Last week was busier than ever with classes coming up and our seven-hour Art Licensing Essentials Mini-Conference for beginners starting this week (click here or see below). But I jumped at the chance to interview Debra Valencia for you…okay for me too! I enjoyed it so much and I know that you will find this wonderful video interview quite informative. We will be doing many more video interviews in the coming months, so watch for them.
Debra has made a lot of progress in the art licensing arena in only six years of licensing, and in only two of those years did she have an agent. Before she found an agent she realized that getting some deals on her own would help her get a better agent, so she did (OH AROUND!) 32 deals between 2008 and 2013. Debra is also no stranger to helping fellow-artists new to licensing, as she mentors several in her geographic area of Los Angeles.
I’m so excited to share this interview because it shows that you didn’t have to start 20 years ago in art licensing to become a successful branded artist. I think Debra Valencia is a perfect example for all artists, designers and creators who envision themselves as a brand. The Debra Valencia™ Brand features fashion-forward patterns that have endless applications in stationery, gift, craft and home décor. She is working with manufacturers in paper products, social expression, textiles, home fashions, tabletop, gift, craft and hobby, children’s merchandise and jewelry. Debra’s artwork is currently licensed for over a 1,000 products in stationery, home office, gift and textiles. I’m showing a few lovely products here, but of course, there are many more examples on her web site.
Let me also share some exciting NEW news from the Valencia camp: her sister, Cheyanne, and Debra have collaborated to create a sewing book of 12 quick and easy boutique handbags, titled ‘Sewing Pretty Bags.’ She said the concept came out of their sewing handbags and other designer prototypes with her fabulous fabrics, as a way to showcase them. Debra even wrote her own proposal and pitched it at Book Expo, landing a quick deal with Fox Chapel Publishing. The book is scheduled to be in bookstores on May 1st, so look for it.
Okay…that’s all I’ll reveal for now…please make yourself a truly delicious cup of tea in a gorgeous mug or tea-cup and sit back and watch the interview. It will be worth every drop! (We apologize in advance for the slight audio feedback that occassionally arises during the interview.)
Worldwide Creators’ Intensive – Art Licensing Mini-Conference $125 (Live Events + MP3 Audio Files and Full Presentation in PDFs to review at your convenience) The Worldwide Creators’ Intensive, our first global armchair 3-day mini-conference, is an action packed 7+ hours of learning the licensing business from the comfort of your own home.
It’s a very well-rounded and comprehensive, intensive 7+ hours of training scheduled over 3 days, with practical and affordable art licensing information created for the domestic and international art communities. The benefit of registering for our live events is that you receive our discounted price and you get to ask questions. If you cannot attend on the day and/or at the time we are offering the courses, don’t worry—you can still ask questions prior to the class and they will be answered. Then you will receive the full class materials and audio, so you can take the courses at home whenever you like.
- Art Licensing Essentials (Part 1)
- Art Licensing Collections & Presentations (Part 2)
- Art Licensing Marketing & Sales Techniques (Part 3)
- Art Licensing Negotiations & Contracts (Part 4)
Save when you register for the entire event! Best Price: $125/USD Register for Worldwide Creators’ Intensive – all 4 live events
WWCI: Art Licensing Essentials (Part 1) Wednesday, March 25, 2015 – 10:00 a.m. PDT / 1:00 p.m. EDT (1.5 hours) $30 (if purchased separately)
This course covers:
- insights to help you determine where you fit into this business
- the art licensing process
- product categories
- timelines (how long does it take to make money)
- artist requirements
- challenges that are to be expected (& pitfalls to avoid)
- distribution channels and retailers, and
- the agent/artist relationship.
WWCI: Art Licensing Collections & Presentations (Part 2) Wednesday, March 25 – 1 p.m. EDT / 3 p.m. EDT (2 hours) $50 (if purchased separately)
This course covers how to:
- develop your marketing strategy
- define your target audience
- research manufacturers
- understand important licensing perspectives (that of the manufacturer/retailer vs. the artist/brand owner)
- create professional collections
- develop presentations
- create pitch letters and
- organize and write effective websites.
WWCI: Art Licensing Marketing & Sales Techniques (Part 3) Thursday, March 26, 2015 – 10:00 a.m. PDT / 1 p.m. EDT (2 hours) $50 (if purchased separately)
This course will cover how to:
- create your sales tool kit of essential skills
- understand the licensing sales process
- find your retail fit
- develop sales leads
- write sales letters
- communicate with manufacturers and
- sell yourself to a prospective manufacturer or agent.
WWCI: Art Licensing Negotiations and Contracts (Part 4) Friday, March 27, 2015 – 10:00 a.m. PDT / 1:00 p.m. EDT (2 hours) $50 (if purchased separately)
This course teaches:
- the essential contract elements
- protecting the rights to your art and business,
- generating maximum income,
- learning industry royalty rates
- recognizing common mistakes
- negotiation techniques
- how to evaluate an offer
- when to sign a deal and when not to
For more information on the 3-day Mini-Conference Intensives or to purchase any Part separately click here