AiMCO tackles music rights in influencer marketing at Sydney event
The Australian Influencer Marketing Council (AiMCO) gathered members in Sydney to address the complexities of using music in social media campaigns.
The Australian Influencer Marketing Council (AiMCO) has hosted a live panel event in Sydney, bringing members together to unpack the legal and creative challenges of using music in influencer campaigns.
Nearly 60 attendees joined the session, held at BlackBay Lawyers’ offices on 18 September, under the theme Music Rights on Social Media. The discussion examined copyright law, licensing requirements, and platform music libraries, highlighting risks for influencers, agencies and brands.
The event was moderated by Isabella Orlic, Senior Associate at BlackBay Lawyers, and featured panellists Victoria-Jane Otavski, Managing Partner at BlackBay Lawyers, Wesley Chapman, Creative Sync Manager at Mushroom Group, and Sam Kelly, Managing Director and Partner at Hello.
Clarifying rights and risks
Orlic said music rights remain one of the most misunderstood areas in influencer marketing. “Music rights are often an issue for influencers because the commercial use of copyrighted music requires specific licences, which can be expensive and time-consuming to obtain. Failure to secure these licenses exposes influencers and brands to inadvertent copyright infringement claims and breach of platform terms.
“This panel discussion was a chance for our experts to offer practical guidance for creators, influencers and agencies around navigating the legalities of using music in influencer marketing. There are a lot of misconceptions around music usage, particularly around how music can be used in ads or paid partnership posts. It is a highly complex area – that’s why events like these are so important for the industry; they’re all about encouraging creators and marketers to stay ahead of the curve, protect their content from legal issues and keep up-to-date on the latest music regulations in Australia influencer marketing.”
Attendees received an exclusive fact sheet prepared by BlackBay Lawyers, outlining practical steps to avoid infringement and maintain industry best practice.
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Industry guidance for creators and brands
Patrick Whitnall, Managing Director of AiMCO, said: “The use of music on social media is one of the most misunderstood and high-risk areas for brands, creators and agencies, and an issue that our members have been asking for clarity on. This panel was an opportunity to bring together experts to share practical insights and recommendations, and provide a vital perspective on licensing, risks and opportunities.”
Whitnall added that combining legal expertise with creative perspectives gave attendees a clear roadmap. “Isabella and Victoria-Jane helped to uncomplicate the law governing online music use, while Wes and Sam brought their creative and practical knowledge to the challenges of using music in content. I’m certain all our members walked away with a clearer picture of how to use music in their campaigns.”
The event is part of AiMCO’s ongoing program to provide members with guidance on best practice in influencer marketing, campaign measurement and compliance.
Top image: AiMCO panel discussion on music rights
