Programmable IP: Ushering in the Onchain Renaissance | Jason Zhao - Story Protocol
Summary
TLDRJason、ストーリープロトコルの共同創設者として、現代のコンテンツ世界の課題と、プログラマブルIP層の構築による解決策を語ります。彼は、AIやソーシャルメディアによる創作活動の爆発的な増加にも関わらず、クリエイターが直面する収益化とIP帰属の問題を指摘します。ストーリープロトコルは、クリエイターが設定したプログラマブルな権利を備えたオンチェーンIPを可能にし、IPをよりアクセスしやすく、合法的にリミックスできるようにすることを目指しています。彼は、この新しいIPインフラがクリエイティブエコシステムをどのように変革するかをデモを通じて示し、開発者がプロトコルに貢献し、その可能性を広げる方法を説明します。
Takeaways
- 😀 There is an exponential growth of high-quality AI-generated content, but issues with IP make it hard for creators to benefit
- 😟 Copyright laws are outdated for AI content creation, so we need new IP infrastructure and programmable IP rights
- 💡 Story Protocol builds a programmable IP layer to make IPs tokenized, modular, remixable, and able to generate licenses
- 🌈 Demo showed registering IP on-chain via apps like Magma and Hay using simple licensing options
- 🔗 Goal is an IP graph tracking derivatives and remixes across apps and platforms
- 👥 Open ecosystem where anyone can build modules and integrate apps to expand functionality
- ⚖️ Legal validity from mapping on-chain terms to human readable licenses crafted by lawyers
- 💰 Monetization possible for original creators, remixers, and module developers
- 🤝 Partnership opportunities through grants program to be early Story Protocol launch partners
- 🙌 Come meet the devs, follow on Twitter @JsonJZ, join Discord to discuss ideas
Q & A
What is the problem the speaker identifies with content creation and monetization on the internet?
-The speaker identifies that while there is an exponential increase in high quality, generative AI-powered content creation, there are issues with properly attributing IP and allowing creators to monetize their work. This leads to problems like copyright violations and decreasing incentives to create original content.
Outlines
🚀 Storyプロトコルとコンテンツ世界の現状
Jasonは、Storyプロトコルの共同創設者として、現在のコンテンツ産業の課題と、プログラマブルIPレイヤーを構築している目的について語っています。彼は、ソーシャルメディアや生成AIの進展により、理論上はコンテンツのルネサンス期にあるはずだが、実際には著作権の帰属と収益化の問題によって、クリエイターが収益を得ることが困難になっている現状を指摘しています。さらに、生成AIとインターネットの組み合わせが新しい「ナップスターモーメント」を生み出し、既存の著作権法が時代遅れになっているため、新しいインターネットネイティブのプログラマブルIPレイヤーの必要性を強調しています。
🌐 IPのプログラマブル化とNFTの役割
Jasonは、IP(知的財産)をデジタル化し、よりアクセスしやすくプログラマブルにすることの重要性について話しています。彼はNFTがデジタル所有権を検証し、出所と帰属を提供する一方で、NFT自体はメディアファイルへの静的なポインターに過ぎず、実際にはプログラマブルではないと指摘しています。Storyプロトコルは、NFTにロイヤリティ、リミックスの権利、法的に拘束力のあるライセンスを組み込むことで、IPを本当にプログラマブルにしようとしています。
🛠 Storyプロトコルの技術的詳細とデモ
Jasonは、Storyプロトコルの技術的枠組みと具体的な使用例を説明しています。このプロトコルは、IPの「名詞」と「動詞」の概念を用いて、IPの状態(メディアファイル、メタデータなど)と行動(ライセンス、リミックス、ロイヤリティ分配など)を区別します。彼はMagmaというアプリを使った実際のデモを通じて、Storyプロトコルがどのように機能するかを示し、複数のユーザーが協力してIPを生成し、それをプロトコル上で登録する過程を紹介しました。このセクションでは、Storyプロトコルがクリエイティブな作品をどのように追跡し、管理するかのビジョンを実演しています。
🔗 IPのネットワーク化とプロトコルの未来ビジョン
この段落では、JasonはStoryプロトコルを使用してIPがどのようにネットワーク化され、様々なアプリケーションやプラットフォームを超えて拡張可能になるかを説明しています。彼は、個別のアプリケーションから登録されたIPがStoryプロトコルを通じてどのように相互作用し、新しい創造物やビジネスモデルを生み出す可能性があるかを示す例を提供しています。このビジョンは、IPの管理と活用方法を根本的に変えることを目指しており、クリエイティブ産業における新たなパラダイムの創出を目指しています。
Mindmap
Keywords
💡programmable IP
💡generative AI
Highlights
We should be living in a Renaissance of onchain content with the advent of generative AI.
