CREATIVE CONTENT UK PARTNERSHIP LIMITED

What CREATIVE CONTENT UK PARTNERSHIP LIMITED does

Creative Content UK Partnership Limited (CCUK) is a private limited company incorporated in England in 2014 (Companies House registration No. 09106000) that operates the 'Get It Right from a Genuine Site' public education and anti-piracy awareness campaign. The campaign, jointly established by the British Phonographic Industry (BPI) and the Motion Picture Association (MPA-EMEA), promotes legal online access to music, television, film, book and magazine publishing, sports, gaming and photography content, and was primarily targeted at UK consumers aged 16–24. Its deliverables comprise a campaign website (getitrightfromagenuinesite.org), a directory of legitimate content sources, an archive of videos, animations, podcasts and street art, and the 'A Foot in the Door' vodcast series hosted by social-media creator GK Barry on YouTube and Spotify. CCUK does not sell products or services and has no disclosed pricing model; it is a non-commercial industry-funded initiative rather than a venture-backed business, and the company itself has no disclosed headcount, management team, funding rounds or revenue.

Underlying technology is limited to standard digital channels: a WordPress-based campaign website, a YouTube channel, and organic social profiles on Instagram, Facebook and Twitter/X. No proprietary technology, APIs, SDKs or AI/ML capabilities are disclosed. Distribution relies on omni-channel marketing — influencer partnerships, podcasts, video, animations and street art — to reach younger audiences wherever they consume content. The principal commercial and enforcement assets underpinning the campaign sit with BPI rather than CCUK, including BPI's High Court Orders and section 97A Copyright, Designs and Patents Act 1988 actions that have blocked over 70 illegal sites and apps across UK broadband providers and, since July 2022, across the EE mobile network.

The campaign's primary 'customers' are not paying buyers but rather UK creative-industry stakeholders (record labels, studios, publishers, sports bodies, games and photography sectors) and UK consumers. CCUK's value proposition is awareness-led rather than transactional: educating consumers about the legal and security risks of piracy (malware, fraud, copyright infringement), increasing awareness of legitimate content platforms, and framing support for creators as a positive consumer choice. As of 2023 the website appears archived and the About Us page refers to the initiative in the past tense, indicating that active campaign operations have concluded.

Name

CREATIVE CONTENT UK PARTNERSHIP LIMITED

Legal name

Creative Content UK Partnership Limited

Website

https://getitrightfromagenuinesite.org

Company type

Private

Founded year

2014

Operating status

Closed

Short description

Creative Content UK Partnership Limited operates the 'Get It Right from a Genuine Site' public awareness campaign, founded jointly by the British Phonographic Industry (BPI) and the Motion Picture Association (MPA-EMEA) to promote legal online access to UK creative content among 16–24-year-olds and general consumers.

Ownership category

akta.pro rank

Product category

Anti-piracy public awareness campaign

NAICS

Human Rights Organizations (813311), Broadcasting and Content Providers (516)

akta.pro primary industry

Digital Rights, Privacy & Free Expression Advocacy (BPAGAFAL)

akta.pro secondary industry

Open Multimedia OER (video, audio, podcasts, animations) (EDAGAJAF)

Keywords

• Anti-piracy awareness campaign
• Copyright education
• Creative industries advocacy
• Public awareness campaign
• Legal content promotion

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Non-commercial initiative: Get It Right from a Genuine Site is a public awareness and education campaign funded by the British Phonographic Industry (BPI) and the Motion Picture Association (MPA-EMEA). It does not generate commercial revenue from products or services. The campaign promotes legal content consumption and anti-piracy awareness rather than selling goods or services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Creative Content UK Partnership Limited operated the "Get It Right from a Genuine Site" public awareness campaign, a non-commercial educational initiative that encouraged UK audiences — particularly 16-24-year-olds — to access music, TV, films, books, games, and sport from legal online sources. The campaign delivered messaging through a public website, the "A Foot in the Door" vodcast series, videos, animations, influencer collaborations, and a directory of legitimate content services.

Product overview

CREATIVE CONTENT UK PARTNERSHIP LIMITED operates the 'Get It Right From a Genuine Site' anti-piracy awareness campaign, which is a single integrated initiative comprising a public education website, the A Foot in the Door vodcast series with the Toe-Na-Lisa Challenge format, a video archive of campaign content, and a directory of legitimate content sources. The campaign promotes legal content consumption across UK creative industries including music, television, film, publishing, sports, gaming, and photography.

