For many painters, the extent of their business knowledge is to create the art piece and then sell it. Very few understand that one of the keys to residual cash flow is licensing artwork. The Reel Art Initiative was developed to introduce artists to this concept of licensing their artwork. Each year, On Location: Memphis commissions an artist to create an original piece that reflects their interpretation of the OL:M Film Market (formerly known as the International Film & Music Festival). In exchange, we enter into a licensing deal with the artist and their piece to produce and sell merchandise, as a way to generate royalties for the artist and income for the organization.