The real problem is IP attribution and monetization, not network speeds or AI performance.
This is a Napster moment - we have amazing new tech but no way to ensure creators are compensated.
Copyright laws are outdated. We need an internet native, programmable IP layer.
We want to make IP programmable like DeFi made money programmable.
NFTs validate ownership but don't make IP programmable. We need royalties, remix rights, licenses.
Each programmable IP has nouns (media, metadata) and verbs (modules with functionality).
Any NFT can become programmable IP by getting a Story Protocol token-bound account.
We link legal rights to onchain terms with the Programmable IP License (PIL).
The vision is a web of IPs that grows across apps, not isolated platforms.
Token-bound accounts let any NFT join Story Protocol.
Modular architecture - state in IP assets, functionality in modules.
Developers can build modules and monetize them.
Legal team ensures enforceable onchain rights mirroring licenses.
Join Discord, follow Twitter @JsonJZ, meet at ETHDenver Table E5.
Transcripts
[Music]
all right hello everyone I'm Jason I'm
the co-founder of story protocol and
today I want to share with you a little
bit about the programmable IP layer that
we're building and how you can get
involved with programmable
IP but before I talk about story
protocol I want to share more about the
current situation that we're seeing in
the content world so theoretically we
should be living in a Renaissance of
onchain contents with the Avent of
generative AI in the internet things
should be going really well for example
social media supercharging remixing
you're seeing billions and billions of
billions and billions of remixes on Tik
Tok on YouTube on Instagram and this is
a behavior that gives everyone global
distribution straight from their living
room and as we all have seen generative
AI is supercharging this Reality by
turning not just everyone into a creater
that has access to global distribution
but also allowing everyone to create
with the full power of a Hollywood
studio from your living room and this is
uh from open ai's newest video model you
can tell it's extremely high
fidelity so what we have is this
exponentially growing abundance of high
quality content on the
internet it took AI only a year and a
half to get to the amount of images
produced that it took photography 150
years and of course if we go back to
drawing that's going to take 1,500 years
so we're really seeing this exponential
curve high quality content that anyone
can
create however there really is no golden
age uh you saw Hollywood had strikes for
both writers and actors that lasted 6
months in the past year and creators
online are struggling to make a living
by creating what and doing what they
love uh and the reason why is is not
because of the speed or performance of
these internet networks or even of
generative AI the real gating problem
that we're seeing in content today has
everything to do with IP attribution and
monetization
so we've seen lots of interesting
experiments come out with generative AI
there's things like Drake and the
weekends which was a remix that was
created by someone in the living room
the actual Drake and the actual weekend
had nothing to do with it it reached
number one on Soundcloud in a day and on
YouTube you're seeing Harry Potter remix
with Balenciaga and these are getting
tens of millions of views and of course
JK rling was not behind this so this is
really interesting but it's also a
lose-lose situation we're seeing the
people who created these interesting
remixes aren't able to actually generate
or monetize off of these creations
because they're violating on copyright
and of course JK rling doesn't win
anything either so both the remixer and
the original Creator are losing
out and you're seeing this real tension
come into play with the lawsuits you're
seeing open AI getting sued by the New
York Times because open AI is
regurgitating the content behind the pay
wall um and there's many many issues
with gy images where the AI is actually
reproducing their
Watermark so this is really a new
Napster moment because we have have this
brand new technology of generative AI
That's supercharged by the global
distribution of the internet and we have
no way to ensure that creators have
their IP protected and no way to ensure
that people can actually remix this
safely and actually monetize off the
back of their
creativity so what this is really
leading to is I think a tragedy of the
commons with ai ai can continue getting
better and better and training on more
and more data but at some point if the
people creating the data the people
creating the artwork the music whatever
it is they don't get compensated there's
no incentive for anyone to create uh
even Google would point at least Point
people to web pages and those web pages
could monetize off that traffic now if
you have open AI or any other llm
summarizing that information from the
web pages there's no traffic to those
web pages in in years they'll be they'll
die out because there's no way for them
to monetize so this is a real tragedy
common situation that we're seeing where
we don't have a good compensation model
for AI and and this is only going to get
worse as more and more people learn how
to use these tools and as they grow ever
more
powerful so to address this challenge we
feel like the internet needs a brand new
IP infrastructure just like copyright
laws were first invented after the
Advent of the Gutenberg Press which made
replication extremely cheap now we have
to deal with a new challenge AI is not
just copying work it's not replicating
it's actually generating entirely new
content so the idea of copyright is
outdated and we think that we need an
internet native programmable IP layer so
