Branded Entertainment Network

Branded Entertainment Network, Inc.
Private
Industry Advertising
Rights clearance
Founded 1989 (1989)
Headquarters Seattle, Washington, United States
Key people
 Gary Shenk, CEO
Owner Bill Gates[1]
Website bengroup.com

Branded Entertainment Network (BEN) is a Los Angeles, California-based advertising and licensing agency. The company offers product placement, rights clearance, and personality rights management services for the entertainment industry.

The company was founded in Seattle by Bill Gates in 1989 as Interactive Home Systems, and later renamed Corbis. The company's original goal was to license and digitize artwork and other historic images for the prospective concept of digital frames. In 1997, Corbis changed its business model to focus on licensing the imagery and footage in its collection.

The Corbis collection included contemporary creative, editorial, entertainment, and historical photography as well as art and illustrations. Among its acquisitions are the 11 million piece Bettmann Archive, acquired in 1995; the Sygma collection in France (1999); and the German stock image company ZEFA (2005). Corbis also has the rights to digital reproduction for art from the Hermitage Museum in St. Petersburg, Russia, the Philadelphia Museum of Art and the National Gallery in London.[2]

Corbis later expanded into providing services for the entertainment industry, including brand integration and rights clearance services. In January 2016, Corbis announced that it would sell its image licensing businesses to an affiliate of Visual China Group. VCG licensed the images to Corbis's historic rival, Getty Images, outside of China. Corbis retained its entertainment businesses under the name Branded Entertainment Network.

Lines of business

Branded Entertainment Network's businesses include product placement services, the celebrity photo agency Splash,[3] as well as Greenlight, a business that provides clearances for images, music, video, and licenses personality rights for commercial use.[4] BEN directly represents the personality rights of various figures, including Albert Einstein, Buzz Aldrin, Sophia Loren, Charlie Chaplin, Maria Callas, Andy Warhol, Martin Luther King, Jr., Marvin Gaye, Muhammad Ali, Steve McQueen, and Thomas Edison among others.[5][6][7] In 2015, Branded Entertainment Network acquired Plaid Social Labs, a leader in digital influencer marketing and integrations. In 2016, Branded Entertainment Company sold Splash.

History

Founding

Corbis is privately owned by Bill Gates, who founded the company in 1989 under the name Interactive Home Systems. Interactive Home Systems presented itself as an art licensing company; Gates envisioned a system in which users would decorate their homes with revolving displays of artwork, including works by notable painters, using digital frames and technology that had yet to have been developed.[8] The company's name was changed to Continuum Productions in 1992 and later, to Corbis Corporation.[9] Interactive television was suggested as a way to deliver the content, but as the development of the planned product was under way, Corbis focused on digitizing content and acquiring rights to images. Corbis signed agreements with the National Gallery of London, the Library of Congress, the Sakamoto Archive, the Philadelphia Museum of Art, and the State Hermitage Museum in St. Petersburg, Russia.[9]

In October 1995, the company purchased the Bettmann Archive collection, which included the pre-1983 photo library of United Press International and its predecessor photo agencies, Acme and INP, the photo arm of the International News Service. Prior to acquiring the Bettmann Archive, Corbis represented roughly 500,000 images, a total that increased exponentially when the Bettmann drawings, artworks, news photographs, and other illustrations were added to the company's portfolio. In all the Bettmann Archive contained 16 million images.[10] The archive was stored 220 feet underground in a refrigerated cave in the Iron Mountain storage facility,[11]

In 1995 the company won a contract with its first major photographer, Roger Ressmeyer, followed by several more, including Galen Rowell; this signalled growing interest in the world of professional photography, which up to that point had not taken the company seriously.[9] In 1996 the company acquired the exclusive rights to approximately 40,000 images photographed by wilderness photographer Ansel Adams.[12]

In 1997, Corbis named company veterans, Steve Davis and Tony Rojas, co-CEOs. Corbis also hired David Rheins to run Corbis' Productions, and Leslie Hughes to lead the company's B2B image licensing division, Corbis Images.[13] These hires marked the company's shift to a more market focused entity. Corbis Productions published several award-winning CD-ROM titles such as A Passion for Art: Renoir, Cézanne, Matisse, and Dr. Barnes, compiled from the Barnes Foundation collection, and Leonardo da Vinci, which showcased the Codex Leicester.[14]

