Sponsored or licensed?

Bloggers created another type of job: Influencer. They are basically the curators in the digital era. Instead of presenting artworks they present their own discovery in life.

Having sponsored posts may cause the blogger to lose his or her credibilities but at the same time. Brands would only want to collaborative with an established blogger to achieve their goal so does it mean having sponsored posts shows that you are a successful blogger?

When it comes to brand licensing, it is actually rare to see it in any blogs. Most bloggers like Scarlett London produces sponsored blogs.  Screen Shot 2016-12-06 at 13.08.52.pngScreen Shot 2016-12-06 at 13.08.35.png

Usually big brands are very careful with licensing out their brands, even for high fashion blogger like Susie Bubble she was allowed to post pictures of Chanel’s archive but she does not make direct profit from curate that to viewers, and she can not resell her products to her viewers.

Big brands do collaborate with bloggers and even use fashion bloggers as their model for their campaign. For example, SALVATORE FERRAGAMO hired Nicole Warne AKA Gary Pepper Screen Shot 2016-12-06 at 13.50.07.pngScreen Shot 2016-12-06 at 13.49.55.png

and she was granted the right to live stream fashion show on her blog by Valentino. Screen Shot 2016-12-06 at 14.16.02.png

I think for brands they do see bloggers as the licensee because they get free publicities from every single blog post and bloggers do not have the rights to reproduce or distribute their products so they would not lose profit.

On the other hand, each blogger has their own brand. When they collaborate with other brands they are also licensing their brand out to the other brand. Like Scarlett London who I have mentioned before. She collaborated with this clothing brand to create her limited edition T-Shirt in this scenario Brand Attic gets the publicities they wanted and Scarlett may have dividends for the product sold.Screen Shot 2016-12-06 at 13.56.15.pngScreen Shot 2016-12-06 at 13.56.31.png


To read more on this:


  1. Why the Licensing of Luxury Brands Can Pose a Risk

What is a Licence?

The licence is a permit from an authority to own or use something, do a particular thing, or carry on a trade, defined by Oxford Dictionaries.

In relations to intellectual properties, a license is a permit from an authority to own, distribute, and reuse the protected resources.

There are three types of commonly used licenses in the media industry.

  1. Rights Managed (RM)

This license was designed to protect owner’s work on a per use basis. For example, if you want to use a high-resolution photograph for your website you would have to pay for the license to use it.   Screen Shot 2016-11-22 at 12.17.21.png

The license owner decides the terms and conditions of each picture, the numbers of copies it can be used in, what mediums they are allowed to be published on, and such.


  1. Royalty Free (RF)

“Royalty Free was created as a licensing model in response to the need that advertisers have to use images for a whole campaign. An advertising agency might design a campaign for their client that includes a brochure, a website, ads in magazines and newspapers and billboard ads. Pictures are often fundamental to such a campaign, and the advertising agency does not want their client to have to pay for every different usage or every time the campaign is rolled out to a new market. Therefore, stock photo agencies in the 1990s developed Royalty Free.”(Larsen, no date)

Royalty Free licenses work by image size; the larger the file is the pricier it becomes. Because the larger the file you have at your disposal, the more uses you can put it to.

One example of this can be the Enhanced licences listed on Adobe Stock license information page. You can pay £399.99 for the higher resolution version or £199.99 for the 1699 x 1125 pixel version.

  1. Creative Commons (CC)

With the internet and digitalisation, it is harder for artists to declare their rights and make profits out of each single copy of their work. Creative Commons were developed by a not for profits organisation in the US. It will allow your copyrighted work to be freely shared and you can determine the conditions of that sharing.  

Under this category, there are six licences that vary in their openness from a license where anyone can use your work or anything as long as they attribute you as the creator of the work.

Usually, a lot of artists use this licence to share their work for free marketing. You can see this type of licence on various multimedia search engines.  


To find out more about licensing check out the links below:

Africa Media Online: http://www.shutha.org/node/600

Creative Commons: https://creativecommons.org/licenses/

Center of the Study of the Public Domain:http://web.law.duke.edu/cspd/