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Most licenses have specific useage terms. For example, only so much can be used for this part of your site, can't be used in print advertising, etc.
It all starts with the models who sign a release relinquishing control of their image to the photographer who then can either sell the content outright to someone who has hired him to do the shoot, or he can have his own content site to license it out, or he can license it through a content broker.
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