what story protocol is trying to do is
to build this IP layer and to allow
onchain IPS uh have programmable rights
that their creators set that set the
Rules of Engagement autonomously and
that can be written upon and read by AIS
and other
programs so what does this actually mean
what does this look like at a high level
I think the best way to describe this is
to first talk about defi because this is
something that we're all familiar with
so the first wave of crypto was really
focused on building an independent
monetary system and introducing this
idea of programmable
money with programmable money you can
take this dollar bill this static piece
of paper in your wallet and actually
move it on chain and tokenize it and
even though it may have the same dollar
value you may be able to buy the same
amount of items with it a usdc token or
usdt token can actually plug in an
entire decentralized ecosystem of apps
and this this value can flow across
these different programs permissionless
you can swap it on Unis swap you can
lend it on compounds and no one has to
orchestrate all of this this is all due
to the power of making money
programmable so we want to do the same
thing for IP there's no reason why IP
should stay locked up in the pen and
paper world of the traditional legal
system that's inaccessible to creators
and inaccessible even to Studios uh so
we want to take these trapped IPS from
the offline world and make them
programmable by registering them on
chain now you might ask well don't NFS
already do this well I think nfts are a
great start they validate digital
ownership and they serve as a source of
Providence and attribution but at the
end of the day nfts are still static
pointers to media files so while they
bring media and culture on chain they
don't actually make it programmable for
example if I own an isuki and my friend
owns a puggy and I want to create a
comic book with both of our IPS I have
to go and read a complicated physical
license and I have to read the license
for the pudgy and then probably have my
legal team talk to their legal team or
my lawyer talk to their lawyer in order
to make that happen and so there's still
very much individual atoms and we want
to unlock programmable IP where each nft
actually has the ability to have
royalties built in set the rights for
engagement for who can remix and create
works on that IP and also allow people
to permissionless generate real legally
binding licenses off of that
work so we just to dive into what this
actually means on a tech level uh We've
created essentially a different
structure where each programmable IP has
both nouns and verbs the nouns are
essentially the state of that IP what
makes that IP the IP so that's the
pointer to the media file that's
important metadata and the way we
implement this is through a token bound
account so any existing nft can attach a
story protocol token bound account to
that nft that represents a portal into
all of our modules which are the verbs
so you can see this is sort of what we
call an IP asset which are the nouns of
the protocol it stores the core metadata
with the asset and also the specific
data related to the licensing and other
modules and then once you have this IP
asset registered on chain and again any
nft can become one you have access to
our entire world of modules that makes
permissionless licensing permissionless
remixing and royalty distribution
possible with just a single
click uh and the final part that ties us
all together is that we're not trying to
build an alternative legal system we've
actually worked very carefully with
lawyers to create something that we call
the programmable IP license or the pill
and think about this like the YC safe of
story protocol so what we're doing is
creating a very simple English really
human readable license that anyone can
understand with specific parameters like
the upfront fee that someone needs to
pay to use an IP the recurring Revenue
what regions the IP is active in we've
set all these terms in both the license
and on story protocol call so what we
have is a onetoone mapping between the
legal rights and the onchain terms so we
can actually create this link between
the legal system and what's happening on
chain and you can see that we've created
very simple uis that any developer can
plug into their app to make registration
and setting these licensing terms and
onchain rights extremely
simple so the end vision is to build
just like def5 built an entire parallel
Financial ecosystem to build an entire
parallel creative ecosystem where IP can
transcend mediums transcend apps
transcend platforms and grow and expands
in a way that it tracks across different
apps so you can have a Creator tool
created an IP register on story protocol
that can be shared on a different social
media app and then if that character
blows up it can actually become an AI
model on a character AI Style app and
this is all tracked on chain with story
protocol and I'll actually show you a
live demo of how this works so the end
goal really is to create this web of ips
and to create the idea of networked IPS
by making them programmable so this is
what story prot is trying to do and and
to make this a little bit less abstract
I want to go and do a live demo so uh
bear with me I heard the Wi-Fi is not
super good but fortune favors the bolds
this what Matt Damon said famously two
years ago in a brilliant crypto.com
Super Bowl ad so let's try this
out okay so I want to start the journey
here this is an app called magma which
is a web2 app with over a couple million
users so no one here knows anything
about crypto and we've actually
abstracted away as you'll see a lot of
the crypto uh sort of
wallets and all the gas fees so anyone
can use this and I'll show you how to
