One of Japan’s largest advertising firms is finding it easier to accept content creators as a business force on common devices. Even though they use proprietary material in their work.

Dentsu has collaborated with Kadokawa Ascii research laboratories and others to launch Proof of Concept (POC). For rewards to independent content creators using blockchain technology, according to an article from the Nikkei newspaper on 20 April. The targets for the POC are those of streaming apps commenting on ten famous Japanese comics — manga.

Questions about copyright among content creators

Creators on YouTube and other popular streaming apps have had problems with demonetizing. Or deleting videos after using — although short — the work of original artists. Some are violating current copyright laws in Japan when it comes to manga commentary videos.

Dentsu and Kadokawa plan to make the use of blockchain simpler for people who use Livestream of potentially copyrighted content. Targeting secondary creators who use Livestream apps to comment on manga. And tertiary creators who can translate the comment in foreign languages. The collaboration is intended to clarify the variety of materials permitted on these platforms.

Dentsu representative, Jyunichi Suzuki, said: “We want to integrate fans’ work that had previously not been valued as a legitimate market”.

The Japanese government showed interest in using blockchain technology to manage the creator content. In fiscal 2019, the Ministry of Economy, Trade, and Industry launched a program to provide businesses with similar initiatives up to 50 million yen, roughly $460,000.