STOP Posting Videos Online Until You Read THIS!
Understanding the Business Model of Social Media and the Risks of Copyright Violation.
Photo by Dan Gold on Unsplash
A subscriber recently reached out, inquiring why I rarely share videos of my drumming on social media platforms. I found this question insightful enough to warrant a public response.
A few years back, Charles Barkley, the renowned basketball player, was asked why he refrained from tweeting or using Twitter. His response resonated with me: "I want to get paid to be opinionated."
Indeed, social media platforms profit from your freely shared posts. The saying, "If you're not paying for it, you're the product," succinctly captures the essence of social media platforms' business models. With a global user base running into millions, these platforms have monetized their services by treating their users' data and attention as commodities in return for free access.
Platforms such as Facebook, Twitter, and Instagram offer free services to users. However, it's important to remember that they're not philanthropic entities; their primary objective is profit generation. By adopting an advertising-centric business model, they collect and scrutinize vast user data to devise targeted advertising strategies. Your freely shared posts become products, leading to commodification by social media companies.
Occasionally, this can create a power disparity, with the platform gaining undue control over the user's content and determining its usage and distribution. This can potentially culminate in a form of exploitation where the company capitalizes on the user's work without providing commensurate compensation. In this scenario, users generating content and posting it without remuneration could be viewed as unwittingly providing free labor to these businesses.
Despite social media's ability to allow users to distribute content and reach a broader audience, it's crucial to recognize and evaluate the potential drawbacks. Weighing the benefits against the risks is a necessary exercise. Consequently, users should thoughtfully reflect on their goals and priorities before choosing to post free content online.
However, there's another layer to this situation which often gets overlooked. Beyond the question of commodification and free labor, there are potential legal implications associated with sharing content, especially in the realm of copyright infringement. This will be the focus of our discussion in the following section. Here’s what you need to know…
When drummers contemplate sharing their performance videos, the importance of intellectual property cannot be overstated. Rights to their performances are not always exclusively held by them - music and lyric copyrights often rest with production companies, songwriters, and composers. This suggests that using or performing to copyrighted music on social media platforms may necessitate securing explicit permission or a license from the copyright owner.
Numerous production companies, especially those affiliated with Broadway, may have predefined rules regarding the use of their music in online videos. Such rules could allow covers or performances under certain stipulations. There might be scenarios where a license or permission from the copyright owner can be obtained before posting a performance on social media. However, it remains the responsibility of drummers, and other musicians alike, to thoroughly examine the copyright status of the music before venturing to share videos on the internet.
Proceeding to share videos containing copyrighted audio or visual content without the necessary authorization could lead to significant legal implications and financial liabilities. Penalties for copyright infringement can involve a financial charge or compliance with specific requirements, such as attributing the copyright owner or restricting the usage to a particular segment of the copyrighted music. Therefore, a strong caution against copyright infringement is warranted.
Musicians must navigate the online world with extreme prudence when deciding what content to post. Intellectual property rights are not to be taken lightly, and due diligence is essential in avoiding potential legal and financial consequences.
My understanding of copyright infringement was hard-earned through an unpleasant encounter with a phenomenon known as a photography infringement demand letter. Years ago, when I was an online writing novice, I routinely sourced images from Google for my site without realizing the implications. However, I discovered that the majority of online images were not free to use when I received a severe letter from a law firm. The firm demanded the removal of images I had uploaded to my site, claiming they were the copyrighted property of a photographer whose name I didn't even recognize. Despite removing the images, my actions didn't appease the legal team.
Photography infringement demand letters are legal notices issued by a photographer or a photography agency to an individual or a business accused of unauthorized use of copyrighted images. These letters generally demand the cessation of unauthorized image use, compensation for damages incurred, and a signed agreement to prevent future unauthorized use of the copyrighted images.
The letter might also elaborate on the photographer's legal rights and the repercussions of continued copyright infringement. Often, it marks the commencement of legal proceedings to resolve the copyright dispute, which could escalate to a lawsuit if the demands in the letter are not met.
