Overview

Keiona Barnwell, a licensing expert from CNN, provided an in-depth overview of the licensing process for audio and video content. She emphasized the importance of budgeting as the first step, ensuring that content creators understand their financial limits and needs.

Barnwell explained that CNN offers a collaborative approach, with an internal team dedicated to researching and providing the necessary clips, which can be licensed for various projects. She highlighted the distinction between b-roll and branded content, noting that branded content requires additional approval due to its exclusive nature.

She also discussed the cost structure, mentioning that while initial research is free, licensing fees can range from $250 to $2,200 depending on the content and rights required. Barnwell concluded by encouraging content creators to leverage CNN's resources and expertise for their projects.

Core Concepts

Budget Planning for Licensing

Understanding the financial aspect of licensing is the first step in the process.

Key Points:

• Determine your budget for audio content.

• Assess how much content you need and whether CNN is a good fit.

• Initial research with CNN’s internal team is free, but knowing your budget helps in customizing deals.

Examples:

• A podcaster with a limited budget might start with a $250 clip from the website.

• A larger project might require a customized deal for multiple clips, potentially costing up to $2,200 for branded content.

Quotes:

Even if you don't like to talk about money, the good reason why you should talk about money is so you'll know how much should be in your budget for licensing.

I customize deals all the time. But the only way that I can customize the deal for you is I have to know what I'm working with.

Collaborative Research Process

CNN emphasizes a collaborative approach to help content creators find the right audio clips.

Key Points:

• CNN’s internal team assists in researching audio clips at no initial cost.

• The team provides clips with metadata for review.

• Collaboration extends to understanding the rights needed and the distribution platforms.

Examples:

• A filmmaker needing specific historical footage can collaborate with CNN’s team to find the right clips.

• A corporate entity might need audio for an internal project, and CNN’s team can help identify suitable content.

Quotes:

We want to collaborate with you. Right? So we have an internal team that handles that collaboration process.

Research with our internal team costs you nothing.

Approval and Licensing

The approval process for licensing branded content is straightforward but requires contextual alignment.

Key Points:

• Branded content requires approval to ensure it fits contextually with the project.

• The process includes signing a licensing agreement and paying an invoice.

• The final step is delivering the master material for use in the project.

Examples:

• A podcaster using an Anderson Cooper interview needs to ensure the content aligns with their episode’s theme.

• A documentary filmmaker might need approval for using exclusive CNN interviews.

Quotes:

If your material is contextually sound, meaning it fits right in with what you're talking about, it makes sense.

We deliver you your master material. You can now put it in your project and you can press go.

Conclusion

The talk provided a comprehensive overview of the licensing process at CNN, emphasizing the importance of budget planning, collaborative research, and the approval process for branded content. By understanding these key aspects, content creators can effectively navigate the licensing landscape and make informed decisions that align with their project needs. The collaborative approach and clear cost structure make it easier for creators to access high-quality audio content, ensuring their projects are enriched with valuable material.

Food for Thought

• How can you better plan your budget to accommodate high-quality licensed content for your projects?

• In what ways can you leverage collaborative research to find the most suitable audio clips for your content?

• How can you ensure that the branded content you wish to license aligns contextually with your project’s theme?

Reference Tools, Platforms, and Resources

1. Collection.CNN.com: A platform to search and license audio and video clips from CNN’s extensive archive.