Influencer Marketing and Music Copyright: The Hidden Risk Brands Can’t Ignore

Influencer campaigns are now the driving force behind social media storytelling. From viral Reels to TikTok campaigns, creators shape how brands connect with audiences — and music often provides the heartbeat of that content.

But what gives influencer videos their energy and emotion can also create hidden legal risk. When an influencer uses copyrighted music without the right permissions, both the creator and the sponsoring brand can face serious consequences. This issue has already hit major names — including Marriott and Gymshark — proving that even established marketing teams aren’t immune.

Influencer marketing can expose brands to music copyright risk. Learn how unlicensed songs in creator content lead to lawsuits — and how music audits prevent them.

When Influencer Content Turns Into Liability

In 2024, Sony Music sued Marriott International for allegedly using more than 900 unlicensed songs across its social media content. Many of those posts featured influencer collaborations and user-generated videos tied to Marriott’s campaigns. A similar story unfolded with Gymshark, which faced allegations of using hundreds of copyrighted tracks in influencer-driven Instagram and TikTok content without proper sync or master licenses.

In both cases, the problem wasn’t intent — it was oversight. Influencers often assume that music available through TikTok or Instagram’s built-in libraries is cleared for all uses. It’s not. Those libraries are typically licensed for personal, non-commercial use only. Once a track is used in a paid partnership or branded promotion, that same music becomes a potential copyright violation. And when a brand benefits from that content — even indirectly — it can be held responsible.

The Complexity Behind Influencer Marketing

Modern influencer programs move fast. Dozens of creators, hundreds of posts, and multiple platforms — all with different rules and licensing agreements. In that environment, it’s easy for unlicensed music to slip through. Common problem areas include:

• Influencers adding trending songs to sponsored TikToks or Reels.

• Brand teams reposting influencer videos on their own social channels.

• Cross-platform campaigns where a song cleared on one platform isn’t licensed for another.

• Legacy content that remains online after contracts end, still featuring copyrighted music.

Each of these scenarios creates exposure. Even if the influencer published the content, brands can face joint liability if their name, logo, or paid relationship is tied to it.

The Music Industry Is Paying Attention

Music rights holders have begun actively policing social media for unlicensed use — and influencer content is firmly on their radar. Labels and publishers use sophisticated tools to identify infringements, track metadata, and flag accounts associated with brand campaigns.

In short, the “creator economy” has become one of the newest frontiers for copyright enforcement.

And as legal pressure mounts, brands are realizing they can no longer rely on platform libraries or manual review to stay compliant.

How a Music Audit Protects Brand-Influencer Campaigns

Managing compliance across multiple influencers and campaigns can feel impossible without the right tools. That’s why brands are increasingly turning to music audits — a proactive way to detect unlicensed tracks and protect campaigns before they become legal disputes.

At MatchTune, our Music Audit service provides a comprehensive view of all music used across a brand’s digital footprint — including influencer-generated content. By mapping each track’s title, artist, publisher, and ISRC, the audit identifies exactly where risks exist and what needs to be relicensed or replaced.

That means your team can:

• Identify unlicensed or high-risk songs in influencer content.

• Replace or relicense tracks before campaigns go live.

• Maintain an internal record of music compliance across creators and platforms.

With this visibility, brands gain control — turning copyright compliance from a reactive challenge into a proactive safeguard.

The Takeaway

Influencer campaigns move fast, and music makes them memorable — but unlicensed soundtracks can turn a viral moment into a costly mistake. A music audit gives brands the clarity they need to collaborate safely, protect their reputation, and keep every post in tune with copyright law.

MatchTune helps brands and creators audit, license, and manage music across social media — keeping influencer content creative, compliant, and risk-free.

Get in touch here to learn more.