Kwi-2017, imveliso yabantu abathathu base-Austin kunye nenkampani yolawulo ebizwa ngokuba yi-Exurbia Films ithathelwe ulawulo lwamalungelo kwi-1974 ye-cult horror classic I-Texas Chainsaw Massacre.

"Umsebenzi wam yayikukusithatha kwi-Chainsaw 2.0," kusho uPat Cassidy, umvelisi kunye ne-arhente ye-Exurbia.“Abafana bokuqala benze umsebenzi omhle ngokulawula amalungelo kodwa bengaphumi kwisizukulwana se-intanethi.Babengenaye uFacebook.”

I-Exurbia yayineliso lokuphuhlisa i-franchise kwaye ngo-2018 yafumana izivumelwano zochungechunge lweTV kunye neemuvi ezininzi ezisekwe kwifilimu yasekuqaleni, zonke ziphuhliswa ngeMifanekiso yaseNtsomi.Ikwaphuhlisa iinoveli zemizobo ye-Texas Chainsaw Massacre, isosi yebarbecue, kunye neemveliso ezinamava ezinje ngamagumbi okubaleka kunye nezindlu ezinabantu abaninzi.

Omnye umsebenzi we-Exurbia ungqineke unzima kakhulu: ukulawula iimpawu zorhwebo zeChainsaw kunye namalungelo okukopisha, kuquka nesihloko sefilimu, imifanekiso, kunye namalungelo kwisidlakela sakhe esidumileyo, uLeatherface.

Igqala leshishini uDavid Imhoff, oye warhweba ngezivumelwano zelayisensi yeChainsaw egameni lombhali wefilimu, uKim Henkel, kunye nabanye ukusukela ngeminyaka yoo-1990, uxelele uCassidy kunye nenye iarhente ye-Exurbia, uDaniel Sahad, ukuba balungiselele izandyondyo zezinto zomgunyathi.“Luphawu lokuba uyathandwa,” utshilo u-Imhoff kudliwano-ndlebe.

I-Imhoff yalatha i-Exurbia kwizigebenga ze-ecommerce ezifana ne-Etsy, i-eBay, kunye ne-Amazon, apho abarhwebi abazimeleyo bathengisa izinto ezingagunyaziswanga zeChainsaw.Iimveliso kufuneka zinyanzelise iimpawu zabo zorhwebo, ngoko ke uSahad uchithe ixesha lakhe elininzi kumsebenzi odla ngokugqithiselwa zii-arhente ezinkulu kumaqela asemthethweni: ukufumana kunye nokunika ingxelo ngempazamo.I-Exurbia ifake ngaphezu kwezaziso ze-50 kunye ne-eBay, ngaphezu kwe-75 kunye ne-Amazon, kwaye ngaphezu kwe-500 kunye ne-Etsy, icela iisayithi ukuba zisuse izinto eziphula i-Chainsaw trademarks.Iziza zisuse izinto ezaphula umthetho kwisithuba seveki okanye njalo;kodwa ukuba kuvele olunye uyilo lobuxoki, i-Exurbia kwafuneka iyifumane, ibhale phantsi, kwaye ifake esinye isaziso.

U-Imhoff waphinda walumkisa uCassidy kunye noSahad ngegama elingaqhelekanga: inkampani yase-Australia ebizwa ngokuba yi-Redbubble, apho wayefake khona izaziso zolwaphulo-mthetho ngamaxesha athile egameni le-Chainsaw ukususela ngo-2013. Ekuhambeni kwexesha, ingxaki yanda kakhulu: uSahad wathumela izaziso ze-649 zokuthatha i-Redbubble kunye ne-subsidiary yayo. I-Teepublic ngo-2019. Iisayithi zisuse izinto, kodwa ezintsha zavela.

Ke, ngo-Agasti, xa iHalloween isondela-ixesha leKrisimesi lentengiso eyoyikisayo-abahlobo bathumela umyalezo kuCassidy, bemxelela ukuba babone amaza oyilo amatsha eChainsaw athengiswa kwi-Intanethi, ikakhulu athengiswe ngeentengiso zikaFacebook kunye ne-Instagram.

Intengiso enye ikhokelele uCassidy kwiwebhusayithi ebizwa ngokuba yi-Dzeetee.com, athe wayilanda kwinkampani awayengazange wayiva ngayo, iTeeChip.Walandelela ezinye iintengiso kwezinye iiwebhusayithi ezithengisa izinto zeChainsaw ezingavumelekanga, ezidityaniswe neTeeChip.Kwiiveki nje ezimbalwa, uCassidy uthi, ufumene iinkampani ezininzi ezifanayo, nganye ixhasa amashumi, amakhulu, ngamanye amaxesha amawaka eevenkile.Izithuba kunye neentengiso ezivela kumaqela Facebook edityaniswe ezi nkampani babethengisa knockoff Chainsaw urhwebo.

UCassidy wothuka.“Yayinkulu kakhulu kunokuba besicinga,” utshilo.“Ezi ibingezondawo nje ezili-10.Kwakukho iwaka kubo.”(UCassidy kunye nombhali bebengabahlobo iminyaka engama-20.)

Iinkampani ezifana neTeeChip zaziwa njengeevenkile zokuprinta-kwimfuno.Bavumela abasebenzisi ukuba balayishe kunye noyilo lwentengiso;xa umthengi efaka iodolo-uthi, kwi-T-shirt-inkampani ilungiselela ukuprinta, ngokuphindaphindiweyo kwenziwa endlwini, kwaye into ithunyelwa kumthengi.Itekhnoloji inika nabani na onombono kunye noqhagamshelo lwe-intanethi ukukwazi ukwenza imali ngobuchule babo kwaye baqale umgca wokuthengisa wehlabathi ngaphandle kwe-overhead, akukho mpahla, kwaye akukho mngcipheko.

