In a panel titled, “Is Web the New Hollywood?” at OnHollywood this week, Ted Cohen, senior vice president of Digital Development and Distribution at EMI Music said, “The audience is taking over the programming. A few years ago we looked at litigating it, now we are looking at how to monetize it. You can’t set up too many rules right now….if you don’t let them play they will play anyway.”
According to ZD Net, Cohen said rights are a complicated issue, but the rights holders have to have the right “mindset.” For example, directors and producers making B-roll and samples available to the masses to mashup, and hoping that MySpace or YouTube users become unsolicited viral marketing agents.
