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

100 million of 1 billion photos are CC licensed

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

(3) Applying CC licences to your own work

NINE INCH NAILS Generic 2.0 Trent Reznor en vivo desde el Poliedro by Edvill,

United States 2.0 Ghosts I-Iv (cover) by Nine Inch Nails,

9 tracks free download 36 CC-licensed tracks 5 payment options

United States 2.0 Ghosts I-Iv (cover) by Nine Inch Nails, 9 tracks free download 36 CC-licensed tracks $300 ultra-deluxe pack 2500 units only sold out in 30 hours 5 payment options $

United States 2.0 Ghosts I-Iv (cover) by Nine Inch Nails, 9 tracks free download 36 CC-licensed tracks $300 ultra-deluxe pack 2500 units only sold out in 30 hours in the first week grossed $1.6 million+ 5 payment options $

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 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

Generic 2.0‘cd jewel case’ by Creativity103,

Generic 2.0‘ I Giovani e la Musica’ by Super UbO,

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,

CC BY-NC-SA

50% to artists

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 ( 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

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

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

More examples of how CC is being used: Other resources (fact sheets etc.): 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 My publications are available at This slideset is licensed under a Creative Commons Attribution 3.0 Australia License.Creative Commons Attribution 3.0 Australia License