Control is a major draw. Through what is dubbed the "transForms Marketplace," the artist/licensor can dictate how he or she wants to get paid (royalty or flat fee, for example). Artists also can dictate who has access to view their artwork. For instance, the transForms Website allows an artist to show one group of images to retailers, another to interior designers, and another to consumers, if that's what the artist wants.
According to illustrator David Lesh, president of the Artists Licensing Group, this kind of model is just what artists need. "Artists are increasingly aware of what is happening in the marketplace and they are becoming increasingly hungry for a better way to market and license their work. Protecting their intellectual property rights and licensing their images under favorable terms are key concerns."
Lastly, the charitable component of transForms' business model appeals to artists and licensors. While all participants in the transForms Marketplace make a commercial profit from their involvement, transForms donates all of its own profits to various causes. All willing participants get the opportunity to decide where they want their share of these profits directed, and they also can choose to donate a portion of their own profits.
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