1. IFRRO AGM 2009 OSLO Speaker: Dr. Anke Schierholz
OnLineArt, global licensing of Online uses of works of fine art and photography
IFRRO AGM
2009 OSLO
Speaker: Dr. Anke Schierholz

2. Topics to be covered Rights administration for visual artists
OnLineArt: solution for AGP societies
Construction of mandate
Tool to prevent orphans
Conclusions
20 October 2009
IFRRO AGM OSLO

3. Market realities Fragmented rights ownership
Collective management societies represent most artists and heirs of market interest
Some Museums and Image Archives hold rights on works in their collections
Market demands for multiterritory/multirepertoire licences for online uses
Demands for non commercial mass uses from books
Book digitisation projects require rights for entire image repertoires (Google/Europeana)
Rights and content packages
20 October 2009
IFRRO AGM OSLO

4. OnLineArt Founded early 2002 Present membership: 14 societies:
ADAGP(France), VG Bild-Kunst(Germany), ProLitteris(Switzerland), DACS(UK), ARS(United States, VEGAP(Spain), BUS(Sweden), Pictoright(Netherlands), SABAM(Belgium, Copy-Dan(Denmark), SIAE(Italy), BONO(Norway), Viscopy(Australia), VBK (Austria)
20 October 2009
IFRRO AGM OSLO

5. OnLineArt: What it aims to offer
Granting world-wide licenses for the pool of repertoires held by OnLineArt
One-stop-shopping
Central server
Centralised monitoring
Enables effective rights enforcement
Enables cross border search for authors by adapting existing databases
Sector specific solution for embedded works in orphan books and orphan works of art
The OLA database provides a tool for the book digitising projects to help fulfil the requirements of due diligent search for authors
Standardised licensing procedures for the participating societies
Cost savings
20 October 2009
IFRRO AGM OSLO

6. Mandate Statutes Individual contracts
Non exclusive mandate by member on whole repertoire
Mandate in return on whole pool of repertoires
EEA and Switzerland: non exclusive
Exclusivity for Third countries (USA, Australia)
20 October 2009
IFRRO AGM OSLO

7. Membership
Membership is open to all AGP collective management societies providing a certain minimum technical standard
Other rights holders may benefit:
Museums
Image Archives
20 October 2009
IFRRO AGM OSLO

8. OnLineArt – Possible Directions
Rights and image packages to provide
Image, including the photographic rights
Rights for the work of art
20 October 2009
IFRRO AGM OSLO

9. Tariffs Common tariffs Individual licensing for remainder
applicable to 50% of uses (mass uses)
Regularly up-dated depending on market developments
Individual licensing for remainder
20 October 2009
IFRRO AGM OSLO

10. Market developments Some observations
Advertisement is different than in the analogue world, presentation of traditional licensed copies on internet sites; advertisement banners hardly use works;
The borders between commercial/non-commercial uses and users blurs: Museums commercial their collections and commercial companies collect and exhibit works etc.
Time factor changes – more long term uses desired
Book digitization projects (GOOGLE/ EUROPEANA) demand entire world wide repertoires on all images immediately
OLA reacts by:
Setting up licensing principles and guidelines for large scale International web site projects
Extending mandates from authors such as photographers
20 October 2009
IFRRO AGM OSLO

11. Conclusions System works successfully
Users‘ demands are met while ensuring high level of authors‘ rights protection
Electronic commerce is facilitated
Flexibility to react on constant market developments
20 October 2009
IFRRO AGM OSLO