Playing It Right - Why Brands Can't Afford to Skip Music Licensing

Music copyright lawsuits: chances are, you’ve probably seen the headlines about brands getting sued over music. It’s a common misconception that if a song is available on TikTok, Instagram, or YouTube, businesses can just use it in their content.

More often than not, using that music legally for marketing or promotions requires a proper license. And when brands skip that step, things can get messy fast. 

Just look at the past nine months.

In October 2024, Universal Music Group filed a lawsuit against Chili’s, claiming the food chain used dozens of popular tracks by ABBA, Justin Bieber, The Weeknd etc. in social media ads without proper licensing.

Then in April 2025, Warner Music Group took action against Crumbl Cookies, claiming the popular cookie brand used at least 159 copyrighted songs in TikTok and Instagram promotional videos, without a license, designed to drive brand visibility and sales. And in May, Warner also sued DSW and its parent Designer Brands for allegedly using over 200 copyrighted songs by artists like Lizzo, Madonna, and Cardi B across influencer and social posts.

The list goes on, but at the heart of all these lawsuits is a common but costly misunderstanding: just because a song is available on social media doesn’t mean a business can use it in marketing.

Social media platforms typically hold licenses that allow users to incorporate music into personal content. However, these licenses do not extend to commercial use. So if a post is promoting a business, a product, or a paid partnership, it probably falls outside what’s allowed.

For mainstream brands that use trending songs to enhance engagement, this can turn into a legal headache. Without explicit permission or a sync license from the music rights holders, every post risks triggering a copyright claim, and the penalties aren’t cheap. Damages for each instance of infringement can end up costing up to $150,000, potentially adding up to millions of dollars in damages.

Whether you’re a growing startup, a retail chain, or a branded influencer page, it's important to know the rules when it comes to music in marketing. Skipping out on music licensing can lead to more than just legal bills. It can hurt your brand’s reputation and even slow down fundraising, M&A deals, or partnerships.

As the creator economy keeps booming and TikTok-style short form content becomes the norm, music licensing needs to be part of your strategy and budget, not an afterthought. Commercial pop tracks can end up costing an entire production budget for a single needledrop license, something that most brands just can’t afford on a regular basis.

That’s where APM Music comes in. We offer affordable blanket licenses that often cover unlimited tracks, unlimited uses, and all major platforms—making it easy (and safe) for brands to post the content they love. Our Content ID team is here to support you with any copyright flags on our tracks, and we fully indemnify our clients for the use of our music, so you know we’ve got your back if anything unexpected comes up. Bottom line: just because it’s trending doesn’t mean it’s free to use. Creative content is powerful, but it works best when it’s fully cleared. 

Get inspired with these APM playlists made just for brands:

• Monthly Trending on Social Media 

• Let’s Go Shopping! 

• Music for Brands: Sleek and Contemporary 

  
  

Disclaimer: This blog post is for informational purposes only and does not constitute legal advice.