Usage rights decide what a video is worth, and in Canada they carry two extra questions: which languages the licence covers, and whether it covers both the English and the French campaign.

The three things any licence must name

Channels, territory and duration. A video for the brand's own feed is not the same licence as a video for paid advertising, and twelve months is not the same price as perpetual. If a quote does not separate these, it cannot be compared with another quote.

The language clause

If the creator delivers only English but the brand later dubs or subtitles it for Quebec, that is a use of their performance in a market the original agreement may not have covered. Name both languages in the licence, or name explicitly that adaptation is permitted.

The province question

Territory usually gets written as Canada, which is fine. It becomes worth precision when a brand wants to run a piece in the United States as well, since a creator pricing for a Canadian campaign has not priced for a market ten times larger.

Renewal is the forgotten line

A twelve month licence bought in November expires in November, usually the week before the brand most needs the video. Write the expiry date in the same calendar that holds the campaigns, and renew before the peak rather than during it.

What a creator can reasonably refuse

Perpetual worldwide rights at a single video price, use of their face in a context they did not agree to, and resale of their footage to a third party. These are normal refusals, not difficult behaviour, and a brand that insists is buying a dispute.

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Frequently asked questions

What must a licence name?

Channels, territory and duration.

Does the licence cover a dubbed version?

Only if adaptation is named explicitly.

Is Canada enough as a territory?

Yes, unless the brand also runs in the US.

Which line gets forgotten?

The expiry date and its renewal.