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Can businesses use licensed music on TikTok?
Yes, businesses can use licensed music on TikTok, but there are specific considerations and limitations to keep in mind. While TikTok provides access to a wide variety of music tracks, there are rules regarding the use of licensed music, especially for businesses or commercial purposes. Here’s an overview of how businesses can use music on TikTok:
1. TikTok’s Music Library for Commercial Use
- TikTok’s In-App Music Library: TikTok offers a large library of music that can be used in videos. However, for businesses and brands, not all tracks in this library are cleared for commercial use.
- Personal Use: For personal or non-commercial accounts, users can typically use popular licensed music tracks (from mainstream artists) as part of their TikTok content.
- Business Use: For businesses or brand accounts, the situation is different. TikTok has partnerships with various music rights holders and labels, but businesses may need to ensure that the track they choose is licensed for commercial use. TikTok generally grants commercial usage rights to businesses that use the platform’s music library, but the available tracks may be more limited in scope.
2. Music for Ads
- TikTok Ads Manager: If you’re running ads through TikTok’s advertising platform (e.g., In-Feed Ads, Branded Hashtag Challenges, etc.), you will need to use licensed music that is specifically allowed for paid promotions. TikTok has a collection of tracks available for use in paid ads. These are carefully curated to ensure they are properly licensed for commercial usage.
- Commercial Music Licensing: If your business wants to use a specific licensed track that isn’t available through TikTok’s in-app library or ad music offerings, you’ll need to acquire the appropriate commercial license separately. This involves negotiating with the music rights holders (record labels, publishers, etc.) for permission to use the track.
3. Using Music for Brand Campaigns
- Custom Audio: If you’re unable to use a specific track due to licensing restrictions, businesses can create their own original soundtracks or hire musicians to produce custom audio that aligns with their brand. This way, you retain full control over the music and ensure it’s properly licensed for your intended use.
- Partnerships with Artists: Some brands collaborate directly with artists or influencers to create exclusive music content or branded songs. This can be an effective way to use popular music in your marketing campaigns while ensuring that the music is licensed appropriately for commercial use.
4. Copyright Issues
- Avoid Copyright Infringement: If businesses use music that is not properly licensed, they may face copyright claims, video takedowns, or even legal issues. TikTok has content moderation mechanisms in place that can detect and flag videos with unlicensed music, leading to potential penalties or removal of the content.
- TikTok’s Music Licensing Agreements: TikTok itself has entered into licensing agreements with record labels, allowing users to access and use many popular songs within the app. However, businesses must be mindful that the licenses granted to regular users do not automatically extend to brand accounts or commercial content.
5. Alternative: Royalty-Free and Stock Music
- Royalty-Free Music: Businesses that want to ensure they have full commercial rights to the music they use can opt for royalty-free or stock music. There are platforms that provide high-quality, royalty-free tracks that businesses can use in their TikTok videos without worrying about copyright violations.
- Subscription Services: Many subscription-based music services, such as Epidemic Sound, Artlist, and AudioJungle, offer commercial-use music libraries that businesses can access for a fee. Using music from these platforms ensures that the track is cleared for commercial use, including on TikTok.
6. TikTok’s Sound Partnerships and Licensing
- TikTok’s Partnerships: TikTok has deals with major record labels and music publishers, which allows it to offer a selection of licensed tracks for creators and businesses. These agreements are typically available for organic content (non-advertisement videos), but businesses looking to use popular music in their marketing campaigns or advertisements should double-check licensing terms through the platform’s advertising resources or third-party licenses.
Best Practices for Businesses Using Music on TikTok:
- Check for Licensing: Always ensure that the music you plan to use is licensed for commercial use. If you’re not sure, consult with TikTok’s advertising resources or seek professional licensing assistance.
- Use TikTok’s Licensed Tracks for Ads: Stick to music available in TikTok’s official ads manager for paid campaigns to avoid any legal issues.
- Consider Original or Custom Music: If you want to create a unique brand identity, consider commissioning original tracks or using royalty-free music that fits your brand’s tone.
- Respect Copyright: If you’re unsure about the music’s licensing, err on the side of caution and opt for royalty-free or properly licensed tracks to avoid content removal or legal problems.
Conclusion:
While TikTok provides a wide variety of music tracks for personal use, businesses need to be more cautious when using music to ensure it’s properly licensed for commercial use. TikTok offers some music for business purposes through its platform, but for specific songs or ads, businesses may need to acquire the appropriate licenses. Using royalty-free music, custom tracks, or tracks from TikTok’s music library for ads is the safest option for ensuring compliance with copyright regulations.
