Digital Business ModelLawrence Lessig is a Professor of Law at Stanford University and chairman of the Creative Commons project. He talks about Trama Records, the largest Brazilian record company. Trama Records uses creative commons licenses to release their content. Lessig explains that their strategy is to focus on brand. The way to build brand is to provide exceptional content and make it accessible. The importance of competition is covered as well. Lessig claims that if that is a more successful model than the current model, competition will make it the new model. Competition is necessary to find out what works. Therefore, artists should have more freedom to encourage competition. Also in this segment, Lessig discusses tinkering with the structure of rights. In order to encourage creativity, he suggests lowering the costs to the creator or making sure the rights make sense for the particular form of creativity. Lessig also points out that labels are beginning to realize that they are not in an interesting nor profitable business. The labels need to take a lesson from the publishing business and focus on the value added instead. By changing their thought process, Lessig claims that the marketplace will reward them.