed in towns I’ve never visited. One local friend recently returned from a trip to Vancouver Island and told Shonna, “Pat’s art is everywhere!”

At the Calgary Expo this year, a very nice woman came into my booth and loudly proclaimed, “That’s my otter!”

I laughed and replied, “I beg to differ, Ma’am. That’s MY otter!”

She had bought the image as a framed art card in a BC store more than a year ago, and it hangs in her kitchen.
I get my licenses in three ways. The first is through an agency. They will contact me and propose a contract with a client. I have first right of refusal on every deal, and I have politely declined the opportunity a couple of times. They represent many artists, so it’s not a very personal relationship.

I look up every company in every proposed agreement. Sometimes it conflicts with an existing license; other times, their site looks unprofessional, I don’t like the product, or it’s just not a good fit. But most of the deals they send me are worth a try, and I give them the go-ahead.

Sometimes I look for a license because I think my work will fit a product or I like a specific company.

The third way is that a company will reach out to me. They’ve seen my work somewhere, looked around my website, saw images they liked and want to talk about a license.

About a year ago, Diamond Art Club contacted me to discuss access to my catalogue. The contact was professional, sent me a great information package for prospective licenses, and they were upfront about their royalties and payment schedule—no red flags.

I looked through their professional site and was impressed with how many high-end brands and artists they have under license. There’s no credibility question when a company has the official DC Comics and Harry Potter licenses.

I had heard a little about diamond painting kits but didn’t know much about the hobby, nor how massive it is. The simplest explanation is that it seems to be a blend of paint-by-numbers, cross-stitch and a little bit of the classic lite-bright toy. So rather than butcher the explanation, I’ll refer you to their site’s excellent description. Click here or on the image below.
After a couple of weeks back and forth with contracts and questions, I uploaded my art to their servers and tried to put it out of my mind. They were clear that nothing would likely be available until the end of the year. Licensing is often a long game, depending on the product, and each company’s lead time is different.

The production pipeline on these kits is extensive. First, there’s research with customers and retailers to determine which images to produce, then assigning an image to a designer who will turn a piece of art into a kit. Following that, the kit must be manufactured in large quantities and shipped. It’s more involved than most products I’ve encountered.

I don’t know the timeline for when the world is normal, but I was forewarned that it is much longer under the shadow of the pandemic.

It has been a year since I signed the contract with Diamond Art Club. I checked in with them every couple of months, and they were friendly and accommodating as they explained the different stages of delay. And I’m just one new artist. They no doubt have hundreds of other pieces in the pipeline, all affected by the same delays every company in the world has faced these past couple of years.

The first image Diamond Art Club put into production was no surprise. My Otter is one of my top two bestsellers everywhere, a close tie with the Smiling Tiger.

I’m glad they started with that one because if it does well, there will no doubt be more of my images on these kits in the future. Given the popularity and quality of these kits, I certainly hope so.
My sample arrived this week, and I was eager to open it. The first thing I noticed was the fantastic design of the packaging, both outside and in. The tools and pieces are well organized and labelled. The quality of the otter image on the canvas is superb, and there’s nothing about this kit that looks cheap and thrown together. At 23″X17″, it’s a fairly large image.

If I were into this hobby and bought one from Diamond Art Club, I would feel like a valued customer. As a licensed artist, I feel my work is represented well, and I’m pleased to be involved with this company. I hope it’s for a long time.

I’ve learned about licensing, however, that I have no clue what will do well or for how long. Certain paintings may be incredibly popular with the people who like them, but will a new product find a new audience? I have no idea.

So, while I wait and see, I let these companies do what they do best, and I’ll keep painting new portraits of whimsical wildlife for their future consideration.

Because that’s what I do best.
If you’d like to learn more about Diamond Art Club, head to their site and check it out. Right now, you can get 20% off your first order with the code SUMMER20. While they have a large assortment of fantastic art, might I suggest a certain Otter as your first piece?

Cheers,
Patrick

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Puzzling

A box of Spilsbury puzzles arrived at our door today. I knew these were coming sometime this year, but had no idea when.

