Ngo-2017, inkampani yokukhiqiza nokuphatha ese-Austin yabantu abathathu ebizwa ngokuthi i-Exurbia Films yathatha amalungelo okuphatha okwesabekayo kwehlelo lango-1974 i-Texas Chainsaw Massacre.

“Umsebenzi wami kwakuwukusingenisa ku-Chainsaw 2.0,” kusho uPat Cassidy, umdidiyeli ne-ejenti yakwa-Exurbia.“Abafana bokuqala benze umsebenzi omuhle ngokuphatha amalungelo kodwa abaveli kwi-internet.Bebengenawo uFacebook.”

I-Exurbia yayineso lokuthuthukisa i-franchise futhi ngo-2018 yenza amadili ochungechunge lwe-TV namamuvi amaningana asekelwe kwifilimu yasekuqaleni, wonke athuthukiswa nge-Legendary Pictures.Iphinde ithuthukise amanoveli ezithombe ze-Texas Chainsaw Massacre, isoso yesoso, nemikhiqizo yolwazi efana namagumbi okubalekela kanye nezindlu ezihlaselwe abantu.

Omunye umsebenzi we-Exurbia ubonakale unzima kakhulu: ukuphatha izimpawu zokuthengisa ze-Chainsaw namalungelo okushicilela, okuhlanganisa nesihloko sefilimu, izithombe, namalungelo esigebengu sayo esiyisakhiwo sodumo, i-Leatherface.

Umakadebona kule mboni uDavid Imhoff, owenze izivumelwano zamalayisense eChainsaw egameni lombhali wefilimu, uKim Henkel, nabanye kusukela ngeminyaka yawo-1990, utshele uCassidy nomunye umenzeli wakwa-Exurbia, uDaniel Sahad, ukuthi bazilungiselele inqwaba yezinto zomgunyathi.“Kuwuphawu lokuthi uyathandwa,” kusho u-Imhoff engxoxweni.

U-Imhoff wakhomba i-Exurbia kuma-ecommerce giants afana ne-Etsy, i-eBay, ne-Amazon, lapho abathengisi abazimele badayisa khona izinto ezingagunyaziwe ze-Chainsaw.Amabhrendi kufanele aphoqelele izimpawu zawo zokuthengisa, ngakho u-Sahad wanikela isikhathi sakhe esiningi emsebenzini izinhlangano ezinkulu ezivame ukuwudlulisela emaqenjini ezomthetho: ukuthola nokubika izinkinga.I-Exurbia ifake izaziso ezingaphezu kuka-50 nge-eBay, ezingaphezu kuka-75 nge-Amazon, nezingaphezu kuka-500 nge-Etsy, icela amasayithi ukuthi asuse izinto eziphula izimpawu zokuthengisa ze-Chainsaw.Amasayithi asuse izinto eziphula umthetho phakathi nesonto noma ngaphezulu;kodwa uma kuvela omunye umklamo mbumbulu, i-Exurbia kwakufanele iwuthole, iwubhale phansi, futhi ifake esinye isaziso.

U-Imhoff uphinde waxwayisa uCassidy noSahad ngegama elingajwayelekile: inkampani yase-Australia ebizwa ngokuthi i-Redbubble, lapho ayefake khona izaziso zokwephula umthetho ngezikhathi ezithile egameni lika-Chainsaw kusukela ngo-2013. Ngokuhamba kwesikhathi, inkinga yaba yimbi kakhulu: USahad wathumela izaziso zokwehliswa ezingama-649 kwa-Redbubble nenkampani engaphansi kwayo. I-Teepublic ngo-2019. Amasayithi asuse izinto, kodwa kwavela ezintsha.

Khona-ke, ngo-August, njengoba i-Halloween isondela—inkathi kaKhisimusi yokudayisa okuthusayo—abangane bathumela u-Cassidy umlayezo, bemtshela ukuthi bazobona igagasi lemiklamo emisha ye-Chainsaw edayiswa ku-inthanethi, ekhangiswa kakhulu ngezikhangiso ze-Facebook ne-Instagram.

Esinye isikhangiso siholele uCassidy kusizindalwazi esibizwa nge-Dzeetee.com, walandelela inkampani ayengakaze ezwe ngayo, i-TeeChip.Ulandele izikhangiso ezengeziwe kwamanye amawebhusayithi athengisa izinto ze-Chainsaw ezingenalayisense, ezixhunywe ne-TeeChip.Phakathi namasonto, uCassidy uthi, usethole izinkampani eziningana ezifanayo, ngayinye isekela inqwaba, amakhulu, ngezinye izikhathi izinkulungwane zezitolo.Okuthunyelwe nezikhangiso ezivela emaqenjini e-Facebook axhunywe kulezi zinkampani bekudayisa okuthengiswayo kwe-Chainsaw.

UCassidy wayemangele.Uthi: “Wawumkhulu kakhulu kunalokho ebesikucabanga.“Lezi bekungezona iziza eziyishumi kuphela.Babeyinkulungwane.”(UCassidy nombhali bebengabangani iminyaka engama-20.)

Izinkampani ezifana ne-TeeChip zaziwa njengezitolo zokuphrinta ezidingekayo.Bavumela abasebenzisi ukuthi balayishe futhi bamakethe imiklamo;lapho ikhasimende lifaka i-oda—njengokungathi, ngesikibha—inkampani ihlela ukunyathelisa, ngokuvamile okwenziwa endlini, futhi into ithunyelwa ekhasimendeni.Ubuchwepheshe bunikeza noma ubani onombono noxhumo lwe-inthanethi ikhono lokwenza imali ngobuhlakani bakhe futhi aqale ulayini wokuthengisa womhlaba wonke ngaphandle kwe-overhead, akukho mpahla, futhi okungenabungozi.

