How to Correctly – and Safely – Use Music in Your Marketing Videos

When your brand is competing for attention, a fun video, complete with music, is a great marketing strategy. As long as you don’t make these legal and artistic mistakes.

Music can take your marketing video from ho-hum to catchy. It sets a tone, supports your brand identity, and helps viewers connect emotionally with your message. But before you drop your favorite track into your promo reel, it’s essential to understand the legal and creative steps for using music safely and effectively.

Understand Music Licensing

The biggest mistake marketers make is assuming that music found online – especially music on YouTube, Spotify, or TikTok – is free to use. It’s not. Every piece of music has copyright protection unless it is clearly marked otherwise. Using a copyrighted song without permission can result in your video being taken down, demonetized, or worse. You could face legal action and fines.

To legally use music, you need a license. The type of license depends on how and where you’re using the song. For marketing videos, you'll typically need a sync license (to synchronize the music with visuals) and a master license (for the actual recording).

Find Legal Music Options

• Royalty-Free Music: This doesn’t mean free music. Instead, you pay once and then you can use it multiple times. There are many reputable sites like AudioJungle, PremiumBeat, and Artlist that offer high-quality royalty-free tracks for commercial use.
• Stock Music Libraries: These platforms usually provide bundled licenses that cover commercial usage, but always double-check whether the license allows for marketing, advertising, and online distribution.
• Hire a Composer: For full originality and ownership, consider hiring a musician or composer. This gives you a custom track that matches your brand perfectly and avoids copyright issues entirely.
• Creative Commons: Some music is licensed under Creative Commons, which allows use under certain conditions. Make sure the license allows commercial use, and be prepared to credit the creator if required.

Match The Music to The Message

Choosing the right song isn’t just about legality—it’s also a strategic decision. Ask yourself:

• What emotion am I trying to evoke?
• Who is my target audience?
• What tone fits my brand? Playful, dramatic, upbeat, elegant?

Upbeat indie pop might suit a startup with a youthful vibe, while a classy piano track might work better for a luxury product. The tempo, instrumentation, and mood all affect how viewers perceive your brand.

Control the Volume

One common mistake is to let the music overpower your voiceover. Music should enhance your message, not distract from it. Try testing your video on multiple devices such as phones, laptops, and TVs to make sure everything is clearly audible.

Document Everything

Keep records of all the licenses, permissions, or contracts related to your music use. If you ever need to prove you have the rights, having this documentation on hand will save you both stress and money.

The right use of music can make or break your marketing video. When used correctly – and legally! – music can enhance your storytelling and spark emotional engagement. By choosing the right track and securing the proper rights, you ensure your message is heard and remembered for all the right reasons.

Once your marketing video is finished, the next step is to share it everywhere, including on your own website, on social media, and in digital ads. Need help getting all that done? The Sprocket team can assist you! Contact us today to learn more.

Photo by RDNE Stock project

This article is an update to “Social Media Marketing: Using Music Without Legal Issues” dated 11/29/2016.

The Sprocket TeamThe Sprocket Team

Sprocket boasts several Content Writers, Social Media Marketeers, and Sales Associates whose opinions we share.

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