Account.

Conference.proposed.by.Image&Digital*.in.
partnership.with.the.Forum.dAvignon
- Arles "The"challenges"of"collabora0ve"economy"for"photographers""

Friday,July.10th.2015

www.forum(avignon.org.

!
!
!
!

!
!
Stakes!in!collaborative!economy!for!photography!
A!conference!by!the!think!tank!Image&Digital!within!the!context!of!the!Official!Program!for!Les!
Rencontres!de!la!Photographie.!!
Friday'July'10th'2015'from'1:30PM'to'7PM'in'Arles'(ENSP)!
!
!
1:30PMB2:50PM!!1!ROUNDFTABLE:!WHAT!IS!INSTAGRAM!ALL!ABOUT?!!
!
Animation!:!Thierry'Maillet,!CoFFounder!of!Image&Digital!
Dorothe'Smith,!Photographe!On#the#use#of#Instagram#in#the#creative#process#!
Clment'Saccomani,!Editorial!Director!of!Magnum!Photos!What#Instagram#is#telling#Magnum#and#its#
photographers?!!
AnneBLaurence'Schiepan,!Experte!in!coporate!communication#How#to#use#Instagramand#not#let#
Instagram#use#you?#!
!
!
3:10PMB4:30PM!!2!ROUNDFTABLE!:!NEW!PHOTOGRAPHY!APPLICATIONS!FROM!THE!INTERNET!
Animation!:!Dimitri'Beck,!EditorFinFchief!of!Polka!
!!Photography!has!become!a!universal!paralanguage!!told!us!a!journalist!from!Le!Monde.!
Photography!is!extensively!used!on!the!Internet!and!on!mobile.!Will!be!presented!new!uses!of!image!
and!its!applications!by!professionals!on!the!Internet!et!by!photographers.!Photography!has!potential!
revenue!sources!revealed!by!digital:!!!
Vincent'Tricart,!Founder!of!Dronimages!The#drone,#new#creative#device#and#collaborative#tool#with#
an#innovative#business#model.!!
Adrien'Aumont,!CoFFounder!of!KissKissbankbank!Collaborative#financing!!
Mathieu'Desoubeaux,!CoFFounder!of!Lamark!#Your#photos#as#source#for#creation#and#storytelling#
thanks#to#metadata.!
Isabelle'Saussol'Guignard,!Les!Rencontres!dArles!The#new#digital#tools#to#accompany#photographers#
to#meet#their#public#(and#viceEversa)#:#the#example#of#Les#Rencontres#dArles#!
!
5PMB6PM'3!ROUNDFTABLE:!LEGAL!AND!FINANCIAL!STAKES!IN!THE!COLLABORATIVE!ECONOMY!FOR!
PHOTOGRAPHY!!
!
Animation!:!Olivier'Le'Guay,!Editorial!Director,!Forum!dAvignon!
M'Fabrice'Naftalski,!Associate!Lawyer,!EY!The#stakes#in#the#collaborative#economy#for#Europe#within#
the#cultural#industry.##
Olivier'Brillanceau,!General!Director!of!SAIF#The#impact#of#these#new#practices#on#the#question#of#
artists#and#photographers#legal#rights.!
#
6PMB7PM!!DEBATE!:!THE!STAKES!AND!RISKS!OF!COLLABORATIVE!ECONOMY!FOR!PHOTOGRAPHY!!
!
Animation!:!Olivier'Le'Guay,!Editorial!manager,!Forum!dAvignon!

Adrien'Aumont,!CoFFounder!of!KissKissbankbank!!
Thierry'Bout,!photographer!et!Principal!witness!!
Olivier'Brillanceau,!General!Director,!SAIF!!
Mathieu'Desoubeaux,!CoFFounder,!Lamark!!
Thierry'Maillet,!CoFFounder,!Image&Digital!!
M'Fabrice'Naftalski,!Associate!Lawyer,!EY!!