Nakhu okushiwo: Abanikazi bamalungelo okukopisha nezimpawu zokuhweba bathi ngokuvumela noma ubani ukuthi alayishe noma iyiphi idizayini, izinkampani eziphrinta lapho zidingeka kakhulu zenza kube lula kakhulu ukwephula amalungelo azo empahla yengqondo.Bathi izitolo zokuphrinta ezidingeka kakhulu zithole amashumi, ngokunokwenzeka amakhulu, ezigidi zamaRandi ngonyaka ngokuthengisa okungagunyaziwe, okwenza kube nzima ukulawula indlela impahla yazo esetshenziswa ngayo noma ukuthi ubani ozuzayo ngayo.

Ukukhula okunamandla kobuchwepheshe bokuphrinta-ngokufunwa siphonsela inselelo buthule imithetho yamashumi eminyaka ubudala ebusa ukusetshenziswa kwempahla yengqondongqondo ku-inthanethi.Umthetho wango-1998 obizwa nge-Digital Millennium Copyright Act (DMCA) uvikela izinkundla eziku-inthanethi esibophweni sokwephulwa kwe-copyright ngokusingatha okuqukethwe kwedijithali okulayishwe ngabasebenzisi.Lokho kusho ukuthi abanikazi bamalungelo ngokuvamile kufanele bacele izinkundla ukuthi zisuse into ngayinye abakholelwa ukuthi yephula impahla yabo yengqondo.Ngaphezu kwalokho, izinkampani zokuphrinta ezifunwa kakhulu zivame ukuguqula—noma zisize ukuguqula—amafayela edijithali abe imikhiqizo ebonakalayo njengezikibha nezinkomishi zekhofi.Abanye ochwepheshe bathi ibeka endaweni esemthethweni empunga.Futhi i-DMCA ayisebenzi kuzimpawu zokuhweba, ezihlanganisa amagama, izimpawu zamagama, nezinye izimpawu zobunikazi, njenge-Nike swoosh.

Isithombe-skrini sithwetshulwe i-Exurbia Films yesikibha esithengiswayo okuthiwa sephule izimpawu zayo zokuthengisa ze-The Texas Chainsaw Massacre.

I-CafePress, eyasungulwa ngo-1999, yayiphakathi kwemisebenzi yokuqala yokuphrinta-isidingo;imodeli yebhizinisi yasabalala maphakathi nawo-2000 kanye nokukhula kokuphrinta kwedijithali.Ngaphambilini, abakhiqizi bebephrinta idizayini efanayo ezintweni ezifana nezikibha, indlela ebiza kakhulu evamise ukudinga ama-oda amaningi ukwenza inzuzo.Ngokuphrinta kwedijithali, uyinki ufafazwa kumpahla ngokwayo, okuvumela umshini owodwa ukuthi uphrinte imiklamo eminingana ehlukene ngosuku, okwenza ngisho nokukhiqiza okukodwa kube nenzuzo.

Imboni yakha i-buzz ngokushesha.I-Zazzle, inkundla yokuphrinta-ngokufunwa, yethula iwebhusayithi yayo ngo-2005;eminyakeni emithathu kamuva, yaqanjwa njengemodeli yebhizinisi ehamba phambili yonyaka ngabakwaTechCrunch.I-Redbubble iqhamuke ngo-2006, yalandelwa abanye abanjengoTeeChip, TeePublic, noSunFrog.Namuhla, lezo zindawo ziyizinsika zemboni yomhlaba wonke eyenza izigidigidi zamarandi, inemigqa yemikhiqizo esuka ezikibheni nama-hoodies kuye kweyangaphansi, amaphosta, izinkomishi, izinto zasendlini, ojosaka, amakhozi, amabhande asehlakaleni, ngisho nobucwebe.

Izinkampani eziningi zokuphrinta ezidingekayo ziyizinkundla ze-ecommerce ezihlanganiswe ngokugcwele, ezivumela abaklami ukuthi baphathe izitolo zewebhu ezisebenziseka kalula—ezifana namakhasi abasebenzisi ku-Etsy noma e-Amazon.Ezinye izinkundla, njenge-GearLaunch, zivumela abaklami ukuthi basebenzise amakhasi ngaphansi kwamagama esizinda ahlukile futhi bahlanganise nezinsizakalo ze-ecommerce ezidumile ezifana ne-Shopify, kuyilapho behlinzeka ngamathuluzi okuthengisa nokusungula, ukukhiqiza, ukulethwa, kanye nesevisi yamakhasimende.

Njengeziqalo eziningi, izinkampani zokuphrinta ezifunwa kakhulu zivame ukuzifaka emibhalweni emihle ye-techno-marketing clichés.I-SunFrog “iwumphakathi” wamaciko namakhasimende, lapho izivakashi zingathenga khona “imiklamo yokudala nengokwezifiso ngendlela ehluke njengawe.”I-Redbubble izichaza ngokuthi "imakethe yomhlaba wonke, enobuciko obuyingqayizivele, bangempela obuthengiswa amaciko amangalisayo, azimele emikhiqizweni yekhwalithi ephezulu."

