Avoiding Music Copyright Infringement in Social Media: Why Every Brand Needs a Music Audit

In 2024, Sony Music sued Marriott International for allegedly using hundreds of unlicensed songs in its social media videos — a case with potential damages exceeding $100 million that was ultimately settled out of court. Earlier, Gymshark faced a similar claim, accused of featuring popular tracks in Instagram and TikTok campaigns without the proper sync licenses.

These aren’t isolated incidents. From USC to NBA teams, a growing number of brands are confronting the same issue: music copyright compliance in social media content. According to a recent IFPI report, 87% of marketers use music in branded videos, yet fewer than 20% have a formal licensing process in place. That gap is where costly lawsuits happen — and where brands are increasingly exposed.

In this article, we explore why unauthorized music in social videos can lead to costly legal battles — and how MatchTune's music audit keeps your brand compliant and protected.

The Soundtrack of Social Media

Music sits at the heart of great storytelling. It shapes emotion, builds momentum, and gives brand content its pulse. But what makes social video engaging can also make it dangerous. When a brand drops a trending TikTok song into a campaign, that track is rarely cleared for commercial use. Without a direct license agreement between the user and the rights holder, that act constitutes copyright infringement — leading to lawsuits, takedown orders, and quiet settlements that have cost brands millions.

Many marketing teams — and the influencers they work with — assume that platform-provided music libraries are fair game. Unfortunately, they’re not. The tracks available through Instagram, TikTok, and YouTube’s in-app libraries are typically licensed for personal or non-commercial use only. The moment a business uses the same song in a paid ad, branded video, or sponsored post, it crosses into music copyright violation territory.

And record labels have started cracking down. Social media has become one of the most closely monitored frontiers for copyright enforcement, where every post can carry a hidden legal price tag.

When Music Becomes a Legal Minefield

In the past few years, what once was considered a fringe risk has become a major liability for brands using music in social campaigns. Labels and publishers are no longer policing only individual creators—they’re coming for brands, institutions, and content ecosystems.

• Sony Music vs Marriott: Marriott allegedly used 931 unlicensed Sony tracks across social media and influencer content. Potential damages exceeded $139 million. The case was ultimately settled (dismissed with prejudice) in late 2024.

• Sony Music vs Gymshark: Gymshark was accused of using hundreds of copyrighted recordings in Instagram and TikTok campaigns without proper sync or master licenses. The lawsuit was later dropped via dismissal.

• Music publishers vs 14 NBA teams: Multiple teams, including the Knicks, Heat, Suns, and Spurs, were alleged to have used copyrighted music in social content without licenses. Cases were quietly settled throughout 2024–2025.

• Sony Music vs USC: Sony claimed USC used over 170 unlicensed tracks in hundreds of social media videos, seeking up to $25 million in damages. The dispute highlighted that even universities aren’t immune from enforcement.

These cases aren’t rumors or whispers — they show that labels and publishers are actively cracking down. Even brands with the most sophisticated digital marketing strategies can be exposed in ways they never anticipated.

The Case for a Music Audit

Without help, brands simply cannot maintain oversight of potential non-compliance. That’s why companies are increasingly investing in music audits — proactive tools that allow digital teams to identify risky usage across social media, websites, and influencer content, often at a fraction of the cost of defending a lawsuit.

At MatchTune, we provide this exact solution. Our compliance audit service maps all music across a brand’s pre-identified social media touchpoints — providing detailed information on each track’s title, artist, publisher, ISRC and more, before matching it to the platform’s provided music library. With this visibility, brands can take action: remediate content, replace or relicense tracks, and prevent potential lawsuits before they happen. A music audit turns uncertainty into clarity, giving teams the confidence to scale campaigns safely.

Once you can see your risk, you can fix it — replacing or relicensing content before it becomes a lawsuit.

The Takeaway

Social media moves fast, and music makes content memorable — but unlicensed tracks carry serious financial and reputational risk. Even brands with sophisticated digital marketing strategies can have hidden vulnerabilities, from legacy posts to influencer-generated campaigns. A proactive music audit gives teams clarity and control, helping identify risky tracks before they escalate into lawsuits. It turns compliance from a reactive headache into a manageable process, enabling brands to scale creative campaigns safely.

If you’re looking to protect your brand, streamline music compliance, and confidently scale your social video campaigns, get in touch with MatchTune here.