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DIGITAL MEDIA LICENSING ASSOCIATION INC
NEW YORK, NY · EIN 133193121 · Form 990 · FY2025 · Small ($100K-$1M) · dmla.org
revenue
$206K
expenses
$221K
net assets
$-32K
employees
0
program ratio
0%
mission · from form 990

The goal is to develop uniform business practices within the digital media industry based upon standards by promoting education and communication among members.

profile · synthesized from sources

DIGITAL MEDIA LICENSING ASSOCIATION INC, now operating as the Digital Media Leadership Alliance (DMLA), is a trade association founded in 1951 to advance professional standards in the visual media industry. It supports creators, agencies, technology providers, and legal experts through advocacy, education, and networking. The organization has evolved from a photography-focused council to a global forum addressing digital licensing, copyright, AI, and content provenance.

irs program accomplishments · form 990 part iii · fy2025

What they reported doing

  1. #1 primary $0
    n a
  2. #2 $0
    n a
named programs · 3 · from sources

What they call their work

Advocacy & Copyright Leadership
Ongoing initiatives to influence policy on copyright reform, orphan works legislation, and intellectual property rights in digital media
International Conference
Flagship event providing professional education, networking, and best-practice sharing for visual media professionals globally
Leadership + AI Summit
Annual executive forum convening industry leaders to discuss AI, copyright, content provenance, licensing, and digital media policy; includes keynote presentations and strategic discussions
activities · 10 groups

What they do

  • AI Governance and Ethical Research 1 activity
    • Advocates for member interests in copyright, AI, and emerging technology policy
      Leads advocacy efforts by engaging with policymakers on copyright reform, artificial intelligence, privacy, and emerging regulations. Develops official position statements and policy recommendations, monitors AI developments, and facilitates member participation in committees to shape industry standards and regulatory frameworks.
  • Membership & Sponsorship Development 1 activity
    • Builds and sustains member networks
      Strengthens DMLA’s community by building and activating a network of industry leaders through outreach, onboarding, and engagement initiatives.
  • Industry Research and Benchmarking 1 activity
    • Conducts research on emerging technologies and their impact on digital media
      Assesses the implications of generative AI, metadata standards, digital asset management systems, and AI-driven search environments on the digital media industry. Produces and shares research, resources, and best practices to inform members and drive innovation.
  • Digital Communications and Content Management 1 activity
    • Conducts strategic branding and outreach
      Executes strategic branding, content development, and outreach initiatives to elevate DMLA’s visibility and position the organization as a leader in digital media dialogue and thought leadership.
  • Professional Field Knowledge Development 1 activity
    • Delivers educational programming through webinars and on-demand content
      Provides expert-led webinars and industry briefings on topics including artificial intelligence, copyright, content monetization, rights management, and emerging technologies. Maintains a comprehensive library of recorded webinars, conference panels, and keynotes accessible to members for ongoing learning and professional development.
  • Organizational Governance & Leadership Development 1 activity
    • Manages leadership development and governance processes
      Conducts structured nomination and election processes to install experienced leaders for DMLA governance and supports leadership engagement through committees and working groups.
  • Organizational Sustainability Management 1 activity
    • Manages organizational operations and financial sustainability
      Oversees budgeting, financial planning, and resource allocation to ensure long-term financial health and support for DMLA’s advocacy, education, and leadership initiatives.
  • Professional Conference & Symposium Organization 1 activity
    • Organizes annual conferences and summits for digital media industry leaders
      Hosts major annual events including the International Digital Media Leadership Conference (IDMLC) and the Leadership + AI Summit, convening executives from media, technology, AI, copyright, licensing, and public policy for in-person and virtual networking, learning, and collaboration. Events have been held in New York City and San Francisco, including fully virtual formats during the pandemic.
  • Member-Exclusive Resource Access 1 activity
    • Provides capacity-building resources and tools for members
      Offers members access to legal templates, operational tools (e.g., licensing agreements), a video library of educational content, and forums for addressing challenges in licensed media attribution and authenticity. Supports business growth through shared insights, expertise, and professional development resources.
  • Professional Ethics & Dispute Resolution 1 activity
    • Provides dispute resolution and professional conduct guidance
      Offers guidance on industry best practices and supports the resolution of member disputes to uphold accountability and professional standards in digital media licensing and business operations.
financials · form 990 · fy2025
revenue
Total revenue$206K
Contributions & grants$00%
Program service revenue$203K99%
Investment income$3K1%
Other revenue$0
expenses
Total expenses$221K
Program expenses0%
Admin / overhead0%
Fundraising0%
Salaries & benefits$0
Grants paid out$0
Largest expense lineProfessional Fees
balance sheet
Total assets$31K
Cash$31K
Investments$0
Liabilities$64K
Net assets$-32K
Liquid reserves1.7 mo
6 years on record · 2020–2025 · YoY revenue -24.2%
leadership · form 990 part vii · fy2025

