Taking a Tumble

The Legal Risks of Rich Tong’s Tumblr Fashion Week Proposal

Rich Tong

Yesterday Betabeat broke the news that Tumblr fashion director Rich Tong was hoping to get big brands to pay hundreds of thousands of dollars for product placement and branded content from Tumblr’s “select bloggers”.

In essence, Tumblr was acting like a talent agency, promising work from a group of writers who use their platform. The proposal offered 15 posts with the “content to be agreed upon prior to the start of the week”. For $10,000 the brands could get some face time with the bloggers at a private party and for a negotiable price brands could get product placement from all 20 select bloggers.

Betabeat has learned however, that Tumblr had no formal contract with any of these bloggers. In fact, the bloggers Betabeat spoke with had no idea their services were being promised, no clue about the terms of the proposal and were blissfully ignorant that Tumblr was asking to be paid hefty sums for their work. Read More