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Video production is an unregulated trade in Canada. No certificate is required to own a camera, light a room or cut a sequence, and the quality of a production company is visible in its reel and in how it runs a shoot day. There is one genuine exception, and it catches people out: flying a drone. Aerial footage means an aircraft, and Transport Canada requires a pilot certificate and, for most drones used commercially, a registered aircraft.

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The work divides into three phases that are easy to under-resource in the wrong order. Pre-production is the script, the storyboard, casting, locations, permissions and the schedule, and it is where the money is saved. Production is the shoot itself, where sound is as decisive as picture and where the day's plan either holds or does not. Post-production is the edit, colour, sound mix, captions, graphics and the versions each platform needs.

What separates a usable finished video from an awkward one is usually paperwork rather than craft. Music, stock footage, fonts and archive clips arrive with licences that limit how, where and for how long they may be used. People who appear on camera sign releases. Locations grant permission. Copyright in the finished film belongs to whoever the contract says it belongs to. On LokalMatch you describe the video, where it will run and when you need it, and production companies that shoot that kind of work get in touch to discuss it.

Types of commercial video, and what each demands

  • Brand film: the piece that explains who you are, usually the most scripted and the most expensive minute of footage you will commission.
  • Explainer and animation: script-led, with no shoot day, where clarity is decided before any frame is drawn.
  • Product and demo video: needs a working product, controlled lighting, and someone technical present to prevent quiet inaccuracies.
  • Customer stories and testimonials: interview-led, dependent on a participant who will actually speak freely, and governed by whatever they signed.
  • Event coverage: unrepeatable, so redundancy in audio and cameras matters more than polish.
  • Training, onboarding and safety video: long-lived, so accuracy and the ability to re-edit a single section later are worth designing in.
  • Recruitment video: shot around real employees, which makes releases and staff turnover a practical concern.
  • Social cutdowns and vertical formats: derived from the same shoot, but framed and captioned for a muted, thumb-scrolled feed.
  • Live streaming and webcasts: closer to broadcast engineering than filmmaking, with different equipment and a different failure mode.

How a video project runs, from brief to delivery

  • Brief and treatment: the purpose, the audience, where it will run and how long it can be, answered before a script is written.
  • Script sign-off: everyone who can object approves the words before the shoot is booked, not on the shoot day.
  • Storyboard and shot list: what will be filmed, in what order, and what the edit needs that the script does not say out loud.
  • Casting, locations and permissions: talent booked, releases prepared, locations confirmed and any filming permit applied for.
  • Scheduling: a call sheet with times, addresses, contacts, equipment and a weather contingency for anything outdoors.
  • Shoot days: picture and sound recorded, with backup audio and footage copied to a second drive before anyone goes home.
  • Assembly and rough cut: structure agreed before fine detail, because reordering is cheap now and expensive later.
  • Finishing: colour grade, sound mix, graphics, captions and the platform versions and aspect ratios you agreed.

Drone footage: pilot certificate, registration and the category of operation

Transport Canada regulates drone flight, and the requirements attach to both the aircraft and the pilot. A small remotely piloted aircraft weighing at least 250 grams and not more than 25 kilograms must be registered before it flies, and the registration number must be marked visibly on the aircraft, by permanent marker, permanent label or engraving. A drone under 250 grams does not need to be registered unless something attached to it brings it to 250 grams or more, though the rules for those smaller aircraft still apply.

Pilot certificates match the category of operation. Basic operations have a minimum age of 14, keep the drone within visual line-of-sight, and do not permit flight close to bystanders. Advanced operations have a minimum age of 16 and are what allow flying closer to or over people and operating in controlled airspace with permission from air traffic control, subject to safety requirements for the aircraft itself. Most commercial filming in a populated area, near a crowd or anywhere near an airport falls into the advanced category rather than the basic one.

