"Creative Commons in the Creative Sectors, Emerging Business Models, and How to Use CC licences" presented by Cheryl Foong as seminar 2 of 4 in the Creative Commons and the Digital Economy series, 2012. For full details see event page at http://creativecommons.org.au/events/digitaleconomy
CC in the Creative Sectors, Emerging Business Models, and How to use CC - Application, Search and Attribution
1. Cheryl Foong
Creative Commons Australia
Creative Commons and the Digital Economy
Seminar 2 of 4
19 October 2012
2. How to…
(1) Use CC licensed content:
a) Find CC licensed content
b) Attribute CC licensed content
(2) Apply a CC licence to your content
4. Attribution
1. Title of Work (if provided)
2. Creator’s Name or Other Attribution
Parties
3. Source of Work (URL/hyperlink)
4. Copyright Notice, Licence
(URL/hyperlink)
5. Changes to the source work (if any)
6. Attribution
Who is the author/creator?
What CC licence is it available
under?
What is the name of the work?
What changes have been made?
Where can you find it?
7. Attribution
• “In a manner reasonable to the medium you
are using”
If you were the copyright owner, how would you wish
to be attributed?
12. Attribution
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
13. *Who+ Creator’s name
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
14. [What] Licence + URL
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
15. [What] Title
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
16. [What] Changes
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
17. [Where] Source of work (URL)
Image: crop of SparkFun by Jared Tarbell
<http://www.flickr.com/photos/35468148654@N01
/509789392> available under Creative Commons
Attribution (CC BY) 2.0 Generic licence
<http://creativecommons.org/licenses/by/2.0/dee
d.en>.
18. Find CC licensed material
Creative Commons, The Power of Open, available at http://thepowerofopen.org/, licensed under CC BY,
http://creativecommons.org/licenses/by/3.0/.
19. 200 million of 6 billion photos
licensed under CC
http://www.flickr.com/creativecommons/
20. Generic 2.0 ‘Self-conscious robot’ by NASARobonaut (Kris Kehe), http://www.flickr.com/photos/nasarobonaut/5161876882/
32. Video
Vimeo
http://vimeo.com/search
YouTube
http://www.youtube.com/editor
Generic 2.0 ‘Afghan Air Force and Afghan National Army Combine Combat Training Exercises’ by isafmedia , http://www.flickr.com/photos/29456680@N06/5413482056
43. Website copyright policies/
licensing statements
Unless otherwise specified …
Except for third party material …
… content on this website is licensed under a Creative
Commons Attribution 3.0 Australia licence.
Content that does not originate from Joe Bloggs does
not fall within the scope of this licence.
Best practice – CC badge on each individual item
73. Generic 2.0 Andy in the VAB by adactio, http://flickr.com/adactio/301112397
75. CC BY SA
Most of Wikipedia's text and many of its images are dual-
licensed under the Creative Commons Attribution-
Sharealike 3.0 Unported License (CC-BY-SA) and the GNU
Free Documentation License (GFDL)
The small print:
“ Text is available under the Creative Commons
Attribution-Share Alike License; additional terms
may apply. See Terms of Use for details ....”
Information for text contributors to Wikimedia
projects
To grow the commons of free knowledge and free culture,
all users contributing to Wikimedia projects are required
to grant broad permissions to the general public to re-
distribute and re-use their contributions freely, as long as
the use is attributed and the same freedom to re-use and
re-distribute applies to any derivative works. Therefore,
for any text you hold the copyright to, by
submitting it, you agree to license it under the
Creative Commons Attribution-ShareAlike 3.0
Unported License. For compatibility reasons, you are
also required to license it under the GNU Free
Documentation License. Re-users can choose the license(s)
they wish to comply with. Please note that these licenses
do allow commercial uses of your contributions,
as long as such uses are compliant with the
terms.
As an author, you agree to be attributed in any of the
following fashions: a) through a hyperlink (where possible)
or URL to the article or articles you contributed to, b)
through a hyperlink (where possible) or URL to an
alternative, stable online copy which is freely accessible,
which conforms with the license, and which provides credit
to the authors in a manner equivalent to the credit given
on this website, or c) through a list of all authors. (Any list
of authors may be filtered to exclude very small or
irrelevant contributions.)
91. $300 ultra-deluxe pack
2500 units only
sold out in 30 hours $750 000
United States 2.0 Ghosts I-Iv (cover) by Nine Inch Nails, http://ghosts.nin.com
92. 36 CC-licensed tracks
5 payment options
$300 ultra-deluxe pack
2500 units only
sold out in 30 hours $750 000
in the first week
grossed
United States 2.0
$1.6 million+
Ghosts I-Iv (cover) by Nine Inch Nails, http://ghosts.nin.com
93. The business model
Connect with Fans (CwF)
+ Reason to Buy (RtB)
= $$$
Mike Masnick, “Trent Reznor and the Formula for Future Music Business Models”,
presented at the Midemnet conference on 17 January 2009, available at
http://techdirt.com/articles/20090201/1408273588.shtml
See further Cheryl Foong, ‘Sharing with Creative Commons : a business model for
content creators’ (2010) Platform : Journal of Media and Communication 64-93,
available at http://eprints.qut.edu.au/40800/
94. Generic 2.0 ‘cd jewel case’ by Creativity103, http://www.flickr.com/photos/creative_stock/3540043003/
95. Generic 2.0 ‘I Giovani e la Musica’ by Super UbO, http://www.flickr.com/photos/14443853@N07/5362778675
96. A perspective
“Creative Commons doesn’t make people love your
work in one spread. It gives the tools to people who
love your work in one spread to do something.”
