Supporting the Business of Creativity ~ With Business Curator CherieSunset Framing & Gallery Business Curator talks about the relationships between artists and businesses.

In today’s world, supporting creativity isn’t just about appreciating art—it’s about recognizing the business behind it. For professional artists, their craft is a livelihood, and for businesses, collaborating with artists offers opportunities to enhance branding, community engagement, and innovation.

This blog delves into how businesses and artists can work together respectfully and effectively, covering essential topics like understanding intellectual property rights, building strong professional relationships, and fostering meaningful collaborations. You’ll find practical tips for engaging artists, clarifying agreements, and creating partnerships that go beyond transactions. Whether you’re a business looking to commission a mural or an artist seeking opportunities to connect, this guide is designed to help you navigate these relationships with clarity and mutual benefit. 
 

Building Respectful and Profitable Relationships with Artists

As a Business Curator, commercial photographer with over 25 years of experience, and multimedia artist, I’ve had the privilege of navigating both the creative and business worlds. Since the early 1990s, I’ve managed creative businesses, co-managing one today, which gives me a unique perspective on fostering better relationships between businesses and artists. Along the way, I’ve made mistakes, seen my intellectual property (IP) misused, and successfully negotiated fair outcomes. These experiences fuel my passion for educating others to build stronger, more connected communities through ethical and effective collaborations.

The Business of Art: More Than Just a Passion

For professional artists, art is more than a creative outlet—it’s a livelihood. From purchasing high-quality materials to marketing our work, the costs of being an artist extend far beyond the creative process. Recognizing this means treating artists with the same respect you would any other business partner. Having experienced the challenges of creative entrepreneurship firsthand, I know the importance of valuing artistic work as a legitimate and professional endeavor.

Respecting Intellectual Property image by Mangostar Studio via getty images shared by Sunset Framing & GalleryRespecting Intellectual Property image by Mangostar Studio via getty images shared by Sunset Framing & Gallery

Above image by Mangostar Studio via getty images

Respecting Intellectual Property

Intellectual property (IP) is at the heart of an artist’s business, representing both their creative efforts and their livelihood. When you purchase a piece of artwork or a photograph, it’s essential to understand that you’re buying the physical piece or a licensed usage—not the rights to reproduce, modify, or commercialize the work in any form.

I’ve seen firsthand the consequences of IP misuse, both as an artist and as a business owner. Misunderstandings in this area can lead to legal disputes, damaged relationships, and even financial loss for all parties involved. For example, purchasing a painting doesn’t give you the right to use it as a logo or print it on merchandise for resale. Similarly, hiring a photographer for a campaign doesn’t automatically grant you ownership of all the images produced during the session. These rights need to be explicitly discussed and agreed upon.

When working with artists or photographers, it’s critical to:

• Clarify Usage Rights: Always discuss and document how the artwork or photography can be used. For instance, is the license for a one-time use, a limited duration, or perpetual? Does it cover social media, print advertising, or product packaging? The more specific you are, the better.
• Avoid Assumptions: Never assume that purchasing a piece of art includes the rights to reproduce or modify it. For instance, if you buy a digital illustration to use on a website, you might not have the rights to use it on merchandise unless explicitly stated.
• Negotiate Licensing Agreements: If you need broader usage rights, be prepared to pay additional licensing fees. Licensing is a separate agreement that outlines how the intellectual property can be used, and it provides fair compensation to the artist for granting those rights.
• Respect Moral Rights: Artists often retain moral rights to their work, meaning they have the right to be credited and to object to any changes that could harm their reputation. Even with licensing agreements in place, respect for these rights is crucial.

To illustrate, imagine a business commissions a photographer to create images for a campaign. If the business later decides to repurpose those images for a new product launch, they must revisit the original agreement and negotiate additional rights if necessary. Failing to do so could lead to legal repercussions and damage the professional relationship.

On the flip side, artists should also take proactive steps to protect their IP. This includes registering copyrights when applicable, using clear and detailed contracts, and consulting legal professionals for larger projects. Resources like the Copyright Agency Australia and the National Association for the Visual Arts (NAVA) are excellent starting points for understanding and managing IP rights.

Ultimately, respecting intellectual property is about creating a fair and professional relationship that benefits both the artist and the business. By fostering clear communication and understanding, we can avoid misunderstandings and build stronger, more collaborative partnerships.

