• by Gavin O'Malley  @mp_gavin, September 25, 2013

Chute, a social photo-aggregation service, just debuted a tool for brands and publishers to contact consumers in real-time via Instagram and Twitter in order to secure the rights to use fans’ images and videos.

Launched last year, Chute’s client roster already includes NBC News, Turner, the NBA and Saks Fifth Avenue and Condé Nast.

Chute Rights, so-called, relies on the startup’s existing visual media platform, which allows brands and publishers to discover, curate and publish user- and brand-generated content. Chute also recently rolled out its Chute Ads service, which allows brands to insert real-time visual content into ad units. Condé Nast Traveler signed on as Chute Ads’ official launch partner, and agreed to incorporate the service into CNTraveler.com.

“We developed Chute Rights to address a growing concern for many of the major brands and publishers we represent,” Ranvir Gujral, Chute co-founder and CEO, told Online Media Daily. “They want to incorporate fan photos and videos in their marketing because it tells their brand story better than any stock photography.”

“Reaching out one at time to secure rights and permissions isn’t scalable,” Gujral added. “We found a way to make this simple for both brands and consumers.”

In addition, with Chute Rights, brands and publishers can see real-time analytics on the status of all the requests they have made. Once a consumer agrees to provide rights, the photo or video is automatically moved to an image gallery the brand can immediately use in its marketing materials, which is designed to save time and reduce human error.

Since its inception, Chute has helped brands, publishers and developers snatch photos from social networks, then feature them in Web sites and mobile apps.

In May, Chute just closed a $7 million Series A equity round led by Foundry Group, along with existing investors Freestyle Capital and U.S. Venture Partners.