Bopper is part of the thriving sector licensing music for use in advertisements. Now it has spotted a new opportunity: in helping brands avoid lawsuits about the music they use in sponsored content on social networks and video services.
It’s a real issue too: earlier this year Sony Music sued fitness brand Gymshark over its ads on Instagram, TikTok and Facebook, claiming that it had “not paid for the privilege to use the sound recordings that are featured in them”. While individual influencers can use music from the catalogues licensed by these services for their own videos, if they use it in branded content it falls into the territory of what rightsholders see as a paid sync licence.
Anyway, Bopper is trying to solve that problem for its customers by pre-clearing its catalogue for ‘brand content productions’ on TikTok, YouTube, Instagram and Twitch. “The biggest multinational brands in the world are looking for the easiest, fastest and safest way to find and license music for social media, and for artists to get compensated fairly, considering the specific nature of these social media uses,” said CEO Gabriel Bouchard.
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