Why Your Search for Art Licensing Clients is Misled (and what getting my art in Target taught me)
When I first started my art licensing journey, I took several courses run by big-name educators, and I have to say that I got a LOT of value out of them. I do, however, have a bone to pick with how many courses handle explaining how the world of clients actually works in the art licensing industry.
Here’s how it is presented: courses provide these very sought-after “client lists” that include hundreds of names of companies that license art. This is supposed to be some sort of short-cut to helping you start pitching your art by giving you the head start of where to start when it comes to potential clients. But, in reality, I think that this is actually setting many artists back. Here’s why.
As I look at one of these client lists that I have (this one I actually purchased as a standalone resource). I see that one of the listed companies that license art they have listed is “Target.” Ok, cool! I would love to have my art art Target! Logically thinking, my next steps would be to set about finding out how to research and find art directors or creatives who work at Target, right? I can pitch them on my art and then go from there? Great thinking, but not so easy!
See, here, friends, is where things just don’t align. Yes, Target probably licenses some artwork from artists directly. To be honest, in a lot of large companies like Target, much of the art that they are using for their own brands is usually done in-house by their own team of artists. But - not all of it. Let’s dig deeper.
Target has lots of their own in-house brands. They must, at the very least, license the art for these brands, right?
Let’s take one of Target’s in-house brands, say… Wondershop. Wondershop is Target’s holiday brand that they launch every year with tons of themes and boatloads of cute artwork. Wander the shelves of Target at Christmas time and you will see tons of adorable gift bags, wrapping papers, stockings, cards, - you name it. And, much of it is done in a variety of artists styles - a great sign that there is licensing happening. And yes, you would be right - sort of. There are lots of independent artists creating this art (myself included) Here’s the thing though- it’s not through working with Target directly.
Large companies like Target often work with middle-man companies that pitch art and products directly to Target, based on the needs and trends provided by Target. And it’s these companies - these middle-men- who are finding and hiring the artists who are creating the art that is eventually ending up on Target’s shelves. And to be clear, these companies are not licensing they art, they are usually doing work-for-hire.
How do I know? I work with these types of companies and through them have gotten my art onto shelves of stores like Target, Aldi, and others. And Target is not an outlier when it comes to these types of situations. So many brands and companies are built on these complex, nuanced layers of manufacturers, private labels, etc. Some big name stores DO produce the art themselves, but then license brand names from OTHER companies to put on their products, so you see the tea-towels on the shelves and think oh, ok here is the brand. I will look up this company and reach out. But no! It’s actually just an in-house brand owned by that store, and they put a licensed brand name from ANOTHER company on the product.
It’s confusing, I know. I’m not telling you this to make you feel discouraged. Quite the opposite. I am telling you this so that when you feel frustrated, and confused, and you can’t understand why you can’t find the right person to reach out to, or why some company seems to have no art directors on Linked-In, you DON”T feel like you’re doing it wrong. You’re doing it right, it might just be more complicated than you were lead to believe.
Here are some ways I was able to start figuring out WHO the right people to pitch to are
Research a company or brand as much as you can ( I know this seems obvious, but you would be surprised what a few well-worded Google searches or Chat GPT questions can turn out)
When you send a pitch email, politely ask to be pointed in the right direction if they are not the correct person.
Find yourself a small group of other artists who you can share findings with, swap contacts, etc.
Make sure that when you are building your list of potential clients you want to pitch you, you don’t just choose well known brands and stores. Challenge yourself to push a little further. See what you can find out about who manufactures products, find companies who are selling to the retailers - they are the ones you want to be really focusing on. These are the companies you DON’T see listed on these “client lists,” and are the ones you should really be chasing.
I hope this is helpful! I would also love to hear more about what types of topics you would like to hear more about from me! Please don’t be shop and feel free to drop me an email krissy@krissymast.com
