How This Artist Earns $5K+ a Month Licensing Her Artwork

In 2019, Laura El made the bold decision to leave behind uninspiring jobs and follow her passion for art. What began as a pandemic-era fundraiser offering custom pet portraits quickly gained momentum — raising over $10,000 and attracting viral attention.

With demand growing, Laura transformed her work into an online business, Stellar Villa. She later pivoted from custom commissions to scalable art prints, building a Instagram following of 100,000+ fans and expanding into licensing.

How Laura Built a Business Doing What She Loves

Art has been a constant throughout Laura’s life, beginning in her childhood in Vilnius, Lithuania. “I remember drawing as a young girl, letting my imagination run and creating worlds that allowed me to escape reality,” she said. After moving to Ireland as a teenager, art became her refuge while adjusting to a new culture and learning English. A supportive art teacher helped her develop a portfolio that earned acceptance to a top Irish art college — though life took an unexpected turn when she moved to New York.

In New York, Laura cycled through various odd jobs, from animal hospitals to real estate, searching for fulfillment. “I was told I’d never make it as an artist,” she explained. Despite those doubts, a New Year’s resolution reignited her passion for art. She quit her job, waitressed to pay bills, and spent every spare moment drawing.

Her turning point came during the COVID-19 pandemic when she launched a pet portrait fundraiser for animal shelters. “I set a $500 goal, but the campaign went viral and raised over $10,000,” she said. This campaign caught the eye of various media outlets, including Patch, The Hill, and News 12, significantly boosting her reach.

This experience made Laura a firm believer in being proactive when seeking press opportunities for her art business, leading to features in prominent publications like Forbes, Marie Claire, and Cosmopolitan, further elevating her brand. With commissions pouring in, Laura formally launched Stellar Villa, running it full-time for the next two years.

Evolving from Custom Work to Art Prints

Initially, Stellar Villa focused on custom pet portraits. “People would upload a photo of their pet, and I’d create a piece of art based on it,” Laura said. Though demand was strong, she struggled to keep up. “I had to stop accepting orders — I just couldn’t keep up.” To manage the flow, she implemented a scarcity model by opening limited commission slots on the first of each month. “People would wait on the website to secure a spot, and I’d sell out within minutes,” she recalled.

Despite raising prices to balance workload and profitability, the commission-based model still left her overwhelmed. Recognizing the need for scalability, Laura pivoted to selling art prints. “Prints are the one product you can sell over and over,” she explained. This shift allowed her to streamline operations and focus on creative freedom, similar to other digital product ideas that entrepreneurs frequently leverage. This dual focus on prints and licensing ensured multiple revenue streams, with licensing alone adding several thousand dollars per month in additional income.

Laura outsourced printing and shipping to a fine art facility to optimize the process further. “It took trial and error to find a reliable partner, but it was worth it,” she said. This transition freed up time for creating new work and set the foundation for sustainable growth.

Related: 4 Ways to Invest in Fine Art (Even If You’re Not Rich)

Maximizing Profit with Licensing and Art Sales

Laura’s experience with licensing began when Penguin Random House reached out to use one of her artworks for a UK book release. “They found one of my artworks on Instagram and wanted to use it for The Rainfall Market,” she recalled. This opportunity opened her eyes to the power of licensing as an additional revenue stream. “The idea of earning passive income from work I’ve already done really appealed to me.”

Licensing allows artists to build multiple income streams without constantly creating new work. “It’s ideal when I can license a piece I’ve already created,” Laura explained. “That way, I can concentrate on new projects without taking on custom commissions.” Although licensing currently makes up less than 5% of her revenue, each deal nets between $1,000 and $5,000. With numbers like these, Laura is actively expanding this part of her business, hoping to create a steady revenue stream alongside her art prints.

Negotiation Tactics and Strategy

Laura has learned that successful licensing isn’t just about creativity — it’s also about strategic negotiation. She recommends letting companies make the first offer: “Sometimes their initial offer will surprise you — it’s always better to start with their number.”