Kodwa izinkulumo zokumaketha ziyaphazamisa kulokho abanye abanikazi bamalungelo kanye nabameli bempahla yobuhlakani abakholelwa ukuthi kuyisisekelo semodeli yebhizinisi: ukuthengiswa komgunyathi.Amasayithi avumela abasebenzisi ukuthi balayishe noma yimiphi imiklamo abayithandayo;kumasayithi amakhulu, okulayishiwe kungaba amashumi ezinkulungwane nsuku zonke.Amasayithi awekho ngaphansi kwesibopho sokubuyekeza idizayini ngaphandle uma othile ethi amagama noma isithombe sephula i-copyright noma uphawu lokuhweba.Isimangalo ngasinye esinjalo ngokuvamile sihlanganisa ukugcwalisa isaziso esihlukile.Abagxeki bathi kukhuthaza ukuphulwa kwamalungelo, kokubili ukwazi nokungazi.

"Imboni ikhule kakhulu kangangokuthi, nokwephulwa komthetho kuye kwaqhuma," kusho u-Imhoff, umenzeli okhipha amalayisense.Muva nje ngo-2010, uthi, “i-print-on-demand yayinesabelo semakethe esincane, kwakungeyona inkinga enkulu.Kodwa ikhule ngokushesha [kangangokuthi] isiphumile esandleni.”

U-Imhoff uthi i-inthanethi isesha izinto ezifana ne-“Texas Chainsaw Massacre T-shirt” ivamise ukubonisa imiklamo ephula amalungelo okukopisha nezimpawu zokuthengisa ze-Exurbia.Lokho kuguqule ukuqiniswa kwamalungelo kube “umdlalo ongapheli we-whack-a-mole” wabanikazi bamalungelo, ama-ejenti, nezinkampani zemikhiqizo yabathengi, uthi.

“Kwakuvamise ukuthi uphume uthole ukwephulwa komthetho esitolo esisodwa enxanxatheleni yezitolo yasendaweni, ukuze uthinte umthengi wabo kazwelonke bese kuba njalo,” kusho u-Imhoff."Manje sekunezigidi zabathengisi abazimele abaklama okuthengiswayo nsuku zonke."

Kukhona imali enkulu ehilelekile.I-Redbubble, eyaqala ukuhwebelana ngesitoko sase-Australia ngo-2016, yatshela abatshalizimali ngoJulayi 2019 ukuthi yenza kube lula ukuthengiselana ngesamba esingaphezu kwezigidi ezingama- $328 ezinyangeni eziyi-12 ezedlule.Le nkampani ikhombela imakethe ye-inthanethi yomhlaba wonke yezingubo nezinto zasendlini kulo nyaka ku-$280 billion.Eqoqweni leSunFrog, ngonyaka ka-2017, lenze imali eyizigidi ezingama- $ 150, ngokusho kwefayela lenkantolo.UZazzle utshele i-CNBC ukuthi iveze imali eyizigidi ezingama- $ 250 ngo-2015.

Akuwona wonke lawo mathengiso akhombisa ukwephulwa komthetho, kunjalo.Kodwa uScott Burroughs, ummeli wezobuciko e-Los Angeles omele abaklami abaningana abazimele begqoke amasudi ngokumelene nezinkampani ezifunwa kakhulu, ukholelwa ukuthi okuningi, noma okuningi, kokuqukethwe kubonakala sengathi kwephula umthetho.UMark Lemley, umqondisi we-Stanford Law School Program in Law, Science, and Technology, uthi ukuhlola kukaBurroughs kungase kunembile kodwa lezi zilinganiso zenziwa inkimbinkimbi “ngezimangalo ezishiseka ngokweqile zabanikazi bamalungelo, ikakhulukazi ohlangothini lwezimpawu zokuhweba.”

Ngenxa yalokho, ukwanda kokuphrinta-ngokufunwayo kuphinde kwaletha igagasi lamacala abanikazi bamalungelo kusukela kubaculi abazimele bezithombe kuya kumikhiqizo yamazwe ngamazwe.

Izindleko zokuphrinta ezifunwa yizinkampani zingase zibe phezulu.Ngo-2017, abaphathi e-Harley-Davidson babone amadizayini angaphezu kwe-100 anezimpawu zokuthengisa zomenzi wezithuthuthu—njengamalogo akhe adumile e-Bar & Shield kanye ne-Willie G. Skull—kuwebhusayithi ye-SunFrog.Ngokusho kwecala lombuso esifundeni esisempumalanga ye-Wisconsin, u-Harley uthumele i-SunFrog izikhalazo ezingaphezu kuka-70 zezinto "ezingaphezu kuka-800" ezephula izimpawu zokuthengisa zika-Harley.Ngo-Ephreli 2018, ijaji laklomelisa u-Harley-Davidson u-$19.2 wezigidi—inkokhelo enkulu yokwephulwa kwemithetho yenkampani kuze kube manje—futhi lavimbela i-SunFrog ukuthi ithengise izinto ezithengiswayo ezinezimpawu zokuthengisa ze-Harley.Ijaji lesiFunda sase-US u-JP Stadtmueller ukhuze iSunFrog ngokungenzi okwengeziwe ukuze iphoyise indawo yayo."I-SunFrog inxusa ukungazi ngenkathi ihlezi phezulu kwentaba yezinsiza ezingase zisetshenziswe ukuthuthukisa ubuchwepheshe obusebenzayo, izinqubo zokubuyekeza, noma ukuqeqeshwa okungasiza ukulwa nokuphulwa komthetho," wabhala.

Umsunguli we-SunFrog u-Josh Kent uthi izinto ze-Harley ezingafanele zisukela “njengengxenye yeshumi nambili lezingane e-Vietnam” ezilayishe imiklamo.“Abazange bathole nokuklwebheka kubo.”UKent akazange aphendule ezicelweni zokuthi aphawule kabanzi ngesinqumo sika-Harley.

