Music labels crack the whip as influential copyright rules on social media

Copyright © HT Digital Streams Limit all rights reserved. Meta introduced his licensed music library for user-generated content in 2017, but explicitly prohibited its use in monetized posts. Photo: Reuters Summary Despite clear policies limiting the use of licensed music to non-commercial posts, influencers regularly include trends tracks in brand posts to increase their reach. But music businesses had enough. An account may come for India’s emerging influencer economy, as music labels lay down the ominous and unauthorized use of copy seg music on platforms such as Instagram. The warning: Stop using Chartbusters for brand -sponsored content without proper licenses or facing, legal action and solid fines. Despite the clear policy of Meta that limits the use of licensed music to non-commercial posts, influencers regularly include trend tracks in brands, often to play the algorithm and increase the reach. But music companies had enough. “Yes, it is illegal for influencers to use published songs in promotional or sponsored positions on social media without proper approval,” says Viral Jani, chief income officer at Universal Music Group India and South Asia. “When influencers use music in organic, daily content, it usually falls within the UGC license of the platform (user-generated content). But the moment a brand is involved-by a paid promotion, product placement or approval-which is required commercial use, and a separate license is needed.” Read also | Indian influencers to drive $ 1 trillion consumer expenses by 2030: BCG report, while music is often seen as an engagement heel, Jani said it was not just about legal compliance, but about fairness. “We fully support the creation culture and music discovery. But the commercial use of music must respect the rights of artists, songwriters and producers. Otherwise the creative ecosystem becomes unsustainable.” Jani added that UMG takes a ‘twofold’ approach-proactive education and strict enforcement. “We give notifications and formal infringement at the time of the moment we identify unauthorized use. We also reserve the right to pursue legitimate remedies, including damages and unpaid license fees,” he said. “But we also believe in working with creators, because many people may not even realize that brand posts need separate consent.” Meta introduced his licensed music library for user-generated content in 2017, but explicitly prohibited its use in monetized posts. Although influencers can use this music for personal posts, it is in the branding facilities that violate Meta’s conditions. Unlike YouTube, which shares advertising revenue with creators and allows copyright strikes, the monetization of Meta is largely brands, a gray area that uses many creators. Inquiries sent to Meta and YouTube did not elicit an answer. A growing problem in April dragged Sony Music Mining Tra to the Bombay High Court due to copyright infringement, in which he claimed £ 5 damages. Marriott, Epigamia and others also faced similar legal action, as Mint reported in March. This growing friction has sent a chills for influencers through marketing circles. Research suggests that almost 80% of influencers use music in the brand content. “It is largely powered by platform algorithms that prefer the trending sound,” says Shudeep Majumdar, co-founder and CEO of ZEFMO. Also read: From Dubai to Bastar embraces tourism plates of influencers to attract travelers “But the bigger problem is the lack of creator awareness and India’s outdated copier framework. Now that music labels are maintaining the brand, brands and agencies no longer have an influence. as brand promotions do not use, “says Aditi Verma Thakur, an IP advocate and partner at Ediplis Counsel.” Copyright law enables music labels to practice legal action when such works are used commercially without permission. But most creators don’t bother, “Thakur said. Jani added that music labels themselves are open to the structuring of legal partnerships with creators and brands.” We understand why brands want to use trend tracks-their adds, virality and cultural cachet. Therefore, we regularly work with brands to create legal licensing agreements that unlock not only the cut, but also promotion value and artist connections, “said Jani.” It’s a win-win when done right, and artists are respected and compensated. ” Also read: Trademark-Influencer court fights set the boundaries for creators, but enforcement remains selective. So they prioritize those who hurt them the most, “says Aditya Gurwara, co-founder of Qoruz.” In fact, global music used by smaller influencers in India is often not noticed, but it can change overnight. It is a legitimate minefield, and the onus is now clear that the creators must tread carefully, “he added. As influencer content is still fading the lines between personal expression and paid promotion, music labels draw a hard line. This time the creators may have no choice but to play according to the rules. Market updates to get more topics #Social Media #Music Industry Mint Specials