Anyaberkut from Getty Images shared by Sunset Framing & GalleryAnyaberkut from Getty Images shared by Sunset Framing & Gallery

Above Image by Anyaberkut from Getty Images
 

Tips on Engaging an Artist or Photographer for Commercial Purposes

1. Be Clear About Your Needs:
   • For Businesses: Outline the purpose of the project, expected deliverables, and timelines. Providing clear details helps the artist or photographer deliver exactly what you need.
   • For Artists: Ask clarifying questions if the project’s scope or expectations are vague. Don’t hesitate to request written guidelines or references to ensure alignment.
     • Scenario: A local restaurant wanted to commission a mural. Instead of saying, “We need something colorful,” they provided specifics like size, themes, and whether the design should include elements of the restaurant’s branding. This clarity led to a smoother collaboration. On the artist’s side, they asked about lighting and wall preparation to avoid future complications.
2. Discuss Usage Rights:
   • For Businesses: Make sure you understand how the work can be used (e.g., for social media, print, or merchandise). Clearly communicate your intended usage.
   • For Artists: Specify what rights you are granting and ensure they are documented in the agreement. If a business requests extended rights, discuss additional licensing fees.
3. Agree on a Payment Structure:
   • For Businesses: Respect the value of the artist’s time and skill. Negotiate in good faith, but avoid undervaluing creative work.
   • For Artists: Be transparent about your rates and payment expectations. If the client proposes exposure or barter instead of payment, evaluate whether it aligns with your goals.
4. Collaborate Effectively:
   • For Businesses: Involve the artist in brainstorming and creative discussions. Their insights can elevate the project.
   • For Artists: Be open to constructive feedback and willing to adjust your work to meet the client’s needs—within reason.
5. Formalize the Agreement:
   • For Both Parties: Use a written contract that outlines deliverables, deadlines, payment terms, and usage rights. This minimizes misunderstandings and protects both sides.
     
     Supporting the Business of Creativity: Building Respectful and Profitable Relationships with ArtistsSit down with artists and fully discuss your needs and their rights, have it documented and signed off by all parties. Pictured here is artist Michelle Redman signing off on an agreement with us to stock her artworks. Sit down with artists and fully discuss your needs and their rights, have it documented and signed off by all parties. Pictured here is artist Michelle Redman signing off on an agreement with us to stock her artworks. Image by Reimagined Images

Paying for Artwork vs. Buying Rights

To clarify:

• Paying for Artwork: You own the physical item or a licensed copy but not the reproduction rights.
• Buying Rights: You own the ability to reproduce or use the artwork in specific ways (e.g., for branding or commercial sales).

I’ve had to explain this distinction to clients many times. Negotiating these terms upfront is critical. Organizations like the Copyright Agency Australia can provide resources for understanding copyright law.

Building Professional Relationships with Artists

Long-term relationships benefit both businesses and artists. Here’s how to foster these connections:

• Show Respect: Treat artists as professionals by paying on time, communicating clearly, and respecting their creative boundaries.
• Collaborate: Involve artists in brainstorming sessions for projects—this often leads to more innovative outcomes.
• Promote Them: Tag artists in your social media posts or link to their websites. Supporting their visibility strengthens your relationship.

image by studioroman from canva shared by Sunset Framing & Gallery 2025Collaboration leads to a more connected and stronger business and arts community. image by studioroman from canva shared by Sunset Framing & Gallery 2025

Above image by studioroman from canva

Benefits of Collaboration for Artists

Collaborating with local businesses can open doors for artists:

• Increased Visibility: Your work may reach new audiences, especially if the business promotes your collaboration.
• Revenue Streams: Partnerships often lead to commissioned projects or licensing opportunities.
• Community Connections: Engaging with local businesses can create a supportive network of advocates for your work.

Example: A graphic designer I know created limited-edition packaging for a local coffee roaster. The partnership led to social media exposure, additional commissions, and new clients in the food industry.

Basic Steps to Protect Your Rights When Working with Small Businesses

1. Use a Simple Contract: Don’t let the word “contract” intimidate you. A simple one-page agreement outlining the terms of use, payment, and rights is often sufficient. There are free templates available online to help you get started.
2. Be Clear About Licenses: Write down exactly what the business can and cannot do with your work. For example, if you’re selling a digital illustration, specify whether it’s for personal use only or if it can be used for social media or advertising.
3. Keep Communication Open: Ask questions and confirm details before agreeing to the work. If you’re unsure about anything, clarify it early.
4. Document Everything: Even email chains can serve as a record of agreements if they’re detailed enough. Save copies of all correspondence.
5. Seek Legal Help if Needed: For larger or more complex projects, consider consulting a legal expert to make sure both you and the business are protected.

By breaking the process into manageable steps, you can protect your work without feeling overwhelmed by administrative tasks.

