Brands Can’t Afford to Fake the Funk Anymore

Snapshot
Brands chasing social media virality are discovering the real MVP might be the music behind their content. Tracks like “Funny Song” generate over $1 million annually from platforms like TikTok and YouTube, thanks to wide use by creators and marketers alike. But as copyright enforcement tightens, unlicensed audio is no longer a safe bet. Marriott learned this the hard way when Sony sued the hotelier, alleging the use of over 900 songs without permission on social media.

Experts urge brands to lean into cleared music libraries that are legally safe across platforms. The shift reflects a broader trend: brands now produce always-on, multi-channel content and need audio to match that scale and speed.

Stock and sync libraries, once dismissed as bland, are now stocked with high-quality compositions by recognized musicians. Music, says VML’s Paul Greco, is critical for brand recall even long after the video ends. But there’s a balance to strike: using trendy tracks might increase reach but can dilute brand distinctiveness if everyone’s doing it. The trick is to pick music that builds emotion and context, not just follows fads. As social video evolves, the sound you choose may matter just as much as what’s on screen.

Full story: MARKETING BREW