Data Doesn’t Lie: Shannon McNab on the Real Numbers Behind Creative Income

Curious what’s actually working for artists in 2025? Wondering if art licensing still pays or if print-on-demand and graphic design are the new gold standards? If you're trying to make sense of what's trending, what's fading, and where your creative income could come from next, this episode is a must-listen.

In this data-packed episode of the Art + Audience podcast, Stacie sits down with surface designer, educator, and data enthusiast Shannon McNab. She is the mastermind behind the Surface Design Industry Survey. Shannon and Stacie dive deep into the numbers, the trends, and the truths that shape the creative landscape today. Let’s break it all down.

Meet Shannon McNab: Artist, Educator, and Data Nerd

Shannon is no ordinary surface designer. Since 2016, she’s been blending her love of art with a deep passion for numbers (she jokes that if she weren’t an artist, she’d be an accountant). In 2020, she launched the first-ever Surface Design Industry Survey, now the go-to resource for data-driven insights into our corner of the creative world.

Fast forward to 2025, and the survey just completed its sixth year, with nearly 1,300 participants. That’s more than double the number from the year before, giving Shannon the richest dataset yet on artist income, side hustles, pricing trends, and more.

The Power of Real Data in a Messy Industry

One of the most powerful takeaways from this episode? Creative income is deeply variable and rarely transparent. Artists often work solo, without unions, standard pay structures, or consistent income benchmarks. That’s where Shannon’s work becomes crucial.

Together, Shannon and Stacie unpack why data like this is so important. When we know what artists are actually earning, what income streams are working, and how experience levels factor into success, we empower creatives to negotiate better, plan smarter, and stay in the game longer.

Key Trends from the 2025 Survey

1. The Rise of the Part-Time Artist
   Nearly 50% of respondents this year identified as part-time artists, the highest ever. And contrary to the myth of the "starving artist," many part-timers are earning meaningful income.
2. Graphic Design Tops the Charts
   Graphic design emerged as the most lucrative income stream for creatives in 2025. Over 6% of graphic designers surveyed made more than $100,000, a standout in the report.
3. Print-on-Demand is Still #1 (But… Stay Sharp!)
   Print-on-demand (POD) remains the most popular entry point, with Spoonflower leading the way. However, changes to platforms like Society6 (and soon Spoonflower) are reshaping access. Artists need to level up their quality and originality to stay competitive.
4. Product-Based Businesses Are Growing
   Artists selling physical products saw a bump in both income and volume. The average income rose by over $3,000 from the previous year, great news for makers and sellers.
5. Licensing is Declining (But Still Valuable)
   Licensing dropped in profitability and popularity. But it’s not over, Stacie and Shannon agree it still plays a key role in an artist’s income mix, especially when combined with other streams like teaching or product sales.
6. Buyouts Are Underrated (And Lucrative!)
   Though less than 10% of artists used buyouts, the median income for this stream was surprisingly high $3K–$4K. Shannon's golden rule? Never charge less than $1,000 for a buyout.

Experience = Earning Power

The data is clear: veteran artists (6+ years in the game) and full-time creatives earn significantly more than beginners. And thanks to the growing number of seasoned pros taking the survey, new artists can now better benchmark their progress and goals.

Shannon’s tip? Don’t compare your first year to someone else's tenth. Use the data to find your place in the journey and grow from there.

Why It All Matters

Shannon and Stacie both emphasize that this isn’t about discouraging anyone. Quite the opposite. It’s about demystifying the creative economy so that artists can thrive with eyes wide open and tools in hand.

“Data humanizes our experience,” Shannon shares. “Whatever your income, your hours, your struggles, someone else is there too. You're not alone.”

Final Takeaway: Charge More

Shannon leaves us with this critical reminder: Don’t use average pricing as your guide. Use the top ranges, the ones artists at the peak of their game are charging. Then work toward that.

We’re here to grow, not shrink. And thanks to Shannon’s work, we finally have a roadmap.

Want to dive into the full report? Download the 2025 Surface Design Industry Survey Report here. This report took an enormous amount of time and care to create, compiled entirely by Shannon McNab herself. You can receive the full 40+ page report completely free. There is also a pay what you want option if you feel inspired to support the work that went into gathering and sharing this information with the industry.

Follow Shannon on Instagram @smcnabstudio to stay in the loop. 

If this episode resonated, share it with your fellow artists. Don’t forget to subscribe, rate, and review the Art + Audience Podcast. Follow Stacie on Instagram @gingiber | @leverageyourart. 

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If you have questions about your own art journey? Call the Art + Audience hotline at (479) 966-9561, and Stacie might answer your question in a future episode!