Who runs it

board members · 7
  • Joe Naylor — President
  • Jonathan Wells — TREASURER
  • Josiane Faubert — Vice President
  • Leslie Hughes — Past President- Executive Dir
  • Mark Milstein — At-Large Officer
  • Steve Jones — At-Large Officer
  • THOMAS SMITH — SECRETARY
relationships · 95

Who they work with

  • Adobe Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Adobe Partner — Sustaining sponsor of the Leadership + AI Summit.
  • Alamy Partner — Member company of the Digital Media Licensing Association
  • Alamy Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • August Partner — Member company of the Digital Media Licensing Association
  • Bria Partner — Member company of the Digital Media Licensing Association
  • Bria AI Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Bria.ai Partner — Connects members with Bria.ai as an innovator in the digital media space.
  • CAI Partner — Media/Strategic Partner for the Leadership + AI Summit.
  • CDAS Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • CDAS Partner — Sustaining sponsor of the Leadership + AI Summit.
  • CEPIC Partner — Media/Strategic Partner for the Leadership + AI Summit.
  • CGI Backgrounds Partner — Member company of the Digital Media Licensing Association
  • CoVision Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Content Authenticity Initiative Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Content Authenticity Initiative Partner — Participates in the Content Authenticity Initiative to advance media integrity and provenance standards.
  • Copycat Legal Partner — Member company of the Digital Media Licensing Association
  • Copyright Alliance Partner — Collaborates with the Copyright Alliance on industry policy and advocacy initiatives.
  • DMLA member companies Network — Collaborates with member companies across the visual media ecosystem to address challenges in AI-driven search and discovery.
  • DV Archive Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • DVarchive-RetroFootage Partner — Member company of the Digital Media Licensing Association
  • Danita Delimont Stock Photography Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Dreamstime Partner — Member company of the Digital Media Licensing Association
  • EANA Partner — Member company of the Digital Media Licensing Association
  • EANA Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Envato Partner — Connects members with Envato as part of the digital media ecosystem.
  • Envato Partner — Member company of the Digital Media Licensing Association
  • Envato Partner — Member organization participating in the DMLA AI & Copyright Working Group
  • Everett Collection, Inc. Partner — Member company of the Digital Media Licensing Association
  • Everypixel Partner — Member company of the Digital Media Licensing Association
+ 65 more
strategies · 4

How they approach the work

Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.

  • Advocacy-Education-Connectivity Framework for Ecosystem Influence
    methodology: advocacy_education_connectivity
    Through integrated use of advocacy, education, and network connectivity, the organization amplifies industry influence and drives forward momentum, because combining these levers increases member engagement and collective capacity to shape digital media evolution.
  • Balancing Copyright Protection with Technological Innovation
    methodology: balanced_copyright_and_innovation
    By advocating for creator rights while supporting innovation, the organization shapes ethical AI and licensing frameworks, because sustainable progress in digital media requires equilibrium between rights holder control and technological advancement.
  • Collaborative Industry Convening for Standard Setting
    methodology: ecosystem_convening
    By convening cross-sector leaders and industry experts through committees and forums, the organization drives the development of standardized, ethical business practices and policy positions in digital media, because collective leadership enables aligned responses to technological change and market challenges.
  • Technical Standards Adoption to Enhance Rights Communication
    methodology: digital_provenance
    By promoting metadata standards (e.g., IPTC) and digital provenance frameworks (e.g., C2PA), the organization improves recognition of ownership and permitted use in AI systems, because trusted signaling of authenticity strengthens rights management in automated discovery environments.