Clment'Saccomani,!Editorial!Director,!Magnum!Photos.!!
!
!

COMPTE'RENDU'INTEGRAL!
!
!
1:40PMF2:50PM!!1!ROUNDFTABLE:!WHAT!IS!INSTAGRAM!ALL!ABOUT?!
'
!
1.!Dorothe'Smith!
Photographer!recently!nominated!as!ambassador!to!the!Assises!de!la!jeune!cration!of!the!French!
Ministry!of!Culture!under!the!direction!of!Fleur!Pellerin,!Dorothe!Smith!defends!the!keeping!a!
secret!journal.!She!takes!pictures!from!the!everyday!since!forever,!with!a!film!camera!!portraits!of!
her!close!friends!and!landscapes!she!travels!!that!she!progressively!compiles!in!series.!Instagram!has!
allowed!her!to!move!towards!a!digital!practice,!less!expensive,!more!instinctive,!replacing!her!light!
table!or!contact!sheet,!and!by!continuously!forcing!her!focus.!Once!she!adopted!the!square!fomat,!
the!possbilites!offered!by!instant!retouching!and!the!choice!of!two!filter!in!particular,!allow!her!to!
obtain!images!visually!similar!to!her!film!camera!habits.!For!the!moment,!she!has!chosen!to!not!
!play!the!game!!orchestrated!by!the!social!media!by!not!publishing!her!account!
(https://instagram.com/bogdandsmith)!and!by!only!accepting!a!few!friends,!which!doesnt!exclude!
her!from!realizing,!at!some!point,!a!selection!amongst!the!two!thousand!images!on!her!account,!that!
could!lead!to,!like!for!her!film!work,!a!classical!diffusion:!an!gallery!exposition!and!publishing.!!
!
2.!Clment'Saccomani!
As! EditorFinFchief! of! the! prestigious! agency! Magnum! Photos,! Clment! Saccomani! defends! a! more!
distanced! approach! with! regards! to! Instagram.! The! role! of! an! agency! is! to! bring! work! for! their!
photographers!and!Clment!ask!the!question:!does!Instagram!contribute!to!this!financial!growth?!For!
now,! he! is! not! convinced! that! it! does! so.! Certain! photographer! of! Magnum! Photos! are! intense!
instagram! users! (Alec! Soth,!Dominic! Nahr,!Jacob! Aue! Sobol,!Gueorgui! Pinkhassov)! while! a! large!
number! are! not! yet! present! on! the! social! media.! Clment! also! regrets! that! the! agencys! account!
(367,000!followers)!tend!to!showcase!the!most!consensual!photographies!targeting!a!less!informed!
audience!because!documentary!photographies!and!positionFtaking!are!less!!liked!.!Finally!Clment!
asked!a!pertinent!question:!does!it!not!seem!that!Instagram!is!encouraging!a!form!of!consensus!that!
distracts!us!from!images!that!are!more!disturbing!but!maybe!more!important!to!throw!a!light!on!our!
societies?!
!
3.!AnneBLaurence'Schiepan'
WellFknown! advertiser! on! issues! of! corporate! commmunication! reconnue!des! enjeux! de!
communication!corporate!AnneFLaurence!Schiepan!presented!opportunities!and!constraints!faced!by!
companies!on!Instagram.!Although!young!(five!years)!this!social!media!counts!300!million!members!
and!moreoever!a!very!high!engagement!rate!of!4.25%!(Facebook!and!Twitter!figure!under!1%).!The!
coFfounder! of! Instagram,! Kevin! Systrom,! announced! this! transformation! !of! one! Web! founded! on!
text!and!another!base!on!image.!!(Enjeux#Les#Echos!March!2015),!and!today!considers!Instagram!a!
kind!
of!
!visual!
walkieFtalke!(Financial#
Times!Juin!
2015).!
!
