My understanding is that, generally, the person who films a clip or takes a photo, owns the copyright (i.e. when Bradley Cooper took that selfie at the Oscars with Ellen and a bunch of other celebs, a few years back -- Cooper owns the copyright), unless the subject has worked out a work-made-for-hire deal/contract with the filmer/photographer.
If the filmer/photographer in question has a work-made-for-hire deal/contract with an overarching company, then it is the company who is the entity that owns the copyright on the clip/photo.
The rider would have to have a work-made-for-hire contract with a filmer/photographer, where it is the latter whom is working as a w-mf-h for the former, in order for a rider to legally own his clips/photos. I'm sure that is what Appleyard had when he said he was tired with working with Element's filmers so he just hired his own.