In 1998, Leslie Hughes was named President of Corbis Images. The company expanded internationally and through product development and further acquisitions. The company acquired Digital Stock Corp., a supplier of royalty-free images to further expand its offering.[15] In 1998, another division was added to Corbis Images when the company acquired Outline Press Syndicate, Inc., a supplier of celebrity portrait photography. Renamed Corbis Outline, the company syndicated studio portraits and candid photographs of actors, musicians, athletes, politicians, business leaders, scientists, and other celebrities and provided the images for sale to a broad range of national magazines.[16]

In June 1999, the company acquired the French news photo agency Sygma, adding 40 million additional images to the company's collection, and expanding Corbis's portfolio beyond 65 million images. The archive is today stored in a preservation and access facility outside Paris.[17]

In 2000, Bill Gates purchased the rights through Corbis to an image that they had renamed Bliss. The image was taken in the Los Carneros American Viticultural Area of Sonoma County in California. The photo was taken by photographer Charles O'Rear in 1998. In 2001, Microsoft used the image as the default wallpaper for the desktop of Windows XP.[18]

2000–2010

Corbis's business-to-business image licensing business expanded with the growth of the internet in the early part of the decade. The company also expanded geographically, making multiple acquisitions such as the Stock Market[19] and expanding into the footage licensing market with the acquisition of Sekani.

2011–2013

2016: Sale of image licensing business

On January 22, 2016, Corbis announced that it had sold its general image licensing business, including the Corbis Images, Corbis Motion and Veer libraries and their associated assets, to Unity Glory, an affiliate of Visual China Group. The sale did not include the Corbis Entertainment business, which would remain owned by the company under a new name. Concurrently, it was announced that VCG would exclusively license distribution of the Corbis images library outside of China to its rival, Getty Images. VCG has historically served as the exclusive distributor of Getty content in China.[5] Distribution of Corbis content will be transitioned to Getty's outlets, while the company will also manage Corbis's physical archives on behalf of VCG. Of the deal, Getty CEO Jonathan Klein remarked that after 21 years in business, it was "lovely to get the milk, the cream, cheese, yogurt and the meat without buying the cow."[6][42]

In May 2016, following the handover of the Corbis images business to Unity Glory and Getty, Corbis Entertainment was renamed Branded Entertainment Network, and re-located its operations to Los Angeles. CEO Gary Shenk stated that the company had organized over 5,000 brand placements in 2015, with clients including Cadillac, Jose Cuervo, Microsoft, and others.[43]

