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How do you CC? Creative Commons Case Studies for the Social Web

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1 How do you CC? Creative Commons Case Studies for the Social Web
Intro: Markus Intro: Michelle How do you CC? Creative Commons Case Studies for the Social Web Markus Beckedahl and Michelle Thorne

2 ? What is Creative Commons? * Non-profit organization
* Provides free, easy-to-use legal tools that give everyone, from individual creators to large companies and institutions, a simple, standardized way to grant copyright permissions to their creative work. * easily change from the default of “all rights reserved” to “some rights reserved.” Not an alternative to copyright. The licenses work alongside copyright, so you can modify your copyright terms to best suit your needs.

3 6 public licenses Containing four license elements, which to some extent can be mix&match allowing creators, which clearly signal the freedoms they wish they‘re creative works to carry.

4 Attribution (BY): This license element is contained in all 6 CC licenses. As a stand alone license, It lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered, as it grants the most permissions for what others can do with your works under this license.

5 Non-commercial (NC) This license element lets others remix, tweak, and build upon your work non-commercially, As a stand alone license, new works must also acknowledge you and be non-commercial. they don’t have to license their derivative works on the same terms.

6 No Derivatives (ND) This license element allows for redistribution as long as it is passed along unchanged and in whole, with credit to you.

7 Share Alike (SA) This license element lets others remix, tweak, and build upon your work, as long as they credit you and license their new creations under the identical terms. This license is often compared to open source software licenses. All new works based on a work with this license element will carry the same elements.

8 It's up to you to choose how you‘d like to share your creative content with the world
(Attribution, NonCommercial, No Derivatives, and Share Alike)

9 So how are the licenses drafted?
How can we be sure that they are legally enforceable around the world? In the beginning, when Creative Commons was founded in 2001, the core Creative Commons licenses were drafted according to United States Copyright Law.

10 But soon there after, CC gained tremendous global interest
We realized the importance of developing national versions of the CC licenses Not only linguistically understood around the world, but legally Creative Commons International (CCi) was founded to just that. We’re working to adapt, or “port” the 6 CC licenses to jurisdictions around the world. Standardized license porting process

11 Network of legal experts and professionals (Project Leads)
Universities and law firms (Affiliate Institutions) Public discussion/consultation

12 50 Through the work of Cci and our network of experts,
As of today, the licenses have been ported to fifty jurisdictions.

13 Launched jurisdictions

14 Public Discussion Currently consulting with key stakeholders, local and international experts about their localized license draft Open conversation, anyone can comment

15 Armenia, Azerbaijan, Bangladesh, Czech Republic, Egypt, Georgia, Tanzania, Tunisia, Turkey, Vietnam
Upcoming… Exciting collaboration with organizations like the Eurasia Partnership Foundation to develop local licenses in Armenia, Azerbaijan, and Georgia We‘re always looking to work with new organizations and indivduals, to strengthening the global icensing system we offer -- let us know if you‘d like to participate

16 Approx. 130 million CC licensed works

17 So, how do you CC? How can you choose a license? How can you implement CC functionality into your service or works?

18 Easy as pie


20 Click on „License“ button in corner

21 License Chooser Series of questions Helps select licenses elements and generates the appropriate license for you „Allow Commerical use of your work?“ „Allow modifications of your work?“ Yes No Yes, as long as others share alike Jurisdiction Additional information * Helps to generate code for embedding licensing information on your website or within your work‘s file

22 Example of what is produced
Button/badge Code

23 <span xmlns:cc="http://creativecommons
<span xmlns:cc=" xmlns:dc=" <span rel="dc:type" href=" property="dc:title">My Book</span> by <a rel="cc:attributionURL" property="cc:attributionName" href=" Phillips</a> is licensed under a <a rel="license" href=" Commons Attribution 3.0 Germany License</a>. <span rel="dc:source" href=" Permissions beyond the scope of this license may be available at <a rel="cc:morePermissions" href=" </span> „machine readable“ layer of license Describes properties of attribution, the work‘s source, and the permissions you are granting