Nantsi into yokucofa: Abanini bamalungelo okukopisha kunye neempawu zorhwebo bathi ngokuvumela nabani na ukuba alayishe naluphi na uyilo, iinkampani eziprintayo zikwenza kube lula ukunyhasha amalungelo abo epropathi enomgangatho ophezulu wokuqonda.Batsho ukuba iivenkile eziprintiweyo ezizifunayo zikhuphe amashumi, amakhulu, ezigidi zeedola ngonyaka kwiintengiso ezingagunyaziswanga, nto leyo eyenza ukuba kube nzima ukulawula indlela esetyenziswa ngayo impahla yabo okanye ukuba ngubani owenza ingeniso kuyo.

Ukukhula okugqabhukileyo koshicilelo-kwimfuno yetekhnoloji kuthula umngeni kwimithetho yamashumi eminyaka ubudala elawula ukusetyenziswa kwepropathi enomgangatho ophezulu wokuqonda kwi-intanethi.Umthetho ka-1998 obizwa ngokuba yi-Digital Millennium Copyright Act (DMCA) ukhusela amaqonga e-intanethi kuxanduva lokwaphulwa kwelungelo lokukhuphela ngokubamba nje umxholo wedijithali olayishwe ngumsebenzisi.Oko kuthetha ukuba abanini malungelo kufuneka bacele amaqonga ukuba asuse into nganye abakholelwa ukuba iyaphula kwipropathi yabo yengqondo.Ngaphezu koko, iinkampani eziprintayo ezifunekayo zihlala ziguqula-okanye zinceda ukuguqula-iifayile zedijithali zibe yimveliso yenyama efana ne-T-shirts kunye neekomityi zekofu.Ezinye iingcali zithi zizibeka kwindawo esemthethweni engwevu.Kwaye i-DMCA ayisebenzi kwiimpawu zorhwebo, ezigubungela amagama, iimpawu zamagama, kunye nezinye iimpawu zobunini, ezifana ne-Nike swoosh.

I-Screenshot ethathwe yi-Exurbia Films ye-T-shirt ethengiswayo etyholwa ukuba yaphula iimpawu zayo zorhwebo ze-Texas Chainsaw Massacre.

I-CafePress, eyasungulwa kwi-1999, yayiphakathi kwemisebenzi yokuqala yokuprinta-kwimfuno;imodeli yeshishini yasasazeka phakathi kwiminyaka yoo-2000 kunye nokunyuka koshicilelo lwedijithali.Ngaphambili, abavelisi bebeza kuprinta uyilo olufanayo kwizinto ezinjengee-T-shirts, indlela ebanzi ehlala ifuna iiodolo ezininzi ukwenza inzuzo.Ngoshicilelo lwedijithali, i-inki itshizwa kwimathiriyeli ngokwayo, ivumela umatshini omnye ukuba ashicilele uyilo oluninzi olwahlukileyo ngosuku, nto leyo eyenza ukuba imveliso ibenye ifumane inzuzo.

Ishishini lavelisa ngokukhawuleza i-buzz.I-Zazzle, iqonga lokuprinta-kwimfuno, liqalise iwebhusayithi yayo kwi-2005;kwiminyaka emithathu kamva, yabizwa ngokuba yeyona modeli yeshishini lonyaka yiTechCrunch.I-Redbubble yeza ngo-2006, ilandelwa ngabanye abafana neTeeChip, TeePublic, kunye neSunFrog.Namhlanje, ezo ndawo ziziintsika zeshishini lehlabathi lonke elixabisa izigidi ngezigidi zeerandi, linemveliso ukusuka kwizikipa neehodies ukuya kutsho kwiimpahla zangaphantsi, iipowusta, iimagi, izinto zendlu, oobhaka, iihoozi, iintsimbi ezifakwa esihlahleni kwanezacholo.

Iinkampani ezininzi zokuprinta ezifunekayo zihlanganiswe ngokupheleleyo kwiiplatifomu ze-ecommerce, ezivumela abaqulunqi ukuba balawule izitolo zewebhu ezilula ukuyisebenzisa-ezifana namaphepha omsebenzisi kwi-Etsy okanye e-Amazon.Amanye amaqonga, afana neGearLaunch, avumela abaqulunqi ukuba basebenzise amaphepha phantsi kwamagama e-domain ekhethekileyo kwaye badibanise neenkonzo ezithandwayo ze-ecommerce ezifana ne-Shopify, ngelixa bebonelela ngezixhobo zokuthengisa kunye ne-inventory, imveliso, ukuhanjiswa, kunye nenkonzo yabathengi.

Njengokuqala okuninzi, iinkampani eziprinta-kwimfuno zidla ngokuzambathisa kwii-clichés ze-techno-marketing munificent.I-SunFrog "luluntu" lwamagcisa kunye nabathengi, apho iindwendwe zinokuthengela "uyilo kunye noyilo lwesiko olukhethekileyo njengawe."I-Redbubble izichaza "njengendawo yentengiso yehlabathi, enobugcisa obukhethekileyo, bokuqala obuthengiswa ngamagcisa amangalisayo, azimeleyo kwiimveliso ezikumgangatho ophezulu."

