Use of CC licences in the Creative sectors

Use of CC licences in the Creative sectors Cheryl Foong Creative Commons for You, and for Government National Library of Australia, Canberra 4 November 2011 AUSTRALIA

(1) Finding CC licensed content (2) Constructing a “commons” of CC licensed materials (3) Applying CC licences to your own work

(1) Finding CC licensed content

http: //search. creativecommons. org/

http: //www. google. ca/advanced_search

http: //www. google. com/advanced_image_search

100 million of 1 billion photos are CC licensed

http: //www. zoo-m. com/flickr-storm/

http: //labs. ideeinc. com/multicolr/

http: //labs. ideeinc. com/multicolr/

http: //labs. ideeinc. com/multicolr/

(2) Constructing a “commons” of CC licensed materials

http: //pool. abc. net. au/

http: //pool. abc. net. au/content/pool-special-conditions-use

http: //pool. abc. net. au/projects/building-blocks-re-usable-raw-materials

http: //pool. abc. net. au/media/about-my-tribe

http: //www. mosman. nsw. gov. au/events/2704/living-mosman-photographycompetition

(3) Applying CC licences to your own work

NINE INCH NAILS Generic 2. 0 Trent Reznor en vivo desde el Poliedro by Edvill, http: //flickr. com/photos/edvill/3129811144

United States 2. 0 Ghosts I-Iv (cover) by Nine Inch Nails, http: //ghosts. nin. com

9 tracks free download 36 CC-licensed tracks 5 payment options United States 2. 0 Ghosts I-Iv (cover) by Nine Inch Nails, http: //ghosts. nin. com

9 tracks free download 36 CC-licensed tracks 5 payment options $300 ultra-deluxe pack 2500 units only sold out in 30 hours United States 2. 0 Ghosts I-Iv (cover) by Nine Inch Nails, http: //ghosts. nin. com $750 000

9 tracks free download 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

The business model Connect with Fans (Cw. F) + Reason to Buy (Rt. B) = $$$ 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/

Generic 2. 0 ‘cd jewel case’ by Creativity 103, http: //www. flickr. com/photos/creative_stock/3540043003/

Generic 2. 0 ‘I Giovani e la Musica’ by Super Ub. O, http: //www. flickr. com/photos/14443853@N 07/5362778675

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

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, ‘’’C Cory Doctorow, ‘Giving It Away’, Forbes, 1 December 2006, http: //www. forbes. com/2006/11/30/cory-doctorow-copyright-tech-media_cz_cd_books 06_1201 doctorow. html

• CC BY-NC-SA http: //magnatune. com/

http: //magnatune. com/artists/albums/tokyo-tokyoinst/

• 50% to artists https: //magnatune. com/artists/license/project

http: //wiki. creativecommons. org/CCPlus

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

Star Wreck • debuted online under a CC BY-NC-ND licence (http: //www-fi. starwreck. com/download. php) • By the 2 nd month, had 2. 92 million downloads AUSTRALIA

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

http: //www. ironsky. net/

business model • Traditionally Theatre/TV DVD Free (Piracy) (costs $$) AUSTRALIA

‘Upside-down’ business model • Traditionally Theatre/TV DVD Free (Piracy) (costs $$) • Star Wreck Free (CC) DVD TV (+ new production) AUSTRALIA

• 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) This slideset is licensed under a Creative Commons Attribution 3. 0 Australia License.