For artists who think that licensing their work is somehow wrong or too low brow an activity, consider what the Guggenheim has done to earn money.
They created two lines of house paint–Guggenheim Color by Fine Paints of Europe.
That’s right, the Guggenheim museum apparently found a way to earn a living selling house paint. I don’t know how the deal was set up, but perhaps it is an art licensing deal. Colors from the paintings in their collections–paintings by Van Gogh, Cezanne, Modigliani and others–are now manufactured in a new color line of house paints called Classical Colors.
For a second new paint line called Gallery Colors which contains 50 hues available in paint cans, the colors were inspired by colors used in Guggenheim exhibits and from the Frank Lloyd Wright designed museum building itself.
Artists have long used house paints on their canvases. Now they can get Modigliani colors.