Designing Artistic Success with Tara Reed

At one point, Tara Reed had the opportunity to get a traditional job. But instead- she created her own, and is now creating her entire life with her art. Not only is she artistically talented, but jobs in sales (selling e-books!) meant that by the time she rolled around to art licensing, she knew how to sell, something most artists don’t have a handle on.

You have a lot of information on the internet! From Tara Reed Designs to Twitter to Art Licensing Info, it’s hard to keep track of all the pots of paint you’ve opened! What’s a good place to start?

That is a fun way to put it – Pots of Paint on the Internet!  I love it!  I basically have two, no three, “families” of sites online so depending on what your interest is, you would start one of three places.  I’ll explain them in the order they were created.
Tara Reed Designs is my own art licensing business. I create art for manufacturers to use on products.  Since 2004 my art has been on a wide variety of products in stores – from quilting fabric lines to rubber stamps, dishes to dish towels, wrapping paper, garden flags, coasters, cards and much more.
So consumers who like my art and manufacturers looking for art to license would start at www.TaraReedDesigns.com.  That is the “hub” and from there (via the “connect” page – I think it makes more sense than a “contact” page these days) they can find my YouTube Channel, my art blog, Facebook Fan Page and where I can personally be found on Social Media (Twitter, Facebook, LinkedIn).
For artists interested in learning more about art licensing, they would start on the site I created in 2008, www.ArtLicensingInfo.com. That is the portal to a variety of free calls and audio, for fee products to learn about Art Licensing as well as working and growing your business.  There is a YouTube Channel and Facebook Fan Page there too.  I even added an app so you can have the blog feed, website basics and YouTube videos on the iPhone! (anyone with an iPhone can get it for free here: http://budurl.com/artiphoneapp)
The third family of sites is a digital product line I created in 2009 for women who play Bunco and the main site for that is www.PrintYourOwnBunco.om. From 1993 to 2000, I was a stay-at-home mom who fully understood the need to get out with the girls from time to time. I believes it was that common need, shared by women across the country, that turned “Bunco!” into the universal cry in neighborhoods, churches and club houses across the country.  No matter how you spell it (BUNCO or BUNKO) the end result is the same: rolling dice, ringing bells, changing seats and the camaraderie that comes along with it.
Understanding that there needs to be a volume of demand for products to make it to a retail store, I realized that there could be “Bunco themed” products in traditional stores, but not “themed Bunco” – the stocking, costs and risk would be too great. But with digital products, it could be done – creating something new and unique that would give even the most uncreatively inspired Bunco player a chance to have cool, themed supplies!

Print-Your-Own Bunco Party Kits™ were born.  They too, have a blog and YouTube channel to go along with the product line.

Can you talk about time management in between your art, business, collaborations, teaching and family?

Time management is something everyone struggles with and I am trying to get a better handle on.  I’m a person who loves to know how everything works and I enjoy tinkering with every piece of my business.  So for years, I did everything – from the art to the marketing to the web design… I mean EVERYTHING!  (Even dusting the studio… everything.)  And that works for a while as you start a business but at some point you have to decide if you want to continue to grow (and still have a life) or stay smaller where you can do it all yourself.
I think time management is an evolutionary process that needs to be looked at and revised as your interests, business and time needs change.  When you feel guilty leaving the office to go to the movies with your family because “you have so much to do” – it’s time to figure out a better way to get the work done!
No large, successful business operates with one person doing everything.  So 2010 is my year to get serious about getting help.  I am beginning to outsource some of the things I really don’t need to have my fingers in.  Web design and maintenance is slowing moving to a new vendor I trust, as well as some of the routine things that need to be done for the ArtLicensingInfo.com boat to run smoothly.
Of course hiring other and releasing control, as well as spending money to do so, is scary at first.  I’ve just decided that I need to take the leap and do it so I can keep that work / family / sleep balance in my life.

What’s the story behind artlicensinginfo.com? Who’s the team you work with, and how do you find the collaboration?

The story: the site began as “the place to learn about art licensing from Tara Reed, an artist in the industry”.  When I started I never in a million years imagined it would become what it has in just 1 1/2 years – it’s thrilling!
ArtLicensingInfo.com has evolved into a great community of artists sharing experiences and learning from each other.  Through the monthly Ask Call Series I have gathered industry experts like Paul Brent, Mary Engelbreit, Jill Seale, Attorney Cheryl Hodgson, Agent Suzanne Cruise and SEO expert Daniel Tardent to add their insights and experiences.  The calls are free if artists listen live then some mp3 replays are free and other for-fee after the calls. It has truly become the go-to site for artists to learn about art licensing from experts in the industry.
The change came because I invested in a class to learn how to teach by phone: Teleseminar Secrets with Alex Mandossian.  I say invested because it was a $2495 class so it was a leap of faith that  this knowledge would really help my business.  (It seems artists are less willing to invest in their education and business than people I talk to in other industries – it is a shame because such creative people can move mountains if they have the tools and know-how!)  The class prompted me to start the monthly Ask Calls and that is how the collaborations began.  Then my persistent follow-up has gotten the amazing talent on board.  (It took 13 months to get a “yes” from Mary Engelbreit – everyone is really excited about her call on March 17, 2010.  So if it is before or after that date, head to www.MaryEngelbreit.com/askME for all the details to listen live or to get your copy of the free mp3 replay)
I feel like my role now is to “steer the ship” and find new passengers.  I’m having a blast doing it and can’t wait to see what new ideas we all come up with next!

