In the metaverse users generate content - but who owns it?

Everyone’s talking about the metaverse, but no one can define exactly what the term means, what it will offer users, and whether it will be a good thing or a bad thing for individuals and society.

“People don’t want to be shouted at. It’s not enough to be told about something, people want to interact and co-create,” said Tara DeVeaux, executive vice-president at digital marketing company Wild Card, at a recent Digital Media Wire conference. The process entailed a big mind-shift for the company as, like most organisations, Nascar has guarded its intellectual property , and has previously been unwilling to give up control of how it is used in case the results conflict with its corporate branding.“We realised that we had to be a bit more comfortable with letting people use our IP,” said Clark. “We want people to love Nascar, and we decided we had to let them love it on their own terms.

Such inclusiveness sounds refreshing, but UGC is creating some big headaches for media industries, especially the music business. This is down to rights issues. References to the two big interactive gaming platforms Roblox and Minecraft often come up in conversations about the metaverse, and there’s a reason for that – modern games that focus on interactivity and 3D experiences are built on technology that seems to have been custom-made to power the metaverse.

Roblox has already hosted virtual concerts by artists like Lil Nas X, who performed as an avatar, and it has also presented digital versions of events like the Brit Awards.

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