Music Licensing: Your TikTok Strategy Is Outdated

Is your brand’s TikTok one copyright strike away from trouble? With most content built around sound, labels and platforms are enforcing rights more aggressively and automated detection can flag unlicensed use quickly. It represents 22,000 brands using unlicensed music monthly and that are tracked by labels.

So yes, the “everyone does it” gray zone is closing, and the gap between creator usage and brand usage is now a real compliance risk.

The compliance gap most CMOs ignore

What used to feel informal is now structurally different: TikTok increasingly distinguishes creator tools from brand-safe music options (e.g., Commercial Music Library). For brands, clearing a recognizable track can require approvals across publishers, writers, and labels... turning “fast social” into a workflow that needs planning, budget, and legal alignment.

Three strategic shifts for 2026

Marketing teams can’t treat audio as a last-minute decision anymore. You need:

#1 A clear rule for when to use Commercial Music Library / pre-cleared audio (brand-safe by default)

#2 A clear rule for when you must pay to license a specific track (when the song is essential to the idea)

#3 A simple approval workflow to prevent last-minute music swaps that create legal risk

Because enforcement is immediate and operational: TikTok can mute videos, block monetization, or issue account strikes.

Real artist music vs “free” libraries

Brands typically choose one of three routes: license a real artist track (highest impact, highest friction/cost), use platform-cleared/library music (fast and scalable, but less distinctive), or build a brand-owned audio identity (custom composition / sonic logo). A common “brand move” on TikTok is to lean into user-generated audio: instead of pushing a brand edit with a commercial track, brands encourage creators to post with the trending real-artist sound and then repost, duet, stitch, or feature that creator content, capturing the cultural relevance while minimizing direct brand-side music risk (still with clear guidelines and approvals).

Finding ways to stay creatively relevant

A strong alternative to “buying a hit song” is to collaborate with creators and users to generate original, ownable audio. Recently,  TikTok creator @Romeosshow went viral by posting “fake jingles” they imagined for brands. Then, Dr Pepper and Hyundai responded and partnered with the creator, turning creator-led sound into a real TV campaign or digital collaboration. This approach gives creators real power, produces native content that feels authentic, and can unlock virality while keeping the music pathway clearer.

Another strong option, especially for regional campaigns, is to partner with smaller, local artists. Beyond avoiding the “generic” feel of platform libraries, local music can signal cultural proximity and help a brand connect more credibly at a city or neighborhood level, where taste and identity matter. Platforms like Acrylic, match brands' target audiences with artist fan bases using data so you have a path that’s more distinctive than the Commercial Music Library. By doing that, you can secure clear, brand-safe rights through a direct collaboration while getting a soundtrack that actually feels owned and relevant. With results showing up to 39% higher CTR, resonant music tends to hold attention, sustain stronger interest and drive better engagement. Definitely worth looking into.

Bottom Line

In 2026, music isn’t just a creative choice on TikTok, it’s a compliance and brand-risk decision. The brands that win will be the ones that treat audio like any other strategic asset: plan it early, budget it appropriately, and choose the right route (licensed track, platform-safe library, or UGC-led audio) to stay culturally relevant without putting campaigns or accounts at risk.