In this work-in-progress, we present ORAgen, as ‘unfinished software’, materialised through a demonstrative web application that enables participants to engage with a novel approach to media tokenisation – the ORA framework. By presenting ORAgen in ‘think-aloud’ interviews with 17 professionals working in the creative and cultural industries, we explore potential values of media tokenisation in relation to existing challenges they face related to ownership, rights, and attribution. From our initial findings, we reflect specifically on the challenges of attribution and ongoing control of creative media, and examine how media tokenisation, and underpinning distributed ledger technologies can enable new approaches to designing attribution.