Even when budgets are tight, she finds creative ways to secure favorable terms. “If a company won’t budge on price, I’ll negotiate a shorter licensing term or non-exclusive rights,” she said. This flexibility allows her to license the same work to other partners, increasing her opportunities.

For artists looking to explore licensing, Laura suggests focusing on industries that actively seek art, including book publishers, greeting card companies, and tech accessory brands. “There are many opportunities; you just need to align your work with the right companies,” she emphasized.

Building Strong Partnerships for Future Success

Delivering high-quality work often leads to repeat business and new opportunities. “A recent deal with a puzzle company went really well — they’ve already contacted me for future collections,” Laura shared. Maintaining strong relationships with partners has become an essential strategy in growing her licensing efforts.

Scaling Licensing Efforts for Growth

While Laura currently manages her licensing deals herself, she plans to hire someone to handle outreach and negotiations. “The potential for growth is huge, and having support will allow me to focus more on creating,” she explained. By expanding her portfolio and delegating the business side, she aims to build a sustainable, scalable income stream from licensing.

This dual focus — balancing licensing with print sales — has allowed Laura to create a sustainable business model. “Licensing gives me passive income, while direct sales ensure steady cash flow,” she explained. Together, these income streams provide financial stability and creative freedom, making it easier for her to focus on growing Stellar Villa without burnout.

Related: How One Lawyer Made $10,000 Selling Stock Music

How She Built an Instagram Following of 100K

Social media has been instrumental in Laura’s growth. “I always take time to respond to comments — it’s a small gesture, but it builds real connections,” she said. Beyond showcasing completed art, Laura shares behind-the-scenes videos and personal stories, helping her audience connect with both her work and her journey. “People engage with stories, not just products.”

Early on, she discovered that her most engaged followers were female dog owners, which helped her tailor content. “Identifying that niche helped me grow my first 10,000 followers quickly.” After a break from Instagram, Laura relaunched her account in late 2023, applying the same principles and growing by 90,000 followers in just one year.

Here are Laura’s top strategies for building a social media audience:

• Identify Your Niche: “Identifying that niche helped me grow my first 10,000 followers quickly,” Laura explained, referring to her discovery that female dog owners were highly engaged with her content.
• Use Hashtags Strategically: “Trending hashtags still open doors — align your posts with relevant topics,” Laura advised. Using the right tags increased her visibility and brought new followers.
• Leverage Behind-the-Scenes Content: Laura posts works-in-progress, personal stories, and process videos to create emotional connections. “People engage with stories, not just products,” emphasizing how these elements humanize her brand.
• Engage Consistently: “I always take time to respond to comments — it’s a small gesture, but it builds real connections,” she shared.
• Maximize Viral Momentum: “When a post goes viral, even your older content gets a boost. It’s important to keep posting consistently while your account is trending,” Laura explained. Riding viral waves helped her accelerate growth.
• Build an Email List: “Social platforms limit visibility, but building an email list gives you direct access with over 98% deliverability,” Laura noted, highlighting email marketing as a critical tool for long-term audience engagement.

These deliberate strategies allowed Laura to stand out in a competitive space, transforming her Instagram into a thriving platform for both engagement and growth.

Related: How This Chef Makes $2,000 per Month with a Food Blog

Actionable Tips for Artists Exploring Licensing

Laura encourages artists to explore licensing as a way to diversify income. “Focus on licensing existing work — it’s a low-effort way to earn more,” she advised. For new inquiries, she recommends letting companies propose first. “You might get a better deal than you expected.”

Negotiating terms carefully is key to maximizing value. “If the budget is tight, try negotiating for a shorter term or non-exclusive rights,” she said. This approach allows artists to license the same work to multiple partners.

Building strong relationships is equally important. “A successful first deal often leads to more,” Laura noted. She shared an example of a recent deal with a puzzle company. “They’ve already reached out about future collections.”

Laura also advises artists to outsource non-creative tasks to stay focused on growth. “Use automation where possible — like outsourcing printing and shipping — so you can concentrate on creating.” For those just starting, she emphasizes the importance of building an audience. “Social media is great, but an email list gives you control over engagement and growth.”

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