the future ofcreativecommons
Realizing the value of sharing in a digital world1

Everyone has the right to freedom of opinion andexpression; this right includes freedom to ... seek, receive
and impart information and ideas through any media andregardless of frontiers.
—— Article 19, Universal Declaration of Human Rights
Everyone has the right to freely participate in the cultural
life of the community, to enjoy the arts and to share inscientific advancement and its benefits.
Everyone has the right to the protection of the moral andmaterial interests resulting from any scientific, literary or
artistic production of which he is the author.
—— Article 27, Universal Declaration of Human Rights

Online media platforms have been key toexpanding both the breadth and depthof material available under Creative
Commons licenses. Today, there are over
200 million CC-licensed photos on Flickr
and four million CC-licensed YouTube
videos. Platforms like these are where
many people first encounter Creative
Commons licenses and learn how toreuse and remix CC-licensed content.

Creative Commons empowers people and institutions toshare their creative, scholarly, and other knowledge assets.
Our technical tools and legal standards make it possible
for educators, artists, bloggers, musicians, and institutions
to give permission for their works to be copied, collaged,
curated, and redistributed while giving credit to the creator.
Sharing and reuse of CC-licensed work happens on someof the world’s most popular platforms for user-generated
content and across a range of prominent institutions.
Creative Commons has thus helped grow a public
commons of knowledge and culture.

Gottlieb Jazz Photos, Library of Congress
http://memory.loc.gov/ammem/wghtml/wghome.html
CCØ 1.0
http://creativecommons.org/publicdomain/zero/1.0/
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Our vision is nothing less thanrealizing the full potential of
the Internet — universal accessto research, education, and fullparticipation in culture — fordriving a new era of development,
growth, and productivity.

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The Internet is vast.
So too is the untapped potential for people aroundthe world to contribute to the commons. New,
yet-to-be-developed tools and products will extend
the reach of Creative Commons and stimulate
mainstream adoption of our licenses.
As platforms and technologies evolve, opportunities
must be developed to integrate Creative Commons’legal and technical tools across the Internet, in
simple and seamless ways.
Creative Commons licenses were designed to help
creators utilize the Internet’s potential as a place
for collaboration without copyright law getting in
the way. Since CC was founded, the possibilities
for creativity on the Internet have expanded
tremendously. CC’s products and community must
continue to grow and transform too.
Wikimedia Commons hosts photos, videos,
audio files, and more, all licensed to allow
derivative works and commercial use. In
December of 2012, Wikimedia Commonsreached 15 million files, a major milestonethat seals Wikimedia Commons’ importanceas a resource for educational and cultural
media. This photo of two European beeeaters won Wikimedia’s 2012 Picture of theYear award.
Pair of Merops apiaster feeding
Pierre Dalous
http://commons.wikimedia.org/wiki/File:Pair_of_
Merops_apiaster_feeding.jpg
CC BY-SA 3.0
http://creativecommons.org/licenses/by-sa/3.0/

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Empowering Creators to Choose
When Creative Commons launched, it was evident that digital technologies
offered unprecedented opportunities for individuals to make and disseminate
creative works, to build on others’ contributions, and to collaborate inpreviously unimaginable ways.
The Internet gave musicians, artists, authors, and scholars a new platform nolonger restricted by traditional boundaries. Yet, the complexity of copyrightlaw stood as an obstacle to the ideal of creative collaboration and sharing.
Copyright automatically bestows upon creators exclusive rights to reproduce,
distribute, and modify what they create. The default status is “all rights
reserved.” Yet, many creators do not realize that they are copyright owners, orwhat legal terminology allows them to share and invite others to reuse theirwork. Therefore, the opportunity to share often goes untapped.
The machine-readable licenses that Creative Commons launched in 2002
provide the legal means to share on terms less restrictive than copyright. The
licenses are standardized legal deeds that creators can attach to their song,
photograph, article, or other work to clearly authorize sharing under “somerights reserved” terms.
Creative Commons offers to the public a menu of licenses to choose from topermit reproduction and other reuse. All licenses require proper attribution to
the creator. Most importantly, CC licenses give creators the power to choose.

Attribution

The creators who thrive
today are the ones who use
Internet distribution mostintelligently. In fact, the ones
who are most generous with
their work often reap themost reward. People used
to think of reuse as stealing;
today, not letting others
use your work can mean
irrelevance.
—— Cathy Casserly, CEO, Creative Commons

Attribution — ShareAlike

Attribution — NoDerivs

Attribution — NonCommercial

The six Creative Commons licenses provide
a simple vocabulary for what would otherwise
be a complicated agreement between creatorand licensee. By selecting a license, copyrightholders choose which rights they’d like to keep
and what types of reuse to allow.

