Music Copyright On Social Media: How Brands Can Safely Use Music

Music drives both emotion and engagement in social media campaigns — but it also comes with serious legal obligations. In recent years, even the largest brands have faced lawsuits for unlicensed use of popular songs. From Marriott Hotels to Gymshark’s Instagram campaigns, the message is clear: no brand is immune.

With 87% of marketers using music in branded content but fewer than 20% following formal licensing processes, the gap between creativity and compliance is wider than ever. In this read, protect your brand on social media by ensuring music copyright compliance, and learn how MatchTune's audit service prevents infringement and costly lawsuits.

Why Music in Social Media is Risky

Unfortunately, not every track is cleared for commercial use. Many marketing teams (and influencers) assume that songs available through Instagram, TikTok, or YouTube’s libraries are safe for brands — but these tracks are generally licensed for personal, non-commercial use only.

Once a business uses a track in a paid ad, branded video, or sponsored post, it can cross into infringement territory. Record labels are increasingly enforcing these rights, and social media has become a closely monitored legal frontier.

Recent high-profile cases highlight the stakes:

• Sony Music vs Marriott: Marriott allegedly used 931 unlicensed tracks across social media and influencer content. Potential damages exceeded $139 million.

• Sony Music vs Gymshark: Gymshark faced claims for hundreds of tracks used without proper sync or master licenses.

• Music publishers vs NBA teams: Multiple teams, including the Knicks and Suns, were accused of unlicensed usage in social posts.

• Sony Music vs USC: Over 170 tracks were allegedly used without licenses, demonstrating that even universities are at risk.

The Solution: Proactive Music Copyright Audits

Managing music compliance across multiple campaigns, platforms, and influencer partners is complex. That’s where a music audit comes in.

At MatchTune, our audit service maps every track used across your social media content, providing detailed metadata including title, artist, publisher, and ISRC codes. This visibility allows brands to:

• Identify unlicensed or at-risk tracks

• Replace or relicense music before enforcement action occurs

• Maintain a clear record of compliance for current and future campaigns

A proactive audit turns uncertainty into clarity. Instead of reacting to takedowns or lawsuits, your team can confidently scale campaigns knowing every track is licensed and safe.

Why Brands Can’t Afford to Ignore Music Compliance

Social media moves fast, and music is an integral part of content. But unlicensed tracks carry financial and reputational risk. Even a single overlooked post or influencer campaign can create exposure to costly claims.

Investing in a music audit transforms compliance from a reactive headache into a manageable process. By understanding your risk, you can protect your brand, maintain creative freedom, and continue to engage audiences safely.

Takeaway:

Music amplifies social media storytelling, but only when it’s legally cleared. Brands that proactively audit their music libraries gain clarity, control, and peace of mind — and avoid the high stakes of copyright infringement.

Protect your brand and scale your social campaigns safely with MatchTune’s Music Audit solution.