For several months, I was subjected to relentless harassment. I was asked to pay a specified sum, even though I had already taken down the images. My attempts at a settlement fell on deaf ears. After enduring months of low-level stress and a barrage of complex legal documents delivered to my doorstep, I chose to let it go. I reasoned that any reputable law firm wouldn't pursue a full-blown lawsuit for a meager sum of a few hundred dollars. Their approach felt more like a dubious extortion scheme than a legitimate legal claim.
It was undoubtedly an unnerving experience.
Fortunately, I discovered platforms such as Unsplash and Pixabay that offer free-to-use photographs.
So, a word to the wise: exercise extreme caution with what you post and how you do it.
Social media, a pervasive presence in our lives, presents a platform to showcase our skills and express our thoughts in diverse manners. Videos have emerged as a popular medium for self-expression. However, along with potential copyright infringement issues, freely sharing content on social media can create vulnerabilities. As visibility increases, so does the risk of unauthorized use or theft of your work, which can impact future monetization and even tarnish your reputation if proper attribution isn't given. It's worth pondering: do you retain ownership over the content you disseminate? If not, shouldn't you?
My personal philosophy? I refrain from offering videos on social media gratis. I prefer to receive some form of compensation for the content I supply to these platforms. Whatever I share is strategically designed to guide viewers toward the products and services I offer. I perceive little value in providing free content to social media platforms without deriving some monetary benefit.
But let's bear this in mind: social media is only a fraction of the bigger picture. Refrain from becoming overly engrossed in the pursuit of likes and shares. External validation isn't a prerequisite for appreciating your work. The most meaningful approval originates from within! And let's face reality, a substantial portion of those likes are often from bots or casual scrollers who barely glanced at your post.
Direct your energies towards honing your craft and safeguarding your creative work. That implies exercising judicious discretion about how and where you share it.
Social media can serve as a beneficial tool, but it certainly isn't the only one. So, venture forth and create, but always contemplate the motives behind your actions more conscientiously.
Disclaimer:
The information provided in this text is intended for general informational purposes only. It does not constitute legal advice.
While we strive to deliver accurate information, we make no warranties or guarantees regarding the information's completeness, accuracy, or reliability.The applicability of copyright laws and regulations can vary based on individual circumstances, including the specific details of the copyrighted material in question and the nature of its use.
If you require legal advice concerning intellectual property rights, copyright, or other related matters, we strongly advise you to seek counsel from a qualified legal professional.The unauthorized use of copyrighted material may result in significant legal penalties. I
It is each individual's sole responsibility to ensure they comply with all relevant copyright laws before sharing or performing copyrighted music.Remember, ignoring copyright laws can lead to serious repercussions.
Always do your due diligence and consult a legal professional if in doubt.
Clayton Craddock hosts the Broadway Drumming 101 Podcast and has held the drum chair in several hit broadway and off-broadway musicals, including Tick, tick…BOOM!, Altar Boyz, Memphis The Musical, Lady Day At Emerson's Bar and Grill and Ain’t Too Proud. He has been a sub drummer on Motown, The Color Purple, Rent, Little Shop of Horrors, Spongebob Squarepants-The Musical, Evita, Cats, Avenue Q, and The Big Apple Circus. The next project he’s working on is The Hippest Trip – The Soul Train Musical.
Clayton has performed on various TV shows, including Good Morning America, The Colbert Report, The View, The Jimmy Fallon Show, The CBS Early Show, the Today Show, and the 2010 and 2019 TONY Awards at Radio City. He’s shared the stage with legends such as The Stylistics, Denise Williams, Chuck Berry, and Ben E. King and was in the Netflix DWYCK episode of Luke Cage with the Delfonics and the HBO version of Lady Day at Emerson’s Bar and Grill.
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Great insight, Clayton! Thanks for sharing these experiences they certainly are valuable!