Caution

Exclusive Licence Grant

The brand has the exclusive right to use the content. You cannot re-license or use it yourself for the licence period.

Show it
Look in the licence grant or rights section for phrases like "exclusive licence", "sole and exclusive", "exclusive right", "solely to the brand", or any language preventing the creator from using or licensing the same content elsewhere. The licence grant section typically appears near the start of the rights provisions.
Decode it
Exclusive licensing concentrates all use of the content with the brand. Time-limited exclusivity is normal - brands typically need to be the sole user during the campaign period. Perpetual exclusivity is a different proposition entirely - you permanently lose the right to repurpose, syndicate, or re-license the work. The market premium for exclusive over non-exclusive licensing is typically 25-50%; if your fee does not reflect that, the rights and the payment are out of balance. Distinct from category exclusivity, which restricts your broader commercial activity rather than use of the specific content.
Fix it
Three productive paths: time-box the exclusivity to a defined window (6-24 months post-campaign), carve out portfolio and own-marketing use, or add an explicit exclusivity premium to the fee structure. Where perpetual exclusivity is essential to the brand, the fee must include a substantial premium reflecting the foreclosed alternative use.

What it means

This contract grants the brand an exclusive licence to the content. That means you cannot use, licence, distribute, or syndicate the same content yourself or to any other party for the duration of the licence. The duration is the critical factor; exclusive for the campaign period is normal; exclusive perpetually means you have permanently lost the right to use your own work elsewhere.

An exclusive licence stops you licensing the same content to anyone else. You cannot repurpose the work for another sponsor, syndicate it, or include it in pitch decks for competing engagements. Where the licence is perpetual and the fee was calibrated for a single-use campaign, you are giving up significant downstream value for short-term payment.

What to check before you sign

  • ·Is the exclusivity time-limited or perpetual?
  • ·Does the fee include an explicit exclusivity premium, or is exclusivity bundled into a single fee?
  • ·Are there carve-outs for portfolio use, case studies, and own-marketing channels?
  • ·Does exclusivity apply to the final delivered content only, or also to derivatives and out-takes?
  • ·Is the licence narrowly exclusive (specific use case) or broadly exclusive (any use)?
  • ·Does the contract distinguish licence exclusivity from category exclusivity?

How to fix it

  • Limit exclusivity to a defined period (e.g., 12 months post-campaign) after which the licence becomes non-exclusive or terminates.

  • Carve out specific creator-side uses (portfolio, case studies, own-marketing, awards submissions) from the exclusivity restriction.

  • Replace exclusive licence with non-exclusive licence plus a narrowly-defined competitor restriction (rather than a broad use restriction).

  • Where the brand requires exclusive licensing, add an explicit premium to the fee reflecting the opportunity cost of foreclosed alternative licensing.

Negotiating it

A good opening

"Could we either limit the exclusivity to a set period, or, if you need perpetual exclusivity, talk about a suitable exclusivity premium? "

When to walk away

Perpetual exclusive licensing with no exclusivity premium, no portfolio carve-out, broad rights, and no additional compensation is a strong walk-away signal; the creator is permanently surrendering all alternative use of the content for a single-use campaign fee.

Find this clause in your own contract.

Scan your brand deal free - 2 contract scans, no card required.

Scan your contract free →

Related clauses

Educational guidance, not legal advice. For high-value or complex deals, get independent legal advice from a qualified professional.