What to Know About Media Licensing

Earlier this year, Pond5, in partnership with Association of Clearance and Research Professionals (CLEAR) hosted a panel in Los Angeles called “The Current and Future State of Media Licensing” for Media Professionals curious about how the swift evolution of media is changing the landscape for clearances and licensing.

A panel of experts was assembled to represent every part of the process — from artist to clearance lawyer. Panel moderator and CLEAR Co-Executive Director John Downey III, elaborated on the five most important things you need to know about media licensing today.

CLEAR Co-Executive Director Barbara Gregson introduces John Downey III

1. Technology may be changing, but copyright and trademark rules aren’t

We live in an age of new media channels like Netflix and YouTube and emerging mediums including virtual and augmented reality. But just because technology and media are evolving, doesn’t mean copyright and trademark rules don’t apply as they always have. For example, 360-degree cameras may be an exciting technological advancement that allow videographers to shoot everything — but “everything” also means capturing more things that may need clearance. If there’s a Dunkin’ Donuts in the background, or music on the radio, that’s all subject to regular rules – ones that aren’t going anywhere for the foreseeable future. “The rules don’t change until the law changes,” says Downey. “It always goes back to the basic three questions: What does your lawyer say? What does your network say? What does Broadcast Standards and Practices say?”

Read the entire article here.

Many thanks to Pond5 for the reprint permissions and to writer Alexander Huls.

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