‘I have a voice that's quickly identifiable': Wes Anderson on making ‘Wes Anderson-esque' movies
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Forbes
2 hours ago
- Forbes
Why Creators Are Saying 'No' To Perpetual Usage Rights
Perpetual usage rights have become one of the most polarizing clauses in modern brand-creator contracts. For many content creators, these clauses spark immediate hesitation, even when attached to 'dream brand' partnerships. At a time when creators are being more intentional about how their work and likeness are used, perpetual usage is often a hard 'no' for many. But brands, especially those managing long-term campaigns and large creative investments, continue to push for these rights. Creators want to maintain control over their image and future partnerships, while brands want to ensure longevity and security in the content they invest in. This tension has led to more creators walking away from potential collaborations even when the brand is a perfect fit in every other way. Sadly, this is leading to more and more creators turning down partnerships while brands offer them to other creators who may not be as well-informed about topics like perpetual usage rights. As influencer marketing matures, the industry is hitting a wall. In more negotiations, perpetual usage rights are no longer accepted without thorough back-and-forth. For creators, there are several reasons why perpetual usage rights are seen as a hard no. First, perpetual use can restrict future brand deals, especially with competing companies in large brand categories such as clothing, beauty, home decor, etc. If, for example, a creator had a partnership including perpetual usage rights with a company like Maybelline, it may be difficult for them to be seen as 'open to work' from competing brands like Covergirl. Therefore, the creator may ultimately miss out on opportunities (and, in turn, income). Second, creators are increasingly aware of the ethical implications of associating with a brand indefinitely, especially if their values change over time. "My biggest fear with perpetual usage is if my stance on a brand or product changes," says Emily LeJeune (@all_of_emily), an Instagram creator. "As creators, we are also learning and growing... so perpetual is a hard no for me." Considering the changes in the world's climate over the last 5 years, many brands are revealing their true colors, and that may or may not be something a creator wants to be associated with perpetually. Third, there's the cost issue: pricing perpetual usage reasonably is nearly impossible. Because brands could potentially profit from the content for years (or decades), licensing should reflect that — often 3x to 5x the standard rate. However, most brands are unwilling to pay that premium, which leaves creators undervalued and legally bound to work that continues to generate brand ROI long after payment has cleared. As Instagram creator Harleny Vasquez (@yourevolvedmind) puts it: "My biggest fear? That my content will be used everywhere and I won't be compensated fairly." From the brand side, the logic is practical: long-term access to content provides security and flexibility. According to Faiq Shah, Marketing Manager at Blinked Media, "We require perpetual rights for core brand assets... but offer tiered licensing for secondary content." In this structure, perpetual rights are always paid at 2-3x standard rates and are clearly capped to specific formats or timelines. Brands want to protect their campaigns, ensure consistency across media, and avoid tracking down licenses every few months. For many, it's not about ownership — it's about operational efficiency. Ashley O'Neal, Founder at Summerside Creative Inc., adds that the demand is particularly common in hospitality. "We work exclusively with hotels, and we require perpetual use of all content that we do — even in exchange for hotel stays and food and beverage credits." For brands with high content turnover and limited budgets, perpetual usage provides a way to build a content library without the need for constant renegotiation. So where do we go from here? The future of creator-brand partnerships likely depends on compromise. Perpetual usage rights aren't going away, but they shouldn't be accepted without nuance. Instead, creators and brands can find a middle ground through time-bound licensing, tiered usage structures, and clear limitations on media formats and distribution. Creators like Ashton McGrady (@radiantlygolden) believe that respectful negotiation is the key to sustainable partnerships. "Pushing back (kindly and professionally) has actually helped me build trust and set expectations early... If a brand insists on perpetuity without flexibility or fair pay, it's often a red flag." At the end of the day, both sides want impactful content — but the terms should reflect the value and vulnerability creators bring to the table. A win-win is possible, but it starts with a conversation with flexibility on both sides.
Forbes
3 hours ago
- Forbes
Building An ‘AI-First' Culture: What Does That Even Mean?
AI-first means people-first Lately, there's been no shortage of talk of managing organizations around 'AI-first' approaches, meaning managers would consider whether AI could do a job, or set of tasks, before humans are brought in. But AI-first goes deeper than that, suggesting an organization's entire culture can be redesigned to incorporate the broad intelligence solutions that AI platforms and tools can offer. How would such an organization look, and is this something a decades-old company could pull off? Cisco Systems, which was founded more than 40 years ago, has been undertaking such a transformation over the past three years across all aspects of its business. This includes transforming 'the way that we build product, the way that our products get used by customers, the way that we actually get jobs done within the company,' said Jeetu Patel, president and chief product officer for Cisco. Even in what is one of the most technology-savvy companies in the world, such an effort will meet resistance, Patel recently explained on a recent episode of Michael Krigsman's CXOTalk. 'It's a cultural shift. It's actually fraught with a level of skepticism." Still, 'If you looked at us a year and a half, two years ago, no one would have really said that Cisco is AI first,' he said. An issue being encountered is 'people have actually been afraid of AI, saying, 'Hey, AI's going to take my job, so I'm not going to go out and use it,' Patel added. 'I actually find that it's less about AI taking your job, it's more about someone that uses AI better than you in their jobs is probably the one who's going to take your job.' Ultimately, 'the dexterity that you need to show in the way in which you do everything with AI is going to be pretty important,' he said. 'We've always felt like there's only going to be two kinds of companies in the world. Ones that are dexterous with the use of AI, and others who really struggle for relevance.' There are three key considerations in building an AI-first culture, Patel explained: Customers are also part of the transformation to an AI-first culture. 'One area that we struggle with is that the pace and rate of change is so fast that communicating that to our customers and having them digest that change is a challenge,' said Patel. 'I don't think we've cracked the code on that.' Customers have a view of Cisco from more than three years back, 'and frankly, it's an entirely different company than what it used to be three years ago,' he added. 'I feel like there's so much coming at people all the time that you have to make sure that you distill it down to a few things that make sense.' For example, AI is accelerating the company's responses to support tickets. It also is helping to reduce overhead costs. On the sales side, AI will help accelerate sales meetings, as well as legal and accounting processes involved with the sale. 'All of those things will have AI as a pretty critical component of it, and I do feel like the sales process is going to change quite materially over the course of the next few years. And you will never be in this position where you go completely blind and unprepared into a conversation because AI can get you prepared within a very, very compressed amount of time on what needs to happen.' What's important now for the new generation that's entering the workforce – as well as existing workers – is not to operate out of fear of AI, Patel advised. 'You have to operate from a place of looking at the possibilities and looking at the opportunities that actually can be unlocked. I would urge people to just have a very different kind of mental model, which is, there's nothing that should stop us from actually being curious about how we might be able to use AI, and this technology is going to get easier and easier and easier, where no longer is technical dexterity going to be an impediment.'
Geek Tyrant
5 hours ago
- Geek Tyrant
One Flipbook to Rule Them All: LORD OF THE RINGS Fans Unite for the Longest Flipbook Ever Made — GeekTyrant
Animator Andymation is inviting fans to join an insanely ambitious art project—a frame-by-frame, hand-drawn flipbook of T he Lord of the Rings: The Fellowship of the Ring that aims to become the longest flipbook ever made. This three-hour beast will require more than 100,000 illustrated frames and the help of 1,600 fans around the world to pull it off. Whether you're an experienced artist or just someone who loves Middle-earth, you can pick a clip, trace it, add your own flair, and send it in. Everyone who contributes gets a custom ring engraved in Elvish, because obviously. It's fan art on a legendary scale—and you can sign up at to be part of it.