“The artist’s enemy is obscurity, not piracy.”
- Cory Doctorow
97. Cory Doctorow
“Most people who download the book don’t end up
buying it, but they wouldn’t have bought it in any event, so I
haven’t lost any sales, I’ve just won an audience.
A tiny minority of downloaders treat the free e-book as a
substitute for the printed book – those are lost sales.
But a much larger minority treat the e-book as an
enticement to buy the printed book. They’re gained sales. As
long as gained sales outnumber lost sales, I’m ahead of the
game.”
Cory Doctorow, “Giving it Away”, Forbes, 12 January 2006,
http://www.forbes.com/2006/11/30/cory-doctorow-copyright-tech-
media_cz_cd_books06_1201doctorow.html
108. Cost 15,000 euros
five unemployed Finnish students
300+ extras, assistants and supporters
On-location shoots in public places
Private space = “bluescreen studio” was a piece of blue
linoleum in the creator’s living room
seven years
AUSTRALIA
109. Star Wreck
debuted online under a CC BY-NC-ND licence
(http://www-fi.starwreck.com/download.php)
By the 2nd month, had 2.92 million downloads
AUSTRALIA
110. Earned over 200,000 euros
aired on TV
in Finland, Belgium, and Italy
DVD distribution deals
in Finland, Sweden, Norway, Denmark (by Universal Pictures),
Japan, UK and US.
DVD contains extra material unavailable elsewhere (making-off,
deleted scenes etc; cf downloading for free and burning a DVD)
Sold over 5000 DVDs, placing it among the top 5 Finnish movies
in 2005
AUSTRALIA
114. ‘Upside-down’ business model
Traditionally
Theatre/TV DVD Free (Piracy)
(costs $$) (costs $$)
Star Wreck
Free (CC) DVD TV (+ new production)
AUSTRALIA
115. • More examples of how CC is being used:
• http://wiki.creativecommons.org/Case_Studies
• Other resources (fact sheets etc.):
http://wiki.creativecommons.org/Documentation
• On business models, see further Cheryl Foong, “Sharing with
Creative Commons: a business model for content creators” (2010)
Platform: Journal of Media and Communication 64, available at
http://eprints.qut.edu.au/40800/
• My publications are available at
http://eprints.qut.edu.au/view/person/Foong,_Cheryl.html)
116. CC Australia
More information at www.creativecommons.org.au
Twitter: @ccAustralia
Facebook: http://www.facebook.com/ccAustralia
Cheryl Foong
Publications:
http://eprints.qut.edu.au/view/person/Foong,_Cheryl.
html
Twitter: @cherylfoong
Hinweis der Redaktion
CC BY 3.0 Au Legal Code: 4B Attribution and Notice Requirementsa. When You Distribute or publicly perform the Work or any Derivative Work or Collection You must keep intact all copyright notices for the Work.b. When You Distribute or publicly perform the Work or any Derivative Work or Collection You must provide, in a manner reasonable to the medium or means You are using: i. the name or pseudonym (if provided) of the Original Author and/or of any other party (such as a sponsor institute, publishing entity or journal) that the Original Author or Licensor has requested be attributed (such as in the copyright notice or terms of use). In this clause 4B these parties are referred to as "Attribution Parties";ii. the title of the Work (if provided); andiii. to the extent reasonably practicable, any Uniform Resource Identifier (such as a web link) that the Licensor specifies should be associated with the Work that refers to the copyright notice or licensing information for the Work.c. For any Derivative Work You Distribute or publicly perform, You must take reasonable steps to clearly identify that changes were made to the Work. For example, a translation could be marked "The original work was translated from English to Spanish".
See Kay Kremerskothen, ‘6,000,000,000’, Flickr Blog, 4 August 2011, available at http://blog.flickr.net/en/2011/08/04/6000000000/. See Kay Kremerskothen, ‘200 million Creative Commons photos and counting!’, Flickr Blog, 5 October 2011, available at http://blog.flickr.net/en/2011/10/05/200-million-creative-commons-photos-and-counting/
Innovate – move beyond the constraints of conventional business model of pre-digital media industries
Digital reproduction and the internet have altered the intellectual property landscape. Where creative content can be recorded in digital form, the cost of reproduction and distribution no longer poses as a substantial cost …. C Foong, “Sharing with Creative Commons: a business model for content creators” (2010) Platform: Journal of Media and Communication 64, http://eprints.qut.edu.au/40800/ (references omitted)E.g. Music does not have to be embodied / encased in a physical cassette or CD – seen less as a commodity / good
Essentially, CwF relies on the fact that using an information good that one has created may cause its users seek out a relationship with the creator. The creator then charges for the relationship, not for the information. Consequently, “content as product” gives way to “content as service”.C Foong, “Sharing with Creative Commons: a business model for content creators” (2010) Platform: Journal of Media and Communication 64, http://eprints.qut.edu.au/40800/(citing YochaiBenkler, The Wealth of Networks, Yale University Press, New Haven and London, 2006, p 45)