Studio Arts Exam Revision booklet - Bendigo Art Gallery

Licensing case study
Gallery Shop merchandise
In mid-2009 the Gallery decided to produce a new range of shop merchandise highlighting key
works in the Gallery’s permanent collection. The curators and director selected a number of
historic and contemporary art works for possible inclusion in this range of merchandise. Once
the selection was made curator, Tansy Curtin, determined which works would need copyright
approval. Of the nine works which were still covered by copyright, only one artist’s work was
managed by Viscopy – Emily Kame Kngwarreye.
Viscopy
Greeting card featuring the work of Emily Kame Kngwarreye
To obtain permission to reproduce an artwork licensed by Viscopy, an online application is
made first. In this application the Gallery stipulated the type of use for the image, print run and
estimated retail cost. Viscopy’s licensing fee in the case of greeting cards is 10% of the total retail
value. For the card in question the Gallery utilised a cropped image on the front with the image
reproduced smaller on the reverse. Because of the use of a detail image Viscopy required that a
proof be sent to them before going to print. Viscopy also required that the caption for the
artwork include: Licensed by VISCOPY.
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