Symphonic Distribution’s VP and Head of Sync at Bodega Sync, Jon Mizrachi, penned a guest post featured in Hypebot titled “How to Find and Stop Unlicensed Commercial Music Usages on Social Media.”

The way music is used in social media content today is reminiscent of the way digital photos were treated in the early days of the internet. Since nobody really knew how to find the owner or license them, everyone just did whatever they wanted. However, while many seem to be okay with the free use of music in user-generated content, problems arise when brands take advantage of trending sounds to supercharge their social media advertising without bothering to get a license.

We all know that TikTok virality can translate into real money on DSPs and maybe even land artists a major record deal if their song takes off, but the royalties payable to rightsholders on social platforms are comically minuscule. Most artists accept this reality and trade compensation for engagement. But when a song takes off and becomes a trend, advertisers know that the same song that worked for millions of content creators is also attractive for selling athleisure.

Therein lies the issue: As soon as the usage becomes commercial, a license is needed.