For!AnneFLaurence!this!evolution!should!push!brands!to!adopt!a!language!adopted!to!the!federation!
of!new!communities!on!Instagram.!By!citing!one!by!one!different!examples!of!communication!Anne!
Laurence! showed! how! much! certain! brands,! although! well! known! were! very! much! behind! ! even!
becoming! out! of! fashion,! without! citing! names!!! F! while! others,! notably! american! brands! such! as!
Nike!(18,3!million!followers!)!and!Starbucks!(5,2!million)!knew!how!to!take!up!and!use!Instagram!to!
put!forward!a!lifestyle!or!a!product!directly.!The!requirements!of!the!platform!and!their!users!should!
nevertheless!push!companies!to!continue!to!work!with!pros!to!elaborate!a!!

Pour! AnneFLaurence! cette! volution! doit! pousser! les! marques! ! adopter! un! langage! adapt! ! la!
fdration!de!nouvelles!communauts!sur!Instagram.!En!passant!en!revue!les!diffrents!exemples!de!
communication!AnneFLaurence!a!montr!combien!certaines!marques,!pourtant!trs!connues!taient!
trs! en! retard! Fvoire! carrment! ringardes,! on! ne! dira! pas! lesquelles! :F)F! pendant! que! dautres,!
notamment!les!amricaines! Nike! (18,3! millions! de! followers!)! et! !Starbucks! (5,2! millions)!avaient! su!
semparer! dInstagram!pour! mettre! en! avant! soit! un! lifestyle! soit! leur! produit! directement.! Les!
exigences! de! la! plateforme! et! de! ses! utilisateurs! doivent! cependant! pousser! les! entreprises! !
continuer!!travailler!avec!des!pros!pour!laborer!an!accomplished!storytelling.!
!
!
3:10PMF4:30PM!! 2! ROUNDFTABLE:! NEW! PHOTOGRAPHY! APPLICATIONS! FROM! THE! INTERNET!
!
Dimitri'Beck,!editorFinFchief!of!Polka,!is!well!aware!that!for!many!photographers!the!introduction!of!
digital! is! synonymous! with! a! !funeral! march!.! However,! isnt! considering! digital! as! the! enemy! of!
photography! rather! easyFthinking! and! dismissing! when! many! photography! projects! wouldnt! exist!
without!this!new!technology.!!!!
Already! Dmitri! reminded! us! that! Les! Rencontres! dArles! wouldnt! exist! outside! the! two! summer!
months! and,! with! digital! technology,! a! second! online! life! throughout! the! entire! year.! The! role! of!
digital! is! reinforced! by! the! new! product! applications! (the! drones),! ! extension! of! services! (use! of!
metadata),! new! ways! of! collaborative! financing! (collaborative! platforms)! and! lastly! new! learning!
applications.!!
!
1.!Vincent' Tricart!is! an! exFpilot! of! the! airforce! who! coFfounded! a! company! specialising! in! aerial!
photography!drone!solutions,!DroneImages.!According!to!Vincent,!the!drone!is!both!a!new!tool!for!
artistic!creation!and!a!collaborative!tool.!The!photographer!no!longer!lays!his!eyes!behind!the!device!
and!by!taking!photos!from!a!distance,!discovers!new!creative!perspectives.!Vincent!teaches!us!that!
drones!were!developed!about!five!years!ago!in!a!collaborative!way!by!geeks!and!have!been!rapidly!
adopted! by! still! and! animated! image! creators.! Today! the! future! of! drones! is! constrained! by! the!
requirements! of! respecting! regulation! and! the! economic! model! for! the! industry! still! has! to! be!
developed.!
!