Icala elifanayo elifakwe ngo-2016 linamandla amakhulu.Ngalowo nyaka, umdwebi wezithombe wase-California u-Greg Young wamangalela u-Zazzle eNkantolo Yesifunda yase-US, ethi abasebenzisi be-Zazzle balayishe futhi bathengisa imikhiqizo equkethe umsebenzi wakhe one-copyright ngaphandle kwemvume, isimangalo u-Zazzle angazange asiphike.Ijaji lithole ukuthi i-DMCA ivikele i-Zazzle ekuzilayisheni ngokwazo kodwa lathi iZazzle isengaboshelwa amademeshe ngenxa yeqhaza layo ekukhiqizeni nasekudayiseni izinto.Ngokungafani nezimakethe eziku-inthanethi ezifana ne-Amazon noma i-eBay, ijaji libhale, "I-Zazzle idala imikhiqizo."

UZazzle walidlulisela phambili icala, kodwa ngoNovemba inkantolo yamacala adlulisiwe yavuma ukuthi uZazzle angaba necala, kanti uYoung uzokwamukela imali engaphezu kuka-$500,000.UZazzle akazange aziphendule izicelo zokuphawulwa.

Leso sinqumo, uma sivuma, singayixabanisa imboni.U-Eric Goldman, uprofesa eSanta Clara University School of Law, wabhala ukuthi lesi sinqumo sizovumela abanikazi be-copyright ukuthi “baphathe i-Zazzle njenge-ATM [yabo] yomuntu siqu.”Engxoxweni, uGoldman uthi uma izinkantolo ziqhubeka nokukhipha isinqumo ngale ndlela, imboni yokunyathelisa lapho kudingeka khona “ibhubhile.…Kungenzeka ukuthi ngeke ukwazi ukumelana nezinselele zomthetho.”

Uma kuziwa endabeni yelungelo lobunikazi, indima yezinkampani eziphrinta-ifuneka kakhulu ekuguquleni amafayela edijithali abe imikhiqizo ebonakalayo ingenza umehluko emehlweni omthetho, kusho uLemley, waseStanford.Uma izinkampani zenza futhi zithengise imikhiqizo ngokuqondile, uthi, zingase zingakutholi ukuvikelwa kwe-DMCA, "kungakhathalekile ulwazi futhi kungakhathaliseki ukuthi yiziphi izinyathelo ezithathayo zokwehlisa izinto eziphula umthetho lapho zithola ngakho."

Kepha lokho kungenzeka kungabi njalo uma ukukhiqiza kuphathwa umuntu wesithathu, okuvumela amasayithi afunwa kakhulu ukuthi athi ayizimakethe nje ngendlela i-Amazon eyiyo.NgoMashi 2019, iNkantolo Yesifunda yase-US esifundeni esiseNingizimu ye-Ohio yathola ukuthi i-Redbubble ayinasibopho sokuthengisa okuthengiswayo okungagunyaziwe kwe-Ohio State University.Inkantolo ivumile ukuthi imikhiqizo, okuhlanganisa amahembe nezitikha, yephula izimpawu zokuthengisa zase-Ohio State.Ithole ukuthi i-Redbubble iqhubekisele phambili ukuthengisa futhi yenza inkontileka yokuphrinta nokuthunyelwa kozakwethu—futhi izinto zalethwa ngamaphakheji anophawu lwe-Redbubble.Kodwa inkantolo ithe iRedbubble ayinakumangalelwa ngoba ngokobuchwepheshe ayenzi noma idayise imikhiqizo ephula umthetho.Emehlweni ejaji, i-Redbubble yenze lula ukuthengiswa kuphela phakathi kwabasebenzisi namakhasimende futhi ayizange isebenze “njengomthengisi.”I-Ohio State yenqabile ukuphawula ngesinqumo;izimpikiswano ngesikhalazo salo zihlelelwe uLwesine.

UCorina Davis, oyisikhulu sezomthetho kwaRedbubble, uyenqabile ukuphawula ngodaba lwase-Ohio State, kodwa uhambisana nokucabanga kwenkantolo engxoxweni.“Asinacala ngokwephula umthetho, isikhathi,” usho kanje.“Asidayisi lutho.Asikhiqizi lutho.”

Ku-imeyili yokulandelela enamagama angu-750, uDavis uthe uyazi ukuthi abanye abasebenzisi be-Redbubble bazama ukusebenzisa inkundla ukuthengisa impahla yengqondo “eyebiwe”.Uthe umgomo wale nkampani “akukona nje ukuvikela abanikazi bamalungelo amakhulu, kodwa ukuvikela bonke labo baculi abazimele ekubeni omunye umuntu enze imali ngobuciko babo obuntshontshiwe.”I-Redbubble ithi ayiyena umdayisi, nakuba ngokuvamile igcina cishe amaphesenti angu-80 emali engenayo evela ekuthengisweni esizeni sayo.

UGoldman, eposini le-blog, ubize ukunqoba kwe-Redbubble ngokuthi “kuyamangaza,” ngoba inkampani “yayihlanganise ngokuphawulekayo” imisebenzi yayo ukuze igweme incazelo esemthethweni yomthengisi."Ngaphandle kokuphikisana okunjalo," wabhala, izinkampani eziphrinta-ezifunwayo zizobhekana "nohlu olungenamkhawulo lwemithetho nesibopho."

Burroughs, ummeli wase-Los Angeles omele amaciko, ubhale ekuhlaziyeni isinqumo sokuthi umqondo wenkantolo “uzokhombisa ukuthi noma iyiphi inkampani eku-inthanethi ebifuna ukwenza ukwephulwa kwemithetho ngamabomu ingadayisa ngokusemthethweni yonke imikhiqizo efiswa inhliziyo yayo inqobo nje uma ikhokhela abantu besithathu ukuthi benze futhi bathumele umkhiqizo."

Ezinye izinkampani zokuphrinta ezidingekayo zisebenzisa imodeli efanayo.UThatcher Spring, oyi-CEO ye-GearLaunch, uthe ngeRedbubble, "Bathi bahweba ngobudlelwano obukhethekile ne-supply chain, kodwa empeleni ngicabanga ukuthi bayakukhuthaza lokhu kuhlukumeza kwe-IP."Kodwa kamuva iSpring yavuma ukuthi iGearLaunch nayo inenkontileka nabakhiqizi bezinkampani zangaphandle.“O, kunjalo.Asinazo izindawo zokukhiqiza.”

Noma ngabe isinqumo se-Ohio State simile, sisengalimaza imboni.Njengoba uKent, umsunguli weSunFrog, ephawula, “Uma amaphrinta enesibopho, ubani ongafuna ukuphrinta?”

I-Amazon ibhekene necala elifanayo mayelana nesibopho sayo sokubolekwa kwenja okunephutha okwenziwe umthengisi ozimele ophuphuthekise ikhasimende.Lelo cala libekela inselele umgomo oyinhloko owalondoloza i-Redbubble: Ingabe imakethe, ngisho noma kungeyena “umdayisi,” ingabanjelwa icala ngemikhiqizo ebonakalayo ethengiswa ngesayithi yayo?NgoJulayi, iphaneli yamajaji amathathu eNkantolo yesiThathu Yesifunda Yokudlulisa Amacala yase-US yanquma ukuthi icala lingaqhubeka;U-Amazon unxuse ithimba elikhudlwana lamajaji, elilalele leli cala ngenyanga edlule.Lawa masudi angabumba kabusha i-ecommerce futhi, ngokulandelayo, imithetho yobunikazi ku-inthanethi.

Uma kubhekwa inombolo yabasebenzisi, umthamo wokulayishwayo, kanye nenhlobonhlobo yendawo esunguliwe, ngisho nezinkampani eziphrinta lapho zidingeka kakhulu ziyavuma ukuthi inani elithile lokwephulwa komthetho alinakugwenywa.Ku-imeyili, uDavis, umeluleki omkhulu wezomthetho wakwaRedbubble, ukubize ngokuthi “yinkinga ephusile yezimboni.”

Inkampani ngayinye ithatha izinyathelo zokuqinisekisa inkundla yayo, ngokuvamile ngokunikeza ingosi lapho abanikazi bamalungelo bengafaka khona izaziso zokwephulwa komthetho;baphinde beluleke abasebenzisi mayelana nezingozi zokuthumela imiklamo engenalayisense.I-GearLaunch ishicilele ibhulogi enesihloko esithi “Ungangeni Kanjani Ejele Lobunikazi Bese Uphinde Ucebe.”

I-GearLaunch kanye ne-SunFrog bathi bayakweseka ukusetshenziswa kwesofthiwe yokuqaphela izithombe ukuze kubhekwe imiklamo engase yephule umthetho.Kepha uKent uthi iSunFrog ihlela isoftware yayo ukubona imiklamo ethile kuphela, ngoba, uthi, kubiza kakhulu ukuhlaziya izigidi zokulayisha.Futhi, uthe, "Ubuchwepheshe abubuhle kangako."Ayikho inkampani ezodalula usayizi wethimba layo lokuthobelana.

U-Davis we-Redbubble uthi inkampani ikhawulela ukulayisha kwansuku zonke kwabasebenzisi "ukuvimbela ukulayishwa kokuqukethwe ngesilinganiso."Uthi ithimba le-Marketplace Integrity le-Redbubble—alichaze ocingweni ngokuthi “i-lean”—likhokhiswa ingxenye “yokutholwa nokususwa kwama-akhawunti angekho emthethweni adalwe ama-bots,” okungadala ama-akhawunti nokulayisha ngobuningi okuqukethwe ngokuzenzakalelayo.Lelo qembu, kusho uDavis ku-imeyili, liphinde libhekane nokukhuhla okuqukethwe, ukuhlaselwa kwababhalisa, kanye “nokuziphatha kokukhwabanisa.”

UDavis uthi i-Redbubble ikhetha ukungasebenzisi isofthiwe ejwayelekile yokuqaphela izithombe, nakuba inkampani engaphansi kwayo i-Teepublic isebenzisa.“Ngicabanga ukuthi kunombono oyiphutha” wokuthi isoftware efanisa izithombe “iwumlingo wokulungisa,” ebhala ku-imeyili, ecaphuna ukulinganiselwa kwezobuchwepheshe kanye nomthamo wezithombe nokuhluka “okudalwa umzuzu nomzuzu.”(Isethulo sabatshalizimali se-Redbubble sika-2018 silinganisela abasebenzisi bayo abangu-280,000 abalayishe imiklamo ehlukene eyizigidi ezingu-17.4 ngalowo nyaka.) Ngenxa yokuthi isofthiwe ayikwazi ukubhekana nenkinga “ngezinga esilidingayo,” wabhala, i-Redbubble ihlola iqoqo layo lamathuluzi, okuhlanganisa uhlelo ihlola izithombe ezisanda kulayishwa ngokumelene nayo yonke isizindalwazi sayo sezithombe.I-Redbubble ilindele ukwethula lezi zici ngokuhamba kwesikhathi kulo nyaka.

Ku-imeyili, omele i-eBay uthi inkampani isebenzisa “amathuluzi okubona asezingeni eliphezulu, ukuphoqelela umthetho kanye nobudlelwano obuqinile nabanikazi bomkhiqizo” ukuze iqinisekise isizinda sayo.Le nkampani ithi uhlelo lwayo lokulwa nokuphulwa komthetho lwabanikazi abaqinisekisiwe lunabahlanganyeli abangu-40,000.Ummeleli we-Amazon uveze imali engaphezu kwezigidi ezingu-400 zamaRandi ukuze kuliwe nokukhwabanisa, okuhlanganisa okomgunyathi, kanye nezinhlelo zokusebenzisana nemikhiqizo eziklanyelwe ukunciphisa ukuphulwa komthetho.Ihhovisi lezokuxhumana lika-Etsy liqondise kabusha imibuzo embikweni wakamuva wokubonisa izinto obala wenkampani, lapho inkampani ithi ikhubaze ukufinyelela ohlwini olungaphezu kuka-400,000 ngo-2018, ikhuphuke ngamaphesenti angama-71 kusukela ngonyaka owandulele.I-TeeChip ithi itshale izigidi zamadola ukusiza ukuhlonza ukwephulwa komthetho, futhi ibeka idizayini ngayinye “ngenqubo yokuhlola eqinile” okuhlanganisa ukuhlolwa kombhalo kanye nesofthiwe yokuqaphela izithombe enikwe amandla umshini yokufunda.

Kwenye i-imeyili, uDavis uchaze ezinye izinselele.Abanamalungelo bavame ukucela ukwehlisela phansi izinto ezivikelwe ngokusemthethweni, njengokuhlekisa, usho kanje.Ezinye zicindezela izimfuno ezingenangqondo: Omunye ucele i-Redbubble ukuthi ivimbele igama lokusesha elithi “man.”

"Akukhona nje kuphela ukuthi akunakwenzeka ukuqaphela wonke amalungelo obunikazi noma uphawu lokuhweba olukhona futhi oluzoba khona," kusho uDavis ku-imeyili, kodwa "akubona bonke abanamalungelo abaphatha ukuvikelwa kwe-IP yabo ngendlela efanayo."Abanye bafuna ukungabekezelelani, kusho yena, kodwa abanye bacabanga ukuthi imiklamo, noma yephula, yenza isidingo esikhulu.“Kwezinye izimo,” kusho u-Davis, “abanikazi bamalungelo baye beza kithi nesaziso sokwehliswa bese umculi efaka isaziso esiphikisayo, bese umnikazi wamalungelo ebuya ethi, 'Empeleni, kulungile ngalokho.Kuyeke.'”

Izinselelo zidala lokho uGoldman, uprofesa waseSanta Clara, akubiza ngokuthi “okulindelekile okungenakwenzeka” kokuthotshelwa komthetho.“Ungajuba wonke umuntu emhlabeni ukuthi ahlole le miklamo, futhi bekungeke kwanele,” kusho uGoldman engxoxweni.

UKent uthi inkimbinkimbi namacala asunduza i-SunFrog yasuka lapho ifunwa khona yaya “endaweni ephephile, nengabikezelwa.”Le nkampani yake yazichaza njengomkhiqizi wezikibha ezinkulu eziphrintiwe e-US.Manje, u-Kent uthi i-SunFrog iphishekela ubudlelwano nemikhiqizo eyaziwayo, njenge-Discovery Channel's Shark Week.“Isonto likaShaka ngeke lihlukumeze muntu,” usho kanje.

I-Redbubble, nayo, ifake ohlwini “ubambiswano lokuqukethwe” njengomgomo esethulweni sayo sabanikazi bamasheya bango-2018.Namuhla uhlelo lwayo lobambiswano luhlanganisa izinhlobo ezingama-59, ikakhulukazi ezivela embonini yezokuzijabulisa.Okungeziwe kwakamuva kufaka phakathi izinto ezinelayisensi evela ku-Universal Studios, okuhlanganisa imihlathi, i-Back to the Future, kanye no-Shaun of The Dead.

Abanamalungelo bathi umthwalo wabo—ukubona imikhiqizo ephula umthetho nokuyilandela emthonjeni wayo—ufuna ngokufanayo.“Empeleni wumsebenzi ogcwele,” kusho uBurroughs, ummeli omele amaciko.U-Imhoff, umenzeli welayisense waseTexas Chainsaw, uthi lo msebenzi unzima kakhulu kubanikazi bamalungelo abancane ukuya kwabamaphakathi, njenge-Exurbia.

Ukuphoqelelwa kwezimpawu zokuhweba kufuna kakhulu.Abanikazi bamalungelo okushicilela bangasebenzisa amalungelo abo ngokuqinile noma ngokukhululekile njengoba bebona kufanele, kodwa abanikazi bamalungelo kufanele babonise ukuthi bavame ukuphoqelela izimpawu zabo zokuthengisa.Uma abathengi bengasahlobanisi uphawu lokuhweba nomkhiqizo, uphawu luba olujwayelekile.(Izitezi ezizihambelayo, uphalafini, ikhasethi levidiyo, i-trampoline, nefoni epheqululayo konke kulahlekelwe yizimpawu zazo zokuthengisa ngale ndlela.)

Izimpawu zokuthengisa ze-Exurbia zifaka phakathi amalungelo ezimpawu zamagama ezingaphezu kuka-20 namalogo e-Texas Chainsaw Massacre kanye nesigebengu sayo, i-Leatherface.Ngehlobo eledlule, umsebenzi wokuvikela amalungelo obunikazi kanye nezimpawu zokuhweba—ukusesha ngokuphindaphindiwe, ukuqinisekisa, ukubhala phansi, ukulandelela izinkampani ezingaziwa, abameli bokubonisana, nokuthumela izaziso kubanikazi bamawebhusayithi—welula izinsiza zefemu kwaze kwaba seqophelweni uCassidy alethe abasebenzi benkontileka abathathu, isibalo sazo senyuka. abasebenzi kuze kube yisishiyagalombili.

