TOTAL Art Licensing
SURTEX PRESENTS TOP-NOTCH INDUSTRY EDUCATION
Surtex incorporates a series of seminars, organized petition in presenting their portfolios to product be done to keep artists fresh and trend-right. Long
into three tracks – Business, Licensing and Trends. manufacturers? Panel members Ray Markow of time successful licensed artist Paul Brent will help
The Licensing Series, presenting topics to benefit Santa Barbara Design, and Carl Legreca, vice presi- participants understand where to look for inspira-
both beginning and advanced participants, will ad- dent of merchandising and marketing, Croscill, will tion, and address questions such as: “Can you veer
dress art licensing basics, licensing agreements and present candid and insightful details about how art- from a ‘branded’ look and still be successful?” and
copyright protection, the pros and cons of working ists can improve their chances of securing a meet- “Whether art is adaptable to new categories or
with an agent, and how to get art noticed. The Busi- ing and getting their art licensed. The seminar will product line extensions?”
ness Series will provide an in-depth look at market- focus on questions such as: “What is the best way to
ing and promotion, up-to-the-minute graphic tech- show my art?,” “Are there key times to submit art?” TREND SERIES
nology and how to keep art fresh. Finally, the Trend and “Do I need to have existing licenses to even be Trend 1:Influences: Attitudes & Icons
Series will explore global lifestyle trends, and key considered?” 2009
colors, textures and patterns for 2009. Sunday, May 18 4:00 – 5:00pm
Jeanine Pesce of Promostyl will lead participants on
LICENSING SERIES a discovery of what is new and inspiring for Spring/
Licensing 1: Art Licensing Fundamentals Summer 2009. The session will examine global life-
– Starting Out the Right Way style trends and the key colors, textures and shapes
Sunday, May 18 9:00 – 10:30am that convey the seasons’ attitudes of well-being and
There IS a right way to get started in art licensing self-affirmation.
and this seminar will provide a virtual road map to
crafting a personalized strategic plan – covering all
topics from agents to zip drives, and everything in
between. Two seasoned licensing professionals, Jeff
Grinspan, director of licensing for Wild Apple Graph- BUSINESS SERIES
ics and former art licensing consultant, and Marty Business 1: The ART of Effective
Segelbaum, president of MHS Licensing, will reveal Marketing, Communication and
how to determine if licensing is the right path, detail Promotion
the initial steps to getting started and review dozens Sunday, May 18 2:00 – 3:00pm
of business, creative and legal components essential A highly practical, hands-on seminar for artists and
to making an art licensing business a success. manufacturers designed to help maximize the impact
of promotion in a cost effective way. Francesca Ash,
Licensing 2: How an Agent Can Work for Total Art Licensing, Grace Bonney, creator of online Trend 2: Emerging Themes in Color,
You design blogspot, design*sponge and Joanne Olds, Style and Design
Sunday, May 18 11:30 – 1:00pm president, The Buffalo Works art licensing agency, Monday, May 19 2:00 – 3:00pm
Licensing agents may help make or break the suc- will cover a wide range of key topics including press An in-depth look into inspirations for the home for
cess of an artist. This seminar will teach participants releases and editorial coverage, advertising, self- 2009, including emerging themes for bedding, bath,
how to search for an agent, what questions to ask marketing and trade show exhibiting. This program ceramics, paper and more. In this segment, world-
for help in evaluating if the agent is right for the is a great overview for new artists and established renowned trend expert Milou Ket of Amsterdam-
particular work, and how to craft an agreement that designers and manufacturers. based Milou Ket Styling & Design will reveal ma-
benefits both parties. Licensing agency owner Su- terial, structures, design and form to inspire future
zanne Cruise of Suzanne Cruise Creative Services, Business 2: Technology Workshop- the product development.
Inc., and Mary Sher, vice president of Bentley Licens- Latest and Greatest
ing Group, will present a practical and action-ori- Tuesday, May 20 10:00 – 11:30am EVENTS
ented game plan for making the right choices for a With the blink of an eye, new technology for art-
licensing career. ists and designers changes the artists’ landscape. Opening Night Party: “Cruise and
Steve Greenberg, vice president of Pointcarre USA, Connect” A New York Harbor
Licensing 3: Legal Workshop – A and Corey Schwartz, director of sales, will lead this Networking Cruise
Roadmap to Licensing Agreements and hands-on interactive workshop to help participants Sunday, May 18
Copyright Protection hone their technical skills for tomorrow’s graphics Mingle with friends and make some new ones at the
Monday, May 19 9:00 – 10:30am challenges. Manufacturers, artists and agents will Surtex Opening Night Networking Cruise. Get swept
Understanding the legal necessities of art licens- benefit from gaining an understanding of what can away by the 160-foot Princess yacht for a captivat-
ing is essential. From the initial agreement between be done with digital capture and manipulation of art ing cruise of New York Harbor to celebrate the
a licensee and a licensor, an artist and agent, to images for a wide range of applications. opening of the show. Enjoy exquisite hors d’oeuvres,
copyright protection, Leora Herrmann and Michael cocktails, a buffet dinner and dessert, plus fantastic
Chesol of Kluger, Peretz, Kaplan and Berlin will walk Business 3: Where Do I go from Here? music and amazing views of the New York City sky-
participants through the critical elements of a basic How to Keep Art Licensing Fresh and line while cruising around New York harbor and Lady
licensing agreement as well as copyright and trade- Productive Liberty. Complimentary shuttle service, from Javits to
mark information. Tuesday, May 20 1:00 – 2:00pm the Marina, and returning to midtown following the
What do artists do when they discover their appeal cruise, will be provided.
Licensing 4: Manufacturer Forum: is waning or that trends are shifting away from their
Getting Your Art Noticed art style? For new or established artists, this semi- For further information on the seminars,
Monday, May 19 11:30am – 1:00pm nar is a must to help understand the realities of a the Opening Night Party or any other
What do companies look for in licensed art? How long term career in selling and licensing art. For aspects of Surtex, please visit
can artists break through the clutter and the com- manufacturers, this seminar addresses what must
www.surtex.com or call (914) 421 3200.
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