Ready to dig in?

Make Hay is selective of the artists we represent and we look to provide a range of styles, skills and specialties to our clients.

We represent professional fine artists, illustrators, surface pattern designers and graphic designers who are energized by the possibilities to develop new ideas, diversify their portfolio, increase their income and build their reputation beyond Iowa.

Our artists:

• Are ready and capable of expanding their career

• Are excellent communicators

• Are trustworthy and reliable

• Are decent human beings with a good sense of humor

• Understand that Make Hay is a start up, with certain aspects to be defined as it develops.

Make Hay artists need to research art licensing possibilities that most interest them and create new sample artwork that demonstrates ability (if your portfolio does not already include examples).

Examples could include:

• A surface pattern design collection

• Mockups of product ideas or brand packaging

• Editorial illustrations commenting on current events or trends

• Greeting card collection

Next, artists are to provide Make Hay with a brief bio, website and social addresses, and a headshot. We will also require professional photos/renderings of past work that relate to your licensing work.

Siobhan is available to help artists with any aspect of this process and will refine content provided by artists to present your work in a cohesive format. Do not hesitate to ask for help.

Here are some examples of licensed artwork as reference:

1. Surface pattern design — patterns for wallpaper, journal/planner covers, wrapping paper, fabric, etc, etc.

2. Products — apparel, tableware, wall art, home decor, nails, ceramics, etc.

3. Branding — brand work, brand collabs, various campaigns, packaging, posters/guides/yearbooks, public murals, retail murals, etc.

4. Editorial/publishing— story illustrations of all types, book covers/illustrations, magazine covers, portraits, etc, etc.

Additional resources

• Design Dash

• Graphic Artist Guild

• Maria Brophy

• Melissa Donne

• Cat Coquillette

Income: Licensing provides a structure for artists to generate an recurring income. While some licensing agreements can be for one-time commissions — lots of agreements are based on royalties, meaning artists receive a percentage of sales or a fixed fee every time their work is reproduced or sold—leading to sustained revenue streams over the duration of the licensing agreement.

Reach: By allowing reproductions of their work across various mediums and products, artists can tap into markets and demographics they might not have accessed through traditional galleries, art fairs or exhibitions.

Practice: Licensing provides an outlet for expanding an artist’s creative practice, generating new ideas and influencing the industry.

Collaboration: Artists often find themselves in partnerships with brands, fellow artists, or even industries previously considered outside their typical purview.

Note: This section refers the contracts artists (licensor) would enter into with licensees. The agreement between Make Hay and its artists will be a different subject when the time comes.

Aspects of a licensing agreement depends on the type of work being licensed. However, here are a few key areas that should be addressed:

1. Exclusivity — An exclusive license means only the licensee can use the artwork in the specified manner, while a non-exclusive license allows the licensor to grant the same rights to multiple parties.

2. Scope of License — Defines the limitations of the license, including: Territory: Geographic areas where the licensee can use the artwork. Duration: The time period for which the license is valid. Media: Types of media or products where the artwork can be used (e.g., print, digital, merchandise).

3. Compensation — Royalties: A percentage of sales or usage, paid to the artist for each use of the artwork. Flat Fee: A one-time payment for the use of the artwork. Payment Schedule: Outlines how and when the licensee will pay the artist. 

4. Usage Guidelines — Permitted Uses: Specifies how the artwork can be used, including the type of products, media, and contexts. Restrictions: Sets forth any limitations on how the artwork can be used, such as prohibitions on altering the artwork or using it in certain contexts. Quality Control: Provisions allowing the artist to approve the quality and manner of the artwork's use. 

5. Copyright and Ownership — The licensor/artist retains the copyright unless ownership is transferred in writing

Do an online search for art licensing income and the results will be vague with lengthy explanations… as I do the same here. This is because it is a broad industry with many variables – i.e. surface pattern design vs brand packaging vs book cover art.

This isn’t to say expertise is not viable. It means Siobhan is doing a ton of research, taking courses, obtaining contract examples and templates, and developing a network of professional resources that is needed in establishing Make Hay as a sound and knowledgeable agency.

There are definitely artists making a very good living off licensing their work, but they have been in the business a long time, developed a large network, are extraverted and prolific. As you can imagine most have a mix of income from teaching online (i.e. Skillshare), affiliate marketing (promoting other products through their teaching and social channels), freelance work, print on demand, fine art sales, etc.

For reference, here are examples of income breakdowns of a few surface patterns designers: Sketch Design Repeat, Elizabeth Silver, Bonnie Christine.

Royalties — Royalty agreements are common with percentages normally ranging from 3% to 12% – depending on artwork application among other things. As a very basic example let’s say you agreed to a 5% royalty for an image that Target will use on t-shirts. Target grosses $100,000 on the sale of these shirts. You would receive royalty income of $5,000 off of the one image you licensed to them.

Make Hay Commission

Make Hay plans to take 25-45% commission, depending on the type of art licensing or commissioned/flat-fee project. Siobhan is currently researching art licensing agent agreements and will be prepared to discuss this in detail before any licensing agreement is signed.

Artists in Central Iowa need more revenue options in order to make a living through their art practice. While art licensing is a prevalent industry worldwide, it is not active in Central Iowa - providing opportunity for Make Hay to fill this gap!

We are excited to work with our artists and seek out opportunities to license their artwork! Here is an overview of our commitment:

• Develop Make Hay’s website, online artist roster with portfolios and social media presence to convey professionalism and expertise.

• Research suitable art licensing brands/outlets for each artist.

• Pitch artist portfolios on a continuous basis.

• Maintain a database of pitches, outcomes, licensed items, and contacts.

• Review and negotiate licensing contracts with and on behalf of its artists with full transparency.

• Communicate with artists about feedback, pitch ideas, contract details, project schedule, industry trends, resources and so forth.

• Network and stay attuned to market trends, consumer preferences, and emerging sectors that might be open to art integrations.

• Maintain a holistic grasp of market dynamics for more informed decision-making and position artists to proactively adapt and refine their work to meet evolving demands.

Make Hay Commission

Make Hay plans to take 25-45% commission, depending on the type of art licensing or commissioned/flat-fee project. Siobhan is currently researching art licensing agent agreements and will be prepared to discuss this in detail before any licensing agreement is signed.