Going back to the days of “on fleek,” creators have had a hard time benefiting from their memes. TikTokker Jools Lebron is poised to change that.
From the second the message popped up on X, it had a familiar ring. Jools Lebron, the TikTok creator who went viral just a few weeks ago for a post discussing “very demure, very mindful” work looks, was upset that, seemingly, someone had attempted to trademark her viral phrase. In a since-deleted video, Lebron lamented through tears that her future ability to sell demure-branded merchandise seemed in jeopardy.
“It is time-consuming and often poorly remunerated labor for the most part,” but far more people make entire careers out of being content creators than a decade ago, Miltner adds, “and it feels like an ethics of plagiarism, in addition to trademark/copyright, have come into play.” Simply put, people get this shit now. A decade after “on fleek,” creators are much smarter when it comes to ownership of their creations.
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