Empowering Creators: An Interview with OCME’s Chair on Transparent Earnings and Digital Media Innovation

In an exclusive interview, Andy Woodruff, the newly appointed Chair of OCME’s Industry Advisory Council, shares his insights on how the platform is revolutionizing the digital media landscape. With a mission to empower creators by offering a fair 60% earnings share, far exceeding industry standards, OCME is setting a bold new precedent in content monetization. Woodruff draws on his extensive background in blockchain and digital identity technologies to explain how OCME blends human creativity with advanced AI tools, aiming to build a transparent and equitable ecosystem that prioritizes creator rights and innovation.

Congratulations on your appointment as Chair of OCME’s Industry Advisory Council. What inspired you to take on this role, and how does it align with your previous experiences in blockchain and digital identity technologies?

My journey to the OCME was driven by a clear vision of the future. In 2022, I recognized the critical need for robust digital identity solutions in the face of AI deepfakes and security breaches. Taking decisive action, I joined the Trust over IP Foundation and became the chair of the Human Experience Working Group at the beginning of this year. My goal? To bridge the gap between theoretical foundations and real-world applications. When I saw Tony Rose‘s post about the OCME, I immediately recognized the opportunity to make a significant impact. My extensive experience in blockchain and digital identity perfectly complements the IAC’s music industry expertise, positioning us to drive innovative solutions in this space. I’m confident that together, we’ll revolutionize digital media landscape and beyond.

OCME aims to revolutionize content monetization by ensuring creators receive 60% of earnings, significantly higher than industry standards. How do you envision this model impacting the digital media landscape and creator communities?

60% share is going to revolutionize the creator economy. We’ve seen creator payouts steadily decline over the years, and it’s time for a change. I’m absolutely certain that by putting more money back into the hands of creators, we’ll not only transform the digital media landscape but also empower individual artists and content producers. This move will drive innovation, fuel creativity, and ultimately benefit everyone in the ecosystem. We’re not just talking about incremental improvements here; we’re setting a new industry standard that will reshape the future of digital content creation.

Your background includes developing smart contracts on Ethereum and working with Foundry Digital. How will your technical expertise influence your approach to refining OCME’s governance model and expanding its platform capabilities?

Technology is not just a passion; it’s our competitive edge. My experience at Foundry Digital has equipped me with invaluable insights into the cutting-edge world of smart contracts. We’ve identified clear advantages that we will leverage to drive our success, and we’re prepared to tackle the challenges head-on. Our governance model is strategically designed to reflect our current position and propel us towards our future goals. Decentralized technologies are not just a trend, they’re the cornerstone of our ecosystem’s success. We’re not just adapting to the future; we’re shaping it.

As Chair of the Human Experience Working Group at the Trust over IP Foundation, you focus on improving the usability of identity technologies. How will this experience contribute to safeguarding creative intellectual property within OCME’s blockchain-powered network?

My experience at TOIP has shown me that you can have all the technology in the world, but if people do not understand it, they will not trust it, and if they do not trust it, they won’t use it. Emerging technologies are built by people with a very high level of tech literacy. This means that something that makes complete sense to them is entirely foreign to others, say creative types. As the Chair of the Human Experience Working Group at the Trust over IP Foundation and even prior to that I have had a focus on taking highly complex topics and simplifying them so that everyone can appreciate, trust, and adopt new technology.

OCME is blending human creativity with advanced AI technology. Can you share more about how OCME plans to integrate AI-powered tools to enhance content creation and distribution while prioritizing creator rights?

The OCME’s members have embraced AI power tools, from our technology provider Nexartis to our partners like Tracksy and our contact creators, but I think it is important to highlight that while OCME has started out in AI music niche, there is nothing about the ecosystem that is limited to that. So for example, if Taylor Swift wanted to upload her music to be a part of the OCME there is nothing preventing that, (maybe her legal obligations, but nothing on behalf of the OCME) and our ecosystem would work just the same. Our longer-term vision for the OCE is that we do not stay in just the AI music and that we handle all forms of content creation. Paying creator is fairly is not limited to just music but many other forms of creation like books and podcast. If there is a market in the future, we would be open to seeing how that integration would work and how we can grow the ecosystem to support that.

With the upcoming Fall Channel launch, what exciting developments can creators and brands expect from OCME, and how can they get involved in this revolutionary ecosystem?

The easiest way to get involved is to sign up at OCMEco.org. There creators, curators, and industry members can create their membership and get involved in our forum discussions. We also have lively discussions during our Friday night AI music video show. Creators and brands will be able to experience our vision like they have not been able to before. This will undoubtedly get their creative juices flowing unlocking the fly wheel of ecosystem growth. 

Openness and transparency are key values for OCME. How do you plan to maintain these principles within the Industry Advisory Council and the broader OCME community?

Openness and transparency are key pillars of the ecosystem and are put into effect through our transparent blockchain based media ledger. This allows anyone, creator or not, to see when content was streamed and audit their revenue shares. Membership to the IAC is welcoming of new members whether you are an industry member, interested in curation, or are a creator. We just ask that you have interest to participate and grow the ecosystem. While our meetings are not publicly recorded, meeting minutes will be shared along with the current governance framework on the OCME website.

Given your experience in project management and delivering products to market, what strategies will you employ to drive ecosystem adoption and ensure the council’s cohesion?

Ecosystem management has strong parallels to interdisciplinary project management. PM tasks like organizing meetings, taking notes, setting action items and deliverables are tasks that an ecosystem needs from the chair role. I will be able to ensure the council’s cohesion by keeping our incentives aligned. I will be help new and current members understand where they can provide value to the ecosystem and how they will be rewarded for that value. I also plan to regularly implement project management exercises like stakeholder surveys, risk assessments and backcasting.

How does OCME’s approach to content monetization differ from traditional streaming models, and what challenges do you anticipate in shifting industry standards toward more equitable revenue distribution?

The big record labels are very entrenched in the industry and unseating them would be a very tall order. Until recently, the only way to make it in the music industry was through them, but with the increased popularity of social media and cheaper technologies, it is easier than ever for indie labels and independents to publish their own content. By leveraging blockchain and digital identity, we are able to dramatically streamline ecosystem operations, passing on those savings to the creators. We are open any industry members who are interested in what we are doing to reach out. There is a lot of value to be delivered and gained.

On a personal note, you have interests in cycling and board games. Do you find that these hobbies influence your professional approach to project management and technology innovation?

I find that I have a strong desire to compete and succeed. There is also a surprising amount of strategy involved in bike racing as well as looking to harness marginal gains to improve performance. My passion to compete and look for competitive advantages shows up in my project management approach. 

About OCME

The Open Commercial Media Ecosystem (OCME) is changing digital media by giving creators more transparency and fair pay. With Andy Woodruff now as Chair of the Industry Advisory Council, OCME is ensuring creators get 60% of earnings, far more than the industry average. The platform uses blockchain and AI tools to protect intellectual property and boost creativity.

To learn more, visit ocmeco.org and discover how OCME is empowering creators with fair compensation, transparency, and cutting-edge technology to reshape the digital media landscape.