Kodwa intengiso yentengiso iyasiphazamisa koko abanye abanamalungelo kunye namagqwetha epropathi enomgangatho ophezulu wokuqonda bakholelwa ukuba sisiseko semodeli yeshishini: intengiso yomgunyathi.IiSayithi zivumela abasebenzisi ukuba balayishe naluphi na uyilo abaluthandayo;kwiisayithi ezinkulu, ukulayisha kunokubala amashumi amawaka yonke imihla.Iisayithi azibopheleli ukuphonononga uyilo ngaphandle kokuba umntu uthi amagama okanye umfanekiso wophula ilungelo lokushicilela okanye uphawu lokuthengisa.Ibango ngalinye elinjalo libandakanya ukufaka isaziso esahlukileyo.Abagxeki bathi kukhuthaza ukunyhashwa kwamalungelo, ngokuqonda nangokungazi.

"Ishishini likhule ngokukhawuleza kangangokuba, emva koko, ukwaphulwa komthetho kuye kwaqhuma," utshilo u-Imhoff, iarhente yelayisenisi.Kutsha nje ngo-2010, uthi, “i-print-on-demand inesabelo esincinci semarike, ibingeyongxaki ingako.Kodwa ikhule ngokukhawuleza [kangangokuba] iphume esandleni.”

U-Imhoff uthi i-intanethi ikhangela izinto ezinje nge-“Texas Chainsaw Massacre T-shirt” ihlala ibonisa uyilo olwaphula amalungelo okushicilela kunye neempawu zorhwebo ze-Exurbia.Loo nto ijike unyanzeliso lwamalungelo lwaba “ngumdlalo ongapheliyo we-whack-a-mole” kubanini malungelo, iiarhente, kunye neenkampani zemveliso yabathengi, utshilo.

“Bekukade uphuma uyokufumana ukophulwa komthetho kwivenkile enye kudederhu lweevenkile zalapha ekhaya, ukuze uqhagamshelane nomthengi wabo welizwe kwaye kuya kuba njalo,” utshilo u-Imhoff."Ngoku kukho izigidi zabathengisi abazimeleyo abayila izinto zemihla ngemihla."

Kukho imali enkulu ebandakanyekayo.I-Redbubble, eyaqala kutshintshiselwano lwesitokhwe sase-Australia ngo-2016, yaxelela abatyali-mali ngoJulayi ka-2019 ukuba iququzelele intengiselwano efikelela kwi-328 yezigidi zeedola kwiinyanga ezili-12 ezidlulileyo.Inkampani ibethelela imakethi ye-intanethi ye-intanethi yempahla kunye nezinto zendlu kulo nyaka kwiibhiliyoni zeedola ezingama-280.Kwincopho ye-SunFrog, kwi-2017, yenza i-150 yezigidi zeedola kwingeniso, ngokutsho kwenkundla.UZazzle uxelele i-CNBC ukuba iqikelele i-250 yezigidi zeedola kwingeniso kwi-2015.

Ayizizo zonke ezo ntengiso zibonisa ukophulwa, kunjalo.Kodwa uScott Burroughs, igqwetha lezobugcisa eLos Angeles omele abaqulunqi abaninzi abazimeleyo kwiisuti ezichasene neenkampani ezishicileleyo ezifunwayo, ukholelwa kakhulu, ukuba uninzi, lomxholo ubonakala ngathi wophula umthetho.UMark Lemley, umalathisi weStanford Law School Programme kuMthetho, iSayensi, neTeknoloji, uthi uhlolisiso lukaBurroughs lusenokuchaneka kodwa uqikelelo olunjalo lwenziwa nzima “ngamabango anenzondelelo egqithiseleyo abanamalungelo, ngokukodwa kwicala leempawu zentengiso.”

Ngenxa yoko, ukunyuka koshicilelo-kwimfuno kwakhona kuzise igagasi lamatyala ngabanini malungelo ukusuka kumagcisa egraphic azimeleyo ukuya kwiibrendi zamazwe ngamazwe.

Iindleko zokuprinta-kwimfuno yeenkampani zinokunyuka.Kwi-2017, abaphathi be-Harley-Davidson baqaphela ngaphezu kwe-100 yoyilo ephethe iimpawu zomenzi wesithuthuthu-ezifana ne-Bar & Shield edumileyo kunye ne-logos ye-Willie G. Skull-kwiwebhusayithi ye-SunFrog.Ngokwesimangalo somdibaniso kwiSithili esiseMpuma saseWisconsin, uHarley wathumela iSunFrog ngaphezulu kwezikhalazo ezingama-70 zezinto “ezingaphezulu kwama-800” ezophula iimpawu zorhwebo zikaHarley.Ngo-Epreli ka-2018, ijaji yanikezela u-Harley-Davidson i-19.2 yezigidi zeedola-yeyona ntlawulo inkulu yolwaphulo-mthetho ukuza kuthi ga ngoku-kwaye yathintela i-SunFrog ekuthengiseni izinto ezithengiswayo ezineempawu zorhwebo ze-Harley.Ijaji yeSithili sase-US uJP Stadtmueller ukhalimele iSunFrog ngokungenzi okungakumbi kumapolisa kwindawo yayo."I-SunFrog icela ukungazi ngelixa ihleli entabeni yemithombo enokuthi isetyenziswe ukuphuhlisa iteknoloji esebenzayo, iinkqubo zokuphonononga, okanye uqeqesho oluya kunceda ukulwa nokuphulwa," wabhala.

Umseki we-SunFrog uJosh Kent uthi izinto ze-Harley ezingafanelekanga zivela "njengabantwana besiqingatha seshumi elinesibini eVietnam" abafake uyilo.“Abakhange bafumane mkrwelo kubo.”U-Kent akazange aphendule kwizicelo zokunika izimvo ezithe ngqo kwisigqibo sikaHarley.