Supporting the Business of Creativity: Building Respectful and Profitable Relationships with ArtistsA fantastic example of a professional artist and business working together is Yvonne Kiely and Sue Jogever of Belle Property in Port Macquarie. Above:A fantastic example of a professional artist and business working together is Yvonne Kiely and Sue Jogever of Belle Property in Port Macquarie. A collaboration and working relationship has been fostered for many years between these two fantastic local businesses. Image by Reimagined Images
 

Pros and Cons of Working for Exposure

From the Artist’s Perspective:

Pros:

1. Increased Visibility: Exposure can introduce your work to new audiences, particularly if the business or client has a significant following.
2. Portfolio Building: Early in your career, exposure-focused projects can help you build a body of work to showcase your style and capabilities.
3. Networking Opportunities: Collaborating with businesses might lead to connections with future clients or partners.
4. Skill Development: The experience can help refine your artistic skills or introduce you to new techniques and mediums.
5. Mutual Growth: If the business aligns ethically with your values, it could lead to further collaboration or paid opportunities in the future.

Cons:

1. No Financial Compensation: Exposure doesn’t pay the bills, and relying on it too often can undervalue your time and skills.
2. Risk of Exploitation: Some businesses might repeatedly request free work without offering meaningful exposure or future opportunities.
3. Limited Reach: If the business has a small or poorly engaged audience, the promised exposure might not be as valuable as anticipated.
4. Impact on Reputation: Agreeing to work for free could set a precedent, making it harder to negotiate fair payment with future clients.
5. Hidden Costs: You may still incur expenses (e.g., materials, travel, time) for the project without guaranteed returns.

From the Business Perspective:

Pros:

1. Budget-Friendly: Collaborating with an artist for exposure allows you to access creative work without impacting your budget significantly.
2. Mutual Benefit: If handled ethically, both the business and the artist can gain visibility and credibility through the partnership.
3. Creative Innovation: Bringing in an artist for exposure may result in fresh, innovative ideas that elevate your branding or campaign.
4. Support for Emerging Artists: Businesses can position themselves as supporters of local talent, which is great for brand image and community engagement.
5. Potential for Long-Term Relationships: Successful exposure-based collaborations could evolve into paid partnerships or referrals for future work.

Cons:

1. Ethical Concerns: Without offering fair value in return, exposure-based agreements can come across as exploitative and harm the business’s reputation.
2. Variable Quality: Artists may feel less invested in unpaid projects, which could affect the quality or dedication to the work.
3. Limited Trust: Some artists may hesitate to work with a business that doesn’t initially offer payment, leading to strained collaboration.
4. Short-Term Gain: The artist might not gain the exposure they expect, potentially leading to dissatisfaction and negative word-of-mouth.
5. Time Commitment: Managing and promoting the artist’s work requires time and effort, which may not yield measurable results if the partnership isn’t well-matched.

Key Takeaways:

For artists, working for exposure can be beneficial if the opportunity aligns with their career goals, offers genuine visibility, or provides networking potential. However, it’s important to weigh the risks and ensure that the project will provide tangible benefits.

For businesses, commissioning artists under an exposure-based agreement can be a positive way to support local creatives, but it must be approached ethically and with clear communication. Businesses should ensure that the artist’s time and effort are respected, and that they’re providing value beyond exposure (e.g., crediting, active promotion, meaningful networking opportunities).

Supporting the Business of Creativity: Building Respectful and Profitable Relationships with ArtistsPictured here is the Business Port Macquarie team with local artist Jon Dorn and Yvonne Kiely after a fantastic event held at the gallery that gave businesses and artists the opportunity to connect and collaborate. The event was hosted by Business Port Macquarie in 2024. Above: Pictured here is the Business Port Macquarie team with local artist Jon Dorn and Yvonne Kiely after a fantastic event held at the gallery that gave businesses and artists the opportunity to connect and collaborate. The event was hosted by Business Port Macquarie in January 2024. The team had the whole gallery floor to host their January social event. Image by Reimagined Images
 

Final Thoughts
Thank you for taking the time to explore this vital topic with me. Supporting the business of creativity is so much more than a transaction—it’s about building relationships rooted in mutual respect, understanding, and collaboration. When we recognize the value of artistic work and approach each project with an open mind and clear communication, both businesses and artists can flourish together.

Art is not just an expense; it’s an investment in culture, community, and connection. At Sunset Framing & Gallery, we believe in fostering these connections—not just through the frames we create but by helping people find meaningful ways to work together.

To further support artists and businesses, Arts Mid North Coast is hosting two professional development workshops later in the year so watch their websites for info and news on that.

If you’re looking to deepen your understanding or foster stronger relationships with local artists or businesses, I’m here to help. Feel free to book an appointment, and together we can explore how to bring your ideas to life while supporting creativity in our community. At Sunset Gallery we believe in connecting more then just frames, but people and community also.

Till next time: Business Curator and artist, Cherie Rayner