Advisory firms and movie studios are moving to monetize talent assets, treating performers as intellectual property rather than merely paying them for content production. These agreements license actor names, digital likenesses, and personality rights to establish more stable, long-term revenue channels in the digital economy. For example, music label T-Series turned actor Ravi Kishan's viral podcast remark into a commercially released song. Actors including Kushal Tandon, Tejaswi Prakash, and Surbhi Chandna have already engaged in these emerging talent-led IP models.
Key points
Studios can monetize digital avatars, personality rights, and performer names far beyond…: Studios can monetize digital avatars, personality rights, and performer names far beyond traditional film and television content.
Legal and industry specialists view talent-led intellectual property as an avenue for sta…: Legal and industry specialists view talent-led intellectual property as an avenue for stable, long-term returns in a digital economy.
Robust licensing deals allow companies to commercialize memorable celebrity remarks acros…: Robust licensing deals allow companies to commercialize memorable celebrity remarks across a diverse range of entertainment formats.
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Looking to diversify their investments, these studios and advisory firms are starting to treat talent as IP, with actors such as Kushal Tandon, Tejaswi Prakash and Surbhi Chandna, as well as a few A-list stars bound by non-disclosure agreements being part of such deals, according to company executives.
Law firms said talent across films, television and other formats is increasingly being viewed as intellectual property that can be licensed and monetised.
"In an increasingly digital economy, a celebrity's name and other distinctive attributes are capable of being licensed and monetised," said Priyanka Sinha, co-founder and partner at law firm A&P Partners. "Talent has, in effect, become a new class of intellectual property. Production houses and other entities are increasingly drawn to the talent licensing model because it offers additional revenue compared with conventional content production." A recent instance of how a celebrity's statement can be turned into IP is actor Ravi Kishan's "Pehchaan. Money follows my brother, money follows" line on a podcast, which was turned into a song by leading music label T-Series.
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