09. The Case study for choreographic data market

This article reflects the copyright landscape in South Korea, where XSTAGE operates.

Choreographic data is emerging as a new content asset in the digital age. However, for this market to grow and for creators to be fairly compensated, systematic copyright protection and revenue sharing structures are needed. To this end, the successful models of prior industries such as music, film, print, and webtoon can be used as a reference.

1. Lessons from prior industries: Copyright protection and revenue sharing

(1) Music Industry

The music industry is an example of the most successfully established copyright protection and revenue sharing structure.

• Copyright management organizations: ASCAP, BMI, and other organizations protect the rights of creators and manage music royalties.
• Revenue sharing structure: Revenues are distributed to authors, publishers, performance organizers, and other interested parties in clear proportions.

-> Applicability: Choreographic data can also be tracked for usage history through copyright management organizations, and revenue can be transparently distributed to creators.

(2) Film and Broadcasting Industry

The film and broadcasting industry manages content usage rights and revenue sharing through licensing agreements.

• Licensing agreements: Production and distribution companies clearly define the scope and duration of use through contracts.
• Revenue model: Royalties are paid each time content is shown or resold, providing ongoing revenue for the creator and production company.

-> Applicability: The scope of use of choreographic data can also be clearly defined in the license agreement, and the revenue generated by the digital platform can be equitably distributed to the creators.

2. Technological development brings changes in the way we consume

Technological developments have significantly changed the way content is consumed. The print and webtoon industries illustrate this change well.

(1) Printing Industry

• Before the technological revolution: Printed materials were sold primarily through publishers and bookstores, requiring much expense and time for physical distribution.
• After the digital transformation: The development of digital publishing technologies such as e-books and PDFs has led to a rapid proliferation of content to global markets.
• Market expansion: Digital platforms such as Amazon Kindle revitalized the e-book market and provided new revenue opportunities for independently published authors.

(2) Web Comic Industry

• Technological innovation transfer: Comics were consumed primarily in magazines and book form, with limited production and distribution.
• Emergence of digital platforms: Naver Webtoon, Kakao Page, and other platforms allowed artists to publish their work directly and readers to conveniently consume content on mobile devices.
• New revenue models: Platforms created revenue structures through paid subscriptions, advertising, and IP extensions, and the Webtoon market grew as a global content industry.

3. Similarities with the choreography data market

The choreography data market shares many similarities with prior industry cases and shows similar growth paths.

(1) Potential for digital distribution

• Access to global markets: Choreographic data can be digitized as FBX, BVH, or other motion capture files and distributed on global platforms.
• Cost reduction: In a digital environment, data can be instantly distributed to users worldwide without physical distribution costs.

(2) Need for a licensing structure

• Establishment of scope of use: Clearly defined purposes of use of choreographic data, such as games, metaverse, advertising, etc., require licensing agreements tailored to such purposes.
• Revenue sharing model: A transparent revenue sharing structure between creators, platforms, and production companies needs to be established, modeled after the music industry.

(3) New forms of consumption

• Social media and short form content: Choreography will be leveraged as unique content on platforms such as TikTok and YouTube.
• Metaverse and virtual reality: Choreographic data will be implemented through digital avatars, creating new forms of content experiences.

4. Conclusion: Growth Potential of the Choreographic Data Market ㅂ

Technological developments and the expansion of digital platforms have fundamentally changed the way the content industry consumes.

• The print industry has been replaced by e-books, and the webtoon industry has opened up new markets through digital platforms, benefiting both creators and consumers.
• The choreographic data market is also following the development path of these earlier industries, opening up new possibilities through digital distribution and fair revenue sharing.

Choreographic data is positioned as a new content asset for the digital age. If a system is in place to protect the rights of creators and generate revenue, this market will achieve sustainable growth like its predecessors.