What Are Usage Rights - In Perpetuity

Influencer Contracts - What Are Usage Rights (In Perpetuity)
Hi! In today’s video I’m going to be talking about a term you probably come across a lot in conversations and contracts with brands as an influencer (or creator), and that is “usage rights in perpetuity”. So, if you’re wondering “what are usage rights in perpetuity?”...plus, “what should I charge brands for perpetuity?” - keep watching all the way to the end because I’m explaining what brands are referring to when they mention the term “in perpetuity” in conversations and contracts so that when you come across it you know exactly what they mean.
Listen…this is a term that you REALLY need to be on the lookout for as an influencer or creator, because I cannot count the amount of times I’ve personally seen this term in contracts. And unfortunately many influencers miss it, so if you’re one of those influencers, well that could actually cost you a lot of money down the road. So let’s talk about it so you can decide for yourself whether it’s something you’re comfortable with (or not) when signing brand contracts.
Also, because there are SO many legal terms that come up in influencer-brand contracts, this video will be part of an on-going series defining all the terms that you will come across in brand contracts - which you can find in the “Influencer - Brand Contracts Playlist” because let’s be real, this industry changes rapidly, and believe it or not, new terms appear frequently.
OK, so what’s perpetuity? Well, if you see the word “perpetuity” or “in perpetuity” in a contract or an email from a brand, it’s referencing “usage rights” (which I cover in another video, so make sure to watch that next if you haven't already) and it implies that they want to use the content you create FOREVER.
So essentially, if you sign a contract in which a brand lists “usage rights in perpetuity” this means they will own that image (or video) forever and can do whatever they want with it. Like, post it to their social media and run it as an ad, place it on their website, mobile app, a billboard, tv ad, print ad, or even resell it if they want to.
Now ideally, if a brand says they want to own the rights to the content you create, in “perpetuity”, they are prepared to pay for it. But, make sure to read your contracts carefully because like I said, some brands can be sneaky and will try to slide this into the contract and hope you won’t notice.
To be totally transparent, there is no exact science to pricing perpetuity.
OK so hopefully you now understand the answer to the questions, “what are usage rights in perpetuity?” and “what should I charge for usage rights in perpetuity?”.
✔ Before you go, make sure to check out the info I mentioned in the video!
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✔ Disclaimer
This video and the statements expressed by 11 St. Studio, LLC are published for educational and informational purposes only and do not constitute, nor are they intended to be a substitute for professional legal or financial advice.
✔ What 11 St Studio?
11 St. Studio is a boutique influencer marketing agency created in the heart of Boston, MA. We connect emerging and experienced creators, influencers and bloggers with popular brands. We're here to work with you at all stages of your influencer marketing career to help you optimize your digital growth, boost your online influence and enhance your brand partnership strategy so you can reach all your unique goals, quickly and effectively.
Our agency offers professional consultations and an advanced online academy for influencers, bloggers and creators who want to grow and monetize their brands. We help creative entrepreneurs build their digital business by focusing on key elements of successful influencer/brand collaborations - authentic content, highly captivated viewers + meticulous outreach strategy.
We are dedicated to providing exceptional resources and support to both emerging and experienced influencers everyday through our popular emails, eBooks and eCourses.
With more than 10 years experience on BOTH sides of brand collaborations (brand and influencer) we strive everyday to encourage partnerships that are a win-win for influencers and brands alike.