Creative Collaboration (KCB202 Week 4 Podcast)

c r e a t i v e n d u s t r i e si

creativeindustries.qut.com

Creative Collaboration

Dr Axel [email protected]

KCB202



Why Do You Need to Know This?

‒ Career opportunities:• significant growth in user-generated content• possibilities for new media entrepreneurs• development of new media jobs managing (curating) user content• potential to use creative participation in collaborative creativity as

pathway into industry employment

‒ Major challenges:• need to understand legal rights and responsibilities in dealing with

content of others• need to hold on to (some) rights to own content

∘ e.g. right to attribution, right to use for commercial purposes• need to understand alternatives to standard copyright licences

∘ e.g. Creative Commons licencing



Creative Produsage

‒ New forms of collective art:• shift away from artist as isolated

‘creative genius’• playful, social engagement in

creative activity• building on existing creative ideas,

concepts, stories, characters• rediscovery of / modelled on earlier

forms of “vernacular creativity”∘ e.g. folk songs, fairytales

image by etchasketchist



Forms of Creative Produsage‒ Fan fiction:

• user-generated stories taking place in existing fictional universes∘ e.g. Star Wars, Star Trek, Harry Potter, …

• motivated by very strong fan loyalty to the fiction franchise• faithful to fundamental principles of the fictional universe,• but exploring side stories and alternative possibilities

∘ e.g. Kirk/Spock slash fiction

• often created and critiqued on a collaborative basis• some strong social network communities (e.g. Sugar Quill)

• questionable legal basis:∘ does fan fiction infringe copyright? under what conditions?∘ sometimes prosecuted, sometimes encouraged by copyright holders∘ can also help keep fan enthusiasm alive between official releases



Forms of Creative Produsage‒ Collaborative curation:

• user-led sharing and critiquing of creative works∘ e.g. Flickr photosharing communities (photo

pools)• sometimes based on sharing and remixing

existing images• creative activity may remain individual,• but collaboration takes place in managing

the content∘ e.g. JPG Magazine

• often organised through new IP models:∘ e.g. Creative Commons licencing∘ requires clear understanding of legal

frameworks



Forms of Creative Produsage

‒ Remix culture and distributed collaboration:• very common in many musical styles

∘ riffing on existing musical ideas (e.g. jazz)∘ sample-based musical forms (e.g. hip hop)∘ especially with digital editing technologies

• legal basis often problematic∘ unclear what constitutes legal use∘ belligerent copyright enforcement∘ some artists forced underground

• development of legitimate frameworks for sampling and remixing∘ e.g. ccMixter (Creative Commons)



Forms of Creative Produsage‒ Mash-ups and machinima:

• recombination of existing content in new contexts (usually in image or video formats)

• often satirical or comical effect∘ e.g. ABC “Unleashed: Sledge” mash-up

competition on YouTube for 2007 election• sometimes staged and recorded in 3D online

game environments∘ e.g. restaging film / dance scenes∘ mixing existing scripts, music, and in-game

content with original ideas

• legal basis often problematic∘ satirical uses protected by law in some countries∘ also question of ownership once uploaded to

YouTube and similar sites



New Possibilities‒ Produsage-based models:

• combination of commercial franchises and user-created content∘ e.g. Star Wars, Star Trek fan fiction communities?

• shift from producing creative content to providing platforms for creative communities∘ e.g. multi-user computer games, Spore

‒ New audiences:• strong interest in user-generated content• production values trumped by produsage values (see e.g. YouTube)• potential for commercial harnessing (and exploitation)• opportunities for media workers who can manage content,• and for media entrepreneurs developing new content sharing platforms

‒ Legal challenges:• ownership and legitimacy of user-generated content remains major problem

Creative Collaboration (KCB202 Week 4 Podcast)

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Transcript of Creative Collaboration (KCB202 Week 4 Podcast)