Attribution — NonCommercial — ShareAlike

Attribution — NonCommercial — NoDerivs

5The Opportunity Today
The social and economic value of sharing content with open licenses is well
documented. In education, openly licensed content proffers enormous costsavings over traditional textbooks.
In science and medicine, shared access to research can help save lives
and encourage interdisciplinary efforts to accelerate problem solving. In
government and philanthropy, where tax dollars and charitable contributions
support the public good, open licensing ensures the results of investments are
made available to the broader public and can be continually built upon.
On major websites, embedded CC licenses enable anyone, anywhere to join theparticipatory and collaborative culture and creatively use, improve on, and remix
educational content, videos, music, and photos. The net-positive impact of open
licensing is evident.

Creative Commons–licensed educational
materials aren’t justfree; they’re alive. Open
educational resources(OER) grow andtransform as educators
adapt them and share
their versions. That’s why
educators, students, andgovernments are making
investments in OER.

Despite this success, Creative Commons is still far from realizing the fullpotential of its vision. Overreliance on traditional practices hinders adoption ofnovel approaches while advances pose new challenges and opportunities.
Today the majority of the world’s population has access to the Internet
and accordingly, the means to create and engage with each other. Creative
Commons must continue to serve the needs of this changing world in which
spectators have become active creators.

The increased worldwide attention on open
educational resources has opened doors to
exciting new possibilities for collaboration
and rapid curriculum development. In 2012, a
group of Finnish educators, students, and mathenthusiasts spent a weekend together writing a
CC-licensed secondary mathematics textbook.
Today, the project has expanded to a full seriesof math texts being used in schools around
Finland, all freely available and openly licensed.

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Oppikirjamaraton
Senja Opettaa
http://www.flickr.com/photos/senjaopettaa/
sets/72157631640938914/
CC BY 2.0
http://creativecommons.org/licenses/by/2.0/

Our Mandate for Tomorrow
Our overall vision and strategic priorities are accomplished through targeted
activities involving a diverse range of institutions and communities interested
in sharing. Looking ahead:
We will continue to cultivate the growth and diversity of knowledge andcultural resources in the shared global commons.
We will develop a road map for product development to steer the creationand promotion of new legal and technical tools that meet the needs of ourusers and synchronize with emerging technologies.
We will invest in the support and expansion of our network of affiliates
across the globe.
We will work with platforms to extend our reach into popular and domainspecific communities.
We will develop a strong organizational and financial base in order toaccomplish these priorities and to ensure long-term sustainability.

Creative Commons engages with communities
of practice that bring about the greatest social
good through use of CC tools. Our strategy
for change employs expertise, outreach, andsupport via a global network of affiliates andengagement with policymakers.

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Areas of social impact

Publicpolicy

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Globalnetwork

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Education

Scienceand data

CultureGovernment
andphilanthropy

Media andplatforms

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Products, technology, and legal knowledge
Operations and fundraising7

CC & Culture
From individual, independent performers to big-name commercial artists togalleries and government archives, Creative Commons is the standard for open
licensing for creative works.
Since Creative Commons launched, it’s been embraced by cutting-edge artists
who recognize the limitations of the “all rights reserved” default. Today, thoseartists have been joined by a new generation of creators using open licensing
to build new business models. As composer Chris Zabriskie wrote on his
decision to release all of his music under the CC Attribution license, “You haveto think outside the very dusty box if you want anyone to hear what you do, letalone buy it.”

CC & Education
Open educational resources (OER) released under Creative Commons licenses— such as textbooks, courses, and lesson plans — are easy to find, easy to share,and easy to customize and combine. With CC licenses, learners can find andincorporate freely accessible materials for reports and presentations, educators
can customize textbooks and lesson plans, universities can distribute video
lectures to a global audience, and publishers can adapt materials and develop
services for an enhanced learning experience.
Educators, students, schools, and governments are investing in open
education in big ways, and those investments are paying off. In 2012 alone,
the governments of Poland, California, and British Columbia passed major
legislation in support of OER, and the United States Department of Labor isawarding $2 billion (over four years) in grants for OER development.
Taken in aggregate, these commitments represent a major shift in how theworld thinks about education. And thanks to open licensing, students andteachers will be able to reuse and adapt those resources worldwide.

