{"id":38930,"date":"2022-01-20T12:00:51","date_gmt":"2022-01-20T17:00:51","guid":{"rendered":"https:\/\/www.iposgoode.ca\/?p=38930"},"modified":"2022-01-20T12:00:51","modified_gmt":"2022-01-20T17:00:51","slug":"when-doors-close-a-market-grows-museums-covid-19-and-cultural-digitisation","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2022\/01\/20\/when-doors-close-a-market-grows-museums-covid-19-and-cultural-digitisation\/","title":{"rendered":"When Doors Close, A Market Grows: Museums, COVID-19, and Cultural Digitisation"},"content":{"rendered":"\n
\"Painting

Photo by St\u00e5le Grut (Unsplash<\/a>)<\/p><\/div>\n

\"ClaireClaire Wortsman is an IPilogue Senior Editor and a 2L JD Candidate at Osgoode Hall Law School.<\/em><\/p>\n

As Toronto museums close their doors<\/a> once again, their only option to stay \u201copen\u201d is to turn towards the digital. Toronto museums are not alone, although perhaps their struggles are more drawn-out; museums and art galleries in the U.K. and the U.S<\/a>. have also faced physical closures due to lockdown restrictions. According to UNESCO<\/a>, more than 85,000 museums worldwide (nearly 90% of museums surveyed) have closed their doors. In 2020, visitor figures for the world\u2019s top 100 art museums dropped<\/a> by 77%.<\/p>\n

In staying \u201copen\u201d virtually, museums and galleries have expanded<\/a> their online presence by producing virtual tours and immersive experiences for remote viewing. Many museums have made high-resolution images of their collections available online, including the Victoria and Albert Museum, whose online portal<\/a> hit a record-high<\/a> level of audience engagement in 2020. New York art attorney Amelia K. Brankov explains<\/a> that museums can ensure compliance with copyright legislation while protecting against the risk of liability resulting from third-party actions by providing an appropriate \u201cterms of use\u201d section on their website.<\/p>\n

For North American museums with works still under copyright, the 2017 publication<\/a> Guidelines for the Use of Copyrighted Materials and Works of Art by Art Museums <\/em>by the Association of Art Museum Directors will come in handy. However, many of the masterpieces housed by museums are in the public domain. Copyright subsists in Canada<\/a> until 50 years after the creator\u2019s death and in the U.S<\/a>. and U.K<\/a>. until 70 years after the creator\u2019s death (although, per the terms of the Canada-United States-Mexico A<\/a>greement, Canada will soon<\/a> bridge that 20-year gap). Yet, in many cases, museums continue to profit off of and control these works.<\/p>\n

On the one hand, licensing deals made possible by control over artistic works offer an important source of revenue for museums struggling during, or in the wake of, mandated closures. On the other hand, some criticize<\/a> museums\u2019 practice of reappropriating works in the public domain by claiming copyright protection for their reproductions, thereby artificially extending the duration of copyright protection. Further, museums risk being deemed<\/a> \u201chypocritical\u201d when they promote the commercialisation of their collections while banning usage by others.\u00a0<\/p>\n

In 1972, art critic John Berger remarked<\/a>, \u201cFor the first time ever, images of art have become ephemeral, ubiquitous, insubstantial, available, valueless, free.\u201d Taco Dibbits, director of collections at the Rijksmuseum in Amsterdam, explains<\/a> that the museum allows audiences to download high-resolution photos of its collections: \u201cIf they want to have a Vermeer on their toilet paper, I\u2019d rather have a very high-quality image \u2026 than a very bad reproduction.\u201d<\/p>\n

The question remains whether Vermeer-covered toilet paper marks a problem. The debate of who, if anyone, should have control over cultural artefacts in the public domain was recently reinvigorated when the Louvre museum and Uffizi Gallery threatened<\/a> to sue Pornhub for turning works by painters Titian and Courbet into pornography without authorization. As Artnet News<\/em> pointed out<\/a>, it is worth noting that Pornhub is at the center of serious allegations<\/a> of hosting and profiting off videos of rape, incest, and child abuse. Those who criticize the company, and any association with it, may have better grounds to stand on than moral outrage over pornography.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n

Moral rights include<\/a> the right to the integrity of the work and attribution in reasonable circumstances. Museums in France can<\/a> claim perpetual moral rights of an author\u2019s work. In Italy, the Code of the Cultural and Landscape Heritage<\/a> requires<\/a> museums\u2019 permission to use images from their collections for commercial purposes. On these bases, the Louvre museum and Uffizi Gallery, based in France and Italy respectively, threatened to bring legal action against Pornhub. This is the same Louvre that launched \u201ca flurry of brand partnerships\u201d in 2021 with brands ranging from Casetify<\/a> to Uniqlo<\/a>. This is also the same Uffizi that has taken to TikTok<\/a> to depict scenes such as<\/a> Botticelli\u2019s Venus<\/em> running away from tourists attempting to take selfies with her. Would Botticelli approve more of his works appearing on TikToks, phone cases, and graphic tees than pornography? And the ultimate question: Who\u2019s to say?<\/p>\n

So, what can we expect as the COVID-19 pandemic enters its third year? The best answer I have found is Lee Cheshire\u2019s<\/a>: the only certainty is that nothing is certain. Despite this, the museum directors and head curators that Cheshire spoke to are confident in their ability to adapt to the changes that 2022 will bring. Director of the UCCA Center for Contemporary Art Philip Tinari says<\/a>, \u201cIt\u2019s a question of pricing in some uncertainty to your planning.\u201d Another explanation for the confidence of directors and curators going into the new year is the millions of dollars of cultural intellectual property at their fingertips<\/a> and the continued growth<\/a> of global sales of licensed goods and services, particularly in art.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[3,65,60],"tags":[24,25,409,27,28,29,30,31],"class_list":["post-38930","post","type-post","status-publish","format-standard","hentry","category-blogs","category-copyright","category-ip","tag-art","tag-claire-wortsman","tag-commercialization","tag-copyright","tag-covid-19","tag-digitisation","tag-licensing","tag-museums"],"yoast_head":"\nWhen Doors Close, A Market Grows: Museums, COVID-19, and Cultural Digitisation - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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