Because the drone regulations were updated in 2025 and continue to evolve, including additional categories beyond small aircraft, verify the current requirements with Transport Canada for your specific shoot instead of relying on what a crew did last year. Before a shoot involving aerials, ask to see the pilot certificate, the drone's registration, and how the crew intends to handle bystanders and airspace on the day. A production company that treats these questions as routine is the one you want on a rooftop.

Music, stock and archive: the licences behind the finished file

Every borrowed element in a video carries a licence, and a licence is defined by its limits: which media it covers, which territories, how long it lasts, and whether it extends to paid advertising. A track cleared for an organic social post is not automatically cleared for a television spot or a paid campaign, and that distinction is where most disputes begin. Ask for a rights schedule listing each asset, its source, the scope of its licence and the date it expires.

Music is the usual trouble. A personal streaming subscription grants you nothing for a client video. Production music libraries exist precisely to solve this, licensing by project or by seat with terms written for commercial use. A well-known commercial recording is a different matter: using it means clearing rights with the parties who hold them, and that is a negotiation rather than a checkout button. Composed music avoids the question entirely and can be assigned to you outright.

For context on how collective licensing works in Canada, the Copyright Board of Canada is the federal body that sets tariffs and royalties for collective societies and administers a licensing scheme for works whose copyright owners cannot be located. That scheme is a real route for genuine orphan works, not a shortcut around clearing a track you simply could not get permission for.

Releases: performers, employees, the public and locations

A release is the written permission that makes footage of a person usable. There is a statutory backdrop to this: the Copyright Act gives a performer copyright in their performance, including the sole right to fix it in any material form and to control reproductions of a fixation, which is one reason performers sign before the camera rolls rather than after the edit is locked. A release should name the media it covers, the territory and the term, and should be signed by a parent or guardian where the participant is a child.

Employees who appear need to be covered for as long as the video will run, because people leave, and a recruitment film featuring someone who resigned two years ago is a problem only if nobody thought about it in advance. Members of the public captured incidentally in a busy location call for signage, crowd notices or, better, a shooting plan that avoids identifiable faces you have no permission for.

Locations need permission from whoever controls them, and recognizable private property is not a public backdrop simply because it can be seen from the street. Municipal filming permits may be required for public streets, road closures, or the parking a crew needs, and rules vary by city. At the end of the project, ask who holds the signed releases and location agreements. The answer should be you, filed with the finished video, not a folder on an editor's laptop.

Where video projects go wrong

  • The script is still being argued about on the shoot day, which turns paid crew time into a meeting.
  • Sound is treated as free. Audiences forgive imperfect pictures and abandon bad audio within seconds.
  • Captions are left out, excluding part of the audience and most of the people watching with the sound off.
  • Only one aspect ratio is delivered, so every vertical placement becomes a crop nobody framed for.
  • The final export arrives but the raw footage, project file and caption file do not, making a small future edit a reshoot.
  • A music licence expires quietly while the video is still running in a paid campaign.
  • A customer interview is cut into a claim the customer never actually made, which turns an edit into an advertising problem.
  • No one is designated to approve, so feedback arrives from six people in three rounds that contradict each other.

Archive, reuse and versions after delivery

  • A master file in a high-quality format, plus the compressed versions for each platform you actually publish to.
  • Caption and subtitle files delivered separately, so text can be corrected or translated without re-rendering the video.
  • Raw footage and the editing project file copied to storage you control, with a note of the software and version used.
  • A rights calendar listing every licensed asset and the date its licence expires, checked before any campaign reuse.
  • A consistent naming convention, so the right cut is found in two years by someone who was not on the project.
  • Re-edit terms in the contract: what a future revision involves and whether another company could do it.
  • The written assignment of copyright in the finished work, filed with everything else, since the author is first owner unless copyright is assigned in writing.

Video Production Companies: frequently asked questions

Can we use a well-known song in our company video?