register this on story protocol and what
that means so this is a obviously
pre-loaded image I'm not an artist I'm
actually going to just ruin it a little
by putting my own flare on it there you
go so I I added to this image and now
I'm ready to register this artwork on
story protocol and you can see that I
can give it a name I only have one hand
right now so I'm just going to type a
couple letters um let's call it hello
and now you can set the onchain
licensing terms so we've actually
simplified this there's a lot more
options but um there's a non-commercial
option and a commercial option and you
can actually see the details for what
this means if you're confused so now
we've set onchain rights and um I'm
going to write a description and then
register it on story protocol so now you
can see it's registering on chain none
of this involved any Crypton native UI
we've completely abstracted that away
from the user so this works for web 2
and for web 3 now most artwork is
actually collaborative so what I'm
actually going to do is log in as a
different user using a different browser
and modify it with generative AI so
magma is kind of like a fig maile UI as
you can tell so all of this is based on
collaborating and multiple people
creating an IP so this is a multiplayer
game I'm going to try out their
generative AI feature and I'm going to
give a prompt to make this little fire
guy a rainbow creature and so this is
going to take some time but you can see
that the generative AI is modifying this
original image
um and almost there
all right cool so now it's all nice and
rainbow I will now accept this change
and again this is a different user than
the first one so we're collaborating on
this and I'm going to register this as
well onto story protocol I can give it a
name let's just call it hello to and I'm
going to keep the same license as before
which was a non-commercial license and I
can actually edit the ownership shares
so Jason was the first person and I'm
may now so maybe may may feels like she
deserves more shares and Jason gets less
shares because AI is cool so now we've
Chang the ownership structure and now we
can register it again on chain and I'll
show you what this actual IP asset
that's been registered looks like it
takes a while to load so before I
actually go to the output of this magma
registration I'm going to show you very
quickly another use case which is hey so
hay is a front end which is built on
lens and soory protocol is actually
created in open actions using the
permissionless lens open actions uh that
they released that allows any post on
lens whether it's on hey or orb which is
a mobile app that we've also integrated
with or or really any other lens client
to register any artwork or post as an IP
asset on story protocol so let's
actually go through that right now
what's happening so I'm going to create
a new post hello
Denver and I'm going to attach an image
because I want to show my artwork to the
world I'm going to put this cool buffer
corn image and before posting I'm going
to click on this open actions button and
what I'm going to do is register this as
an intellectual property via story
protocol as you can see it's extremely
simple there is no complicated legal
text here and I'm just going to name the
post um type in myself as the
author and actually I can select between
these two preset flavors of licenses so
let's say I want this to be
commercialized and I want to actually
earn money for this on lens so I'm going
to save these settings and I'm going to
post this on Hy so this is going to take
maybe a few moments I'm going to
refresh
okay let's
see all right there we go so that's
loaded and you can see unlike a regular
post there's actually a little copyright
logo here that shows that this is
intellectual property so anyone viewing
this post can look at the terms set on
story protocol and actually view it on
our dashboard uh so that's how it works
on hey now I'm going to go back to magma
the licensing term should now be
available on our dashboard so I'm going
to click view on story
protocol and you can see here that we
built a custom dashboard almost like an
ether for story protocol here you can
see this crappy smiley face that I made
as well as the AI generated rainbow
creature and you can see the revenue
split is 25% and 75% as we had set and
you can even see that this is AI
assisted so another use case story
protocol is tracking what has and hasn't
touched Ai and this is all registered on
chain so uh oh and also at the bottom
you can see the license that this has
been attached with so why is this
interesting this is interesting because
once you've registered programmable IP
from any single app on soy protocol it's
now in a Universal IP database that any
other app can pull from so while we
haven't built it into this demo you can
imagine that I take this rainbow fire
creature that I've registered on magma
someone else discovers it and they
really love it and because this is a
social remixing non-commercial license
they can actually make a post with the
fire creature on hey and maybe people
love it on hey it blows up on the social
media platform you can plug it into
maybe even an AI chat bot so another
another partner that we've integrated
with is myell which is like a character
AI style conversational Asian app you
can imagine that that fire creature
because it's stored on registered on
story protocol actually gets licensed
into a my shell AI character where you
can actually talk to this fire creature
and these models themselves the AI
models themselves are registered on
chain so if I click on this um I'm just
pre-loaded it but you can see that this
is actually a transaction uh where each
of these individual models are
themselves registered as AIS or as IPS
