How to Negotiate Creator Contracts & Licensing Deals | Lawyer Advice with Frank Poe

Creators need real lawyers who understand brand deals, disclosures, usage rights, and likeness. In this episode of That One Lawyer™ Podcast, Neal Goldstein sits down with Frank Poe of POE LAW PLLC to break down the creator economy from a lawyer’s perspective. We cover influencer contracts, FTC endorsement disclosures, usage rights and licensing, right of publicity, NIL deals, UGC, and whitelisting, as well as how AI deepfakes change the risk landscape for lawyers and creators.

If you advise creators, negotiate brand deals, or run a PI or small firm and want practical ways to protect clients, this conversation is your roadmap. Learn how to negotiate creator licensing, define paid usage, avoid hidden buyouts, comply with FTC disclosure rules on video, secure likeness permissions for AI and synthetic media, and structure NIL endorsements that pass compliance checks.

What you will learn
• How to read and fix influencer agreements so creators keep IP and usage under control
• The difference between usage rights, paid media, and whitelisting, and why clear licensing terms matter
• FTC disclosure best practices for YouTube, Instagram, and TikTok, including on-screen and audio disclosures in video
• Right of publicity fundamentals across states and how AI and deepfakes raise new consent issues
• NIL realities after House v. NCAA and how social posts, appearances, and “valid business purpose” affect contracts
• Practical red flags in creator contracts and how to push back without killing the deal
The Washington Post

Why this matters for PI and small firms
Client acquisition now lives on social. Creators, athletes, and professionals monetize name, image, and content daily. Lawyers who understand creator licensing, disclosures, and rights to likeness will attract higher-value clients and prevent disputes over ownership, consent, and distribution.

About our guest
Frank Poe is a lawyer for creators, athletes, and agencies. He negotiates influencer contracts, brand deals, and licensing, and helps clients navigate disputes, IP, and platform issues. Learn more at poelaw.co

Chapters
• Creator economy law basics for lawyers
• Influencer contracts that protect creators and brands
• Usage rights, buyouts, and whitelisting explained
• FTC endorsement disclosures on video and in captions
• Right of publicity and AI deepfakes
• NIL deals for social media endorsements
• UGC, indemnity, and avoiding hidden risks
• Building a creator-savvy legal practice

Resources mentioned
• FTC Endorsement Guides overview and FAQs for video endorsements and social media disclosures.
• Right of publicity and AI overview, including likeness and voice considerations.
Blank Rome
• House v. NCAA settlement changes and NIL oversight.
The Washington Post

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