Podcast Summary: Art + Audience | Ep. 09: Building Your Creative Career: Secrets to Success in Art Licensing with Jahan

Host: Stacie Bloomfield
Guest: Jahan
Release Date: September 3, 2024

Introduction

In Episode 09 of the Art + Audience podcast, host Stacie Bloomfield engages in an insightful conversation with Jahan, an experienced art licensing agent and illustrator. The episode delves into the intricacies of building a successful creative career in art licensing, exploring topics such as transitioning from artist to agent, the importance of relationship building, common mistakes artists make, the role of social media, and the impact of technological advancements like AI on the art industry.

Jahan's Background and Transition from Artist to Agent

[02:58]
Jahan opens up about her extensive 30-year journey in the creative industry, highlighting her 15 years as a full-time freelance designer and illustrator before transitioning into art licensing. She emphasizes how her passion for color, psychological aspects of the creative process, and audience engagement inspired her to become an agent. Seven years ago, she founded her own illustration agency, Shahan Limited, representing 20 artists to date.

Jahan: “Working with artists and clients has always fascinated me because of the layers within the creative process and engaging with people.” [04:22]

Art Licensing vs. Illustration

[04:34]
Jahan clarifies the distinction between art licensing and illustration. While licensing typically involves using existing artwork for commercial purposes, illustration often entails commissioned work tailored to specific applications, such as books, magazines, branding, or packaging.

Jahan: “Illustration applies much more widely to something that's been commissioned for a specific application and has a wider narrative.” [05:25]

Stacie shares her experience teaching the nuances of art licensing, reinforcing the importance of understanding these distinctions to aspiring artists.

Importance of Relationship Building in Art Licensing

[14:14]
The conversation shifts to the significance of building and nurturing relationships in the art licensing industry. Jahan advises against treating potential clients as mere numbers, emphasizing quality over quantity in communications.

Jahan: “Don’t think about firing off as many emails as you can. Focus on the quality of what you’re saying and showing the client that you’ve noticed something about them.” [14:14]

Stacie echoes this sentiment, sharing her own experiences of accidentally under-researching clients but maintaining successful partnerships through genuine relationship building.

Common Mistakes in Building Creative Careers

[10:47]
Jahan shares a pivotal mistake from her early career: failing to thoroughly research a client before a meeting. Despite the oversight, the relationship with the client remained strong, teaching her the value of preparation.

Jahan: “I should have known she was one of the founders. Do your research. It’s really important.” [11:22]

Stacie relates by recounting her own similar experience with Moda Fabrics, underscoring how crucial it is for artists to understand the companies they pitch to.

The Role of Audience and Social Media in Licensing

[16:45]
Discussing the importance of an artist’s audience, Jahan provides a nuanced perspective. While a large social media following can be advantageous, clients often prioritize the quality and uniqueness of the artwork over follower counts.

Jahan: “Clients are often looking for quality and something unique, not just a big social media following.” [17:26]

Stacie adds that while social media can aid discovery, it doesn't directly translate to commercial success, reinforcing the idea that artistic merit should take precedence over mere popularity.

Originality and Creativity in the Face of Industry Trends

[25:09]
Jahan emphasizes the need for artists to stay true to their unique creative visions rather than conforming to prevailing trends, especially given how platforms like Instagram can stifle originality.

Jahan: “Listen to your own responses and be genuinely interested in what you’re creating, not just following trends on Pinterest.” [25:09]

Stacie concurs, advocating for artists to harness their individuality and personal stories as key drivers of success, rather than adhering strictly to formulaic approaches.

Impact of AI on Art Licensing

[31:09]
Addressing concerns about AI in art, both Jahan and Stacie express optimism. Jahan believes AI enhances the value of human creativity rather than replacing it, as the nuanced layers and personal experiences embedded in art are irreplaceable by technology.

Jahan: “AI is giving more value to what we do. It enhances the creative process but doesn’t replace the human element.” [32:39]

Stacie adds that AI challenges artists to elevate their originality and refine their skills, fostering a more competitive and innovative environment.

Advice for Artists Building Clientele

[36:10]
When asked for the top advice for artists building their clientele, Jahan advocates for taking action without waiting for perfection. She encourages artists to stay active, continuously create, and share their creative process to attract the right clients.

Jahan: “Don’t wait until it’s perfect. Stay active and keep moving forward with your work.” [36:10]

Stacie highlights the importance of sharing not just finished pieces but also the creative journey, which can resonate more deeply with potential clients.

Jahan's Golden Thread Challenge

[37:57]
Jahan introduces her Golden Thread Challenge, a year-long weekly prompt program designed to help artists develop a cohesive body of work by building on previous creations. This challenge encourages artists to explore their unique impulses and refine their creative voices.

Jahan: “The Golden Thread Challenge supports you in thinking about what’s unique about you and how to carry that forward in your artwork.” [37:57]

Participating artists receive prompts that inspire them to connect elements from one piece to the next, fostering consistency and originality in their portfolios.

Conclusion

The episode concludes with Jahan and Stacie reinforcing the core message: success in art licensing stems from originality, continuous improvement, and meaningful relationship building. They encourage artists to embrace their unique creative paths, remain resilient in the face of industry changes, and actively engage with their audience and potential clients.

Key Takeaways:

• Research and Preparation: Understanding clients and the industry is crucial to forming successful partnerships.
• Quality Over Quantity: Focus on meaningful communications and building genuine relationships.
• Originality is Key: Stay true to your creative vision and leverage your unique story.
• Adaptability to Technology: Use technological advancements like AI to enhance, not replace, human creativity.
• Continuous Action: Keep creating and sharing your work without waiting for perfection.

For more insights and resources, listeners are encouraged to visit Jahan’s Instagram and participate in her Golden Thread Challenge through yourcreativegold.com.

Notable Quotes:

• Jahan: “Commercial success comes from doing something you believe in.” [01:45]
• Stacie: “The magic's in the draft. It’s what you share during the creative process that truly resonates.” [37:05]
• Jahan: “Communication is so important. We’re so many years off that being achievable by AI.” [32:39]

This episode is a treasure trove of wisdom for artists seeking to navigate the art licensing landscape, offering practical advice and motivational insights to build a sustainable and fulfilling creative career.