Differentiator

Problem solved

Functional benefit

Products and services

• Get It Right From a Genuine Site Campaign Website A public-facing educational website that raises awareness about copyright infringement and encourages UK audiences to access creative content (music, TV, films, books, games, sports, photography) from legal, legitimate sources. Targets general UK consumers and is tailored toward 16-24-year-olds.
• A Foot in the Door Vodcast Series A three-part vodcast series hosted by influencer GK Barry featuring celebrity guests discussing breaking into the creative industries while raising awareness about piracy's impact on content creators. Distributed via YouTube and Spotify and targeted at younger UK audiences.
• Campaign Video Archive

Quantifiable outcome

• BPI estimates online piracy costs the record industry £200 million a year, with potential to increase as mobile usage grows.
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• EE (part of BT Group)minorStrategic or Co-development Partner · 12 July 2022EE became the first mobile network to begin blocking pirate music sites subject to BPI's High Court blocking Orders under section 97A of the Copyright, Designs and Patents Act 1988. The extension of website blocking from fixed line to mobile networks was a significant development, as UK mobile subscriptions reached 85 million — more than the population — by late 2021. EE was the first mobile network to launch 5G to the UK population.
• British Phonographic Industry (BPI)coreStrategic or Co-development PartnerBPI is the representative voice for independent and major record labels in the UK. It co-founded and co-funded the Get it Right from a Genuine Site campaign alongside MPA-EMEA. BPI has invested heavily in website blocking to protect artists and fans, securing multiple High Court judgments and Orders against UK ISPs blocking over 70 pirate sites and apps. BPI General Counsel Kiaron Whitehead devised and delivered the music industry's website blocking strategy.
• Motion Picture Association (MPA-EMEA)coreStrategic or Co-development PartnerMPA-EMEA co-founded the Get it Right from a Genuine Site campaign alongside BPI. MPA-EMEA represents film studios and the broader motion picture industry in Europe, the Middle East, and Africa, and was a key partner in advocating for copyright protection and anti-piracy awareness in the UK.

Scale indicators4 records

Recent moves1 record

Expansion highlights3 records

Broad incumbents

• IFPI (International Federation of the Phonographic Industry): IFPI is the global trade body for the recording industry and runs international anti-piracy campaigns such as 'Music Matters.' It operates at a wider geographic and policy scale but pursues the same awareness-and-advocacy mission for music copyright protection.

Regional players

• PRS for Music: PRS for Music is the UK collecting society for music creators and publishers and runs public-education initiatives supporting creators' rights. Comparable UK-region scope and creative-industry stakeholder base, though its primary function is royalty collection rather than anti-piracy awareness.
• UK Music: UK Music is the umbrella body for the UK commercial music industry and advocates for policies that protect and grow the sector. It engages in complementary awareness and policy work in the UK creative-industry space.

Emerging players

• Copyright Alliance: The Copyright Alliance is a US non-profit that advocates for the value of copyright and educates the public and policymakers. It is a comparable awareness-and-advocacy organization serving creative-industry creators, with a US rather than UK regional focus.

Direct peers

• Motion Picture Association (MPA): MPA (via MPA-EMEA in Europe) is the co-founder of the Get It Right campaign and operates comparable public-affairs and anti-piracy programs globally for film studios. Same mission, broader geographic scope, and parallel content-distribution playbook.
• British Phonographic Industry (BPI): BPI is the co-founder and co-funder of Creative Content UK Partnership Limited and operates its own industry-funded campaigns and regulatory enforcement (including site-blocking via High Court Orders) targeting music piracy in the UK. It is the closest analogue in mission, scope, and stakeholder base.
• FACT (Federation Against Copyright Theft): FACT is a UK anti-piracy body focused on investigations and enforcement against film and TV piracy. While more enforcement-led than the Get It Right awareness campaign, it pursues the same stakeholder goal of reducing UK copyright infringement in creative content.
• CreativeFuture: CreativeFuture is a US-based coalition of creative-industry companies running public-education and anti-piracy campaigns. It is the most direct US analogue to Creative Content UK Partnership Limited in terms of coalition structure and mission.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xtwitter.com/getitright?lang=en
• YouTubeyoutube.com/channel/UCrCaTDk0cl8kla5uOs7BxxQ
• Facebookfacebook.com/Get-It-Right-from-a-Genuine-Site-334786783584739
• Instagraminstagram.com/getitright

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CREATIVE CONTENT UK PARTNERSHIP LIMITED