Ityala elifanayo elifakwe kwi-2016 linamandla amakhulu.Ngaloo nyaka, igcisa elibonakalayo laseCalifornia uGreg Young wamangalela uZazzle kwiNkundla yeSithili yase-US, etyhola ukuba abasebenzisi beZazzle balayishe kwaye bathengisa iimveliso ezinomsebenzi wakhe onelungelo lokushicilela ngaphandle kwemvume, ibango uZazzle akazange alikhanyele.Ijaji yafumanisa ukuba i-DMCA ikhusele i-Zazzle kuxanduva lokuzilayisha ngokwayo kodwa yathi i-Zazzle isenokumangalelwa ngomonakalo ngenxa yendima yayo ekuveliseni nasekuthengiseni izinto.Ngokungafaniyo neemarike ezikwi-Intanethi ezinje ngeAmazon okanye i-eBay, ijaji yabhala, "I-Zazzle idala iimveliso."

UZazzle uye wabhena, kodwa ngoNovemba inkundla yezibheno ivumile ukuba uZazzle angabanjwa, kwaye uYoung ulindele ukufumana ngaphezulu kweedola ezingama-500,000.UZazzle akazange aphendule kwizicelo zokuphawula.

Eso sigqibo, ukuba sibambekile, sinokuliphazamisa ishishini.U-Eric Goldman, unjingalwazi kwiSikolo soMthetho seYunivesithi yaseSanta Clara, wabhala ukuba esi sigqibo siza kuvumela abanini-copyright ukuba "baphathe i-Zazzle njenge-ATM yabo."Kudliwano-ndlebe, uGoldman uthi ukuba iinkundla ziyaqhubeka nokugweba ngolu hlobo, ishishini loshicilelo-mali elifunwayo “liya kutshabalala.…Kusenokwenzeka ukuba ayinakusinda kwimingeni yezomthetho.”

Xa kuziwa kwi-copyright, indima yokushicilela-kwimfuno yeenkampani ekuguquleni iifayile zedijithali kwiimveliso ezibonakalayo zingenza umehluko emehlweni omthetho, utsho uLemley, waseStanford.Ukuba iinkampani zenza kwaye zithengise iimveliso ngokuthe ngqo, uthi, banokungafumani ukhuseleko lwe-DMCA, "kungakhathaliseki ukuba banolwazi kwaye nokuba bawathatha ngaphi na amanyathelo afanelekileyo okunciphisa izinto eziphula umthetho xa befumanisa ngayo."

Kodwa loo nto ayinakuba njalo ukuba ukwenziwa kwemveliso kusingathwa ngumntu wesithathu, ukuvumela iisayithi zokuprinta-kwimfuno ukuba zibange ukuba ziindawo zentengiso nje ngendlela iAmazon eyiyo.NgoMatshi ka-2019, iNkundla yeSithili yase-US kwiSithili esisemaZantsi e-Ohio yafumanisa ukuba iRedbubble ayinatyala lokuthengisa urhwebo olungavumelekanga lweYunivesithi yaseOhio State.Inkundla ivumile ukuba ezi mveliso, eziquka iihempe nezincamathelisi, zophula iimpawu zorhwebo zaseOhio State.Yafumanisa ukuba iRedbubble iququzelela ukuthengisa kwaye yenza ikhontrakthi yokuprinta kunye nokuthunyelwa kumaqabane-kwaye izinto zahanjiswa ngepakethe enophawu lweRedbubble.Kodwa inkundla yathi iRedbubble ayinakumangalelwa ngenxa yokuba ngokobuchwephesha ayenzi okanye ithengise iimveliso zokophula umthetho.Emehlweni ejaji, iRedbubble iququzelele ukuthengisa kuphela phakathi kwabasebenzisi kunye nabathengi kwaye ayizange isebenze “njengomthengisi.”I-Ohio State inqabile ukuphawula ngesigwebo;iingxoxo ngesibheno sayo zicwangciselwe uLwesine.

UCorina Davis, igosa eliyintloko lezomthetho laseRedbubble, uyala ukuphawula ngokuthe ngqo ngetyala le-Ohio State, kodwa uphinda uqikelelo lwenkundla kudliwano-ndlebe.“Asinatyala ngokophula umthetho, ixesha,” utshilo.“Asithengisi nto.Akukho nto siyenzayo.”

Kwi-imeyile yokulandela amagama angama-750, uDavis wathi uyazi ukuba abanye abasebenzisi beRedbubble bazama ukusebenzisa iqonga ukuthengisa ubukrelekrele "bubiwe".Umgaqo-nkqubo wenkampani, wathi, "ayikokukhusela nje abanamalungelo amakhulu, kukukhusela onke amagcisa azimeleyo ekubeni nomnye umntu enze imali kubugcisa babo obubiweyo."I-Redbubble ithi ayingomthengisi, nangona ihlala igcina malunga neepesenti ezingama-80 zengeniso evela kwiintengiso kwindawo yayo.

UGoldman, kwiposti yebhlog, wabiza uloyiso lweRedbubble “luyothusayo,” kuba inkampani “yayiguquguqula kakhulu” imisebenzi yayo ukuphepha inkcazo esemthethweni yomthengisi.Ubhale wathi, "Ngaphandle kobu bugxwayiba, iinkampani eziprintayo ziya kujongana "noluhlu olungenamda lolawulo kunye noxanduva."

