Earlier this week Getty launched a new embed feature, following on the heels of Flickr, which made its embed announcement in December – a move PetaPixel wrote about under the ominous headline: ‘Brace Yourself for Photographer Outrage.’ The tech bloggers are already responding similarly, approaching Getty’s shift towards providing a legal – and dare I say stylish – way for you, me or anybody with a website to crib the work of pro photographers with similar trepidation.
As the largest supplier of for-license imagery, Getty’s embed feature represents a major shift in the industry and, it would seem an admission of defeat in the war against those cribbing images for free.
Craig Peters, the senior VP of business development at Getty said as much in an interview with the British Journal of Photography. Peters described the typical rights infringers as “self publishers who typically don’t know anything about copyright… and who simply don’t have any budget to support their content needs.”
While it seems obvious to say that bloggers have no money — at least not money they’re willing to spend on images they can easily screen-capture for free — the move to open up almost half of Getty’s 80 million-image-strong archive could prove to be a boon for what many consider a struggling stock industry.
So, whats in it for photographers? Peters says the benefits are three-pronged.
- The images are automatically attributed, with the photographer’s name
- The embedded pictures link back to the shooter’s Getty profile page, making it easier for potential licensees to buy
- Getty will be collecting data on those who access the embed feature and reserves the right to “use that data for business purposes,” Peters said.
He also alluded to reserving the right to “monetize” the footprint the embed feature will create across blogosphere, suggesting that perhaps YouTube-style banner ads aren’t out of the question.
Whatever the future of stock sales will look like, at least the embed feature looks… pretty good. As of launch, the embedded images are low-res-looking and only available in one default size. There is a Twitter, Tumblr and Embed icon included with each one, and clicking on the image takes you to Getty.
And, since there is no opt-out clause for contributors, I suppose we better get used to it.
The internet, it would seem, has won. The question that remains is, will shooters – and Getty – also reap rewards?
Flickr’s embed looks like this: