Who can post what, where, and for how long

The two-fee model

Almost every dispute between a brand and a content partner comes from collapsing two different things into one number. We keep them apart.

The production fee pays for making the content. It buys you the finished files and our own publication of the work. It does not, by itself, grant the right to run those files as advertising.

The license fee pays for using the content on your channels, priced by four variables: which media channels, which territories, how long, and whether you want us to sit out your competitors. A brand that only needs to reshare a post pays nothing extra. A brand putting the work on a billboard pays considerably more. Both are correct.

What every license permits

• Cropping and reformatting to fit a placement, provided the edit does not change meaning or remove a disclosure.
• Adding your logo, price, offer or call to action as an overlay.
• Trimming for length to meet a platform limit.
• Translating or subtitling for other markets within your licensed territory.
• Internal use — sales decks, trade presentations, investor materials — at any tier.

What no license permits

These apply at every tier, including a perpetual buyout, unless agreed in a signed variation.

• Re-editing that changes meaning — recutting to imply a claim we did not make.
• Sub-licensing or resale to a third party, parent or sister company, or franchisee. Your own agency acting on your behalf is treated as your use.
• Stock distribution — uploading to any stock library or asset marketplace.
• Machine learning and synthetic media — using the content to train, fine-tune or evaluate any AI model, or as source for generative or synthetic output, including any depiction of Emily or Gordon we did not perform.
• Removing disclosure from any asset that carries one.
• Misattributed endorsement — presenting commissioned content as an independent review or award.
• Use after expiry.

When a license expires

Thirty days before expiry we send a reminder with a renewal quote. On the expiry date paid placements must stop immediately — set your end dates in the ad platform when the campaign launches. Owned-channel uploads must be removed or archived within thirty days. Organic posts published during a valid term may stay live; we are not going to ask a hotel to delete a two-year-old post. Printed material in circulation may be exhausted. Internal and archival copies may be retained.

Gifted and hosted collaborations

Where a brand provides product or a stay rather than a production fee, the arrangement is smaller in every dimension and written down the same way. A gifted collaboration ordinarily grants tier 0 resharing plus a tier 1 owned-organic license for six months on an agreed number of deliverables. It does not grant paid media rights and never grants exclusivity.

How to buy a license

1. Tell us where the content will run and for how long, at brief stage. This is the single most useful thing you can do for your own budget.
2. We quote production and license as separate lines.
3. On acceptance you receive a one-page license schedule: assets, tier, channels, territories, dates, credit requirement and exclusivity scope.
4. That schedule attaches to the invoice and the delivery. Your legal and media teams should never need to read anything longer.

If your procurement requires our content under your own master services agreement, send it over. We will redline it rather than insisting on ours.

This page describes our standard commercial terms and is written to be readable rather than exhaustive. It does not replace the signed license schedule for your booking, which governs. Terms current January 2026, reviewed annually.