When a creator, influencer, or filmmaker produces a piece of content for a brand, such as a video, a custom song, a photo, or an edit, the key question is: Who owns the finished work?
The law provides two main paths for a brand to obtain rights to content.
The first is copyright assignment or licensing, which is transfer of ownership or permission to use. This is the most common way ownership of copyright rights is handled between a business and an influencer or marketing agency.
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