Burroughs, igqwetha laseLos Angeles elimele amagcisa, libhale kuhlahlelo lwesigwebo sokuba iingqiqo zenkundla “ziya kubonisa ukuba nayiphi na inkampani ekwi-intanethi ebifuna ukubandakanyeka kulwaphulo-mthetho olungenanjongo inokuthengisa ngokusemthethweni zonke iimveliso ezifunwa yintliziyo yayo logama nje ihlawula amaqela esithathu ukwenza kunye nokuthumela imveliso.

Ezinye iinkampani zokuprinta-kwimfuno zisebenzisa imodeli efanayo.Thatcher Spring, i-CEO ye-GearLaunch, uthe nge-Redbubble, "Bathi barhweba ngobudlelwane obukhethekileyo kunye nekhonkco lokubonelela, kodwa eneneni ndicinga ukuba bayalukhuthaza olu gadalala lwe-IP."Kodwa iSpring kamva yavuma ukuba iGearLaunch ikwabhambathisa nabavelisi beqela lesithathu.“Owu, injalo loo nto.Asizizo izixhobo zemveliso.”

Nokuba isigqibo se-Ohio State simi, sisenokulimala ishishini.Njengoko uKent, umseki weSunFrog, ephawula, “Ukuba abashicileli banoxanduva, ngubani onokufuna ukuprinta?”

IAmazon ijongene nesimangalo esifanayo malunga netyala layo lentambo yenja eneziphene eyenziwe ngumrhwebi ozimeleyo owamfamekisa umthengi.Elo tyala licela umngeni kumgaqo osisiseko owasindisa iRedbubble: Ngaba indawo yentengiso, nokuba “ayingomthengisi,” inokuba noxanduva lweemveliso ezithengiswayo kwindawo yayo?NgoJulayi, iphaneli yeejaji ezintathu zeNkundla yeSibheno yesiThathu yase-US yagweba ukuba ityala lingaqhubeka;IAmazon ibhenele kwiqela elikhulu labagwebi, neliphulaphule eli tyala kwinyanga ephelileyo.Ezi suti zinokubumba ngokutsha i-ecommerce kwaye, ngokulandelayo, imithetho yobunini kwi-intanethi.

Ukunikezelwa kwenani labasebenzisi, umthamo wokulayisha, kunye neentlobo zepropathi yengqondo, kunye neenkampani zokuprinta-ezifunekayo ziyavuma ukuba umlinganiselo othile wokwaphulwa komthetho awunakuphepheka.Kwi-imeyile, uDavis, umcebisi oyintloko wezomthetho weRedbubble, wayibiza ngokuba "ngumcimbi onentsingiselo kushishino."

Inkampani nganye ithatha amanyathelo ukupolisa iqonga layo, ngokwesiqhelo ngokunikezela ngesango apho abanini malungelo banokufaka khona izaziso zokwaphulwa komthetho;bakwacebisa abasebenzisi malunga neengozi zokuthumela uyilo olungavumelekanga.I-GearLaunch ipapashe ibhlog enesihloko esithi “Ungaya njani kwintolongo ye-copyright kwaye ube sisityebi.”

I-GearLaunch kunye ne-SunFrog zithi inkxaso yazo yokusetyenziswa kwesoftware yokuqonda umfanekiso ukujonga uyilo olunokuba nokwaphula umthetho.Kodwa uKent uthi iSunFrog icwangcisa isoftware yayo yokuqonda uyilo oluthile kuphela, kuba, uthi, kubiza kakhulu ukuhlalutya izigidi zokulayisha.Kwaye, wathi, "Itekhnoloji ayilunganga kangako."Akukho nkampani inokuthi iveze ubungakanani beqela layo lokuthobela.

UDavis weRedbubble uthi inkampani inciphisa ukufakwa kwabasebenzisi bemihla ngemihla "ukuthintela ukulayishwa komxholo kwinqanaba."Uthi iqela le-Redbubble Marketplace Integrity-eyayichaza kwifowuni njenge "i-lean" - ihlawuliswa inxalenye "yokubhaqwa okuqhubekayo kunye nokususwa kwee-akhawunti ezingekho mthethweni ezenziwe yi-bots," ezinokudala ii-akhawunti kunye nomxholo wokulayisha ngobuninzi ngokuzenzekelayo.Elo qela linye, utshilo uDavis kwi-imeyile, ikwajongana nokukhuhla umxholo, uhlaselo lokubhalisa, kunye "nokuziphatha kobuqhophololo."

UDavis uthi iRedbubble ikhetha ukungasebenzisi isoftwe eqhelekileyo yokuqaphela umfanekiso, nangona i-subsidiary yayo iTeepublic isenza."Ndicinga ukuba kukho uluvo olungalunganga" lokuba isoftware ehambelana nomfanekiso "lulungiso lomlingo," wabhala kwi-imeyile, ecaphula imida yetekhnoloji kunye nomthamo wemifanekiso kunye nokwahluka "kwenziwa yonke imzuzu."(Inkcazo yomtyali-mali we-Redbubble ka-2018 iqikelela abasebenzisi bayo abangama-280,000 abalayishe i-17.4 yezigidi eziyi-17.4 zoyilo olwahlukileyo ngaloo nyaka.) Ngenxa yokuba isoftware ayikwazi ukujongana nale ngxaki “ngokomlinganiselo esiwufunayo,” wabhala, iRedbubble ivavanya eyayo izixhobo, kubandakanywa nenkqubo ethi. ijonga imifanekiso esanda kufakwa kuyo yonke idatabase yomfanekiso.I-Redbubble ilindele ukuzisa ezi mpawu kamva kulo nyaka.

