How to Earn Income Through Art Licensing

Discover how to license your art, grow visibility, and earn income through sustainable licensing strategies.

One of the most exciting things about being an artist today is that there are so many ways to share your work with the world…and get paid for it. If you’ve ever dreamed of building a creative business that offers both flexibility and sustainability, art licensing is a beautiful path to explore.

Through licensing, you can create one piece of artwork and earn income from it again and again. It’s a powerful way to establish a steady income that doesn’t require trading your time for every dollar. Instead, your art continues to work for you long after the creative process is complete. 

Art licensing can also expand your visibility as an artist, getting your work into new markets, onto products, and in front of people who may have never found you otherwise. Over time, this visibility helps you grow your presence, connect with aligned partners, and expand your business.

If you’re curious about how to license art, this post will guide you through the possibilities and help you take those first steps with confidence.

What Is Art Licensing?

So, what exactly is art licensing? It’s the process of granting companies permission to use your artwork on their products while you retain the copyright. Think of it as renting your art. They produce and sell products featuring your art, and you receive compensation in return.

The possibilities for licensing your art are truly endless and more inspiring than you might imagine.

Earlier this year, I walked the floor of the Licensing Expo in Las Vegas and was absolutely amazed by the range of companies actively looking for artwork to license. We spoke with brands from every corner of the industry, some I never would’ve thought to consider!

Retailers like Target, Walmart, and TJX, along with beloved stationery brands like Hallmark and American Greetings were there. We connected with lifestyle companies like Pottery Barn and Williams Sonoma and even met teams from Netflix, Amazon, HGTV, and Disney. From the beauty and grocery industry, to music and gaming, the reach of art licensing stretched further than I ever expected.

That experience expanded my perspective, and I came home more inspired than ever to share this path with you. If you're curious to hear more about the Licensing Expo, I compiled my Top 20 Takeaways inside Pattern+.

Types of Licensing Agreements

There are a few common ways to structure art licensing deals, each with its own structure and benefits:

Royalty-Based Licensing

One of the most common models in surface design is royalty-based licensing, which allows you to earn a percentage of sales from products featuring your artwork. This percentage typically ranges from 3–7% of wholesale and is paid monthly or quarterly.

It’s a powerful way to generate ongoing residual income that grows with the product’s success.

Flat Fee (One-Time Payment)

In this model, you receive a lump-sum payment upfront for the use of your artwork. It’s a straightforward source of income, but it doesn’t offer long-term earning potential if the product takes off.

Full Buyout

A full buyout is when you sell all the rights to your artwork. It often comes with higher upfront compensation, but once sold, you can no longer use that design in your own work or future licensing. It’s worth considering carefully before saying yes.

Understanding Licensing Exclusivity

Before signing a contract, it’s important to understand exclusivity. This determines whether or not you can license the same design to more than one company.

Exclusive Licensing: The company has the sole right to use your design in a certain product category, market, or timeframe. This can lead to stronger brand alignment visibility (especially if the company is well-known), but it limits your ability to license that same design elsewhere.

Non-Exclusive Licensing: You retain the ability to license the same design to other companies or in different product categories. This allows you to create multiple licenses for one piece of art, increasing exposure, diversified income, and consumer reach. You also have the freedom to work with different companies and explore various markets.

Although it may require more management on your part, Non-Exclusive Licensing is one of the smartest art licensing income ideas for long-term growth.

Cross-Industry Licensing: This is where things get especially exciting! You might license one design for stationery and that same design for bedding, wallpaper, or apparel. This can be an efficient way to make the most of each piece of art you create.

Listen: Art Licensing: A Lucrative Path for Designers Seeking Income from Their Artwork

How to Get Started Licensing Your Art

If you’re feeling inspired and ready to explore how to license art, here are six steps to guide you forward:

Research your Industry

Identify companies that align with your style and target market. Research each company’s licensing process, preferred submission methods, and contact information. You should also evaluate the company’s reputation, size, and industry presence.

Compile your Portfolio

Curate a comprehensive portfolio showcasing your best and most relevant work. Ensure that your portfolio highlights your unique style, versatility, and expertise in design. It should communicate your story as well as your skills. 

Tip: Design cohesive collections to showcase your range and marketability. A collection typically consists of 8-12 coordinating patterns built around a theme, mood, or story. Collections help art directors see your vision more clearly and give you space to infuse story and cohesion into your work.

Create your Targeted Pitch

Select specific companies to pitch to based on your industry research and portfolio fit. Tailor each pitch to match the company’s brand aesthetic, target audience, and product lines. It may also be helpful to reference specific projects or products of interest to the company. 

Listen: Mastering the Art of the Pitch: Building the Confidence to Reach Out

Fine-tune and Send

Prepare and send your pitches according to each company’s submission guidelines. Include a brief introduction, an overview of your work, relevant portfolio samples, and contact information. Attach your digital portfolio for easy reference and personalize your sign-off. 

Follow Up

Keep track of when each pitch was sent and set reminders for follow-up dates. Follow up with companies via email if you haven’t received a response within 2-3 weeks. You can also make a friendly, professional phone call to inquire about the status of your pitch. 

Keep Things Organized

Organization is key! Maintain a centralized system to track all your pitch submissions and communications with various companies. Use a spreadsheet or project management tool to record details like company name, contact person, submission date, follow-up dates, and responses received. It is also helpful to keep copies of all correspondence, including pitch emails and any attachments or materials you’ve sent. 

If you’d like help keeping your pitches organized, we just shared the Pitch Template Tracker inside Pattern+.

Related: The Ultimate Licensing Handbook

A Word of Encouragement: There is Room for You

I’ll never forget how nervous I felt when I shared my first fabric collection. It was like putting a piece of my soul out into the world, and I had all the same questions you might be asking yourself right now: 

What if it’s not good enough? What if no one responds? What if I’m not ready?

But I chose to take the leap anyway. And that leap led to my very first licensing deal. 

That wouldn’t have happened if I hadn’t been willing to show up, imperfectly but wholeheartedly. Over time, I’ve learned that art licensing success is rooted in authenticity. When you let your story shine through your work, things begin to happen.

So here’s what I want you to remember, more than anything: there is room for you. There’s room for your art and your voice in this ever-growing industry. 

Licensing allows you to extend the life of your work, build brand visibility, and create sustainable income from what you love. It’s one of the most impactful ways to grow your creative business, and I’m so excited for what’s ahead for you.

Q1: What is art licensing and how does it work?
Art licensing is a process where artists grant permission to companies to use their artwork on products while retaining copyright. The artist earns income through royalties or fees.

Q2: How do I start licensing my art?
Start by researching potential companies, building a strong portfolio, and creating a targeted pitch. Submit your work professionally, follow up thoughtfully, and stay organized.

Q3: What are the different types of licensing deals for artists?
Artists can license their work through royalty-based agreements, flat-fee payments, or full buyouts. Each has its own benefits depending on your long-term goals.

Q4: Is art licensing profitable for surface designers?
Yes! Art licensing can create multiple income streams and provide long-term passive income as your designs are used across various industries and markets.

Q5: What is the difference between exclusive and non-exclusive licensing?
Exclusive licensing gives one company sole rights to use your design, while non-exclusive licensing allows you to license the same design to multiple companies.