The Ground Floor Episode 4 - Creative Collaboration and Legal Risk - Common Issues in Creator Contracts with Mary-Grace Olu

Brand collaborations are now a central part of how businesses market their products and how creators build careers. But despite the money, visibility, and reputational stakes involved, many of these collaborations are still governed by contracts that are rushed, vague, or treated as an afterthought. What often gets overlooked is how much legal risk sits beneath arrangements that feel informal and creative.In this episode of The Ground Floor, Barrister ⁠Blessing Mukosha Park⁠ is joined by ⁠Mary-Grace Olu⁠, Financial Services Associate at Latham & Watkins and content creator, to unpack the legal realities behind influencer marketing and brand partnerships. Mary-Grace brings a rare dual perspective, advising on complex commercial matters for global clients while navigating the creator economy from the other side of the table as a creator herself.They explore how brand collaborations are typically structured, where misunderstandings begin, and why so many disputes arise long after the campaign has ended. The discussion breaks down advertising disclosure obligations, copyright ownership, moral rights, image rights, and the contractual gaps that most commonly trigger disputes between creators, brands, and agencies.From when content legally becomes an advertisement under the CAP Code, to unfair commercial practices under the Digital Markets, Competition and Consumers Act 2024, to exit strategies, morality clauses, and the emerging risks of AI-generated content and deepfakes, this episode examines the legal considerations that sit behind modern brand and creator relationships.Whether you are a creator negotiating a collaboration, a brand commissioning influencer content, an agency managing campaigns, or a junior lawyer advising in commercial, IP, or regulatory practice, this conversation offers a grounded and practical insight into what really happens when creativity meets contract law.This episode is sponsored by ⁠BLESSING AT THE BAR⁠, a platform supporting aspiring and practising lawyers with practical resources, courses, and productivity tools.Topics covered include How brand collaborations are typically structured and where misunderstandings begin When content legally becomes an advertisement under the CAP Code The role of creator agencies and where liability sits Unfair commercial practices under the Digital Markets, Competition and Consumers Act 2024 Copyright ownership and why payment does not equal ownership Licensing scope, duration, territory, and platform creep Moral rights, image rights, and passing off Contract gaps that trigger disputes including exclusivity, duration, and scope of use Exit strategies, morality clauses, and termination rights Regulatory risk for creators in finance, crypto, and legal commentary AI, deepfakes, and emerging content riskNext episode: Charlotte John, Barrister at Gatehouse Chambers and Deputy District Judge, joins Blessing to ask whether property rights can really be signed away over WhatsApp, and what Section 53 of the Law of Property Act 1925 means in the age of digital messaging.