Some artists make all of their money by selling originals. They paint portraits, make sculptures, or design etchings and sell those goods to customers. But many artists also make money through licensing, allowing their images to be copied by another person or entity in exchange for royalty payments. Not all royalty deals are created equally, however.
Negotiating a good royalty deal when licensing your artwork is critical to maximizing your profits. Before signing on the dotted line, learn the ins and outs of royalty payments and take the time to negotiate a contract that works for you. And be mindful to keep a close eye on the vendor, so that you can catch any shortfalls in your royalty payments.
When you license your artwork, you retain legal ownership of the work. This means that you keep your copyright or design patent, while someone else makes and sells the item (or duplicates your imagery on merchandise). In return for granting the license, you receive a royalty, which is a continuing payment usually based upon a percentage of the income from the licensed artwork.
Let's say you have just painted a beautiful picture of a dog. A pet store comes to you saying that it would like to put that image on T-shirts, which it will then sell. You would likely negotiate for a percentage of the sales of each T-shirt over a certain period of time. For example, you might keep 20% of gross revenue. The store, which undertook the cost of production and sales, would retain 80%.
For a more comprehensive discussion of licensing artwork, see Should You License or Assign Your Art?
The key to negotiating payments in a licensing deal is to understand the terminology. Below are some definitions.
Advance against royalties. An "advance" is an up-front payment to you, usually made at the time the license agreement is signed. An advance is almost always credited or "recouped" against future royalties, unless the agreement provides otherwise. The person or entity you are contracting with is essentially saying, "I expect you will earn at least $1,000 in royalties, so I am going to advance you that sum at the time I sign the agreement."
When you start earning royalties, the licensee (the company who licensed the artwork) keeps the first $1,000 to repay the advance to itself. If the artist doesn't earn the $1,000 in royalties, the licensee takes a loss. You don't have to return the advance unless you breach the agreement. Thus, an advance gives you some degree of security, since it puts money into your pocket immediately.
One-time license fee. On rare occasions, a licensee may pay you a "one-time license fee" at the time of signing the agreement. This fee differs from an advance because it is not deducted from royalties. It is simply a sum of money, usually given instead of any payments down the road. This sort of deal is good for you if you believe the product being licensed will not actually sell very well; if it does sell well, you may feel foolish for giving up the income stream.
Gross and net sales. "Gross sales" refers to the total amount billed to customers who buy the product containing the licensed artwork. "Net sales" are usually defined as the licensee's gross sales minus certain deductions. In other words, the licensee calculates the total amount billed to customers and deducts certain items, such as the costs of goods, before calculating and paying the royalty.
Deductions. Deductions are items deducted from sales before the royalty is calculated. In general, it is acceptable for a licensee to deduct from gross sales any amounts paid for taxes, credits, returns, and quantity discounts made at the time of sale. It is also not unusual for a licensee to deduct shipping (the cost of getting the products to the buyer).
Deductions are as important as the royalty rate in determining how much money ultimately comes your way. For example, a royalty rate of 2% of net sales with no deductions may earn you more than you'd get from a 5% royalty rate from which various licensee expenses are deducted.
If possible, avoid deductions for:
If it is difficult to negotiate individual deductions with a licensee, consider setting a fixed percentage for deductions, say 10%.
Royalty rates. Royalty payments are computed by multiplying the royalty rate against net sales. For example, a royalty rate of 5% multiplied by net sales of $1,000 equals a net sales royalty of $50. Royalty rates for licensing vary depending on the artwork involved. Below are some royalty estimates:
Per unit royalty. In some cases, an artists may negotiate a "per unit royalty" that is tied to the number of units sold or manufactured, not to the total money earned by sales. For example, under a per unit royalty you might receive $.50 for each licensed product sold or manufactured.
If the licensee is very excited about your artwork and wants a long license, you may want to consider a guaranteed minimum annual royalty payment ("GMAR").
With a GMAR, the licensee promises to pay you a specific amount, usually at the beginning of every year, regardless of how well the merchandise sells during the year. At the end of that year, if the earned royalties exceed the GMAR, you would be paid the difference. If the GMAR exceeds the earned royalties (you were paid more than the product earned), the licensee usually takes a loss (unless the licensee has negotiated to apply the difference to future GMARs).
To a certain extent, artists are trusting the licensee to accurately pay them for royalties based on sales. But how do you know that they are selling the number of products they claim in a given year? In your agreement, you should include an audit provision so that you can detect and quantify a possible shortfall in your royalty payments. The provision should:
You should also ask for an attorney fees provision in your licensing agreement, so that in the event you must sue the licensee for royalties or audit costs, any court judgment would include your legal fees.
Finally, it doesn't matter what royalty rates or other provisions you negotiate if the company you're dealing with is a crook. Always research the companies with whom you contract.
For information about licensing fine and graphic arts, see Getting Permission: Using and Licensing Copyright-Protected Materials Online and Off or the eGuide, License and Merchandise Creative Art, both written by Richard Stim and published by Nolo.