As you made the difficult decision to drop a traditional job, how did you feel? How would you counsel others in that position now to make the best choice, and what kind of mindset do they need?

I didn’t actually drop a traditional job because I was a stay at home mom when I started looking at art licensing.  So I didn’t have to walk away from a salary and benefits.  I did, however, get separated and divorced as I was starting so I had to decide which path to follow – the safer job with a boss and benefits route or giving this a shot.  It was scary but what finally helped me decide was the realization that if I didn’t at least try, it would be a big regret for the rest of my life.  I didn’t want to look back at my life and say, “I wish I’d had more courage and tried to see what I could do.”  The thought alone made me sad so I knew I had to give it a shot.
As for mindsets – I think you have to be willing to try and fail.  There is always that possibility and I think it feels more personal (and therefore scary) when you are putting your art on the line than say, if you decided to sell sponges.  If they don’t sell you don’t feel personally rejected – it’s just a sponge.
I gave myself a time frame which made the choice seem a little safer.  If it didn’t look like it would work in 3 years – I would rethink my decision and possibly get a real job then.  I can always change my mind.  Thankfully it is all working – and I work hard to make it work – and I love it.  I wouldn’t have my life any other way!

How would you describe your values and ethics in relation to marketing and licensing? For example, I noticed that you use full disclosure with your affiliate links.

Honesty and integrity first.  I am very comfortable in this age of full transparency – not just because the FTC is now requiring it!  I like to understand where people are coming from and what their motivation is so I extend the same courtesy to others.  Not everyone will *click* with what I do, how I write, how I teach, etc.  That’s ok because there are always choices.  But I never mislead someone or pretend to know everything – if I’m not sure about a question, I’ll say that and if possible, try and find an answer.
I love the affiliate concept online and the 12th of each month is one of my favorite days.  To be able to share the wealth with artists or business people who are my affiliates and help me spread the word about the website is very rewarding.  Some people think it is a shame to ‘give money away’ but I wouldn’t have earned any without the referrals and I like being able to give artists a way to keep money coming into their businesses as well.  Paint isn’t free you know!
I like to have fun with what I do, I enjoy helping and inspiring others by creating community, sharing information and finding others with experience to share.  You get what you see or hear with me.  I can admit if I’m wrong or made a mistake and have no problem telling you if I’ll make a few dollars on an affiliate sale.  (They help me continue to build the free content so I am always thankful when people feel the products would be of value and click those links!)

There’s no reason for artists to reinvent the wheel, when we’ve got so many other new creations to work on, so becoming an affiliate makes sense. How can we become affiliates for you?

How do you see licensing fitting into a big picture plan and with the contemporary/fine art communities?

Licensing can be 100% of someone’s art business or 10% or none.  It all depends on the art, the desires of the artist and how comfortable they are with their work being used for mass production of products.  Art that does well in licensing needs to appeal to a wide variety of people whereas gallery art needs only 1 buyer.  So more traditional art vs. contemporary is easier to license.  The main thing about art licensing is that your art’s purpose is to sell someone else’s product.  It isn’t about self-expression like fine art can be.
That is a basic decision any fine or comtemporary artist needs to think about before pursuing licensing.  There is so much more – I do offer the first chapter of my eBook, “How to Get Started in Art Licensing” for free and it gives a broader idea of what art licensing looks like and some key questions to ask yourself before diving in.  If your readers are interested in more details, they can go to:  www.ArtLicensingInfo.com/freebie.html

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How do art licensing and marketing collide?

Art licensing and marketing collide just like any art and marketing collide.  An artist creates art.  If it stops there, the art never leaves the studio and they could be the most talented artist no one but their family and friends know about.  Marketing is how you get the word out about the art, to the people that might pay for it.  So in licensing, the marketing is to let manufacturers who license art know that you have art and what your art is all about.  It’s the communication between the artists and the buyer – again, in the case of licensing, the buyer is a manufacturer who pays a royalty, or percentage of sales, for the rights to use the art on their product.
While my main business is art licensing and teaching about art licensing, while building these businesses I have found a wide variety of resources for all kinds of artists wanting to learn and do business online.  I just created a site that give links to products that are mine, that I am involved with or that I use.  The goal is to help artists sift through all the information out there and know that these have been tested.  Anyone interested can go to www.ArtMarketingWithTara.com.
Thank you so much for letting me share my story and business with your readers!  I gave several website links but would also like to share my Twitter link ( www.Twitter.com/ArtistTaraReed ) because that is where I spend most of my social media time and can connect with people in real time.  So feel free to say hello – make sure you put “@ArtistTaraReed” first so I’m sure to see it!
Wishing you much creative success in whatever area you choose to put your pots of paint!
– Tara Reed