Kwi-imeyile, ummeli we-eBay uthi inkampani isebenzisa "izixhobo zokufumanisa ezintsonkothileyo, ukunyanzeliswa kunye nobudlelwane obuluqilima nabanini bebhrendi" ukupolisa indawo yayo.Inkampani ithi inkqubo yayo yokuchasana nolwaphulo-mthetho kubanini abaqinisekisiweyo inabathathi-nxaxheba abangama-40,000.Ummeli we-Amazon uchaze ngaphezu kwe-400 yezigidi zeerandi kutyalo-mali ukulwa nobuqhetseba, kubandakanywa nomgunyathi, kunye neenkqubo zentsebenziswano ye-brand eyenzelwe ukunciphisa ukuphulwa.I-ofisi yezonxibelelwano yakwa-Etsy iphinde yathumela imibuzo kwingxelo yamva nje ecacileyo yenkampani, apho inkampani ithi ikhubaze ukufikelela kuluhlu olungaphezulu kwama-400,000 ngo-2018, inyuke ngeepesenti ezingama-71 ukusuka kunyaka ongaphambili.I-TeeChip ithi ityale izigidi zeedola ukunceda ukuchonga ukuphulwa, kwaye ibeka uyilo ngalunye "ngenkqubo yokuhlola ngokungqongqo" kuquka ukuhlolwa kwesicatshulwa kunye nesofthiwe yokuqaphela umfanekiso owenziwe ngomatshini.

Kwenye i-imeyile, uDavis wachaza eminye imingeni.Abanamalungelo bahlala becela ukuba bathathe izinto ezikhuselweyo ngokusemthethweni, ezinje ngemifanekiso ehlekisayo, utshilo.Abanye bacinezela amabango angekho ngqiqweni: Omnye ucele iRedbubble ukuba ithintele igama lokukhangela "indoda."

"Akunakwenzeka nje ukuqaphela yonke i-copyright okanye uphawu lwentengiso olukhoyo kwaye luya kubakho," utshilo uDavis kwi-imeyile, kodwa "ayingabo bonke abanamalungelo abaphatha ukhuseleko lwe-IP yabo ngendlela efanayo."Abanye bafuna ukunyamezelana, utshilo, kodwa abanye bacinga ukuba uyilo, nokuba luyaphula, luvelisa imfuno engaphezulu.“Kwezinye iimeko,” watsho uDavis, “abanamalungelo baye beza kuthi nesaziso sokuthotywa emva koko igcisa lifake isaziso esiphikisayo, kwaye umnini wamalungelo abuye athi, 'Enyanisweni, silungile loo nto.Kuyeke.'”

Imingeni idala oko uGoldman, unjingalwazi waseSanta Clara, abiza ngokuba "ulindelo olungenakwenzeka" lokuthotyelwa.“Unganika wonke umntu umsebenzi osemhlabeni ukuba avavanye olu yilo, kwaye akusayi kwanela,” utshilo uGoldman kudliwanondlebe.

UKent uthi ubunzima kunye namatyala atyhalele kude i-SunFrog kude noshicilelo-kwimfuno ukuya “kwindawo ekhuselekileyo, nenokuqikelelwa ngakumbi.”Inkampani yakha yazichaza njengeyona mveliso inkulu ye-T-shirt eprintiweyo e-US.Ngoku, uKent uthi iSunFrog ilandela intsebenziswano kunye neemveliso ezaziwayo, ezinje ngeVeki yeShark yeDiscovery Channel.“IVeki yookrebe ayizukuphazamisa nabani na,” utshilo.

I-Redbubble, nayo, idwelise "ubambiswano lomxholo" njengenjongo kwinkcazo yayo ye-shareholder ye-2018.Namhlanje inkqubo yobambiswano ibandakanya iimpawu ze-59, ubukhulu becala kwishishini lokuzonwabisa.Ukongezwa kwamva nje kubandakanya izinto ezinelayisenisi ezivela kwi-Universal Studios, kubandakanya imihlathi, Buyela kwikamva, kunye noShaun wabafi.

Abanamalungelo bathi umthwalo wabo-ukuchonga iimveliso ezityeshelayo kunye nokuzilandela ukuya kwindawo yazo-ufuna ngokulinganayo.“Ngumsebenzi osisigxina,” utshilo uBurroughs, igqwetha elimele amagcisa.U-Imhoff, iarhente yelayisenisi yaseTexas Chainsaw, uthi lo msebenzi unzima kakhulu kwabanamalungelo abancinci ukuya kwabaphakathi, abanje nge-Exurbia.

Ukunyanzeliswa kophawu lwentengiso kufuna kakhulu.Abanini bamalungelo okukopisha banokunyanzelisa amalungelo abo ngokungqongqo okanye ngokukhululekileyo njengoko bebona kufanelekile, kodwa abanini malungelo kufuneka babonise ukuba bahlala benyanzelisa iimpawu zabo zorhwebo.Ukuba abathengi abasanxulumanisi uphawu lwentengiso kunye nebrendi, uphawu luba yinto eqhelekileyo.(Escalator, parafini, videotape, trampoline, kunye neflip phone zonke zilahlekelwe ziimpawu zazo zorhwebo ngale ndlela.)

Iimpawu zorhwebo ze-Exurbia ziquka amalungelo ngaphezu kwamanqaku angama-20 amagama kunye neelogo ze-Texas Chainsaw Massacre kunye ne-villain yayo, i-Leatherface.Kwihlobo elidlulileyo, umsebenzi wokukhusela amalungelo okushicilela kunye neempawu zorhwebo-ukukhangela ngokuphindaphindiweyo, ukuqinisekisa, ukubhala, ukulandelela iinkampani ezingaziwayo, ukubonisana namagqwetha, kunye nokungenisa izaziso kubaqhubi bewebhusayithi-wolulele izixhobo zefemu ukuya kwinqanaba uCassidy wazisa abasebenzi abathathu bekhontrakthi, benyuka bebonke. abasebenzi ukuya kwisibhozo.

