Guide

Usage rights for creator content

A creator should never assume the brand can use the content in every way just because they paid once. Usage rights should be clear before any work is created.

What to define

• Duration: how long the brand may use the content.
• Territory: which countries or regions it can appear in.
• Platform: social, web, paid ads, email, print, or broadcast.
• Exclusivity: whether the creator can license the same content elsewhere.
• Paid ads: whether the brand can run paid advertising with the content.
• Whitelisting: whether the brand can use the content as a paid media placement or channel-specific asset.

Common examples

A short-term social post license is not the same as a year-long ad campaign. A non-exclusive license still allows the creator to license that same asset to others. An exclusive license can change the value and should be priced separately.

Sample language

“This license permits Brand X to use the referenced video on Instagram, YouTube, and paid social campaigns for 90 days in Kenya and the UK, non-exclusive, with no whitelisting rights and no right to sublicense."

How ANZA helps

ANZA is built around making these terms visible before payment and before the content is reused. It keeps the offer public and connected to a signed record, so the brand and creator have a common reference point.