How to Get Started in Art Licensing
Alright, let’s talk about getting started in art licensing—because if you’re here, you’re probably wondering where the heck to begin. Let me tell you, I’ve been there. It’s overwhelming, it’s a little intimidating, and it feels like everyone else has some kind of secret sauce that you haven’t figured out yet. (Spoiler: there is no secret sauce—just persistence and strategy.)
My First Attempt: A Total Flop
My first step into licensing was attending Blueprint. It was online that year, and honestly? It was a total flop for me. But, hey, I had “put myself in the room” as they say, and that was something. After the show, I didn’t just sit back and wait for opportunities to roll in—I started cold-pitching. I sent email after email to companies I thought might be a good fit.
Here’s the tricky part: figuring out where your art fits. That was a huge challenge for me. I didn’t want to follow the crowd of artists I admired online, but at the same time, it’s inevitable to some degree. We see what’s working for others and we try to follow the breadcrumbs. But to stand out, you have to dig a little deeper—think outside the usual places and find your own lane.
My First Licensing Deal & What I Wish I Had Known
My first licensing contract was with Phoebe Fabrics, and I learned A LOT—especially about file prep and scaling patterns. I hadn’t thought much about designing for the final product before that, but trust me, creating with the end result in mind is a game-changer. If I could go back, I would have spent more time thinking about how my work would translate onto different products from the start, as opposed to creating ANOTHER floral pattern, lol.
How do you get started in art licensing?
If you’re looking to jump into licensing, here’s what you need:
A Portfolio or Sell Sheets
When I first started, I built a full portfolio. Eventually, I shifted to using sell sheets because I could load them into Airtable and they would automatically update my online portfolio. Either way, you need something polished and professional that showcases your work. If you don’t know, a sell sheet is a single 11 x 17 PDF that shows 1 pattern or a mini collection of 3-4 patterns.Do Your Research
Find brands that align with your style.
Don’t just follow where other artists are licensing—think outside the box.
Use LinkedIn or Hunter.io to track down emails for art directors and licensing managers.
Pitch the Right Way
Don’t mass email. Personalize your outreach and make it clear why your work is a good fit for their brand.
Use Google Streak to keep track of your pitches and follow-ups. (I talk more about this in Automate & Scale.)
Spell check. Check your links. Send it to a friend before hitting send.
Have a sign-up link in your email where art directors can stay updated on your new work. This is a great way to grow a list of people who are interested in seeing artwork from you!
What Kind of Art Works for Licensing?
Short answer: All of it.
Longer answer: Any art can be licensed, but the real question is what art do you want to keep creating? Licensing is a long game, so don’t box yourself into a niche you don’t love. Now that I work with an agent, I’m pushing beyond florals and exploring different markets. Your art can go in a lot of unexpected places—think outside the usual prints and patterns. After walking a trade show, I saw so many ways to license art! It was so encouraging! It’s not just a game for patterns, phew! Wall art, 3-D figures, spot illustrations- you name it- it can be licensed!
What tools do you need for art licensing?
Illustrator & InDesign – For artwork and layouts
Airtable – To organize artwork and sell sheets
Google Streak – For pitch tracking
Email & LinkedIn – For outreach
The Internet – To research trends and potential partners
What is art licensing really like?
Licensing isn’t fast money. I sign contracts for three years, and sometimes it takes a year before I see my first payment. It’s a long game, but once you have multiple contracts rolling, you’ll start seeing steady income.
And rejection? It’s part of the process. Every "no" is an opportunity to figure out why—sometimes, it’s just bad timing. Keep sending pitches. The more you send, the less rejection stings.
Oh, and you don’t need to be an Instagram-famous licensing artist to land deals. I’m proof of that. Pitch your work, not your follower count. I am not getting a ton of conracts through Instagram… I hope that is encouraging.
Final Thoughts
If you’re ready to get into licensing, start today. Build your portfolio, research companies, and start sending pitches. The worst they can say is no—and every "no" gets you closer to a "yes."