2.!Mathieu'Desoubaux'is!the!young!coFfounder!of!Lamark.!Lamark!developed!a!technology!to!allow!
photography! to! protect! their! dues! all! the! while! proposing! to! its! public! a! contextualisation! and! a!
storytelling! around! its! image.! Started! from! an! observation! that! on! the! Internet! an! image! is! quickly!
shared! and! reFshared! without! us! knowing! where! it! comes! from,! and! without! the! photographer!
knowing! his/her! audiance,! the! leitmotiv! of! Lamark! is! about! providing! the! possibility! to! retrace! the!
source! of! the! image.! Larmark! developed! a! invisible! and! incorruptible! tag! system! that! contains! the!
metadata! of! each! referenced! image! on! the! platform.! Simply! scan! the! image! with! your! phone! to!
retrieve! all! the! related! information:! author,! technical! settings,! the! pertaining! series.! Based! on! this!
marking! (the! idea! behind! the! company! name! Lamark),! the! photographer! can! engage! in! a!
conversation! with! his/her! fans,! redirect! them! towards! products! on! sale! and! mesure! his/her!
audience.!!!
!
!
3.!Isabelle' SalinasBGuignard' is!responsible!for!educational!projects!at!the!Rencontres!d'Arles.!If!the!
aim!of!the!festival!is!in!its!name,!notably!to!allow!the!world!of!photography!to!gather!each!year!in!
one!place!for!productive!meetings,!it!is!also!important!to!continue!what!is!experienced!in!Arles!under!
a!collaborative!approach.!Firstly,!there!is!the!desire!to!retrace!back!previous!editions,!which!resulting!
in!creating!archives!and!a!library!online!in!partnership!with!the!INA.!Second!desire,!to!continue!the!
dialogue!around!the!pictures!presented,!in!particular!by!bringing!a!less!averted!public,!like!children,!
in!a!process!of#education#for#the#perspective.!The!result!is!the!site!"Workshop!for!photographers.,!
intended! for! teachers! or! parents! and! offering! workshops! fun! around! photography.!
!
4.!Adrien' Aumont!coFfounder!of!KissKissBankBank,!is!an!avid!lover!of!innovation!and!creation.!The!
crowdfunding!platform!has!already!funded!close!to!16,000!projects!in!film,!performing!arts,!editing!

or! photography.! The! latter! has! benefited! from! 500,000! euros! in! donations! last! year.! Launching! a!
crowdfunding!project!is!not!easy,!as!it!needs!to!mobilize!an!entire!community,!but!it's!as!much!time!
needed!to!talk!about!ones!project,!and!when!it!works!it!is!a!true!plebiscite:!people!want!the!project!
to! exist.! KissKissBankBank! accompanies! all! creators! in! their! project! and! is! more! and! more! able! to!
predict!
their!
success!
through!
more!
refined!
metrics.!
!
5! Joining! in! on! late! at! the! round! table,! Gary! Lomprez! created,'a! platform! for! ethical! and! solidary!
exchange,!services,!distribution,!financing,!and!remuneration!of!all!artistic!spheres.!Wezaart!is!a!fair!
model! which! recovers! 70%! of! revenues! per! click.! The! model! is! to! share! revenues! from! the! site! by!
offering!advertisements!on!the!pages!of!the!artists.!
!
5PM! ! 6PM! 3! ! ROUND! TABLE:! LEGAL! ISSUES! AND! FINANCIAL! OF! THE! COLLABORATIVE! FOR!
PHOTOGRAPHY!
ECONOMY!!
!
!
Before!presenting!the!positions!of!the!various!stakeholders!in!the!upcoming!debate,!Olivier'Le'Guay,!
editorial! manager! of! Forum! dAvignon,! questioned! notions! of! consumption! and! collaborative!
economy;!the!first!involves!sharing!among!peers,!the!second!is!shifting!economic!models,!forcing!the!
actors!of!the!cultural!ecosystem!to!multiply!fund!resources.!
