This is an example of how to write out licensing for intellectual property and gives a visual into what it should look like.

1. Intellectual Property Licensing
Your company, FS Media & Marketing (FSMM), has been hired to create a marketing campaign
for a concert benefiting Orlando City Foundation, to be held at Exploria Stadium at halftime of
the opening game for the next Orlando Pride soccer season. In this campaign, FSMM is
responsible for social media campaigns on various platforms, an advertising campaign (including
broadcast, radio and print media), creating collateral and a website, coordinating fan interaction
and involvement, and creating a musical theme for the concert. In your marketing materials, you
will be primarily highlighting Alex Morgan, as a spokesperson for Orlando Pride, and Lady
Gaga, who will headline the concert. You will need photographs of everyone, from a source
outside your agency. Alex Morgan is a huge fan of Whitney Houston and wants Lady Gaga to
cover several of the musician’s songs during her concert. Also, as a primary sponsor for Orlando
Pride, Orlando Health will be featured prominently in the campaign. Your social media
campaign will include fan-submitted photos and quotes, which will be used during the game,
concert and around the arena. Your website will allow user posted content for various aspects of
the campaign. During the event itself, you will obtain live broadcast coverage of the event, as
well as media and photography coverage, which will include images of the fans, players,
musicians and logos around the stadium.
1. A WEBSITE
What intellectual property law applies to this content?
-Copyright
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-For this campaign your website allows for user posted content. You would need to outsource
this content because it would be from users that are not within your company.
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-It does not seem like the users are submitting this on their own so in this case you would need
their permission to use their content on your website. It is safe practice to ask for permission
ahead of time to protect the company from future lawsuits.
2. CREATING A MUSICAL THEME FOR A CONCERT
What intellectual property law applies to this content?
-Copyright and trademark
-I believe you would need a trademark because Lady Gaga and Whitney Houston are big names
and I am sure people recognize their logo, name, and/or font.
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-The odds of a company having the ability to create a musical theme for a campaign is slim so
they would most likely need to get it from an outside source. If they want Lady Gaga to be apart
of this song they would need a good song to be made so it is best to get a professional.

2. Intellectual Property Licensing
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-You would need permission to use this content. Ideally if you are outsourcing, you would have a
contract and/or agreement with the creator stating that the company then gets the rights to that
musical theme. The company would get the rights because it is made for your campaign, and you
are paying for the product to be made.
3. A SOCIAL MEDIA CAMPAIGN
What intellectual property law applies to this content?
-Copyright and trademark
-I believe this could be a trademark because the company could have a social media campaign
that the public recognizes as the company.
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-For the social media campaign, you will need to outsource because it needs to be fan submitted
photos.
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-You would not need permission for the fan submitted photos because they are submitting them
on their own so that is automatically giving you permission to use them.
4. AN ADVERTISING CAMPAIGN
What intellectual property law applies to this content?
-Copyright
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-You would need to outsource for this because they want live video, radio AND print media.
There is a slim chance that the company has the ability to do all three of those within the
company.
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-You would need to ask the radio station to publicize your event, you would need to ask the
company that does your print media to use their content, you would need to ask the company that
does the live video to use their work and you would need to ask everyone in the video for
permission to use their face/identity in the video. If you are working with companies to produce
content, you are most likely paying to use and keep the things you are paying for. Technically I
guess you don’t need permission because you are already getting permission through your
contract. People have a right to privacy so that is why you need to ask everyone for permission to
use their face in a live video.

3. Intellectual Property Licensing
5. PHOTOGRAPHY COVERAGE
What intellectual property law applies to this content?
-Copyright and trademark
-You would need a trademark for when the photographer takes photos of logos because those
logos belong to other companies.
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-This content would technically be original to the photographer but not to the company. The
company would be outsourcing to the photographer.
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-You would not only need permission from the photographer to use their work but also from
every single person there. It would probably best to get everyone to sign a form stating that they
are okay having photos taken and published of them. Everyone has a right to not have their face
plastered on things, especially if it is a big event. You would need permission to put peoples
faces on the event/campaign and you would need permission from the photographer to use their
photos. If the photographer is working for you and the event, odds are that they have already
given you permission.
6. COORDINATING FAN INTERACTION
What intellectual property law applies to this content?
-Copyright
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-If you needed content from fans then you would need to outsource to fans.
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
- If it is fan content you would need permission because that content was created by someone
else and does not belong to you.
7. COORDINATING FAN INVOLVEMENT
What intellectual property law applies to this content?
-Copyright
Would the content be original to/created by the campaign, or would you need to acquire the
content from outside sources?
-If you need content from fans then you would need to outsource to your fans.

4. Intellectual Property Licensing
Would you need permission to use this content? Why or why not? If so, how would you secure
permission?
-If you are using fan content then you need permission from each fan to use their content. Their
content was made by them so they automatically have a copyright on it. If you use it without
permission you could have legal action brought upon you.

5. Intellectual Property Licensing
Resources:
Copyright.gov. (n.d.). What Does Copyright Protect? (FAQ) | U.S. Copyright Office.
Www.copyright.gov. Retrieved September 11, 2023, from
https://www.copyright.gov/help/faq/faq-
protect.html#:~:text=Copyright%2C%20a%20form%20of%20intellectual
Georgetown Law. (n.d.). Intellectual Property Law. Www.law.georgetown.edu. Retrieved
September 11, 2023, from https://www.law.georgetown.edu/your-life-career/career-
exploration-professional-development/for-jd-students/explore-legal-careers/practice-
areas/intellectual-property-
law/#:~:text=Intellectual%20Property%20law%20deals%20with
Hue, J. (2022, November 28). Intellectual Property In Web Development. Zegal.
https://zegal.com/blog/post/intellectual-property-in-web-
development/#:~:text=have%20economic%20worth.-
Miller, S. (n.d.). Research Guides: Advertising and Public Relations: Intellectual Property.
Hpu.libguides.com. Retrieved September 11, 2023, from
https://hpu.libguides.com/advertising/ip#:~:text=Copyright%20law%20protects%20adver
tising%20material
Natalie Elizaroff. (2022, November 11). The Fine Line between Fan Art, Fan Fiction, and
Finding Yourself Sued. CBA’s @TheBar.
https://cbaatthebar.chicagobar.org/2022/11/11/the-fine-line-between-fan-art-fan-fiction-
and-finding-yourself-sued/#:~:text=At%20its%20basic%20definition%2C%20copyright
Powers, C.-B. (2022, September 28). Intellectual Property Rights on Social Media 101.
Www.incfile.com. https://www.incfile.com/blog/intellectual-property-rights-on-social-
media#:~:text=Copyrights%20for%20Social%20Media%20Influencers
U.S. Copyright Office. (2023). What Is copyright? Www.copyright.gov.
https://www.copyright.gov/what-is-copyright/

6. Intellectual Property Licensing
USPTO. (2021, March 31). What is a trademark? Www.uspto.gov.
https://www.uspto.gov/trademarks/basics/what-trademark
What Photographers Should Know about Copyright | U.S. Copyright Office. (n.d.).
Www.copyright.gov. Retrieved September 11, 2023, from
https://www.copyright.gov/engage/photographers/#:~:text=If%20you%27re%20a%20ph
otographer
WIPO. (2019). Patents. Wipo. https://www.wipo.int/patents/en/