This article deals with the engagement of new media users in specific forms of participatory content production, focusing on productive and labour aspects in co-creative endeavours. We present a case analysis of a community-based filmmaking software, Moviestorm, focused on a specific set of practices – modding – and following the controversy that took place when a shift in the company’s business model altered the rules that tacitly constituted modders’ practices, particularly the notion of control over their own labour. We pay attention to motivations and expected rewards expressed by both modders and the company as a part of a negotiation process around the ownership and the affective and economic value of user-generated content. Our central argument is that through the analysis of practices, particularly in moments of conflict and change, we can acquire a more subtle understanding of an economy of affections in co-creative processes as well as observing the clashing models of co-creativity, with different approaches to peer production and hierarchy.