“Perpetual rights and a one-year non-compete are standard opening asks from brands, not terms you have to swallow whole. I’ve watched creators sign away their content cake and then watch the brand sit on it, so I’d push back hard: limit the license term, narrow the exclusivity to actual product categories, and add reversion language if they don’t use the work.”

“I have walked away from deals where the upside was real because the rights clause would have let the partner claim more than they paid for. Perpetual usage plus a one-year non-compete is not necessarily a bad deal, but it is a very expensive one, and most creators undervalue what that second clause costs them.”

“Perpetual content rights plus a one-year non-compete is a brand buying your future revenue for the price of one campaign. At ONE, we negotiated distribution deals with Prime Video and others by keeping windows limited and exclusivity narrow, because the long tail of your IP is usually worth more than the upfront check.”