8CC & Government
We’re strong believers that publicly funded resources should be openly licensed
and freely available. Since the beginning of Creative Commons, governments
and public institutions have leveraged CC licenses and public domain tools toshare their data, publicly funded research, educational and cultural content,
and other digital materials. Numerous countries around the world have adopted
open licensing requirements for their own content and data, resources createdby grantees, or both. Governments from Kenya to Australia to Poland license
government-created and/or government-funded works under CC.
A massive amount of work is ahead, and with a committed communityof advocates, interested governmental departments, and open-minded
policymakers, we can together work toward a close integration of open
licensing in the public sector. If we do so, governments can better support their
populations with the information they need, increase the effectiveness of the
public’s investment, and contribute to a true global commons.

CC & Science
Creative Commons licenses are at the center of a major shift in how scientificresearch is conducted and shared. Organizations like Public Library of
Science have led the charge in making science publishing CC-licensed. Moretraditional publishing stalwarts like Nature Publishing Group have quickly
joined the movement too, adding CC licensing options to their publications.
Meanwhile, startups like figshare are exploring new ways to help scientists
share data and findings with each other in real time.
In 2012, Creative Commons joined 65,000 people in support of a petition
to the White House, asking that scientific research that’s funded by the US
government be available freely over the Internet. In 2013, the White House
responded with a directive requiring that its 19 largest federal agencies create
policies to “ensure that the public can read, download, and analyze in digitalform final peer-reviewed manuscripts or final published documents.”

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As Creative Commons’community has
grown and diversified,community members
have started using CC
licenses in ways that noone would have originally
imagined. Licenses thatfunction across different
mediums and specialties
open possibilities for
combining and mixing
wildly divergent types ofcontent.

Guiding Principles
Creative Commons is bounded by a core set of guiding principles:
The Commons is best optimized with a trusted steward.
For the Commons to succeed, it must interoperate.
A voluntary, open, and participatory community optimizes the likelihoodof success.
The potential for sharing through open licensing has barely been tapped.
Creative expression is critical to a vibrant Internet.

Crypton’s virtual singer Hatsune Miku has
performed in sold-out concerts all over
the world. A big part of Miku’s success isa creative community of fans who create
their own recordings and videos starring
Miku and a cast of other virtual characters.
In 2012, Crypton acknowledged thecommunity’s role in its success by licensing
Miku and related characters under Creative
Commons. According to entrepreneur
and CC board member Joi Ito, “Hatsune
Miku is an amazingly unique, inspiring, andsuccessful example of how sharing pulls
together communities and empowers an
explosion of creativity. I’m so excited that
Creative Commons can now be part of thatstory.”
Crypton Future Media characters
Crypton Future Media
http://piapro.net/en_for_creators.html
CC BY-NC 3.0
http://creativecommons.org/licenses/by-nc/3.0/
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Five Strategic Priorities
1

Steward the Global Commons

2

Develop Innovative Products

3

Strengthen the Affiliate Network

4

Increase Platform Use

5

Ensure Sustainabilityc11

Priority 1

Steward the Global Commonsc

Stewardship is an integral part of Creative Commons’ mission, history, andfuture. We are a steward of the Commons; a leader and trusted broker; achampion of open standards, policies, and practices.
In its role as steward, Creative Commons ensures the Internet is a place ofsharing, innovation, and collaboration. We support interoperability of different
open licensing schemes and the global community of open license users
through policy advocacy, outreach, and education.

Key Stewardship Activities
Engage the Creative Commons global affiliate network and international community
in developing and implementing Creative Commons Version 4.0 license suite.
Grow Creative Commons’ presence in international policy arenas where open
policies are debated, and advocate for the adoption and implementation of open
policies through the creation of an Open Policy Network.
Launch and promote the School of Open to educate prospective users about
copyright law and open licensing.
Document and demonstrate the economic and social value of sharing knowledge,
creative works, educational materials, research, and data.

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Priority 2

Develop Innovative Productsc

It is through technology that CC licenses enable people to share their cultural
works and learning resources, and to reuse and remix the work of others. It isthus critical for Creative Commons to keep pace with evolving technologies
and outside innovation. Our tomorrow is about enabling people to build on andremix the multitude of shared works in the Commons.
Building on top of the CC license suite and existing resources, we will breakground with new products to serve and grow the CC user community, and toaddress mission-critical issues in today’s digital environment. We will develop
and systematically test a targeted pipeline of products, and launch the products
proven to have the highest potential impact and scalability. We will leverage thepower of the open source community and our network of peer organizations to
help us.

Key Product Activities
Develop a core platform or interactive framework to engage users by showing how
their content is being reused by others, and to motivate further contributions to the
Commons. Via this product, collect data on reuse to demonstrate the vibrancyof the Commons.
Enhance the technological means for users to communicate around shared CClicensed content, connecting authors and creators with remixers and reusers.
A more deeply engaged and connected user community will demonstrate the power
and usefulness of sharing and grow the Commons.
Build a community of volunteers around the development of products,
institutionalize this community through a governance structure, and create
guidelines for participation. Form a technical and product advisory group to bringseasoned and external expertise to bear on product strategy.