Based!on!early!analysis!of!a!study!of!Kurt!Salmon!for!the!Forum!d'Avignon,!' Towards!a!necessary!
hybridization!of!economic!models!to!support!and!promote!culture' !forthcoming!end!2015,!it!finds!
that!'!hybridization#of#models#create#value,#therefore#the#digitization#rate#and#index#of#hybridization#
are# linked:# in# terms# of# value# creation# what# counts# is# the# ability# of# the# actors# to# adapt# to# how# their#
sector#will#digitize.#The#difficulty#lies#in#the#ability#to#be#agile#enough#to#invent#tomorrows#models#
that#meet#the#new#uses#and#mix#them#in#a#balanced#way.#The#collaborative#utopia#E#very#present#in#
the# artistic# workshops# E# should# not# forget# the# need# to# compensate# creation# either# by# copyright,# a#
hybridization#of#a#maximum#of#funding#sources!!
Also!the!question!brought!forward:!how!to!promote!the!remuneration!of!the!creation!in!the!context!
of!legal!and!economic!upheavals?!
1.'Fabrice'Naftalski!partner!lawyer!partner!at!EY,!introduced!the!legal!issues!of!the!ongoing!reform!
desired!by!Europe!including!after!the!adoption!by!the!European!Parliament!the!day!before!Thursday,!
July! 9! of! the! report! presented! by! German! MEP! Julia! Reda! focusing! on! the! fact! that! we! had! to!
properly! evaluate! the! agility! of! the! copyright! which! englobes! adapted! concepts! to! include! digital!
creation!(composite!work,!Collective!work).!
The!lenses!worn!by!the!Reda!report!to!facilitate!access!to!content!by!the!general!public!and!their!reF
use! in! the! context! of! new! practices! ('transformative! works')! was! amended! by! other! considerations!
such!as!the!preservation!of!the!cultural!heritage,!the!protection!of!the!prerogatives!of!the!authors!to!
encourage!creativity!and!diversity.!Please!note!a!few!relevant!tracks!proposed!by!the!Reda!report!on!
the!reform!of!the!directive!of!22!May!2001!on!copyright!and!related!rights!in!the!information!society!
(duration,! exceptions! facilitating! access! to! digital! books,! fair! use...)! but! also:! the! need! to! associate!
more! closely! all! beneficiaries! from! the! dissemination! of! content! to! their! protection! and!
compensation!(with!the!related!rights).!!
In! this! context,! the! reopening! of! discussions! on! the! directive! of! 22! May! 2001! on! copyright! and!
related! rights! in! the! society! of! information! must! also! be! linked! with! certain! aspects! of! the! eF
commerce! directive! of! 8! June! 2000,! particularly! regarding! the! liabilities! regime! of! technical! service!
providers...).!
Other! levers! are! also! possible! to! promote! the! protection! of! content! and! the! diversity! in! the! digital!
economy:! competition! law! and! the! protection! of! knowFhow,! standardization! and! certification,! the!
use!of!metadata,!new!techniques!for!fundraising,!the!provision!of!new!services!around!the!creations!
(elements!of!contextualization!of!the!photographs!and!interaction!with!other!content,!and!data...).!

As!many!levers!useful!to!enhance!the!creation!and!allow!authors!to!monetize!their!work!while!taking!
into!account!the!sociological!developments!in!the!uses!and!the!expectations!of!consumers.!
2'Olivier'Brillanceau,'DirectorFgeneral!of!the!SAIF!wished!to!clarify!three!important!points!in!his!eyes.!
First! participatory! financing! is! a! complementary! form! funding! that! completes! usual! funding! failing!
today! brought! in! with! public! and! private! orders,! but! that! cannot! replace! them.! The! risk! would! be!
large!enough!to!undermine!the!entire!value!chain.!
Secondly,' photography! does! not! have! a! support! or! a! preFpurchase! system! Fund! for! upstream!
financing!for!productions!while!long!time!is!required!for!photographic!creation.!
Finally! the! drastic! drop! in! income! (division! by! five! in! five! years! in! the! press)! pushes! the!
photographers!to!generate!multiFrevenues!(a!news!story,!a!book,!an!exhibition,!a!webFdocumentary)!
and!must!be!compensated!to!find!adapted!tools!for!reception!by!society.!In!this!perspective!Olivier!
