Posted inNews

TikTok wants to help brands license music to use on its app

The boundary between user-generated content and sponsored or branded content is important for music rightsholders, who feel strongly that if a video on a social app or video service is being paid for by a brand, it should be a proper sync.

But what about brands who want to use original music for their own content? One of those services, TikTok, is trying to help with its new ‘Sound Partners’ program.

Posted inSandbox

The Sandbox Guide to.. The future of sync, and what it means for you

Today, hundreds of thousands of artists release music and an equally huge number of content creators require music for their output. Sync has become a more nuanced instrument for all involved – and one that’s still a moneymaker and a powerful marketing tool. We’re taking a look at how sync has changed, what the real needs […]

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