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Priority 3

Strengthen the Affiliate Networkc

The Creative Commons Affiliate Network includes more than 70 affiliate groups
around the world, as well as many informal community groups and individual
volunteers. The network donates expertise and time to promote the mission in
many ways, from sharing legal expertise and educating the public about open
licensing, to holding local events.
Regional Coordinators help ensure the smooth functioning of this global
network, encouraging affiliate engagement and facilitating relations among
and between affiliates and CC headquarters. Affiliate groups are ambassadors,
each linked to a local institution such as a law office, university, or nonprofit
organization.
Affiliates know the local culture, laws, norms, government protocols, andlanguage(s), and can more easily connect, both physically and culturally, with
communities and policymakers. They expand CC’s reach far beyond what would
ever be possible by CC’s core full-­time staff.

Key Affiliate Network Activities
Foster a culture of collaboration and mutual support among affiliates. Establish
effective communication channels through which affiliates can mentor one anotherand share their expertise with each other and the entire organization.
Develop and provide support for the reuse of tools, resources, and training
materials. Support programs and initiatives that may be easily localized andtranslated for use by Creative Commons’ global affiliate network.
Collaboratively develop a broader network strategy. Support the development of
new affiliate organizations in jurisdictions with an interest in the Creative Commons
mission.

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Priority 4

Increase Platform UsecCreative Commons licenses have enabled new businesses to thrive and areembedded in some of the largest platforms on the Internet. These platforms
maximize our reach into both popular and domain-specific communities andbuild a broader awareness of open licenses.
Internationally, in the social and public sectors, organizations and institutions
also adopt CC licenses on their platforms to lower cost and improve access toknowledge in education, science, and government.
Creative Commons will increase outreach and support to existing and potential
platform adopters in order to improve the implementation of our licenses
on platforms, recommend ways to communicate the value of CC licenses toplatform user communities, and increase platform adoptions of CC licenses.

Key Platform Activities
Cultivate relationships with new platforms, and by extension, their communities toreach a broader audience and user base.
Strengthen alliances with existing platform adopters through provision of support
resources for implementation and ongoing use.
Encourage content curation in communities of practice that use CC licenses, on
platforms and in repositories. Provide guidance and training resources to help user
communities reuse and remix CC-licensed content.
Enhance public perception and awareness of Creative Commons and its mission
through targeted cross-promotional activities and events. Position Creative
Commons for higher visibility alongside key platforms in all domains.

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Priority 5

Ensure SustainabilitycIncreasing organizational effectiveness and securing adequate resources forstrategic priorities are critical steps on Creative Commons’ path to long-termsustainability.
Over 2013–15, Creative Commons will work towards the following essential
elements of sustainability: secure funds for core needs, develop a long-term
revenue model, and ensure a strong organizational culture and structure.

Key Elements of Organizational Effectiveness
There is a shared organizational culture and a staff of talented people with deep
expertise and diverse skills, established networks, and a passion for cultivating
openness in practice, culture, and community.
The governance of the organization is comprised of engaged board members who
provide strong organizational oversight, serve as public representatives, and offer
diverse expertise, support, and networks.
Strategic communications and transparency measures are implemented to increaseawareness, associate brand with mission, and improve community engagement.
Technology developments are well documented in an open environment thatencourages collaboration and input from external contributors.

c16Our Approach to Fundraising
Creative Commons relies on foundations, corporations, andindividuals to provide philanthropic support for initiatives that increase
our global footprint and impact.
The range of activities that drive our success can only be sustained
if a strong organizational base supports them. To secure resources
through 2015, we will:

Build an alliance of funding
partners to support core
operations and planned
activities.

Advance corporate
sponsorship opportunities
for in-kind and monetary
support.

Diversify funding sources
through a range of targeted
fundraising efforts.

Cultivate and retain an
engaged and committed
donor base.

In parallel with this fundraising approach, we will undertake an indepth exploration of social enterprise models and potential newrevenue streams. By identifying a steady long-term revenue source wewill mitigate risk, free up resources to support innovation, and ensure
adaptability and sustainability of the organization.

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Scaling the Commons
Based on statistics from media platforms with built-in
CC functionality, we know that there are over 500 million
CC-licensed works. That’s a big number, but it only begins
to reflect the vast array of materials with CC licenses, themultitude of ways in which those licensed materials areused and reused every day, and the diversity of the Creative
Commons community.