Over the years, my images have found their way onto many different products, through licensing deals I’ve signed. I’ve written about licensing before, but the short version is that when a company wants to use an artist’s work on a product, they pay the artist a royalty. It’s usually for a set amount of time, two or three years, an agreed upon percentage, for a specific region, and stipulations regarding exclusivity. The contracts have a lot more details in them, but the general idea is pretty simple.

I have licenses for T-shirts and apparel through Harlequin Nature Graphics and decals/cases for phones and devices through DecalGirl. Pacific Music and Art has licenses for a wide variety of products, some of which are coffee mugs, art cards, magnets, aluminum art, coasters, trivets and as a consequence of our current situation, face masks and scarves/neck gaiters.

My interactions with these companies are quite simple. I’m almost always talking directly with the owner and I enjoy that one on one relationship.
Art Licensing, an agency based in New England makes my library of funny looking animals available to their extensive client list around the world. They act as my agent in negotiating those deals, for which they take a percentage. When a company is interested, Art Licensing sends me details of the arrangement and I approve or decline the offer. Because they’re professionals at what they do, they’re aware that I have other licenses and what those are, in order to avoid any conflicts between competing companies selling the same things.

I research the company, decide if I like the deal or not, and reply with yay or nay. Because Art Licensing knows their business, I usually approve, but I have declined a couple in recent years. When I’ve done so, they accept my decision without argument and we move on. Occasionally I’ll request a change to an offer and they’ll go back to the company with the request. If they accept it, the change is made, if they don’t, then I decide if I can live with the original terms.

For licenses obtained through Art Licensing, I don’t have any interaction with the companies making the products. From time to time, somebody following my work will send me a link to my art on a site somewhere and ask me if it’s legitimate. I do appreciate these emails, grateful that many of you are looking out for me and my work, but also because I do occasionally get ripped off and have to deal with that.

Most of the time, the links I’m sent are on the up-and-up. If I don’t know the company name selling my work, a little digging will often reveal that they have a parent company with whom I do have a license through Art Licensing. A customer recently told me he had seen my work for sale on a print in Macy’s in Texas. Sure enough, the company that put that art in Macy’s had a license to do so.

There are some artists who balk at giving up a percentage to wholesalers, galleries and retailers, but without those businesses, mine wouldn’t exist. Licensing is a desirable business model for many artists. I would never have the time, energy, capital or connections to manufacture all of these products and get them into stores all over the world. Licensing allows an artist to receive income from their work while continuing to create more, generating revenue year after year from the same images.
Spilsbury is a company that licensed four of my images at the beginning of this year. They optioned my Smiling Tiger, Great Horned Owl, Bald Eagle and Wolf paintings. While many of my licenses offer samples to the artist in the contract, this is the first time I’ve actually requested them. I really don’t want a warehouse of licensed items, especially as I get more of them. I’m not sure why, since I can’t recall Shonna and I ever putting a puzzle together, but I wanted to see these in person.

I did not expect to receive 12 of them, but I enjoyed opening that box. The puzzles come in 300 and 500 piece versions, so they sent me three of each of two of the designs, the Smiling Tiger and Happy Horned Owl. Looking on their website, they renamed the other two as the Earnest Eagle and Winsome Wolf. I have no issue with that at all, that’s just marketing. They sell them individually, or in bundles of two on their website, you can check them out here.
While I intend to keep one of each for myself, I’m going to give away the others via my newsletter. I don’t know how that will work yet, but I’ll give it some thought. I’d like to have fun with this, as we can all use some of that this year.

I’ll admit that I’m curious if putting together a 500 piece puzzle of my own painting will be easier, since I know those brushstrokes better than anyone. I’m going to save finding out the answer to that for an afternoon this winter, a hot chocolate and cookies next to me, with a snowstorm raging outside.

Cheers,
Patrick

EDIT:
It has come to my attention that Spilsbury does not ship to Canada. I tried it myself and the only shipping options they have is for the United States. That’s annoying, especially for those of you who have already told me they wanted to order some puzzles.

Apparently that’s the downside of not dealing directly with the company, in that I didn’t know that. It’s still a great license for me personally, but not for all of you. For that, my apologies.

For those of you in the US, that doesn’t change anything. Sadly, for my Canadian followers, these aren’t currently available. Should that change in the future, I will let you know.

Sorry to be the bearer of bad news if you were looking to get a puzzle.

Cheers,
Patrick

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