Define channels, term, paid media, raw files and revisions before commissioning creator-produced content.
A brand can commission a video for the creator's profile and later want to use it in advertising. These are different uses. If the contract only says “one video”, publication, editing and promotion rights can become unclear. Detail the scope before filming.
Describe the deliverable and licence
Record approximate duration, format, aspect ratio, deadline and number of versions. Specify authorised channels, territory, term and organic use, paid media or both. Define whether the brand may edit cuts, add subtitles or share the file with third parties. Image, voice, music and third-party elements also need consideration; a creator's permission does not automatically resolve everyone else's rights.
Separate production from distribution
A video made for a brand's profile can be delivered without posting on the creator's profile. A sponsored post also distributes to the creator's audience. If the brand wants to advertise from the creator's account, document the procedure, limits and platform authorisation. Commercial identification remains necessary where applicable; see Senacon guidance.
Avoid silent scope changes
Agree on included revision rounds, what counts as correcting the brief and how additional changes are priced. Decide whether raw files will be delivered, how they will be stored and what happens when the licence ends. Seek advice suited to the circumstances before signing; a checklist does not replace the contract.
Negotiation example
A creator delivers two vertical videos to a Brazilian brand. The proposal includes six months of organic publication on the brand's Brazilian profiles; paid media and raw files are separate options. If the company later wants to promote a version, review the contract and negotiate additional rights, duration and price first. This example does not define market pricing.
Brazil's Copyright Law addresses transfer and use of rights. How a work, permission or contract is classified depends on the facts; consult a qualified professional. Do not treat a usage licence, assignment and image consent as identical.
Before-filming checklist
- List videos, formats, versions and delivery dates.
- Define channels, territory, duration and organic or paid use.
- Record who may edit, approve cuts and receive raw files.
- Check rights for music, people and other material.
- Agree on price, revisions, renewal and removal after expiry.
Frequently asked questions
Does receiving the file grant rights to use it on every channel? Do not assume so; check the agreed rights and permissions.
Can audio available on one network be used in external ads? Check its specific licence for every channel and purpose before publishing.