See also

References

  1. 1 2 Lohr, Steve (July 18, 2010). "In a Partnership of Unequals, a Start-Up Suffers". New York Times. Retrieved May 10, 2011.
  2. ↑ Katie Hafner, A Photo Trove, a Mounting Challenge, The New York Times, April 10, 2007.
  3. 1 2 "Corbis buys L.A. firm that specializes in celebrity photos". Seattle Times. Retrieved January 26, 2016.
  4. ↑ "Corbis Simplifies Music Licensing With GreenLight Launch". Billboard. Retrieved January 26, 2016.
  5. 1 2 "Bill Gates’ Corbis Images Sold to Visual China Group". Variety. Retrieved January 26, 2016.
  6. 1 2 "Corbis sale to Chinese company may be boon to Getty". Seattle Times. January 22, 2016. Retrieved January 26, 2016.
  7. ↑ "GreenLight Adds Johnny Cash, June Carter Cash To Rights Roster". Billboard. Retrieved January 26, 2016.
  8. 1 2 Hafner, Katie (April 10, 2007). "A Photo Trove, a Mounting Challenge". New York Times. Retrieved May 10, 2011.
  9. 1 2 3 Richard Rapaport for Wired UK. Issue 2.11 - November 1996 In His Image
  10. ↑ Jesse Birnbaum; David Bjerklie; Patrick E. Cole (October 23, 1995). "HISTORY: GATES SNAPS TOP PIX". Time. Retrieved May 10, 2011.
  11. ↑ Haynes, Gary. "UNDER IRON MOUNTAIN Corbis Stores "Very Important Photographs" At Zero Degrees Fahrenheit" (PDF). National Press Photographer's Association. Retrieved May 10, 2011.
  12. ↑ Lohr, Steve (April 2, 1996). "Gates Acquires Rights To Adams Photo Images". New York Times. Retrieved May 10, 2011.
  13. ↑ "Industry leaders join Corbis to meet growing demand for visual content". BNET. 1997. Retrieved June 15, 2014.
  14. ↑ Teather, David (February 8, 2005). "The software billionaire's $170m sideline". The Guardian. London. Retrieved May 10, 2011.
  15. ↑ "Gates' Corbis Archive Acquires Digital Stock". The Seattle Times. February 3, 1998.
  16. ↑ "Outline Press Joins Corbis; Premier Celebrity Image Provider Joins Forces With Market Leader Corbis to Create World's Most Extensive Celebrity Portrait Business". Business Wire. July 14, 1998. Retrieved May 10, 2011.
  17. ↑ Balean, John (May 15, 2009). "PAN Special Report: The Sygma Preservation and Access Facility". PhotoArchiveNews.com. Archived from the original on March 10, 2012. Retrieved May 10, 2011.
  18. ↑ "The story of the Windows XP 'Bliss' desktop theme—and what it looks like today". PCWorld. Retrieved January 12, 2017.
  19. ↑ "Corbis Acquires The Stock Market Photo Agency". March 22, 2000. Retrieved May 10, 2011.
  20. ↑ "Hughes to Lead Newly Consolidated Markets and Products Group".
  21. ↑ "Corbis Opens New Film Preservation Center that Rescues and Preserves Access to America's Most Famous Images" (PDF).
  22. ↑ "Corbis Acquires Zefa, Third-Largest Image Licensing Company in the World". January 4, 2005. Retrieved May 10, 2011.
  23. ↑ Ferrone, Chris (October 3, 2006). "Corbis acquires Australian Picture Library". Archived from the original on January 4, 2011. Retrieved May 10, 2011.
  24. ↑ "Corbis Announces New Leadership Team". Archived from the original on December 2, 2005.
  25. ↑ "Corbis Acquires Veer". Archived from the original on September 29, 2011.
  26. ↑ "Corbis Rebrands as "GreenLight" and signs Steve McQueen licensing deals". License! Global. June 24, 2008. Archived from the original on July 24, 2011. Retrieved May 10, 2011.
  27. ↑ "Corbis Opens Sygma Preservation And Access Facility". DesignTAXI. May 18, 2009. Retrieved May 10, 2011.
  28. 1 2 Phelps, Brent (January 21, 2009). "Corbis partners with Thought Equity Motion". Archived from the original on April 29, 2011. Retrieved May 10, 2011.
  29. ↑ "Veer's New Website Equals Simpler Shopping, More Affordable Images & Fonts". July 14, 2010. Retrieved May 10, 2011.
  30. ↑ Buley, Taylor (July 19, 2010). "Start-Up Goes Public On Corbis Fraud, Starring Bill Gates". Forbes.com. Retrieved May 10, 2011.
  31. ↑ Ferrone, Chris, ""Corbis reports on 2005 Financial Performance", About the Image, March 2006 Archived May 26, 2011, at the Wayback Machine.
  32. ↑ Ando, Ritsuko, ""Corbis on Verge of Profitablity", Reuters Media Summit, November 2007
  33. ↑ "Corbis and Costco - See paragraph 4 about profitability", Weiss, Debra, December 2010
  34. ↑ David Walker, " PDN, Jan 2011
  35. ↑ Walker, David. "Celebrity Smackdown: Walking the Red Carpet Is Consent, Judge Says". PDN. Retrieved December 2, 2015.
  36. ↑ La Lettre " La Lettre, July 2011
  37. ↑ "The AP And Corbis Combine Image Libraries In Distribution Deal — paidContent". Paidcontent.org. August 23, 2011. Archived from the original on September 25, 2011. Retrieved August 17, 2012.
  38. ↑ New York Times "* January 2012 : New York Times, January 2012
  39. ↑ John Cook, Bill Gates-owned Corbis faces $12.75M in damages in fraud case, GeekWire, May 16, 2012.
  40. ↑ Natalie Apostolou, Gates' Corbis busted again for fraud, The Register, May 16, 2012.
  41. ↑ http://www.marketwired.com/press-release/corbis-acquires-demotix-1725922.htm
  42. ↑ "The Decade-Long Image Licensing War Is Suddenly Over". Time. Retrieved January 26, 2016.
  43. ↑ "Corbis Rebrands To BEN, Moves To L.A. To Focus On Product Placement". MediaPost Publications. Retrieved November 2, 2016.

Further reading

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