Alyson Stanfield, also known as the Art Biz Coach, recently emailed me to get my opinion on this question she received from an artist. Since I’ve never done gallery work, I gave her my best guess and suggested she let me share her opinions with everyone over here at the Art Licensing Blog. Here is what Alyson had to say…
Elizabeth St. Hilaire Nelson licenses reproductions of her collages through home retail stores. She asks:
How does this affect the gallery and or collectors who hold the originals. As the artist we retain the right to the image, yes? So, do we have to notify the gallery that it’s going into licensing? or the collector who purchased the original?
Yes, it’s true that you retain the right to the image. I encourage artists and galleries to educate collectors* of this fact at the time of sale.
No, it isn’t required that you notify a gallery or collector that their original image has gone into mass reproduction. BUT, it is a courtesy. If you want to maintain healthy relationships with people, you should look at the situation from their point of view.
Collectors of original artwork aren’t necessarily savvy about the reproduction market. They have no need to be because it’s not where their interests lie.
Imagine being a collector of originals who happens to run into a work of art you think no one else in the world owns? You and I both know that owning reproductions isn’t the same as owning the original, but it has the potential to be an unpleasant surprise to the collector.
With a little bit of effort on your part, the collector will be thrilled to own the original source of such a popular image.
Now, about those galleries.
You should always notify a gallery that your work is going to be licensed. If you think a collector might be unpleasantly surprised coming across multiples of your work, increase that unpleasantness tenfold to get a gallery’s response. Or, just say bye-bye to the gallery.
The gallery has invested time, space, and sweat into selling your work. Check your contract with the gallery first and then discuss the situation with the gallerist. I would encourage this step before signing a contract with the licensing company. I would further hope that you would discuss this in advance of joining other gallery stables.
Why risk important relationships?*
It’s much harder to overcome damage to a relationship than it is to notify collectors and galleries in the first place.
– Alyson Stanfield, The ArtBiz Coach
Thank you for sharing your insights Alyson – helpful as always!
– Tara Reed
P.S. Alyson is the author of “I’d rather be in the studio!”* a great business reference for any artist serious about their business. I highly recommend it for your art library. She also has a wide array of audio and live class options that you can see on her site at www.ArtBizCoach.com*
* I’m proud to be an affiliate of Alyson’s and the links in this post are my affiliate links. I will earn a commission if you click them an make a purchase. I appreciate your support – it helps me keep blogging! 🙂
It’s always good to be upfront about things. Many artists have a clause on their invoice that goes with a sold painting, that states something like “Artist retains reproduction rights to the image.”
I think most collectors are happy to own a popular original. It’s bragging rights since there is only 1 original.
If a gallery chooses not to work with an artist, because the artist chooses to license their artwork, then that is their loss. Licensing is just one income stream for an artist, and it is good to have several of those.
What would happen to the artist who only sold their artwork through the one gallery, if the gallery suddenly closed?
Andy: The only artists who should ever rely on a single gallery to sell their art are the NY and London superstars with superstar galleries that demand (and command) exclusivity. They have the big-bucks clients and can invest heavily in an artist.
Other artists should be diversifying as much as possible. Art licensing is just one avenue for artists to explore.
Alyson is right to advise artists to inform the gallery as a form of courtesy. If they rather not have the particular piece licensed they have that option. However artists do need to diversify as much as possible and licensing art can be a great revenue stream.
P.S. Alyson’s book “I’d Rather Be in the Studio” is a must have for any artist. I re-read it every 6 months or so.