on story protocol so like I said this is
creating a network of ips that can
transcend individual apps transcend
mediums and transcend
platforms now the last thing I want to
show is to go back to the Explorer for
magma and you can see here the source so
I can actually go back to the original
app where this IP was registered which
is magma and I have a view only frame of
my magma artwork let's say this is a
third person right let's say one of you
wants to remix this you can actually
click the remix button and build your
own Edition onto this IP creating this
IP graph and creating a chain of
derivatives that are all logged on story
protocol so what does that actually look
like well we've created yet another
integration with foraster frames called
artcast that allows anyone to take an AI
image and add their own prompt and
evolve the image in this kind of social
AI remixing experiment so this is live
on farcaster now I just picked out a
cool example of a really long artcast
chain that started off with a dog uh
like a Sheba and then got remixed many
many many many times by many different
people and ended up in this cute little
dog with hat so I just want to show you
what this looks like we actually tracked
the IP graph of all of these remixes so
you can see here at the very bottom that
we are currently on this green node
that's the very tail end of a long chain
of remixes but uh the blue the blue node
is a root so that was the original image
that led to all these remixes and you
can see people have forked it at
different points remix that IP all the
way to create this complex IP graph that
ended up in this cute little dog and so
while this is just limited all that IP
graph that you saw is just limited to ER
in that one app the vision is much
broader as I as I mentioned this can
span across apps so imagine an IP graph
that looks exactly like the one you saw
where each node is an artwork or an IP
registered from a different app and it's
flowing across these platforms and
across these apps in a complex ecosystem
that's the real vision of what we're
trying to do at story protocol and what
we're building the programmable IP layer
for um so just to go back to the slide
deck so just takeaways because I know
you guys are all Builders here uh just
talking about our protocol design at a
high level some technical takeaways from
how we design our protocol the first is
that we really wanted every nft project
to be able to use story protocol and we
know that there's already a lot of
interesting IP on chain so we use token
bound accounts such that any existing
nft could get a token bound account a
smart contract wallet attached to it and
become a part of story protocol so
really all registration means on story
protocol is getting a special story
protocol token bound account that act as
a portal to all the functionality that I
just talked about the second is that we
have a modular architecture so uh just
to go back a few slides this modular
architecture means that all of our
states uh and this is the change we're
making now but all of our state is going
to be stored in the nouns the core IP
asset but then all of the functionality
are in the stateless modules so what
that allows us to do is we actually want
third party developers people like you
to build brand new modules on story
protocol that can actually build new
functionalities into IP and you can as a
model Creator monetize your modules and
actually earn revenue from building
modules that people are using um the
benefit of this is also that we have
highly upgradeable modules because all
this state is stored in the IP asset if
you want to make changes to your module
it's very easy you just add a new module
and plug into the existing state on
chain okay and then lastly the whole
point of this vision is to make IP
programmable so as I mentioned we've
worked very carefully with the legal
team lawyers to create a license that is
one toone between offchain legal
contract and onchain enforceable rights
and so we wanted to make IP programmable
um a difficulty that we've had in our
protocol and you know this is completely
open access anyone so if you are
contributing we would love for you to be
a part of this uh Access Control has
been a little bit of a pain for us so if
you you want to take a look at our code
and help us out there we'd appreciate uh
your
feedback okay so just to conclude I only
have a minute left I just wanted to
share some of the ways that you can get
involved the first is that here at e
Denver we have a lot of different
bounties for building either on top of
the core protocol or integrating an
existing app with story protocol or even
building a brand new business on top of
the programmable IP layer so please come
reach out to us we're uh we're at table
E5 right now so like right behind the
speaker Booth uh we also have a grant
system that's going to last beyond e
Denver so if you're interested in a
strong partnership with us and if you're
interested in being one of the first
launch Partners on the protocol when we
launch on mainnet sometime this summer
please apply to our Builder grants we
want to work with you uh and we have a
very strong ecosystem team that's meant
to support all the project and story
protocol lastly uh a couple other things
on socials we have a very very active
Discord come and create programmable IP
memes on our Discord and ask questions
if you're a developer uh also all of our
developers are here so if you want to
schedule a time to meet up Discord is
the best place to do that and then
lastly if you are interested please
follow our Twitter and you can also
reach me there at Json JZ so hopefully
that was interesting learning about the
programmable IP layer uh that's all I
have thank
you
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