Back in 2006, this series of school events was called to life by the five Swiss collective management organisations SUISA, SUISSIMAGE, ProLitteris, SSA and SWISSPERFORM. The objective was and remains to raise the awareness of young people from 12 years on for the value of creative work and the significance of a thriving culture.
Since then, “respect copyright!” visited 550 schools and reached about 66,574 young people and teaching staff.
From internet exchange platforms to artificial intelligence
When “respect copyright!” was setting out, the digital world was rather different. Internet exchange platforms were widespread, music and films were often downloaded and forwarded free of charge, often without the awareness that this affected the rights of artists and other creative people. Today, there are quite a few legal offers and streaming services. Nevertheless, the questions surrounding the use of works have not disappeared; instead, they had an update, if you will.
After all, content protected by copyright is available on the internet and in the social media at any time. It can be shared, edited or distributed with just a few clicks. And if that wasn’t enough to talk about during a lesson, there are new developments like artificial intelligence which are changing the way works how we are dealing with works even more.
This is exactly where “respect copyright!” comes in. The series of school events does not convey knowledge in a stale or moralising manner; instead, it does so in interactive, playful and creative ways. As part of their school education, students participate in a professionally prepared lesson. Together with an artist, they write the lyrics of a song, ask questions and get insights into creators’ daily business.
In those sessions, they find out how music, lyrics, images, films or other works are created and how creative people make their living. This clarifies: Behind each work, there are ideas, knowledge, time, skills, work and an entire network of participants. In short: Creativity does hardly fall from the sky. And if it does, there is still a lot of work involved.
Respect the creative person
One important principle of “respect copyright!” is that young people should not be prescriptive or even patronizing and admonishing them. The goal is rather to foster understanding: for creators, for their rights and for the cultural diversity that can only exist if artistic creation is respected.
Young people also realise then that they are creative themselves whenever they are writing, taking pictures, making videos or publish their own content on social media. In the position of a creative, they also have rights and an interest in their works being respected.
During the school sessions, real-life questions asked by young people included: May I use images, text/lyrics or music from the internet? What can I post on social media? What do I have to take into consideration whenever I use AI? What do I need to look out for when I make a video? How is a song created? And what value does culture have for me personally?
The simple but central message is: Respect the creative work and intellectual property; respect creative people.
Impressive encounters with artists
The direct encounter with artists makes “respect copyright!” particularly effective. It creates proximity, awakens interest and shows that copyright is no abstract legal topic but is that it is linked directly to people, stories and creative work.
The exchange is also very valuable to the artists involved. They hold conversations with young people, find out about how they see the world and can convey why respect towards creative work is important; they do so by telling stories from their own lives rather than just feeding the students with theory.
The future of “respect copyright!”
After 20 years, “respect copyright!” is more topical than ever. The digital use of works is changing all the time and therefore the questions that are raised in everyday situations. This is why the series of school events is constantly developed further with the participating artists and adjusted to current challenges.
At the centre of it all, is, however, still the same conviction as at the beginning: Culture has a value. Who pays to listen to music, watch movies, read texts, share images or use creative content is contributing to new works being created in future. For most this has long been a no brainer, especially for young people. They are particularly close to culture: They subscribe to several streaming services, watch movies in the cinema and go to concerts, read books and consume culture in many different ways. The fact that by doing so, they are actively supporting the creation of art and music and are doing their part so that works can be created in future is something they only realise during the lesson.
With the “respect copyright!” initiative, the five Swiss collective management organisations have been making an important contribution to the media competence of young people. The anniversary shows: Raising awareness for copyright is not just necessary but it can also take place in a lively, entertaining and inspiring manner.
Information on the series of school events: www.respectcopyright.ch
In the last 20 years, 33 SUISA members have accompanied and supported the initiative.
Current supporters are: Alina Amuri, Dom Lampa, Eriah, Greis, Junior Tshaka, La Gale, La Nefera, Luuk, Manillio, Naveni and Robin Girod.
Participants in the past were: Anna Luif, Ariel Kinsky, Bastian Baker, Baze, Betty Legler, Bruno Dias, Chocolococolo, DJ Lord, Dodo Jud, Knackeboul, Licia Chery, Mama Rosin, Mark Kelly, Nega, Onésia, Phenomden, Signorino TJ, Sim’s, Steff la Cheffe, Stéphane Blok, Taz and Yves Larock.