Kodwa bafinyelela umkhawulo wabo lapho uCassidy ethola ukuthi izingosi eziningi ezintsha ezithengisa ama-knockoff zazizinze phesheya kwezilwandle futhi akunakwenzeka ukuzilandelela.Ukwephulwa kwe-copyright e-Asia akuyona into entsha, kodwa o-opharetha abazinze phesheya kwezilwandle basungule izitolo ezisekelweni ezisekelwe e-US zokuphrinta-ngokufunwayo.Amakhasi amaningi namaqembu i-Exurbia athole ukusunduza izikhangiso zenkundla yezokuxhumana ukuze ziphrinte-lapho zifunwa khona ngonyaka odlule zilandelelwa ku-opharetha e-Asia.

Ikhasi lokuqala le-Facebook eliphenywe u-Cassidy, u-Hocus no-Pocus no-Chill, unokuthandwa okungu-36,000, futhi ngekhasi lalo elibonisa izinto obala linama-opharetha angu-30 atholakala eVietnam;iqembu linqamule izikhangiso ekwindla edlule.

U-Cassidy usole ukuthi iningi lalaba bathengisi lalisebenza phesheya kwezilwandle, ngenxa yokuthi akakwazanga ukulandelela indawo yabazali noma isikhungo sokuthumela izimpahla.Amakhasi ezomthetho nawobumfihlo abenombhalo wesimeli.Izaziso zokwehliswa azidlulanga.Amakholi wefoni, ama-imeyili, nokubheka i-ISP konke kufiphele.Amanye amakhasi ayefuna amakheli ase-US, kodwa izincwadi zokuyeka nokuyeka ezithunyelwe ngemeyili eqinisekisiwe zaphindela emuva eziphawulwe ukuthi buyisela kumthumeli, eziphakamisa ukuthi lawo makheli angamanga.

Ngakho uCassidy wathenga amahembe eChainsaw ngekhadi lakhe lasebhange, ecabanga ukuthi angakhipha ikheli esitatimendeni sakhe sasebhange.Izinto zafika ngemva kwamasonto ambalwa;izitatimende zakhe zasebhange zathi iningi lezinkampani zitholakala eVietnam.Ezinye izitatimende zazinezinjongo ezingafanele.Izindleko zazibhalwe ezinkampanini ezingahleliwe ezinamakheli ase-US—ngokwesibonelo, umphakeli we-Midwestern beer hops.UCassidy wabiza izinkampani, kodwa zazingenalo irekhodi lokuthengiselana futhi bengazi ukuthi ukhuluma ngani.Namanje akakacabangi.

Ngo-Agasti, u-Sahad owayekhathele waxhumana ne-Redbubble ecela ulwazi ngesivumelwano sobambiswano lomkhiqizo.Ngomhla zi-4 kuNovemba, ngesicelo se-Redbubble, i-Exurbia yathumela nge-imeyili idekhi yomkhiqizo, uphawu lokuhweba nolwazi lwe-copyright, i-ID ye-copyright, kanye nencwadi yokugunyaza.I-Exurbia iphinde yacela umbiko wazo zonke izaziso zokwehliswa kwezinto ze-Chainsaw ezitholwe yi-Redbubble eminyakeni edlule.

Kumakholi nama-imeyili alandelayo, abamele i-Redbubble banikeze isivumelwano sokwabelana ngenzuzo.Isipho sokuqala, kudokhumenti ebuyekezwe yi-WIRED, sihlanganise ama-royalties angu-6 ku-Exurbia kubuciko babalandeli kanye namaphesenti angu-10 ezintweni ezithengiswayo ezisemthethweni.(U-Imhoff uthi izinga lemboni liphakathi kwamaphesenti angu-12 nangu-15.) I-Exurbia ibimanqikanqika.“Benza imali ngempahla yethu yobuhlakani iminyaka eminingi, futhi kudingeka bakulungise lokho,” kusho uCassidy."Kodwa bebengaqhamuki nesikhwama sabo semali."

“Ungajuba wonke umuntu emhlabeni ukuthi ahlole le miklamo kodwa bekungeke kwanele.”

NgoDisemba 19, i-Exurbia yathumela izaziso ezintsha ezingu-277 kwa-Redbubble futhi ezinsukwini ezine kamuva yafaka ezingu-132 nenkampani engaphansi kwayo, i-TeePublic, yezikibha, amaphosta, neminye imikhiqizo.Izinto zisusiwe.NgoJanuwari 8, i-Exurbia yathumela enye i-imeyili, ebuyekezwe yi-WIRED, idonsela ukunakekela ezigamekweni ezintsha zokwephulwa komthetho, iSahad azibhala ngezithombe-skrini, ispredishithi, nemiphumela yosesho kusukela ngalolo suku.Ukusesha kwe-Redbubble, isibonelo, kubuyise imiphumela engu-252 ye-"Texas Chainsaw Massacre" kanye ne-549 ye-"Leatherface".Ukusesha kwe-TeePublic kwembula ezinye izinto ezingamakhulu.