Did you know?
500: Number of one-terabyte hard drives required todownload every Creative Commons-licensed photo on Flickr.

$0: The cost for students to use job training materials
produced under the US Department of Labor’s two-billiondollar Trade Adjustment Assistance Community College andCareer Training Initiative.
609: Number of volunteers working around the world in
Creative Commons’ affiliate network.
40: Number of years it would take to watch all 4 million
CC-licensed videos on YouTube.

715: Number of new, CC BY-SA-licensed articles contributed
to Wikipedia in English every day.
59,000: Number of articles published by Public Libraryof Science under the CC Attribution license. On average,
each article is viewed over 2,000 times.
90: Number of high-quality, CC-licensed university textbooks
to be created through recent government initiatives in British
Columbia and California.

30: Number of gatherings that took place around the world incelebration of Creative Commons’ tenth anniversary.

1: Number of gatherings that took place in Antarctica incelebration of Creative Commons’ tenth anniversary.

18cPeople are open and willing to share, andthe CC model makes sense. Look how
many people are allowing their content
to be used for commercial purposes. It’s
amazing that people are open to allow
for others to make money from the things
they create, as long as they’re cited. That’s
great, and I think it’s really important.
—— Blake Whitman, VP of creative
development, Vimeo
Blake Whitman
Dave Dugdale
http://www.flickr.com/photos/davedugdale/6215247498/
CC BY-SA 2.0
http://creativecommons.org/licenses/by-sa/2.0/

Jamlab introduced School of Open ideals
to young girls in the Precious Blood Schoolin Kenya. The response was overwhelming.
Soon, we were discussing the value of
open in a world where “withheld” is whatfeels secure. They are now working on
releasing short videos of their teachers
teaching various subjects, licensing themunder Creative Commons, and uploadingthem to YouTube. They are doing this for the
thousands of young people who don’t get achance to go to high school in Kenya.
—— Kasyoka Mutunga, executive directorof Jamlab
Kasyoka Mutunga
CC BY-NC-SA 3.0
http://creativecommons.org/licenses/by-nc-sa/3.0/

Creative Commons enables us to connect
with people from other cultures, shareideas, and solve problems together. It
is a tool that gives voice to creativity,
and allows us to share symbolic spacewithin society, charting alternative routes
to inclusion across the continents, in all
languages. I believe that open tools such
as Creative Commons are essential for
creating better societies. We have a lot tolearn from each other.
—— Renata Avila, CC Guatemala
Project Lead
Renata Avila
Joi Itohttp://www.flickr.com/photos/joi/4165970268/
CC BY 2.0
http://creativecommons.org/licenses/by/2.0/

As a writer, my problem is not piracy,
it’s obscurity, and CC licenses turn mybooks into dandelion seeds, able to blowin the wind and find every crack in every
sidewalk, sprouting up in unexpected
places.
—— Cory Doctorow, author
Cory Doctorow
NK Guy, nkguy.com.tiff
http://www.flickr.com/photos/doctorow/4117543282/
CC BY-SA 2.0
http://creativecommons.org/licenses/by-sa/2.0/

Our phenomenal growth is entirely
driven by free and open distribution. CC
licensing has enabled sharing in ways
well beyond what we could have done on
our own. When we decided to open ourlibrary, we had one single goal: to spreadideas. A Creative Commons license
clearly communicates that you are reallyserious about the spread of ideas.
—— June Cohen, executive producerof TED Media
June Cohen
Red Maxwell
http://www.flickr.com/photos/48692800@
N00/4348001166/
CC BY-NC 2.0
http://creativecommons.org/licenses/by-nc/2.0/

Creative Commons ensures that others
can use the papers we publish without
requiring the additional time and costthat asking special permissions would
require. It ensures that translators andeducators know they are free to use
the research we publish and it allows
Wikipedia editors to enrich this criticalreference work with text and resourcesfrom the research literature.
—— Peter Jerram, PLOS
Peter Jerram
PLOS
CC BY 3.0
http://creativecommons.org/licenses/by/3.0/

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Over the past decade, Creative Commons has
become the standard internationally for sharing
creative works. But that’s just the beginning.
The next ten years will be all about tapping thepotential of the global community of Commoners
to build a more open Internet and a freer world.

Design: EXBROOK—— Lawrence Lessig, Co-founder, Creative Commons

Unless otherwise noted, the text and layout of thisdocument are licensed under a Creative Commons
Attribution Unported 3.0 license(http://creativecommons.org/licenses/by/3.0/).
The trademarks and logos of Creative Commons andany other organization are not included under theterms of this Creative Commons license. Images arelicensed as marked. For more information on reuse
go to creativecommons.org.

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