How to license a song for an ad
Short answer
You need two permissions, not one. A sync license from the music publisher(s) who own the song, and a master use license from the record label that owns the recording. You ask each side directly (or through a music clearance company), tell them exactly how, where and how long the ad will run, agree a fee, and get it in writing before the ad goes live. Picking the song in the TikTok or Instagram app does not count as either.
Why "just pick it in the app" doesn't work for ads
The songs inside TikTok and Instagram are licensed to the platforms for people making personal videos. That deal doesn't extend to a brand promoting a product, and it never extends to a paid ad. If you want a real, recognisable hit in a brand video, you have to go to the people who own it.
That sounds intimidating. It isn't, once you know who to call and what they'll ask. Big brands license songs every week. The process is the same for a 15-second Spark Ad as for a TV spot, just with smaller numbers.
Step 1: Find out who owns the song
Every song has songwriters, and most have more than one. Each writer's share is usually managed by a publisher. A typical pop hit can have three to six publishers, each owning a slice. You need a yes from all of them, or at least from enough of them to cover 100% of the song, depending on how the deal is structured.
The recording is simpler. It usually belongs to one label: the one that released the track.
Where to look:
- Performing rights organisations. ASCAP, BMI and SESAC have public repertory searches that list writers and publishers for a song.
- The label's own site or the streaming credits. Spotify and Apple Music show the label line under the album.
- A clearance company. If the song has a long list of writers, it's often faster to pay someone who does this daily.
Step 2: Write a clear request
Rights owners answer specific questions faster than vague ones. Every request should say:
- The song and the exact version (original, a remix, a specific live recording).
- How much of it you'll use, in seconds, and whether it's background or featured.
- Where it will run. Organic TikTok and Instagram, paid ads, YouTube, your website, TV.
- For how long. Three months, a year, or "in perpetuity" for organic posts.
- Where in the world. US only, North America, worldwide.
- Your media budget, roughly. A $5,000 test is priced differently from a national campaign.
- A rough cut or storyboard, so they can see the song isn't attached to anything they'd object to.
Leave out anything that isn't true. If the ad might later run on TV, say so now. Expanding a license later costs more than buying it up front.
Step 3: Expect two separate quotes
The publisher and the label quote separately. They often check with each other, and many deals are "most favoured nations", which means each side gets paid the same as the other. So if the publisher quotes $8,000, assume the master will cost about the same.
Prices vary enormously by song and use. As one rough guide from a music library's 2026 pricing article, popular songs in a regional or digital commercial often run in the low thousands to mid five figures per side, while national TV can reach six figures. Source. A huge, current hit in a worldwide campaign can go higher still. Some songs aren't available for ads at any price, because the artist doesn't allow brand use.
Step 4: Negotiate the terms that matter
Price is only one line. The terms that bite later are:
- Term. When does the license end, and what has to be taken down when it does?
- Media. Does "social" include paid ads, Spark Ads and partnership ads, or just organic posts?
- Edits. Can you cut the song, loop it, or use multiple ad lengths?
- Creator use. If creators post with the song as part of the campaign, are they covered?
- Renewal price. Lock it in now if the ad might keep running.
Step 5: Get it in writing and file it
A reply that says "sure, go ahead" is better than nothing, but it isn't a license. You want a signed agreement from each side listing the song, the media, the term and the fee. Store both with the campaign files. If anyone ever asks about that ad, you can answer in a minute.
A quick scenario
A sneaker brand wants a well-known 2019 hip-hop track for a 15-second Spark Ad and two organic TikToks, US only, for 90 days. Their social lead finds four publishers and one label. Two publishers reply in a week, one asks for the storyboard, and one is slow. The label quotes the same as the largest publisher share. After three weeks they're licensed, and the ad goes live with a calendar reminder set two weeks before the 90 days end. If they'd just used the song from the app, the same ad would have been unlicensed from day one.
When licensing isn't worth it
For most day-to-day social content, licensing a hit is overkill. TikTok's Commercial Music Library, Meta's Sound Collection, a stock library plan that covers ads, or a custom track you own will do the job for a fraction of the time and money. Save licensing for the campaigns where that specific song really matters.
Already posted with a hit you never licensed? Don't panic, and don't keep boosting it. Swap the audio or take it down, then check the rest of your account. Our first check starts at $500 for up to 100 posts, and it's free if there's nothing to fix.
General information, not legal advice.
Common questions
Do I need both a sync license and a master license?
If you use the original recording, yes. The publisher owns the song and the label owns the recording. If you record your own version of the song, you still need the sync license from the publisher, but not the label's master license.
Can I license a song just for TikTok?
Yes. Licenses can be limited to specific platforms, uses and time periods. Be precise, because organic posts and paid ads are often priced differently.
How long does it take to license a popular song?
Usually two to eight weeks. Songs with many writers or artists who rarely allow brand use take longer, and some are never available.
Is crediting the artist enough?
No. Credit is polite, but it isn't permission. Only a license from the rights owners lets a brand use the song.
What happens if a creator I paid uses a hit song?
The post is promoting your brand, so you can be exposed too. Several label lawsuits include posts by paid creators. Agree in the contract that creators use only licensed or original audio.
Part of: Music licensing for brands
Related guides
General information, not legal advice. Platform rules and licenses change; check the current terms or ask your lawyer about your situation. Lawsuit figures are as reported and represent claims, not findings, unless noted.