Ngo-February 18, i-Redbubble yathumelela i-Exurbia umbiko wazo zonke izaziso zokwehliswa kwe-Chainsaw eyayizitholile, kanye nenani eliphelele lokuthengiswa kwezinto ze-Chainsaw i-Sahad ezazikhonjwe ezazisweni zokwehliswa kusukela ngo-March 2019. I-Exurbia ayizange idalule inombolo yokuthengisa, kodwa uCassidy uthe ngokuhambisana nokulinganisa kwakhe.

Ngemuva kokuthi i-WIRED ibuze ne-Redbubble mayelana nezingxoxo ne-Exurbia, ummeli wangaphakathi wakwa-Redbubble utshele i-Exurbia ukuthi inkampani icubungula izinketho zokukhokha ngokuthengisa okuphula umthetho.Zombili izinhlangothi zithi izingxoxo ziyaqhubeka.UCassidy unethemba.Uthi: “Okungenani kubonakala kuyibo kuphela abenza umzamo."Esikwazisayo."

Ngakho-ke, le modeli ingavela kanjani ngaphandle kokushintsha abanikazi be-IP noma ukukhuphula imboni enokuningi ongakunikeza?Ingabe sidinga i-DMCA entsha—kanye neyezimpawu zokuthengisa?Ingabe kukhona okuzoshintsha ngaphandle kwemithetho emisha?

Imboni yomculo ingase inikeze iseluleko.Kudala ngaphambi kweNapster, imboni yabhekana nenkinga efanayo ngezimali zobukhosi: Njengoba umculo omningi udlalwa ezindaweni eziningi, amaciko kufanele ayithole kanjani imfanelo yawo?Amaqembu anikeza amalayisense afana ne-ASCAP angenela, asungula izivumelwano zokwabelana ngenzuzo ezibanzi ezinzuzweni zabathengi.Amaciko akhokhela i-ASCAP imali yesikhathi esisodwa yokujoyina, futhi abasakazi, amabha, namakilabhu asebusuku akhokha imali ephansi yonyaka ewakhulula ekubhaleni nasekubikeni zonke izingoma.Ama-ejensi aqapha ama-airwaves namakilabhu, enze izibalo, futhi ahlukanise imali.Muva nje, izinsiza ezifana ne-iTunes ne-Spotify zithathe indawo yemakethe yokwabelana ngamafayela e-Wild West, zabelana ngemali engenayo nabaculi abavumayo.

Embonini enkulu ngokungangabazeki futhi ehluke kakhulu kunebhizinisi lomculo, ngeke kube lula.UGoldman uthi abanye abanamalungelo bangase bangafuni ukuteleka;phakathi kwalabo abazimisele ukujoyina, abanye bangase bafune ukugcina ukulawula phezu kwemiklamo ethile, okulingana ne-Eagles ehlola wonke amaqembu ekhava afuna ukudlala i-Hotel California."Uma imboni ihambisa leyo ndlela," kusho uGoldman, "izoba namandla kakhulu futhi ibize kakhulu kunamanje."

U-Davis wakwa-Redbubble uthi “kubalulekile ukuthi izimakethe nabathengisi, abanikazi bamalungelo, abaculi, njll.UDavid Imhoff uyavuma ukuthi imodeli yelayisensi ingumqondo othakazelisayo, kodwa ukhathazeka ngokulawulwa kwekhwalithi.“Amabhrendi kufanele avikele isithunzi sawo, ubuqotho bawo,” kusho yena."Njengamanje le ngxube yokuqukethwe iza ngayo yonke indlela ayilawuleki."

Kulapho-ke abaculi, abameli, izinkantolo, izinkampani, nabanikazi bamalungelo babonakala behambisana khona.Ukuthi ekugcineni, umthwalo wemfanelo ubonakala uwela embonini edume kakhulu eguquguqukayo kuzo zonke: uhulumeni wobumbano.

Kubuyekeziwe, 3-24-20, 12pm ET: Lesi sihloko sibuyekeziwe ukuze kucaciswe ukuthi "ukusebenzisa ngokuqhubekayo" akuyona ingxenye yesivumelwano sobambiswano lomkhiqizo esihlongozwayo phakathi kwe-Exurbia ne-Redbubble.

I-WIRED yilapho ikusasa litholwa khona.Iwumthombo obalulekile wolwazi nemibono eyenza umhlaba ube noguquko oluqhubekayo.Ingxoxo YE-WIRED ikhanyisa ukuthi ubuchwepheshe bushintsha kanjani zonke izici zempilo yethu—kusuka kwamasiko kuye kwezamabhizinisi, isayensi kuye kokuklama.Ukuphumelela kanye nezinto ezintsha esizidalulayo ziholela ezindleleni ezintsha zokucabanga, ukuxhumana okusha, nezimboni ezintsha.

© 2020 Condé Nast.Wonke Amalungelo Agodliwe.Ukusetshenziswa kwalesi sizindalwazi kuhlanganisa ukwamukela Isivumelwano Somsebenzisi (esibuyekezwe ngomhla ka-1/1/20) kanye Nenqubomgomo Yobumfihlo kanye Nesitatimende Sekhukhi (esibuyekezwe ngo-1/1/20) kanye Namalungelo Akho Obumfihlo ase-California.Ungathengisi Ulwazi Lwami Lomuntu Siqu Ngezintambo ungathola ingxenye yokuthengisa emikhiqizweni ethengwe ngesayithi yethu njengengxenye Yobambiswano Oluhlangene nabathengisi.Izinto ezikule sayithi akumele zikhiqizwe kabusha, zisatshalaliswe, zidluliselwe, zigcinwe kunqolobane noma zisetshenziswe ngenye indlela, ngaphandle kwemvume ebhaliwe yangaphambili ka-Condé Nast.Izinketho zesikhangiso