Spotlight On Media Arts

Art Business News, August, 2000 by Julie Keller

SAN JOSE, Calif.--For Media Arts Group, the publishing company that's round phenomenal success with the work of the "Painter of Light," artist Thomas Kinkade, growth is a top priority.

"We've had a mission to be the preeminent publisher in the art industry, and we've kind of modified that vision now to be what we are calling a visual content management company," explained Craig Fleming, c.e.o, and president. "It's a company that manages life-affirming visual content, i.e. art, photography, graphics, media, television, publishing and music."

Most recently, the company's growth can be seen with the addition of two new artists to the company's roster--Simon Bull and Howard Behrens.

Bull, named the U.K.'s Best-Selling Original Print Artist by the Fine Art Trade Guild this year, joined the company in June. Bull said he is thrilled to "join an organization that has had such tremendous success in art branding and distribution."

As for Fleming, he's thrilled, as well. "Simon Bull is an exciting addition for Media Arts and represents another significant effort in our efforts to diversify our product offerings," he said.

Fleming is equally pumped up about Behrens' partnership with the company and is looking forward to a long and prosperous union. "Howard is an icon in the industry and he is the nicest person," said Fleming. "He just finished a great trip to Italy, and he is so fired up."

Behrens' and Fleming's excitement is easy to understand. Media Arts has succeeded in building the work of Kinkade into a mini-empire since its founding in 1989, and duplicating even a fraction of that success would be a coup for any artist.

Last year, Kinkade's work was distributed through 4,000 retail sites throughout the U.S., Canada and Europe. Three hundred of those sites are exclusive, independently owned signature galleries which carry only Kinkade's artwork, according to Fleming. The company also has 43 key strategic licensing relationships for Kinkade with companies like Avon, Hallmark, La-Z-Boy, Kinkade Furniture and the QVC network. According to Fleming, the artist did nearly $275 million in retail sales in `99, and wholesale numbers for the company rounded out at more than $138 million, as well.

For Fleming, Kinkade's appeal is simple to understand. "We've built Thomas Kinkade into a lifestyle brand which appeals to a wide range of consumers, and it's basically because of his messages that celebrate home, family, nature and traditions," he said. "His products help create a positive environment in which to live and work. That's one of the key successes that have made the company as successful as it is--he just reaches a broad range of collectors."

According to Fleming, Kinkade's explosive success is far from over. In four years, the number of employees at Media Arts has gone from 125 to more than 600. Last year, the company opened 100 signature Kinkade galleries worldwide and plans to duplicate that number this year. "Our growth plan as a company is very strong under the Thomas Kinkade brand name," said Fleming.

The addition of Bull and Behrens and a diversification strategy that includes plans to sign additional artist to the company leave no secrets to Media Arts' future plans.

"We'd like to duplicate the success we've had with Tom and build lifestyle brand names under Howard Behrens and Simon Bull," Fleming concluded.

FACTS & FIGURES

* Growth is a top priority for Media Arts. Most recently the company signed artists Simon Bull and Howard Behrens.

* Media Arts' founding artist Thomas Kinkade is also experiencing phenomenal growth with millions of dollars in sales and plans for expansion.