October 1, 2024
Alright, let’s talk music rights. You’re running fantastic social campaigns, your brand’s content is on point, and everything’s ready to go. Then suddenly—your video is muted because of a licensing issue. Sound familiar? This year, social media platforms have been hit hard by music rights disputes, and it’s making life tricky for brands and marketers alike. So, let’s break down what’s happening and, more importantly, how you can stay ahead of it.
The Drama Continues
If TikTok is one of your go-to platforms, you’ve likely noticed some of your favourite songs going quiet. Why? Universal Music Group (UMG) pulled a massive chunk of its tracks from TikTok over—you guessed it—licensing disagreements. We’re talking millions of videos suddenly silenced, and with major artists like Taylor Swift and Drake in the mix, this is no small issue.
For brands, this could spell trouble. If your campaign relies on a trending song that suddenly vanishes, you’ve got a big gap to fill. The fix? Make sure you’re double-checking the licensing on any music you’re using. Whether you’re using TikTok’s music library or sourcing tracks elsewhere, verify that the rights are rock solid before you hit “post.”
Not Just for Creators
YouTube has its own set of music woes this year. Due to an ongoing dispute with SESAC (a performing rights organisation), songs from major artists like Adele, Bob Dylan, and Kanye West have been blocked. Cue the frustration from users who are seeing that dreaded “this video is not available in your country” message.
If you’re planning to leverage YouTube for brand campaigns, this is something you don’t want to ignore. Imagine investing in a flashy new campaign only to have the music pulled mid-flight. Avoid the nightmare by using royalty-free music or directly licensed tracks, which are far less likely to disappear overnight.
Copyright Showdown
The drama doesn’t stop at TikTok and YouTube. Over on Twitter (rebranded as X), there’s a big legal battle brewing. Several major music labels have slapped Twitter with a lawsuit over unlicensed music being used on the platform. And if you think this is just a Twitter problem—think again. Instagram has had its share of issues, too, with posts being removed for using unlicensed music.
For social media managers, this means staying sharp. Platforms can’t always protect you, so it’s up to you to ensure the content you create and share has the necessary rights in place. This is especially crucial if you’re crafting branded content for clients. Don’t get caught out—do your homework and make sure everything is squeaky clean before launch.
What You Can Do
Okay, we’ve covered the mess—but what can you do about it? Here are some simple steps to keep your campaigns running smoothly without the fear of takedowns or lawsuits:
- Keep an Eye on Industry News: Stay updated on any disputes or changes in music licensing policies. If TikTok or YouTube is having issues with major music labels, you want to know before your content gets pulled.
- Go for Royalty-Free: Some sites offer royalty-free music that won’t disappear on you. With clear licences and no strings attached, it’s a solid option for brands that rely on music to set the tone.
- Plan for the Worst: Always have a backup plan. If a song you’re using gets pulled, be ready with alternative music that fits your brand voice.
- Team Up with Legal: Work closely with your legal teams to ensure you’ve got all your music licences in place. This will save you from having to deal with messy copyright claims later on.
2024 is proving to be a bit of a minefield when it comes to music rights on social platforms. It’s all about staying ahead of the game so your campaigns can keep hitting the right notes (pun intended). The key is preparation—know what’s happening, use the right tools, and always have a plan B.
Stay informed and proactive, and you’ll keep your campaigns running without a hitch. Plus, you’ll avoid those pesky legal headaches. If you’re looking for more insights into how to handle music rights for your brand, check out sites like Engadget for the latest updates.
Need help navigating the world of social media and music rights? Let’s chat!