Creative Commons (CC) is often seen as a social movement, dismissed by critics as a tool for hobbyists or academics who do not sell their creations to make a living. However, this paper argues that the licensing of creative copyright works under a CC license does not preclude commercial gain. If used wisely, CC licenses can be a useful tool for creators in their quest for commercial success. In particular, this paper argues that the sharing of creative works online under a CC license allows creators to circumvent traditional distribution channels dominated by content intermediaries, whilst maintaining a level of control over their copyright works (i.e. explicitly reserving some rights but not all rights).