Music makes video work. It sets the mood, drives the pace and smooths over cuts. It's also one of the most common ways creators and brands get into trouble: copyright claims, muted audio, blocked videos or ad accounts flagged. Understanding the basics of music licensing saves a lot of pain. This is practical guidance, not legal advice; licence terms vary, so always read the ones that apply to you.
Why you can't just use any song
Commercial songs are protected by copyright, usually covering both the composition and the recording. Using them in a video without permission can lead to:
- Automated claims, such as YouTube's Content ID, which can monetise your video for the rights holder, mute it or block it.
- Copyright strikes that can affect your channel.
- Takedowns on social platforms.
- Legal risk, especially for brands using music in ads.
Buying a song on a streaming or download service gives you the right to listen, not to use it in videos.
The main options
Subscription music libraries
Services that license a catalogue of tracks for a monthly or annual fee. Popular with creators and editors because they're simple: pick a track, download, use within the licence. Check what's covered: YouTube monetisation, social, client work, paid ads.
Per-track licences
Buy a licence for a specific track for a specific use. Useful for one-off projects or premium music.
Royalty-free music
"Royalty-free" usually means you pay once (or via subscription) and don't owe ongoing royalties. It doesn't mean free of cost or free of terms.
Free libraries
Platforms like YouTube offer free audio libraries for use on their platform. Some tracks require attribution. Check whether they can be used elsewhere.
Platform music for social
TikTok and Instagram offer in-app music. Business accounts often have access to a more limited commercial library. Popular songs available to personal accounts may not be cleared for brand use.
Licensing commercial songs directly
Using a well-known track means clearing rights with publishers and labels. It can be expensive and slow, and is usually only worth it for major campaigns.
Custom music
A composer creates original music for you, with rights agreed in a contract.
Creators vs brands
The rules tighten for commercial use. A creator using a library track in a monetised YouTube video needs a licence covering that. A brand using music in a paid ad usually needs a licence explicitly covering advertising, which some cheaper licences exclude. Agencies editing for clients should check whether a licence covers client work or needs to be in the client's name.
Handling Content ID claims
- Keep licence records: save licence certificates or download receipts for each track.
- Whitelist your channel with your music service, if it offers that, before publishing.
- Dispute incorrect claims with proof of licence.
- Replace or remove music using YouTube's editor tools if a claim is valid and you can't resolve it.
Music and your editor
Agree upfront who sources music and whose licence covers it. Options:
- You provide tracks from your own licensed library.
- The editor uses their subscription, if its terms allow client use.
- The editor picks tracks from a library you subscribe to.
Write this into your agreement. See video editing contract terms.
Choosing the right track
Beyond legality, the right music makes a big difference:
- Match energy to the section: upbeat for montages, subtle under talking.
- Avoid busy tracks with vocals under speech.
- Use music changes to mark new sections.
- Keep a consistent musical feel for your brand or channel.
Ads need extra care
Ad platforms and rights holders watch commercial use closely. Before running video ads, double-check every track is licensed for paid advertising in the regions and platforms you'll use. See ad creative editing.
A simple music checklist
- Is the track from a source you have a licence for?
- Does the licence cover this platform and use, including ads or client work?
- Is attribution required?
- Is the licence record saved with the project?
- Is your channel whitelisted where relevant?
The short version
Don't use commercial songs without permission. Use properly licensed libraries, check that licences cover your use, especially ads and client work, keep records, and agree music responsibilities with your editor.
Building a music library for your channel or brand
Rather than searching for new tracks for every video, build a shortlist of approved songs that fit your style: a few upbeat tracks, a few calm ones, some for intros and transitions. Store them with their licence records in a shared folder your editors can use. This speeds up editing, keeps your sound consistent, and makes it easy to prove licensing if a claim ever appears. Review the list now and then to keep it fresh.
Related guides
Part of our working with editors series. See also YouTube audio editing and vlog editing. See our work or get in touch.