How to agree channels, duration, paid advertising, music and licence terms for a UGC video before work begins.
The price of a video and the rights to use it are separate conversations. Before filming, the brand and creator should agree in writing which files will be delivered and where they will be used. Ownership of rights depends on the circumstances and agreement; it should not be assumed automatically.
Break rights into smaller questions
- Will the video appear only on the brand's organic social pages, or also in paid advertising?
- Is use limited to India or does it include other countries? For how long?
- May the brand cut, translate, subtitle or reformat the video?
- Are raw files or only the final video delivered? What is the fee for an additional version?
- What is the renewal and ad-removal process when the term ends?
Hypothetical example: a brand wants to use a 30-second video on its organic social channels in India for six months. If the same video is later needed for paid advertising, new permission and terms can be agreed first. This example is not a legal template or market rate.
Music and other people's permissions
A creator's rights in their video do not mean that the song, stock footage or another person's image in it can be used across every channel. Both sides should agree responsibility, evidence and licence scope in advance. Do not assume music available on a social platform is automatically cleared for a website or advertising.
Chapter IV and Chapter VI of the law published by India's Copyright Office contain provisions on assignment and licences. Have an Indian legal expert review the actual agreement, ownership and third-party rights.
Record the decisions in a handoff sheet
For each file, list its name, delivery date, approved version, permitted channels and licence end date. Identify a contact on each side for approving a new edit or requesting an extension. Before launching an ad, compare the intended use with the agreed scope and check whether any music or other third-party permission also covers that use. Store the agreement and approval history together, so an incoming team member can understand what was authorised without guessing.
Sources: Copyright Act: Chapter IV; Licences: Chapter VI.