Independent music is everywhere on social. So is the unlicensed use of it.

Independent labels and self-releasing artists own close to half of the world's recorded music. That means a large share of the music brands use without a license belongs to independents, and independents are often better placed than anyone to do something about it.

Independents own nearly half the market

Measured by who actually owns the copyrights, independent labels and self-releasing artists held 46.7% of the global recorded music market in MIDiA Research's 2024 study of the independent music economy. That share has been rising for years, helped by open-access distribution that lets anyone release music to the world directly.

The independent catalog isn't niche. It spans dance, hip-hop, indie, regional and global scenes, and production music, which is exactly the kind of music that soundtracks brand content on TikTok, Instagram and YouTube. When independents make up that much of what's being played, they also make up a large share of what's being used without a license.

Why independents are best placed to act

At a major label, a single licensing decision may involve several departments, a publisher, territory teams and legal sign-off. Many independents can make that same decision in an afternoon.

You often control the rights directly

Self-releasing artists and independent labels frequently own their masters, and many songwriters control their own publishing. The person who owns the copyright is the person who can license it.

You know your catalog

You know which tracks are yours, who wrote them and what's already been licensed. That makes it far easier to tell a genuine unlicensed use from a legitimate one.

You can decide quickly

Whether you want a license fee, an ongoing deal, a credit or the content taken down, you can choose without waiting on anyone else.

What holds independents back

In conversations with independent artists and labels, the same three concerns come up over and over.

"I wouldn't know where to start."

Finding brand use across platforms, working out whether it's licensed, and approaching a company about it can feel like a full-time job. Most independents are already juggling releases, touring and promotion, so it gets put off indefinitely.

"I'm not sure I'm entitled to anything."

Many creators assume that if a song is available in a platform's library, brands can use it however they like. Generally they can't. Platform libraries are licensed for personal use, and brand promotion usually needs a separate license from the rightsholder. If you own or control the rights, that license is yours to grant, and a fee for unlicensed commercial use can be yours to seek.

"This is for majors and big names."

Rights enforcement has traditionally meant legal teams and expensive retainers, so independents reasonably assume it's out of reach. But brands don't only use hits. They use whatever fits the edit, and that is very often independent music. A track doesn't need to be famous to have commercial value to the brand that used it.

Built for independent creators

ASIGN Rights was built with independents in mind: self-releasing artists, independent labels, songwriters, composers and the managers who work with them.

If you own or control your music, you're entitled to decide how brands use it and to be fairly compensated when they do.