24 View of the corresponding license Deed
Icons which quickly and visually signal the license terms

25 Click below to view full legal code

26 Legal Code

27 Open Business Markus

28 Open Business

29 Jamendo

30 Jamendo is a Luxembourg-based music platform offering artists the ability to promote, publish, and be paid for their music made available for download under Creative Commons and the Free Art licences. Licenses supported: all CC, plus Free Art licenses Utilising peer-to-peer distribution methods, such as BitTorrent and eMule Jamendo emphasises the legal distribution of content. business model based on wide dissemination of content leads to popularity and prominence first site to offer its contributors 50% of revenue gained from advertising. By registering for this optional programme, artists share in the site’s profits according to their page views. In addition, Jamendo offers users to donate directly to their favourite artists through a PayPal ‘tip jar’ facility. Artists receive close to 100% of moneys donated: a small administrative fee is deducted. This has been the first serious attempt of a file-sharing site to provide a direct way to compensate musicians for their work. Furthermore, by adopting Creative Commons, the site offers the possibility to distribute music freely, while preserving the basic rights of the artist.

31 View of license integration

32 View of license integration

33 Tip Jar

34 Magnatune

35 Magnatune record label founded in 2003 pioneer of open music, the most successful attempt to embed Creative Commons (CC) licenses in a sustainable commercial venture early adopter of variable pricing. Magnatune uses unconventional means to create the fan base, and then monetizes it via the traditional -- though updated — methods of selling downloads and commercial licensing rights. Magnatune makes non-exclusive agreements with its artists and gives them fifty percent of any proceeds from online sales or licensing. All tracks available on Magnatune come without DRM and buyers can set the price they wish to pay for an album.


37 Can directly to license commercial rights
For example: Film: sync license wedding video, Video: CDROM, VHS, DVD, and for-sale production. Slide show radio ad Internet web site Podcasts YouTube video Sampling Music compilation: CD, DVD and computer audio Public Space: restaurants, trade shows & retail spaces Custom bid: other projects and special situations

38 Example of how commerical licensing looks


40 Markus: Elephants Dream Blender

41 In 2005 the Blender Foundation started Project Orange to produce the Open Movie “Elephants Dream”
The entire project of “Elephants Dream” was released under a Creative Commons Attribution license on March 24, 2006. This included all 7 gigabytes of data which was used to create the final movie.





46 Following the success of Project Orange the Blender Foundation began Project Peach in October of 2007 to create a “funny and furry” movie. Big Buck Bunny was released on April 10, 2008 to wide acclaim. Creative Commons Attribution License An Open Game based on the Big Buck Bunny movie was started as Project Apricot in February of 2008.

47 The use of the Creative Commons license was not clear decision back in 2005 when Project Orange/Elephants Dream began. Founder Ton Roosendaal and others in the community realized how important of a license it will become in the future for creative works. However, reservations still surfaced: “Just the week before the release we were a bit nervous going for CC-by only... for artists it's not easy to let your baby go and have other people mess with it, completely unlimited! In the end, looking back, it's has proven to be only cool. Hardly no abuse happened, and the freedom only inspired very interesting use.” the decision to release all material for Project Orange and Project Peach underCC BY was made with the Golden Rule in mind Ton: “Since we got sponsored by our community, we should give them back the project results in a way we would have liked to receive it ourselves... meaning, freedom to re-use, also for commercial work.”


49 Nine Inch Nails

50 one of the most highly visible implementations of CC licensing by a (former) major label artist.
License: CC BY-NC-SA On 2 March 2008, American noir rock band Nine Inch Nails (NIN) departed from previous music industry management practices by releasing Ghosts I-IV under a Creative Commons BY-NC-SA licence. Gives fans the ability to remix and redistribute the work from a multitude of different formats,

51 The thirty-six track album is divided into four parts,
with the first nine unnamed tracks offered for free download, and the entire album available for $US5 as well as in a variety of pressings and packages at different price points.


