Music for brand video: how to choose it without copyright trouble
The difference between free music, library music and music with rights, and how to choose the right track for a brand video without risking a copyright notice.
It has happened to us with several clients: they shoot a great video, post it on social media with a song they like, and a few days later the audio goes silent, reach drops or they receive a copyright notice. The image is theirs. The music almost never is, and that detail gets paid for afterwards, not before.
At A0Studios we choose music in almost every editing session, so we know where people usually go wrong. You don't need to understand intellectual property law to get it right. You need to know what type of license you need depending on where you'll publish the video and who you are when you publish it.
Why music isn't a minor detail
Buying a song on Spotify or Apple Music gives you the right to listen to it. It doesn't give you the right to use it in a video you publish, much less if that video promotes a product or service. That's called a synchronization license, and it's a different permission from personal listening. It almost always has to be paid for separately, and almost never comes included in what you already paid.
Platforms detect audio matches automatically. When that happens, the usual outcome is that they mute the video, reduce its reach or, if the rights holder claims it directly, remove the whole piece. On a business account, a copyright notice can also affect monetization or the account's reputation if it repeats.
The problem isn't only legal. A muted video in the middle of a campaign, just when it's getting the most traffic, is production time and money thrown away. Avoiding it costs far less than fixing it afterwards.
How to choose music without taking risks
Libraries licensed for commercial use
The simplest way is a licensed music library, such as Epidemic Sound, Artlist or Musicbed. You pay a monthly or annual subscription and, while it's active, you can use any track in the catalog in your videos without negotiating track by track. It's what we use in most editing sessions at A0Studios: speed and legal coverage in the same step.
What a license actually covers
Not all licenses are equal. Some cover social media but not paid ads. Others require you to keep the subscription active as long as the video stays published (if you cancel, you lose the right to use it, even if the video has been up for months). Always check which channels it covers, whether it includes monetization and whether you need to keep something active after publishing.
When original music makes sense
For a brand with a constant presence in video, having its own sound identity (an original piece or a short jingle repeated in every post) helps the content get recognized without seeing the logo. It makes sense when you already publish regularly and want the brand to sound as recognizable as it looks.
Mistakes I see repeated
- Downloading music from a "copyright-free" YouTube channel without checking the actual license it offers.
- Assuming "no copyright" means "free for commercial use"; it's not always the same.
- Using a track downloaded during a library's free trial and continuing to publish after canceling the subscription.
- Not checking whether the license covers paid ads as well as organic content.
- Raising the music volume above the voice without applying ducking in the mix.
- Assuming that what works for YouTube works the same for Instagram or TikTok, since each platform handles detection in its own way.
Frequently asked questions
Can I use a song I bought in a digital store?
Not for a brand video. Buying the file gives you personal listening rights, not rights to sync it with video or publish it. You need a different license, almost always handled through another channel.
What happens if I publish with unlicensed music and nothing is detected?
It can go weeks without a notice and then hit all at once when the platform's system updates its match database. Not being detected right away doesn't mean you're covered, only that it hasn't happened yet.
How much does a licensed music library cost?
It depends on the provider and the plan, but most are a moderate monthly subscription with unlimited access to the catalog while it's active. It usually works out cheaper than a single copyright notice resolved by hand.
Does A0Studios choose the music for my videos?
Yes, in Recording + Editing and Full Production we propose licensed music that fits the tone of the video as part of the edit. If you already have your own sound identity, we respect it and keep it consistent across pieces.
The music that accompanies a brand video deserves the same attention as the image, the script or the lighting. It's not a last-minute detail to solve by searching for "copyright-free music" five minutes before publishing. If you want us to handle that part in your next session, get in touch via /#contacto.
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