Transcript
Transcript
Transcript
At the end of the day, people go to creators and influencers like you mentioned, for that relatability factor, for authenticity, for creativity. With these clauses, how do you see, how do you see them impacting that authenticity and creativity going forward? Will it become, of course, it’s going to become a huge bone of contention. But how do you see that playing out? Do you see authenticity being completely stifled going forward? It may be good or bad according to whoever’s book you want to subscribe to, but how, how do you see that battle between authenticity and, and all of these, you know, contractual obligations? See the battle from your on. You know, we were talking the other day about how, you know, for a brand, they have an entire legal structure in place to put their piece of paper together. And likes to that pointed out a brand would be like, hey, this is what we got from our legal team. This is what we usually follow just go ahead and sign it right? Number one becomes education on the creator side to try to make them understand how to read a contract. OK, there are a lot of clauses. So in fact, you know like not until a very while ago, the only three things that a creator would look at and a contract is the termination clause, the deliverables and. The third thing, so sorry, the deliverables, the termination clause and if anything goes wrong then what am I expected to do right? They would just look at these three clauses and they’re back. OK, fine, I’m done. Nothing else to look at. Increasingly now, you know, like the positive side of AI or positive side of GPT’s of the world comes in that, you know, creators are started sort of consulting with GPT platforms and all to understand, OK, help me understand this piece of document, where could I go wrong? What is happening? Ever since the recent controversies, creators have started asking their agencies that please go through this properly. It’s OK for me to drop the brand, but I do not want to fall into trouble, right? So that education aspect from a creator angle has started becoming important. Creators maybe should start giving a push back to certain brands that, hey, what you have given, it’s really not aligning with us. You know, we can’t make this happen, right? A couple of big faces, a couple of influential figures start doing that. We might start seeing more regulations coming in and #3 the whole sky angle that I was talking about, let that enforcement come in more strongly, right? Let let you know, let ask, ask Branson creators. Who was the one who said do not put sufficient, you know, disclaimers on your content, right? Penalize them. Let these disclaimers start coming out more openly. Then liability starts becoming more obvious that OK, who is liable for what has gone out there, right? Because right now the liability is too much on the creator. So education of the creators, them doing a little pushback and regulatory authorities asking the right questions would kind of shift the tide. According to me, fantastic point there on liability, so that get in on that from the legal perspective, you know education of course is critical on both sides, liability, asking the right questions, how important, how important will that be going forward? Going forward, seeing as though how the dialogue has already started, it’s only going to get more and more important because still right now the influencers for them, their market is their followers. But as far as the brand is concerned, they’re the smaller fish, you know, So they are just being told, OK, you will be liable for XY and Z. That’s it. We are paying you money, not nothing to the extent of it being reciprocal, whereby we are responsibilities are such and such or we have represented the reason. Now The thing is that brands, creators also align with brands, not just because they’re being remunerated economically, but also because a brand aligns with their vision and values and values as well. So now creators also believe that a brand is something which it’s not. Just them promoting the brand, but the brand also being something close to home with them. Hmm. So now what happens when the brand betrays their own values, which they have represented to the creator and the world at large? Mm-hmm. So there should certainly be some pushback to that extent where the playing field is leveled out. I don’t know if you can share any examples, any cases of to through, you know, just to make your point, but have there been any cases where you’ve seen that? There have been quite a few cases but I’m not gonna take any names but where for example 1 brand or represented that they were cruelty free and that they the products they made were purely vegan. And then the creator and a bunch of the other creators they had taken on found out that they were actually testing these on animals and they were employing labor which and not paying the labor in accordance with. What was legally stipulated? But of course, these creators being, like I said, the smaller fish, they had no way to say, OK, you know what, we want to exit because of this. So they just had to basically wait it out till their contract expired and slowly distance themselves from the brand.