Kodwa baye bafikelela kumda wabo xa uCassidy wafumanisa ukuba uninzi lweendawo ezintsha ezithengisa ii-knockoffs bezisekelwe phesheya kwaye akunakwenzeka ukuzilandelela.Ukwaphulwa kwelungelo lokushicilela e-Asia ngokuqinisekileyo akukho nto intsha, kodwa abaqhubi abasekelwe phesheya baye baseka ivenkile kumaqonga ase-US asekelwe kwi-print-on-demand platform.Uninzi lwamaphepha kunye namaqela e-Exurbia afumene ukutyhala iintengiso zemidiya yoluntu ngokuprintwa-kwimfuno yokunkqonkqozwa kunyaka ophelileyo kulandelwa kubasebenzi baseAsia.

Iphepha lokuqala le-Facebook eliphandwe nguCassidy, iHocus kunye nePocus kunye neChill, inee-36,000 ezithandwayo, kwaye kwiphepha layo lokungafihli linabasebenzi be-30 abahlala eVietnam;iqela liziyekile iintengiso kwikwindla yokugqibela.

UCassidy ukrokrela ukuba uninzi lwaba bathengisi baqhutywa phesheya kweelwandle, kuba wayengenako umkhondo wabo kwiqonga labazali okanye kwiziko lokuthumela ngenqanawa.Amaphepha asemthethweni nawemfihlo anesicatshulwa sesibambi-ndawo.Izaziso zokuthotywa azikhange zigqitywe.Iifowuni zefowuni, ii-imeyile, kunye nokujonga i-ISP zonke ziphelile.Amanye amaphepha aye afuna iidilesi zase-US, kodwa iileta zokuyeka kunye nokuyeka ezithunyelwe nge-imeyile eqinisekisiweyo ziye zabhaqwa ziphawulwe ukuba zibuyela kumthumeli, ezibonisa ukuba ezo dilesi aziyonyani.

Ngoko uCassidy wathenga iihempe zeChainsaw ngekhadi lakhe lebhanki, ecinga ukuba angakhupha idilesi kwisiteyitimenti sakhe sebhanki.Izinto zafika kwiiveki ezimbalwa kamva;iingxelo zakhe zebhanki zathi uninzi lweenkampani zaziseVietnam.Ezinye iingxelo zazinemiphumo emibi.Iintlawulo zidweliswe kwiinkampani ezingaqhelekanga ezineedilesi zase-US-umthengisi webhiya yaseMidwestern, umzekelo.UCassidy wabiza iinkampani, kodwa babengenalo irekhodi lentengiselwano kwaye bengazi ukuba uthetha ngantoni.Akakayiqondi nangoku.

Ngo-Agasti, i-Sahad ediniweyo yafikelela kwi-Redbubble icela ulwazi malunga nesivumelwano sobambiswano lophawu.Ngomhla we-4 kaNovemba, ngesicelo seRedbubble, i-Exurbia yathumela nge-imeyile idekhi yohlobo, uphawu lwentengiso kunye nolwazi lwelungelo lokushicilela, i-ID yelungelo lokushicilela, kunye neleta yogunyaziso.I-Exurbia iphinde yacela ingxelo yazo zonke izaziso zokuthotywa kwe-Chainsaw izinto ezifunyenwe yiRedbubble kule minyaka.

Kwiifowuni ezilandelayo kunye nee-imeyile, abameli be-Redbubble banikezela ngesivumelwano sokwabelana ngengeniso.Ukunikezelwa kokuqala, kuxwebhu oluhlaziywe yi-WIRED, lubandakanya iipesenti ezi-6 zentlawulo kwi-Exurbia kubugcisa babalandeli kunye ne-10 ekhulwini kwimpahla esemthethweni.(U-Imhoff uthi umgangatho woshishino uphakathi kwe-12 kunye ne-15 ekhulwini.) I-Exurbia yayimadolw' anzima.UCassidy uthi: “Benza imali ngepropathi yethu yobukrelekrele kangangeminyaka, kwaye kufuneka bayilungise loo nto."Kodwa bebengezi ngaphambili nesipaji sabo."

"Unganika wonke umntu umsebenzi emhlabeni ukuba avavanye olu yilo kwaye akwanelanga."

Ngomhla we-19 kaDisemba, i-Exurbia ingenise izaziso ezitsha ezingama-277 kwiRedbubble kwaye kwiintsuku ezine kamva yafaka i-132 kunye ne-subsidiary yayo, i-TeePublic, ye-T-shirts, iipowusta kunye nezinye iimveliso.Izinto zasuswa.Nge-8 kaJanuwari, i-Exurbia yathumela enye i-imeyile, ihlaziywe yi-WIRED, itsalela ingqalelo kumatyala amatsha olwaphulo-mthetho, awathi uSahad wawabhala ngescreenshots, ispredishithi, kunye neziphumo zokukhangela ukusukela ngaloo mini.Uphendlo lwe-Redbubble, umzekelo, lubuyise iziphumo ezingama-252 ze-"Texas Chainsaw Massacre" kunye ne-549 ye "Leatherface".Uphendlo lweTeePublic luveze amakhulukhulu ezinto ezingakumbi.

