The approaches that creators are taking, again, depend enormously on sector and on medium, but there are novel ways that creators are looking to be able to pursue: licensing, smart contracts, agents and other people who act as brokers on behalf of the creator's rights.
In the world of publishing, it's still very much going to find someone who will publish your work and then sell it to someone. You're directly engaged in the process by which you're enforcing your rights because your rights are essentially a transaction between you and the ultimate user. Increasingly, there are novel ways that people are using—digital watermarks and other things—to be able to understand who is using it and then be able to ping people back for the transaction.