Get some advice for navigating the four circumstances for copyright fair use.
- Oof. See there is a big number of marketing options in this day and age especially when we want to make our marketing campaign. Because of the connectivity of the internet, there is a variety of photos, music, videos, and plenty more things that we can include in marketing that could potentially grab plenty more customers. But the thing is that we can't go on and use these works willy nilly as nice as that would be. As every picture that's been taken, every piece of music that's been written, every, every, every book published, even some locations and landmarks, have a form of copyright.
So if we want to use these external images in scenes, it's good to know fair use which is a defense that lets people use copyrighted material under certain circumstances. Four certain circumstances or criteria for that matter. Also, keep in mind this is not legal advice as I'm just speaking on knowledge I've accumulated through college courses and research I've been doing over the past few days. For one, the purpose of the use. If the work is for teaching, criticism, research, or any form of analytical work that would be preferable towards fair use.
However, it might go against if it's for profit, commercial use, or entertainment. Secondly, the nature of the use which in a nutshell is the more you use the item in the work, the less likely it is to be fair use. And then number three, the amount used. Basically meaning the more you use the item, the less likely it is to be fair use. And finally, four the effect on the market value. So, basically meaning when people flock to see this marketing campaign as opposed to the original work itself, like would it replace that work? Now chances are, after that, there's a possibility that what we're doing might not land in fair use and therefore we can not use it without, you know, possibly getting sued.
So, thankfully I've come up with some alternatives. Number one, get permission which, you know, is pretty simple. If you don't mind getting the permission of whoever's work it is, and possibly paying a bit of cash for the material, you should be fine. Number two look for things with a creative commons license. And three check out public domain works which are works that have lost their copyright due to expiration. So they have open use to the public in full context. Use it to your heart's content. And there you go. Now we can out and start our marketing campaigns using external sources while not breaking the law and not getting sued.
And I like not getting sued. Thanks for watching. So if you wanna a deeper dive in fair use, check out Understanding Intellectual Property with Dana Robinson and Understanding Copyright: A Deeper Dive with Dana Robinson. Dana is our resident law teacher and he breaks it down in these courses. So, yeah, go watch those if you wanna learn more and once again thanks for watching.