Marketing News
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by The Newshoundon Jul 15 |
Getty Images and Flickr announce exclusive partnership
Getty Images, the world’s leading creator and distributor of visual content and other digital media, and Flickr, a division of Yahoo! Inc. and one of the world’s largest photo sharing communities, recently announced a new collaboration that unites the authenticity of images from the Flickr community with Getty Images’ image collections, photographic expertise and experience in licensing digital media. The partnership allows Getty Images to invite Flickr members to participate in a Flickr branded collection on www.gettyimages.com that will be available for licensing to Getty Images’ creative, commercial and editorial customers in the coming months.
“Our customers will be able to select and use the best imagery from a fresh collection of high-quality images chosen by us from Flickr’s diverse and prolific community,” said Jonathan Klein, co-founder and CEO of Getty Images. Whilst Kakul Srivastava, general manager of Flickr remarked, “This partnership is testimony to the Flickr community of photographers who have influenced the aesthetics of photography with authentic, creative and cutting-edge images which will now be available to Getty Images’ customers around the world.”
Getty Images and Flickr are working together to establish the first commercial licensing opportunity for photo-enthusiasts in the Flickr community. The Flickr collection will feature photography selected by Getty Images editors based on their expertise in licensing digital content and insights into customers’ needs. In the next several months, Getty Images will begin inviting selected Flickr members who will have the choice to participate in the collection. The two companies are collaborating to build online tools to help editors contact Flickr members, and to add images to the new collection. Over the next several months, thousands of high-quality images will be available for licensing on www.gettyimages.com with a goal of making many more available over time.
“Through this partnership, we will be offering an expanded choice of imagery with more regionally relevant content and a wider range in the style of photography available,” said Andy Saunders, vice president of creative imagery at Getty Images. “Flickr’s philosophy of personal sharing and immediacy has already impacted commercial photography. The new Flickr collection will expand the definition of stock photography by making it even easier for our customers to find and license imagery that works in the full range of traditional and digital media.”
Flickr members will benefit from Getty Images’ global sales and distribution teams helping to market their images and from Getty Images’ expertise and experience in rights and clearances of visual content. Getty Images’ customers will benefit from the fresh, unique and individualistic perspectives of members within Flickr’s global community.
This increased and customisable access to fresh content allows marketers, advertising execs and creative’s alike, the potential to implement more innovative campaigns that otherwise may have not been possible using traditional search methods.
Earlier this year Getty Images launched Moodstream, a tool which allows users to custom search Getty’s image and footage bank using various emotive parameters, such as warm or cool, nostalgic or contemporary, calm or lively, happy or sad, and humorous or serious. The presets wheel function allows searchers to modify their results according to how they feel about the generated content. This could involve ‘simplifying’ the results to get rid of the clutter, or even ‘inspiring’ them to include more beautiful and surprising results, connecting the searcher with the desired content further. For SME’s this tool allows unlimited possibilities in sourcing images for mood boards and also some much needed external creative input, whilst agencies and larger companies may find moodstream exponential in offering solutions to client briefs and differentiating themselves from the competition.
A brief snippet of Moodstream in action can be found below.
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Related Video
A short video clip showing the Moodstream service in action
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