How long have you been representing
artists?
I know I am going to sound ancient, but
it’s been 35 years! Amazing how time flies when you are doing something
you love! After teaching art in the New York public school system
for 10 years I was looking for a new career path. I loved the children
and teaching but wanted something new and different for the next phase of my
life.
I interviewed with the renowned NY art
group, “Push Pin Studios” headed by Seymour Chwast and Milton Glaser. Two icons
in the advertising and editorial world even back then, realized the importance
of a well qualified agent. Seymour and Milton were not only exceptionally
talented but enjoyed sharing their knowledge with me. I learned the right way
to represent artists and had a ball running around Manhattan showing their
award winning work. I met Neil, the month before I started that job.
I was visiting all my Stanford University buddies up north first. I then
went south to Los Angeles to visit friends there and that is where I met Neil.
Meeting Neil was my high point that summer. We really got to know
each other via many long phone conversations. My trip to LA lasted only a
week as I headed back to New York to begin my new career. I loved my new
job, but Neil’s power of persuasion was too much to resist. I started my
illustration representation business shortly after he moved me out here.
That was the birth of Rosenthal
Represents. We are still in contact with our first
group of illustrators from way back in 1979!
Do you primarily represent artists for
licensing?
I represented illustrators for
editorial, advertising, publishing and entertainment (Movie posters) in the
beginning. Neil joined the business soon after to help with servicing the
many customers, Warner Bros. Disney and the ad agencies because it became too
busy for only one rep. We met the new Creative director for Warner Bros,
thanks to Neil’s great talents for researching “up and coming” businesses. That
launched us in 1989 into the licensing business but only for Warner Bros.
I was at Warner Bros. almost every day for a year and a half consulting
with Andrew Baron, the amazingly talented art director Warner Bros hired to
begin their licensing business. He kept our group of 13 artists busy for over
18 months creating images for their growing list of licensees all over the
world. Andrew Baron, was the one who encouraged us to branch out into art
licensing.
We were relatively clueless about licensing art.
Andrew was generous with his time and knowledge in the beginning.
It helped us initially but the real education was by diligent research.
There were no websites to learn from as there was no INTERNET…. can you believe
that? No one would talk to us about it and there was very little to read about
it. I would just have to go to shows and find out myself. Since we
love challenges, we threw ourselves into this new biz
as we realized that our days in illustration were numbered. Computers
were getting popular and the Movie Studios no longer did art on posters. That
business dropped off the planet very quickly. The ad agencies were
suffering and the time was ripe for a new phase of ART and it seemed to be
Licensing.
We looked
for new types of artists and discovered the biz together. The rules were
different, the process was different and the payments were very, very
different. New and different was a nice change. We all grew
together and now we share our knowledge by mentoring and educating
new talent
in this challenging biz.
We love to put on seminars and mini classes on
Licensing in Art Schools and big and or small venues. Although there are many
art schools in the United States and around the world they, for many reasons,
do not include licensing as a formal course to their students. We have
been invited to speak at Utah State and then other invites came along in LA as
well.
We run the gamut depending
on our team of talent and what they are open to creating for clients.
We go from fabric, textiles for the kitchen and bath, party plates and
Stationery such as: invitations, notebooks, albums, to cocktail napkins, to
jigsaw puzzles, gift bags, flags and more.
As Neil would say, we go from
the floor to the ceiling with the types of things we license. We license art
for floor mats, area rugs, coir welcome mats, wall décor, metal and wood signs,
ornaments, Popcorn tins, music boxes, tabletop, gift bags and boxes, decorative
boxes, crafts, such as paint by number, embroidery, kits, tee shirts,
trays, coasters, top of bed, luggage, calendars, children’s products, baby and
pet products. Inspirational products are important too. Often art is
needed by location, country, coastal, national parks, Lodge, mountains as well
as seasonal art too since many products concentrate on important holidays.
Anything you can imagine that has art on it, we can do!
What advice would you give an
artist interested in licensing their work?
This is not the business to start
if you have no other income coming in. It’s not a quick earning business.
They will need to consult with a seasoned agent to decide how to begin
creating an archive of art. They will need to create seasonal art, which is a
good place to start. Seasonal designs can be licensed to many categories
at the same time. Photoshop or similar programs are a must. Manufacturers
are literal… they must see the art the way they are going to use it. IF
you do art in groups, they will get a taste of your hand and your styling.
One design won’t
tell the story and won’t get you in the door. This is not a one trick
pony industry. On the bright side, you can earn money from art you are
doing for years to come. Re-freshing your look is important and paying
attention to trends is essential. An artist will need to be creating new
art every day so their archive will be broadened and widened to include new
markets. With licensing, you are earning an annuity for your art once you
have found your niche .We can help you branch out into new specialties so you won’t
get burnt out and will acquire new revenue streams along the way.
What kinds of themes do you see
trending for products?
Chalk art has taken hold for the
past couple of years and that retro decorative layered look that came in from
variety of sources including Punch Studio. Fringe and Michel Studio have a very
successful and appealing style. Realism with some new twists never goes out,
but new looks are also important too. Graphic looks have a contemporary
feel is appealing today as well.
Retro never seems to go away. In tough
economic times, people like to be reminded of the more innocent days of yore.
Also inspirational art and art with an attitude is hot. Campus art with
typography and famous icons are popular with the high schoolers and the College
set.
Are they any other things you see
as a current trend?
Pet products are a huge
industry since billions of families have cats, dogs, birds and other small
pets. People without children have pets as their families and spend a
fortune on items to celebrate their special “four legged family” members.
What do you like about
representing artists?
As Neil would say, I was
born to do this business. I have always loved art and doing it myself in
my amateur way. I loved studying and learning all sorts of art techniques
at Queens College in NY and then at Stanford University and then teaching it.
I mentored my special students when I was a teacher and have been doing
that for the past 35
years. Art is my life!
I see it everywhere and enjoy
coaching talented people change their lives by doing what they love!
Encouraging others on how to excell, is a huge part of our business. When
our artists send art to present to our clients, I know which pieces will
need tweaking and which ones will be chosen and why. It’s most important
to help them understand how to improve their designs so that a client will be
thrilled to have the privilege to manufacture and produce them. That is the
ticket!
Elise can be reached at Rosenthal Represents (818) 430-3850