Brillanceau!presented!how!author!societies!are!involved!in!the!sharing!of!the!value!on!the!Internet.!
And! of! course! how! this! share! should! be! rebalanced! to! the! benefit! of! the! authors! rather! than! be!
galvanized!by!the!giants!of!the!web!(GAFA).!
Mathieu'Desoubaux'then!clarified!that!Google!free!picture!"was!really!less!sexy"!and!might!be!why!
the!giant!which!benefits!from!the!images!decided!to!trace!the!use!to!pay!its!users!and!return!value!to!
the!authors.!In!the!meantime,!Lamark!request!to!redistribute!to!photographers!the!value!retrieved!
by!Google.!
!
Adrien'Aumont,'coFfounder!of!the!platform!KissKissBankBank,!said!that!it!would!be!unfortunate!that!
the! value! chain! is! become! less! responsible! due! to! the! rise! of! crowdfunding.! He! recalled,! however,!
that!participatory!funding!is!the!form!of!preFpurchase!best!suited!in!the!context!of!film!financing!that!
is!dying.!He!welcomed:!"that's!good,!because!the!traditional!preFpurchase!prevents!private!financing!
and!leads!to!five!people!deciding!the!future!of!French!cinema".!Canal!+!piggybacked!the!growth!of!
French!cinema,!has!innovated!with!the!preFpurchase!model,!but!their!model!is!crumbling.!Now!the!
public!can!preFpurchase".!
!!
6PMF7PM! Debate:! issues! and! risks! for! photography! in! the! COLLABORATIVE! economy!
!
Thierry' Bout,' a' great! photographer! exposing! his! series! Private! affairs! at! the! Meetings! this! year,!
joined! the! debate! to! demonstrate! increasing! hybridization! of! revenues! for! photographers.! A!
command!for!the!press!was!paid!about!100,000!euros!a!decade!ago,!it!is!no!more!than!10,000!euros!
today,! and! copyright! rarely! compensate.! Photographers! often! leave! to! start! work! without! prior!
command,! and! must! then! seek! funding.! Reaching! out! to! brands! might! pay! off.! Thierry! showed! his!
work!on!LeBonCoin.fr!most!unusual!sales!and!hoped!that!they!will!participate!in!its!financing!or!its!
promotion.! He! also! sold! exclusively! to! Figaro! Magazine.! The! dissemination! of! his! work! abroad! is!
much!easier!than!before,!thanks!to!international!agencies!like!Getty!Images,!so!the!same!work!can!
actually!generate!100!times!more!income!than!before.!Thierry!regretted!that!the!Meetings!were!not!
more! oriented! towards! the! sale! of! works,! such! as! the! Cannes! film! festival! for! films.! Why! not!
eventually,!because!the!picture!cannot!do!without.!
!
Thierry'Maillet!confirmed!the!need!to!imagine!new!forms!of!compensation!for!photographers.!This!is!
the! purpose! of! the! collaborative! platform! he! developed,! Ooshot,! which! facilitates! the! matching! of!
photographers!with!customers,!increases!their!turnover!during!the!year.!To!move!on!from!the!logic!
of! exFpost! compensation! for! copyright! to! a! logic! of! exFante! compensation! for! the! service.!
The! France! is! indeed! no! longer! the! center! of! the! world! when! it! comes! to! legal! matters! and! other!

countries!do!not!have!the!same!concept!of!copyright!law.!Either!we!prioritize!the!legal!approach,!or!
focus!on!a!much!more!concrete!commercial!vision!for!photographers.!
Clment' Saccomani' has! responded! by! pointing! out! that! photographers! have! always! struggled! to!
finance!themselves!and!have!always!had!to!innovate!in!this!area.!This!is!the!case!for!Magnum!Photos!
since!its!inception.!
