Licensing Agency

Branding Yourself: Don’t Be a Cliché

Posted by on June 24, 2011 at 4:14 pm

“The camera sees everything.” “The camera is unforgiving.” “Fame is fleeting.” “He had his fifteen minutes of fame.” “She’s yesterday’s news.” No doubt, most of us have grown up with, or are at least familiar with, these clichés.  As phrases in the English language, clichés become clichés because nothing new underpins them; there is nothing […]

Negotiations: A Major Benefit of Working with a Licensing Agency

Posted by on June 9, 2011 at 3:21 pm

It’s human nature to want to avoid conflict.  However, conflict is not always unavoidable.  Having been fortunate enough, or perhaps hardheaded enough, to have gained success in the performing arts, I came to view contract negotiations as conflict — because, quite frankly, they were.  I fought for every victory; the record label fought back, wanting […]

Developing Your Licensed Brand

Posted by on May 12, 2011 at 3:40 am

  The old adage “you have to make hay while the sun shines” has never been truer at any time in history than today.  Living in a culture dominated by the 24-hour cable news cycle, the public has a dramatically diminished collective attention span.  The “news” becomes “old” at any increasingly rapid rate.  And, as […]

Licensing Agency, Chapter Two: The March of the Tweenies

Posted by on May 5, 2011 at 12:56 am

In crafting licensing strategies that deliver the most viable profit margins, retailers must understand — and respect — demographic and underlying pyschological factors if they aspire to pluck this ripe-for-the-picking market.   Our previous article examined the conditions that created markets for the licensed products and brands of hot new music stars.  Now, we’ll take […]

Licensing Agency: Turning Celebrity into Product Sales

Posted by on April 25, 2011 at 7:16 pm

The economy may be stumbling in the dark, but in the gloom, one avenue of commerce shines brightly. That avenue is licensed merchandise, and we don’t mean only sports paraphenalia.  Sales of clothing and other items bearing the logos of professional sports teams and the numbers of star players have plodded along respectably even in […]