OpenAura 2016

A grid view of Zayn's OpenAura page.

Courtesy Photo

Visual content licensing company OpenAura announced today it has struck deals with three new partners -- secondary ticketing company SeatGeek, radio network Hubbard Radio and the Spanish Broadcasting System -- to deliver fully-licensed photos, artwork and visuals to each company's digital properties. The company, started by Independent Online Distribution Alliance founder and former Sony Music Entertainment exec Kevin Arnold, launched in 2014 with partnerships with Red Light Management; Arts & Crafts (Broken Social Scene and the Darcys); Crush Music (Fall Out Boy, Train and Sia); TMWRK (Diplo and Dillon Francis); and Zeitgeist Artist Management (the Postal Service and The Head and the Heart).

OpenAura allows participating artists to curate their digital footprints, essentially, by aggregating licensed images from Getty, the Associated Press, Sony Music, social media and others and distributing royalties associated with their usage to artists and copyright owners. Artists then have the ability to manage the metadata and curate the collection of images, which OpenAura's partners can integrate via the company's API into its own platforms to enhance offerings to fans.

“We’re thrilled to bring the promise of a new revenue stream for the use of images and media that compensates artists and content owners to life,” Arnold said in a statement released to Billboard. “This is an industry­-first, major step in our journey towards a marketplace where artists have a say in the media that represents them and creators are fairly compensated for the content that drives the majority of user attention online today.”

OpenAura's platform allows each of its three new partners to integrate its content in different ways. For SeatGeek, that means increasing the "quality and coverage" of artist images on its individual event pages, according to a press release. Hubbard Radio, which recently launched apps and websites for its 26 radio stations across the country, will use the images for slideshows, fact sheets and bios across its digital properties. And SBS plans to use OpenAura's images within its La Musica app to provide a stream of artist photos while they listen to its radio stations.

“Artists have very limited ability to participate in the value generated by the attention and engagement they drive throughout today’s evolving world of entertainment services, apps and social networks," Red Light's Jonathan Azu said. "OpenAura provides a way to change that for the better.”