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Something about me? I have been a nerdy cinephile for as long as I can remember. Putting the two together is living my best life. That notwithstanding, I was born to express, not to impress, so I blog because I don't have friends. In other news, I like hashtags because they look like waffles, prefer my puns intended, and I always give 100% unless I'm donating blood. Thanks for reading.
Hollywood calls it “de-aging,” but if you ask anyone in SAG-AFTRA, it ages them. They’re having real-life heartburn against Hollywood’s favor and usage of deepfakes. The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) is outspoken about keeping actors timeless and ageless in film.
In an article with The Hollywood Reporter, the guild believes deepfakes “pose a potential threat to performers’ livelihoods.”
The NIL–as collegiate sports calls it, short for name-image-likeness–for actors is the moneymaker. That is no more different than the intellectual property of artists, patents of inventors, or the copyright of a writer.
That’s their moneymaker. Deepfakes are escalating with the escalation of prequels, sequels, reboots, and remakes in Hollywood. SAG-AFTRA believes the deepfakes of old or deceased actors could be stealing money from their trusts.
Based on the report, SAG-AFTRA is fighting to help actors “maintain control” of their NIL in all forms of repurposed content. That would include any film (and iterations thereof), TV series, and even video games.
“Protection of a performer’s digital self is a critical issue for SAG-AFTRA and our members. These new technologies offer exciting opportunities but can also pose potential threats to performers’ livelihoods. It is crucial that performers control the exploitation of their digital self, that any use is only with fully informed consent, and that performers are fairly compensated for such use.”
Duncan Crabtree-Ireland, SAG-AFTRA national executive director
Technology runs Hollywood, as it does with any industry on the planet. Did you see Rogue One, The Book of Boba Fett, The Irishman, or even The Curious Case of Benjamin Button? If so, you know the fountain of technological youth is getting easier to come by.
SAG-AFTRA’s Determination Against Deepfakes
To respond to the concern of names, images, and likenesses being used at will, welcome to the SAG-AFTRA social media campaign. It’s a little like #ReleaseTheSnyderCut, but only millionaires care. Under the #ProtectMyImage umbrella will be adding fine print to rider and agreement contracts, specifically what is geared toward any VFX wunderkind.
A sample from the guild’s indie contracts: “Producer may not create digital reproductions of any Performer in connection with the Project without the union’s consent. Producer may not use any digital reproduction of any individual, living or deceased, as a character or in place of Performers in the Project without the union’s consent. The foregoing restriction includes any voice reproductions.”
SAG-AFTRA, THR, July 21, 2002
We live in a world where actors not only have to dress for a part or get fit to look for a certain role–they are scanned for the ubiquitous “digital stunt double.” According to the story, the creation of “digital doubles is subject to collective bargaining,” and said talent contract “must clearly state that a scan…will be used for said project.”
This Internet and accompanying technology have put more people out of work in Hollywood than reality TV programs. The celebration of deepfakes is just another step in the wrong direction. Deadline found a copy of the latest SAG-AFTRA somewhere in the bathroom. The organization’s president isn’t convinced what a deepfake is, yet, there she goes…
“We are closely watching the development of so-called deepfakes. This artificial intelligence tool has the ability to steal our images and superimpose them onto another person’s body in potentially unpleasant and inappropriate digital forms. SAG-AFTRA is focused on these emerging processes and fighting back when the technology infringes on our members’ rights.”
SAG-AFTRA president Gabrielle Carteris, written statement in Union magazine
Deepfakes Cause Real Trouble
These deepfakes issues threaten us all, not just the beautiful people. Someone can use that technology against you to show your presence in precarious situations. And you don’t even have to be there!
Your boss, spouse, or anyone special or influential opens an email, clicks on a link, and BAM! There you “are” in a deepfake porn video. Think that couldn’t happen? One of the first stories about the power of deepfakes involved a Muslim journalist named Rana Ayyub.
In short, this is a skilled investigative reporter who got too close to a clandestine fact. Some acne-ridden ne’er-do-well put her in places or made her say things that were news to her. The story is a fascinating chronicle that will scare anyone.
And it all started with understanding the technology of deepfakes. Yeah, it’s all fun and games until poor, unsuspecting schlub gets hurt. Ergo, the premise behind this campaign. SAG-AFTRA represents its union, but the idea is a reminder to us all. As their website reads, “It is important for you to understand your image and voice rights.”
Do you? Will you know what to do if someone deepfakes you? You don’t have a union, but you do have a conscience. If we can learn anything about this futuristic drama, think twice before you hurl your name, image, or likeness online.
Otherwise, you will sound like a scorned partner in bed. “Was that you?” “No, I deepfaked it.”
Something about me? I have been a nerdy cinephile for as long as I can remember. Putting the two together is living my best life. That notwithstanding, I was born to express, not to impress, so I blog because I don't have friends. In other news, I like hashtags because they look like waffles, prefer my puns intended, and I always give 100% unless I'm donating blood. Thanks for reading.
This article was edited by Sarah Taylor.