Nge-18 kaFebruwari, i-Redbubble yathumela i-Exurbia ingxelo yazo zonke izaziso zokutsalwa kwe-Chainsaw ezizifumeneyo, kunye nexabiso lilonke lentengiso yezinto ze-Chainsaw iSahad ezichonge kwizaziso zokuthotywa ukusukela ngoMatshi ka-2019. I-Exurbia ayizukuchaza inombolo yokuthengisa, kodwa uCassidy uthe ngokuhambelana noqikelelo lwakhe.

Emva kokuba i-WIRED ibuze kunye ne-Redbubble malunga neengxoxo kunye ne-Exurbia, igqwetha le-Redbubble langaphakathi laxelela i-Exurbia ukuba inkampani yayicinga ngokhetho lokuhlawula ityala.Omabini amacala athi uthethathethwano luyaqhubeka.UCassidy unethemba.Uthi: “Ubuncinane babonakala ngathi ngabo kuphela abenza umgudu."Esiyixabisayo."

Ke, le modeli inokuvela njani ngaphandle kokutshintsha abanini be-IP ngokufutshane okanye kunyuswe umzi-mveliso onokunikezela okuninzi?Ngaba sifuna i-DMCA entsha-kunye neempawu zorhwebo?Ngaba ikho into eya kutshintsha ngaphandle kwemithetho emitsha?

Ishishini lomculo linokunika ingcebiso.Kwakudala ngaphambi kweNapster, ishishini lajongana nengxaki efanayo nemivuzo: Ngomculo ongaka odlalwa kwiindawo ezininzi, amagcisa kufuneka alifumane njani ilungelo lawo?Amaqela eelayisenisi afana ne-ASCAP angenelela, aseka izivumelwano zolwabelwano lwengeniso olubanzi kwimali yokuhlawula amatyala.Amagcisa ahlawula i-ASCAP umrhumo wexesha elinye lokujoyina, kwaye abasasazo, imivalo, kunye neeklabhu zasebusuku zihlawula iifizi zeflethi zonyaka ezibakhulula ekubhaleni nasekubikeni zonke iingoma.Ii-arhente zibeke iliso kumaza omoya kunye neeklabhu, zenze izibalo, kwaye zihlukanise imali.Kutshanje, iinkonzo ezinje nge-iTunes kunye neSpotify zithathe indawo yentengiso yokwabelana ngefayile yaseWild West, ukwabelana ngengeniso kunye namagcisa avumayo.

Kwishishini elikhulu ngokuphikisanayo kwaye lahluke kakhulu kuneshishini lomculo, aliyi kuba lula.UGoldman uthi abanye abanamalungelo basenokungafuni ukuqhankqalaza izivumelwano;phakathi kwabo bazimisele ukujoyina, abanye banokufuna ukugcina ulawulo kuyilo oluthile, elilingana ne-Eagles ihlola yonke i-cover band efuna ukudlala i-Hotel California."Ukuba ishishini lihamba kweli cala," utshilo uGoldman, "liya kuba lincinci kwaye libiza kakhulu kunokuba linjalo ngoku."

UDavis kaRedbubble uthi "ibalulekile kwiimarike nakubathengisi, abanini malungelo, amagcisa, njl.njl ukuba bonke babe kwicala elinye letafile."UDavid Imhoff uyavuma ukuba imodeli yelayisenisi yinto enomdla, kodwa unenkxalabo malunga nokulawula umgangatho.“Iimveliso kufuneka zikhusele umfanekiso wazo, ingqibelelo yazo,” utshilo."Okwangoku lo mxholo womxholo ungena ngayo yonke indlela awunakulawulwa."

Kulapho amagcisa, amagqwetha, iinkundla, iinkampani, kunye nabanamalungelo babonakala belungelelana.Oko ekugqibeleni, uxanduva lubonakala lusihla kunye nelona shishini lidumileyo lokutshintsha kubo bonke: urhulumente wobumbano.

Uhlaziyo, 3-24-20, 12pm ET: Eli nqaku lihlaziywe ukuze kucaciswe ukuba "unyanzeliso olusebenzayo" aluyonxalenye yesivumelwano sobudlelwane bophawu phakathi kwe-Exurbia kunye neRedbubble.

WIRED kulapho ingomso libonwa khona.Ngumthombo obalulekileyo wolwazi kunye neengcinga ezenza intsingiselo yehlabathi kwinguqu eqhubekayo.Incoko ye-WIRED ikhanyisa indlela itekhnoloji etshintsha ngayo yonke inkalo yobomi bethu-ukusuka kwinkcubeko ukuya kwishishini, isayensi ukuya kuyilo.Impumelelo kunye nezinto ezintsha esizityhilayo zikhokelela kwiindlela ezintsha zokucinga, unxibelelwano olutsha, kunye namashishini amatsha.

© 2020 Condé Nast.Onke Amalungelo Agciniwe.Ukusetyenziswa kwesi siza kuthetha ukwamkelwa kwesiVumelwano sethu somsebenzisi (esihlaziywe ngo-1/1/20) kunye noMgaqo-nkqubo waBucala kunye neNgxelo yeCookie (ehlaziyiweyo 1/1/20) kunye namaLungelo akho aBucala aseCalifornia.SukuThengisa iNkcukacha yam yoBuqu ngeNgcaciso yoMntu inokufumana inxalenye yentengiso kwiimveliso ezithengwe kwindawo yethu njengenxalenye yoBudlelwane bethu boBudlelwane nabathengisi.Izinto ezikule sayithi azinakuphinda ziveliswe, zisasazwe, zigqithiswe, zigcinwe okanye zisetyenziswe ngenye indlela, ngaphandle kwemvume ebhaliweyo yangaphambili kaCondé Nast.Iinketho zentengiso