Women Who Rock! Interview with Licensing Expert Tara Reed

As part of my new, ongoing interview series with women who I think ROCK, I'm chatting with art licensing expert Tara Reed. Aside from being incredibly creative, Tara has also launched an impressive online presence to teach artists about the business of licensing. If you've ever been curious about how it's done, how YOUR designs can go from sitting in your studio to getting placed on product whether its home goods, paper products, or children's toys, Tara Reed knows how it's done because she's DONE IT and she's willing to teach you! I can tell you from personal experience that she's a joy to know and she really cares about empowering artists to reach their personal goals, from the creative standpoint as well as the business side of things. So without further ado, please grab a cup o' coffee (or tea;) and enjoy my interview with Tara Reed. She rocks!!


Hi Tara and thank you for taking time to chat with me. To get get started, can you tell us a little about your background in art?

No art school for me! Just arsty. I actually have a degree in Marketing from Penn State and went into sales after college. Got married, had a baby, became a stay-at-home mom / corporate wife. My then-husband changed jobs a bit climbing the corporate ladder so we moved every 3-4 years. My creative outlets included decorating the house, having great kids parties where I would make everything from invitations to decorations to piñatas, and I also got into scrapbooking.

My first ‘professional’ art job was designing things for the scrapbooking industry – working as a “Creative Alliance Partner” for EK Success. (That was their term for licensor I guess.) I then worked with Simple Scrapbooks Magazine for 2 years as a Contributing Editor – designing, creating & teaching classes and writing – pretty much whatever I was asked to do.

In 2004 I learned about the wider-world of licensing and exhibited at my first trade show – Licensing International Expo. At the same time I was also going through a divorce and had to decide to really go for it or get a more traditional job with a boss and benefits. I am SO HAPPY that I went out on the limb since I love what I do and wouldn’t have it any other way!

You’re a sought after talent in the world of art licensing. For readers not familiar with art licensing, can you describe a bit more what it is and what you do?
There are 3 basic ways manufacturers get art to put on their product – they either have employees who create it, they buy art outright from artists (meaning they pay a set amount up front and buy the copyrights to the art as well) or they license art.

Licensing is a contractual agreement permitting a company to use art on their product, for a period of time, for a % of sales. The artist retains the copyright to the designs and can grant other companies permission to use the same art on different products. So ideally you get paid by several people for the same art.



How difficult or easy was it for you to begin licensing your art? How did you decide to begin licensing your art?

I was badgered into licensing. ☺ A friend who also worked in scrapbooking went to the National Stationery Show in 2003 and called me. She told me she was in this show called “SURTEX” where artists were showing their work and manufacturers were looking for art. She thought I should try it.

I told her she was crazy, I wasn’t good enough, and all the other self-doubt / big fear things that can come up for a person. She kept talking about it so I finally gave it and said, “OK, let’s check it out.” We shared a booth at that first show in 2004.

It took time to learn what people were looking for, how to design for products other than scrapbooking and how to interact with the manufacturers. But once I got started I was hooked. It was so freeing artistically not to have to ask yourself, “What are people taking pictures of and what do they need for their scrapbook?” Whole new themes and applications opened up and I wanted to design EVERYTHING!


When I first saw your site, the first thing I wanted to know what your designs have been used for. Can you tell us about that?

My art has been on all sorts of things – I have quilt fabric collections in independent stores around the world. I have done a lot of rubber stamps that have been sold in Hobby Lobby, Michaels and independent stores. Ceramic dishes, garden flags, coasters, art prints, calendars, wrapping paper, gift bags and greeting cards… a little bit of everything really! I don’t always know where they are sold but I’ve seen my designs in Ross, TJ Maxx, Home Goods, Fred Meyer, Kroger Stores, Dick’s Sporting Goods, JoAnn Fabric and more.


What do you use to create your designs?

I hand paint 95% of my art with watercolors and then scan and manipulate it in Photoshop. I love the feel of playing with the paint and water – it calms me when I’m stressed and just makes me happy! I don’t know that I will ever go all digital but never say never, right?

You’ve made a business of teaching artists about art licensing. What made you decide to begin teaching aspiring artists about art licensing? Did you have any mentors as you were learning the business of art licensing? How and where can artists learn about art licensing with you? Will you be speaking at any upcoming trade shows?
As I mentioned before, I used to create and teach classes when I was working with Simple Scrapbooks Magazine and had done so locally as well. I considered becoming a teacher when I was younger – I’ve always enjoyed it and am told I’m not half bad which certainly helps!

When I was totally focused on building my art licensing business, I missed the interaction you get from teaching and speaking and knew I’d find a way to get it back in my life at some point.



Having the business background definitely helped me on the business side of my own business and I was asked a lot of questions when I was at trade shows. The licensing industry is a very niche market and there weren’t many resources to learn the ropes. There are classes at trade shows but they require travel, hotels, and the cost of the class. I worked with a consultant for two years who helped me learn more and focus my energies. In 2008 I was interested in internet marketing and decided it could be a cost-effective and new way for artists to learn without the huge expense.

A year later, I have written 5 eBooks for artists interested in licensing, have done a few teleseminars including one on Goal Setting for Artists, do monthly “ask” calls where I answer questions submitted by artists. Paul Brent, an industry veteran, is also participating and sharing his years of experience – it’s quite an amazing resource and I’m still pinching myself that it’s happening!

The main website that links to everything offered is:

www.ArtLicensingInfo.com

I don’t have any speaking engagements lined up at this point but expect to teach at SURTEX again next year… stay tuned!

Thank you so much, Tara, for taking time to talk with me. Is there anything else you would like to add?

Thank you Cyn! I’m always honored to be asked to share and thrilled for artists to learn a little more about licensing. It isn’t for everyone which I think is an important lesson to learn before you put a lot of time and energy into something. That is what I try and explain in my “How to Get Started” eBook… artists can get the first chapter free by going to www.ArtLicensingInfo.com/freebie.html

I also love to connect so here are some places people can do that as well:

www.twitter.com/artisttarareed
www.facebook.com/artisttarareed
www.linkedin.com/in/artisttarareed