INTELLECTUAL PROPERTY CONTRACTS IN THE INFLUENCERS' BUSINESS MODELS

The rise of influencers is due to their success as allies of brands, using digital platforms and their proximity to consumers to communicate all kinds of ideas and messages, developing entertainment, content creation and advertising activities. Thus, their popularity acquired through likes and followers denotes economic implications related to the creation of new business models, for which they enter into contracts whose object is the exploitation of Intellectual Property rights. For this reason, this article identifies influencers, exposes their business models and the contracts involved in them, and explains their relationship with Intellectual Property and other branches of Law.