‘Hey, can I use this?’ Simplifying rights management for creative agency DAM systems

Abstract

Clear communication of rights associated with creative assets in a self-service digital asset management (DAM) system can be challenging owing to varied user knowledge, inconsistency in metadata entry, a wide range of usage and licensing parameters, and system features and limitations. Creative end users such as designers, art directors and art buyers require simplicity, clarity and ease of discovery in terms of rights management information. Understanding the user, the needs of the organisation and clients if applicable, as well as the digital asset management system employed, is paramount to the success of any DAM administrator in planning, presenting and managing the application of rights metadata. This paper discusses the inherent challenges of adding rights-managed assets to a DAM; governance features of DAM systems and examples of proper implementation; and suggestions for educating users to get the most out of the DAM experience without incurring risk of copyright infringement.