Only with permission covering that specific use. A personal or business music streaming subscription does not grant any right to synchronise a recording with your video. Clearing a commercial track means dealing with the parties who hold the rights and agreeing terms, which takes time. The practical routes are a production music library licensed for commercial use, or music composed for the project and assigned to you. Whatever you choose, keep the licence and note its expiry.

Who owns the finished video and the raw footage?

Whatever the contract says, and in the absence of a written assignment, not you. Under the Copyright Act the author is first owner of copyright, and an assignment must be in writing signed by the owner of the right. Many production contracts grant you broad use of the finished film while the production company retains the raw footage and project files. That may be fine, but decide it deliberately, because the raws are what a future re-edit needs.

Does the crew need a licence to fly a drone for our shoot?

Yes. Transport Canada requires a pilot certificate matching the category of operation, and a drone weighing at least 250 grams and not more than 25 kilograms must be registered and marked with its registration number. Basic operations have a minimum age of 14 and keep the aircraft away from bystanders; advanced operations have a minimum age of 16 and are what permit flying near or over people and in controlled airspace with air traffic control permission. Ask to see the certificate and the registration, and confirm the current rules before the shoot, since the regulations were updated in 2025.

Do we need signed releases from our own employees?

Yes, and get them before filming rather than afterwards. A release records what the person agreed to, covering the media, the territory and how long the footage may be used, which protects both sides once someone changes roles or leaves the organization. The Copyright Act also gives performers rights in their own performance, including over its fixation and reproduction. Keep the signed originals with the finished video, not with the editor.

Do our videos need captions?

Often, and increasingly as a matter of law rather than preference. In Ontario, designated public sector organizations and businesses or non-profits with 50 or more employees must meet WCAG 2.0 Level AA on public websites; the province exempts live captioning and pre-recorded audio descriptions from that requirement, which leaves captions on pre-recorded video squarely within it. Beyond compliance, most social video is watched without sound, so a caption file is rarely wasted work. Ask for captions as a separate file, not burned into the picture, so they can be corrected later.

How does LokalMatch work for hiring a video production company?

Describe the video: its purpose, roughly how long it should be, where it will run, whether a shoot is needed or it is animated, any locations involved, and the deadline. Production companies working in that area receive the request and contact you. LokalMatch does not review reels, verify credits or rank companies, so watch full pieces rather than a montage, ask who on their team would actually direct and edit yours, and confirm rights, releases and deliverables in writing before the first shoot day.

Sources

  1. Transport Canada: Find your category of drone operation
  2. Transport Canada: Registering your drone
  3. Copyright Act, section 15: performer's rights
  4. Copyright Act, section 13: ownership and written assignment
  5. Copyright Board of Canada
  6. Ontario: How to make websites accessible (WCAG requirements)

Written by the LokalMatch editorial team. Last reviewed September 14, 2026. How we write and check our guides

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What affects the fees video production companies charge

Fees depend on the work involved and how the professional bills. We only publish fee ranges when they’re backed by real LokalMatch data or reliable sources. Until then, here’s what usually changes the fee:

  • Scope and complexity of the work
  • How the firm bills: hourly, per project or on a monthly retainer
  • Experience of the team
  • Timeline and how urgent the work is
  • Ongoing support after the work is delivered

How to compare video production companies before you hire

  • Ask for examples of similar work for clients like you.
  • Read reviews and ask for references you can contact.
  • Make sure the scope, deliverables and timeline are written down before work starts.
  • Ask who will do the work: an in-house team, freelancers or subcontractors.
  • Compare two or three proposals before you decide.

Questions to ask video production companies before you hire

  • Have you done work like this before, and can I see examples?
  • Who will work on this, and who is my main contact?
  • How do you charge: hourly, per project or monthly?
  • What is included, and what costs extra?
  • How long is the contract, and how can either side end it?
  • How will you report on progress?
  • Who owns the work, files and accounts you set up for me?

Licences and registration

This kind of work is often limited to licensed or registered professionals, and the rules depend on where you are. Ask which body they’re registered with, and check their status on that body’s public register before you hire.

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