What does the compliance wave in the drone industry hold for drone operators?
There have been huge advances in drone technology in recent years, but what does the future hold for pilots dealing with clients who are increasingly concerned about protecting themselves and their brand?
I’ve been flying a drone commercially since 2013. It was a heavy lift Cinestar and we flew Alexas, BlackMagic cameras, 5D’s, Gh4’s, and any other box we could strap to our Movi gimbal. At the time, the equipment, peripherals, licenses and insurance were a huge financial commitment. From the beginning, we struggled with other drone operators who weren’t licensed or insured and had less overhead as a result, quoting on jobs at half the standard day rate. It was difficult to compete and incredibly frustrating that nobody seemed to be doing anything about it.
To this day you can go to nearly any pilot forum and read their rantings (rightly so) of how hard it is to compete with illegal operators… always searching for the proper enforcement tool to prosecute them and protect the industry.
In my opinion, it’s not only about illegal operators but also about illegal operations. On more than one occasion I have been tempted to break the rules at the request of a client in order to get paid for my day’s work – so let’s be honest – even licensed operators can flaunt regulation and limits and put their insurance and their client at risk. So everyone has been searching for the right ‘stick’ to beat back this multifaceted problem.
I don’t think the ‘stick’ is the way to go. What we need is a ‘carrot’ approach.
Steven Flynn, Skytango CEO
I’ve worked in film and television for 30 years, and I’ve spent a lot of my time in edit suites making sure music, photos, location releases and talent releases were always in order before a show went to air, or I’d have the legal team on my back. So after a career of risk mitigation (for want of a better description) I never understood why, as a drone pilot, clients would expect me to rock up in the streets of Dublin City Center and launch my heavy lift drone without permissions from the local land authority as well as having ATC clearance.
It seemed obvious to me that if a broadcaster or video client would care about having the rights to use a music track or a stock photo in their piece for fear of litigation, they would care if the drone footage they were using was legally acquired too – right?
Well, they do now! Partly because they are more educated around drone use and partly because of changing laws around privacy and data protection.
Last year we approached several large stock libraries highlighting a problem we saw coming down the tracks and while they concurred that it would eventually be an issue – none were willing to leap into that space of certified drone footage, as it seemed a slow train, laden with uncertain regulation and lack of enforcement.
Six months after we first knocked on the door of Pond5 to talk about the need for certified aerial footage, amid rumblings of drone output being audited by authorities and the buyers of illegally acquired content facing fines (monitoring the demand to control the supply), they called us back and said they had begun to see a change in their customers’ needs. They wanted to offer aerial footage they knew was legally acquired (in other words that the pilot followed all the rules), and were willing to sell at a higher premium for that assurance. Why? Well, we’re back to my old edit suite friend – risk mitigation!
The end user needs to be protected, especially if said end-user has deep corporate pockets if you catch my drift. No longer is it enough to fly your drone anytime, anywhere and sell those stunning aerials to anyone who’ll buy them or post them on social media channels (in many cases with illegal music)… you also want to prove that they were legally acquired.
Enter DRM – Drone Rights Management!
I’ve traveled the world in the last 14 months speaking at drone conferences and events and everywhere I’ve listened to the same story from angry pilots who are still competing with illegal operators pushing rates down and making it hard to earn a living doing a highly skilled job in a regulated space.
‘DRM’, or ‘Digital Rights Management’ (the licensing of music, movies and images for broadcast across multiple channels) is now, for the first time, coined here for our industry – ‘Drone Rights Management’. And it’s going to change the industry for the better.
No longer will pilots have to worry about competing with illegal operators or operations, as content buyers will soon insist on a certificate to accompany their work – to cover their backs! This is what Skytango has been working toward since our inception. Today, we are thrilled to announce the first portal for pilots to upload their aerial work along with appropriate certifications and warranties. Pond5 is our launch library and is now aggregating this content via the Skytango platform to offer it to their global client base.
In the coming months, Pond5 will officially launch the industry’s first certified content product, allowing pilots to earn more money BECAUSE they fly legally. And remember, that also includes unlicensed operators gathering content in areas where you don’t need to be licensed to fly commercially.
I’d say that’s a pretty large carrot in the right direction. We have always believed that the best way to advance this industry is to offer incentives – where everyone benefits, rather than regulation and policing alone.
So, slowly I am seeing a sea change. Broadcasters and content buyers alike are becoming more and more educated about the process and complexity of flying drones. They are beginning to ask the right questions and are starting to see the inherent risks in using content that wasn’t legally obtained. Technology is advancing so fast that safety concerns around flying these machines are being addressed on a constant basis.
The bigger issue today is around Data Protection and Privacy. The approach of GDPR in Europe will make audit trails a necessity in this industry and I have no doubt the rest of the world will follow suit.
We would like to acknowledge Pond5 for being an early adopter in this area, and we look forward to rolling out many more services in the coming months. We’re truly excited by the pace of change and the opportunities it presents across our industry
Thank you to everyone who has supported us and stayed with us on this journey. We are here for the long haul and look forward to working with you in the future.
Licensed Drone Pilot, Skytango Founder & CEO
Read more about how Skytango is changing the world of Certified Aerial Footage.