The! problem! of! photography! is! especially! its! disunity! and! its! inability! to! think! itself! as! an! industry:!
how! many! federations,! unions,! collectives! for! a! small! population?! Let! us! unite! instead! of! thinking!
shortFterm!and!it!will!be!possible!to!move!forward.!
Laure' Kaltenbach' (Director!General!of!the!Forum!dAvignon)!intervened!from!the!public!to!ask!the!
solution!to!this!disunion:!who!can!get!the!industry!to!aggregate?!
Thierry'Maillet'talked!about!the!announcement!by!the!Ministry!concerning!the!creation!of!a!national!
centre!of!photography!as!a!new!initiative!going!in!the!right!direction.!
Others! were! more! skeptical:! Thierry' Bout' claimed! the! independent! and! unruly! character! of!
photographers! who! will! not! easily! follow! in! the! direction! of! public! authorities! who! have! so! far!
neglected.! Clment' Saccomani' approved! by! saying! that! we! mustnt! expect! everything! from! public!
authorities.! Olivier! Brillanceau' referred! to! the! failure! of! the! National! Centre! of! Music.!
!
Adrien'Aumont'regrets!that!while!the!image!market!is!developing!at!full!speed,!while!possibilities!are!
multiplying! at! the! speed! of! light! due! to! the! third! industrial! revolution,! the! cultural! sector! or! the!
sector!is!where!we!innovate!the!least.!He!advocates!the!widespread!use!of!the!intermittence!regime!
to!all!creator!statuses,!which!would!have!for!corollary!a!universal!income.!
Mathieu'Desoubaux'confirms:!the!market!for!image!is!growing!but!photographers!do!not!find!ways!
to! capture! the! value! produced.! With! digital! you! can! capture! this! value! after! broadcast,! by!
automating!collection!of!rights,!by!selling!his!imageFrelated!products.!
Thierry' Maillet' then! pointed! out! that! it! was! pity! that! Thierry! Bout! today! only! has! American!
interlocutors!F!Getty,!Corbis,!Shutterstock,!Fotolia!(ADOBE)!F!to!sell!his!works!internationally.!And!if!
Magnum!Photos!is!a!model!agency!that!manages!to!settle!abroad,!it!is!also!regrettable!that!there!is!
only!one!like!it!in!France.!Today!when!someone!decides!to!start!working!in!digital,!everyone!will!tell!
you!to!go!to!NY!!
If!Fotolia!had!been!sold!to!Americans,!there!wouldnt!have!been!a!European!Fund!to!accompany!him,!
said! Adrien' Aumont.! Yet! the! France! is! a! very! attractive! to! create! a! company.! The! problem! is!
internationalization.! As! stated! by! the! founder! of! BlaBlaCar,! Frdric! Mazzella,! the! France! is! both! a!
country!too!small!and!too!big.!Too!small!compared!to!the!United!States,!where!once!one!is!a!national!
leader,!one!is!also!in!fact!a!world!leader.!Too!large!relative!to!the!Sweden,!where!one!is!obliged!to!be!
born!international!
Olivier' Brillanceau' however! believes! in! to! the! unique! features! European! and! French,! directly! from!
WIPO!(World!Intellectual!Property!Organization)!standards.!They!are!unfortunately!described!in!the!
European!debate!as!innovation!brakes:!protection!of!personal!data,!copyright...!it!would!not!fall!into!
the! "royaltyFfree"! system,! with! a! single! and! lumpFsum! remuneration! like! the! one! adopted! Fotolia!!
"The!cultural!economy!and!the!digital!economy!must!be!complementary!and!respectful!of!the!other!
F!he!said!to!conclude.!
Image!&!Digital!thanks!the!lENSP!who!welcomed!us!in!its!premises,!its!partners!Ooshot!and!the!
Forum!d'Avignon!and!all!stakeholders!who!have!contributed!to!this!collaborative!afternoon!!!
!

!
!
!