Sweden-based Epidemic Sound, headquartered in Stockholm, is pitching a pre-cleared music licensing model to global brands as legal disputes over social media campaigns mount across TikTok, YouTube, Instagram and other platforms.
Defendants in current licensing battles include Crumbl Cookies, Marriott, Chili’s, DSW and the University of Southern California. Brands also face copyright strikes, demonetization and territorial licensing restrictions that can interrupt campaigns.
The company offers a fully licensed catalogue to clients including Nissan, Squarespace, New Balance, Levi’s, GoPro and the NFL Players Association, as well as creators. Epidemic Sound has recently expanded its footprint.
Pre-cleared model removes clearance matrix#
The company’s pitch centres on replacing complex licensing rules and compliance requirements with a secure, pre-licensed catalogue. That removes the clearance matrix covering recordings, compositions, public performances, separate territories and timeframes, reducing setup time and risk before a campaign.
“Brands tell us the same thing firsthand: rights holder fragmentation makes sourcing music at scale near-impossible without real legal exposure,” Emil Henriksson, Epidemic Sound VP and Head of Commercial Legal, said.
“Our latest survey puts numbers to it: 95% of brands say licensing complexity slows production, and nearly 8 in 10 have felt it through added costs, takedowns, and lost campaigns. The same three issues come up every time: rights holder fragmentation and licensing complexity, material liability exposure, and near-zero visibility into their own music use.”
Risk assessment and Soundproof#
Epidemic Sound is also helping companies assess risk levels before major branding campaigns. Henriksson said the company has launched Soundproof to give brands a clearer picture of their risk exposure and infrastructure to act on it.
“Alongside our core offering, we’ve also launched Soundproof to finally give brands a clear picture of where their risk sits and the infrastructure to act on it,” Henriksson continued.
In the Mad Men era, advertising agencies had more time to develop campaigns and distribute them, and music was often a commissioned jingle. Today, rapid iterations, tight deadlines and fast social media responses make clearances and copyright issues harder to manage, while directly licensed or commissioned works remove those vulnerabilities.
Catalogue and distribution reach#
Epidemic Sound offers a selection of music that includes tracks designed to grab attention, heighten emotion or frame background atmosphere. For higher-profile music, combining risk-free direct licensing with major artist recognition has typically been difficult or expensive, according to the company.
Epidemic Sound reports roughly 3.5 billion views a day across YouTube and TikTok alone, and says 70% of the top 300 US YouTube channels use its music. The company says those figures help it bring top artists into its network.
Enterprise clients can also receive music supervision and sonic branding services to align music and sound with brand identity.
Direct licensing for specific tracks#
Some tracks still require direct negotiation. Licensing a specific song from the Rolling Stones or The Weeknd, for example, can involve high price tags and extensive clearance considerations, even when major labels and IP owners are willing to license.
Outside of mega-hits, Epidemic Sound is filling the market with a deep selection of genres and artists that are fully licensed and permanently cleared. Following litigation, brands are being more careful with celebrity artists and high-profile tracks, according to Epidemic Sound. The company says its approach prioritizes secure licensing and music while allowing companies to focus on brand-building and long-term customer connections.