53 “A week after the album's release, the official Nine Inch Nails site reported over 750,000 purchase and download transactions, amassing over US$1.6 million in sales.” This move has been widely regarded as a master stroke for the band: NIN netted $1.6 million overnight.

54 “Pre-orders of the $300 'Ultra-Deluxe Limited Edition' sold out in less than three days of its release.” by selling an accompanying $US300 ‘ultra-deluxe limited edition’ version of the album on vinyl, Expanding the album into the ‘visual world’ a week after release, front-man Trent Reznor announced the launch of the Ghosts Film Festival project on YouTube, calling for users’ film and audio submissions to ‘be as creative as you like.’

55 Flickr

56 Flickr one of the largest pools of CC-licensed works

57 Users can choose from any of the 6 CC licenses (unported)

58 CC-enabled search at

59 >90 Mill Imgs

60 VEB Leipzig



63 Cory Doctorow

64 Author and Boing Boing blogger Cory Doctorow released several novels
as a print book for sale and as a free-to-download CC BY-NC-SA licensed PDF. Most recent publication „Content: Selected Essays on Technology, Creativity, Copyright, and the Future of the Future.“ Doctorow describes his decision to use CC licences: When my first novel, Down and Out in the Magic Kingdom, was published by Tor Books in January 2003, I also put the entire electronic text of the novel on the Internet under a Creative Commons license that encouraged my readers to copy it far and wide. Within a day, there were 30,000 downloads from my site (and those downloaders were in turn free to make more copies). Three years and six printings later, more than 700,000 copies of the book have been downloaded from my site. The book’s been translated into more languages than I can keep track of, key concepts from it have been adopted for software projects, and there are two competing fan audio adaptations online. 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 ebook as a substitute for the printed book — those are the lost sales. But a much larger minority treat the ebook 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. After all, distributing nearly a million copies of my book has cost me nothing.

65 "Not only does making my books available for free increase the number of sales that I get, but I also came to understand it artistically as a Science Fiction writer that if I was making work that wasn't intended to be copied, then I was really making contemporary work." — Cory Doctorow

66 Sound Cloud

67 SoundCloud, a new media sharing site aimed at musicians,
Allows musicians to post their works easily, share them securely, interact with other musicians in a collaborative fashion, check stats on song listens/comments, and utilize other useful features. Just last week SoundCloud announced that users can now upload their works under a CC license or a public domain declaration. From SoundCloud:

68 The CC license support on SoundCloud is pretty straight-forward.
You can pick a license when you upload a track, and you can set a default license in your settings. You can also select the Some Rights Reserved-option which will give you a nice interface where you can assemble your Creative Commons license. RDFa support so that all license information will be properly encoded for machine-reading directly in the track pages.

69 Learn more about CC -- Case Studies

70 Case Studies

71 Developed in collaboration with CC Australia
The Case Study Wiki chronicles past, present and future success stories of CC. The goal is to create a community-powered system for qualitatively measuring the impact of Creative Commons around the world.

72 All are encouraged to add interesting, innovative, or noteworthy uses of Creative Commons licenses.

73 With over 120 case studies, the wiki is now officially the most comprehensive documentation of the experiences of different groups using the Creative Commons licences worldwide, from individual artists to large government corporations. interviews, statistics and examples of work, the case studies provide information on business models, motivations and impact - all with a view to helping others understand how Creative Commons might work for them.

74 Sort by name, country, medium, etc.

75 Featured case studies




79 CC+ Case Studies Metrics CC International CC Germany







86 CC+ is NOT a license.

87 CC+ IS a standard.

88 CC+ is a human, legal and technical solution to bridge the sharing and commercial economies.

89 CC has solved the legal part (with primary 6 CC licenses).

90 CC has structured the social and technical part.


92 +

93 3 Ways to Get Involved

94 Integrate CC into web platforms and applications
Technically and Socially...

95 Focus and demonstrate at least one strong business approach
Focus and demonstrate at least one strong business approach (revenue sharing, social media advertising, content hosting/registry, etc)‏

96 Connect with other CC content providers

97 BONUS Work with CC on promotions :)‏

98 Join the CC Network...

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