Should You License Your Art? Here’s What That Actually Means (and Why It Might Be Worth It)

May 2

Written By DAB

Licensing can be a great way to earn money from your art — but it’s not for everyone. Some artists love it. Others feel it takes them too far from their creative vision. And both perspectives are totally valid.

What’s important is not putting all your eggs in one basket. Whether it's NFTs, print sales, licensing, or client work — depending on just one income stream (or one social media platform!) can put your whole practice at risk if something shifts. Diversifying your income gives you a safety net, and licensing is one option worth knowing more about.

Let’s break it down.

What is art licensing, exactly?

Licensing is kind of like renting out your art. You're not selling it outright — you’re giving someone (usually a business) permission to use your work on their product or in their campaign.

This could mean seeing your work on pillows, packaging, apparel, TV shows, or posters. Your name can be visible, or not. It’s up to you. The key thing: you still own the artwork — you’re just letting someone else use it under specific terms (like how, where, and for how long).

Some key terms to know

Don’t worry — licensing lingo can sound complicated at first, but it gets easier the more you see it. Here are some basics:

Licensor: That’s you, the artist.
Licensee: The company or person using your art.
Exclusive license: Only the licensee can use the work for the agreed purpose — you can’t even license it to anyone else during that time.
Non-exclusive license: You can still use or license your work elsewhere.
Sole license: The licensee gets exclusivity, but you can still use the work yourself.
Revocable license: You can take back the license later.
Non-revocable license: The deal is locked in for the agreed term.

You’ll also want to clarify:

Where the work can be used (territory).
How it’ll be used (on one product or many?).
How long the deal lasts.
Payment terms (flat fee vs. percentage).
Termination terms (can you end it early?).

Why do artists license their work?

Here are three good reasons artists choose to license:

1. It brings your art to new places

Licensing lets your work live beyond your portfolio. Think of how Frozen characters are EVERYWHERE from water bottles to costumes during the movie hype — that’s licensing in action. Your art gets to be part of people’s everyday lives in ways you might not have imagined.

2. It can create passive income

Once a licensing deal is set, you can earn money from your art long after you’ve finished creating it. You might get a flat fee or a percentage of sales — every deal is different. Artists typically earn 5–10% of the retail price when their art is sold on physical products. At DAB’s own Print Shop, the artist cut is 20% for physical prints.

3. It exposes you to new audiences

If your work is licensed for a product, campaign, or brand partnership, it can introduce your art to people who might not have found it otherwise — from fans of a fashion brand to viewers of a TV show. It’s a way to step into other industries (fashion, entertainment, sports, home goods) without changing your medium.

When licensing might not be for you

Not everyone wants to hand over any part of their creative control — and that’s completely fair.

If you're someone who values keeping your art exactly as it is, without edits or outside input, licensing might feel restrictive. And if you're more interested in selling originals, doing commissions, or building your own brand directly, it might not align with your goals.

That said, you can always revisit the option down the road. Licensing isn’t an all-or-nothing path — it’s just one tool in your toolkit.

Final thoughts

Licensing your artwork can be a smart way to open up new opportunities, reach different audiences, and create additional income — all while holding on to your rights as the original creator. And if the right partnership comes along, a single licensing deal could keep bringing in income for years.