Traditional music licensing was designed for a very different world, where labels controlled the market, radio dictated trends, and TV ads ran for months. Today, music discovery happens on TikTok, Instagram, Spotify, and YouTube Shorts. Campaigns are built for speed, and audiences expect authenticity. The old sync process simply doesn’t match how fast brands have to move, or how artists are building traction.
Here’s what brands still face in the legacy system: Clearance times that stretch 4–6 weeks, sometimes longer, multiple rights holders with overlapping interests, licensing fees starting at $25,000–$50,000, opaque approval pipelines that delay decision-making, artists who may not even know their song is being licensed
It’s a system that makes sense for the industry, but not for the creators or the companies fueling modern culture.
Independent artists are the culture. According to Luminate’s 2024 U.S. Music Report:
These artists are building audiences without labels, pushing trends on social media, and releasing music directly to fans. And when a track catches fire online, it’s often too late for a traditional sync process to catch up. Brands that want to be relevant in real-time need access to the sounds that are already moving culture—often long before they’re represented by a label or publisher.
Marketing timelines have accelerated. Creative trends shift weekly, sometimes daily. And traditional licensing can’t keep up. In contrast, direct deals allow brands to move fast. Need a track that’s trending on TikTok? You can find the artist, reach out, and close a deal within days—sometimes hours.
Brands are also facing new consumer expectations. People want to know that artists are being paid fairly, that their favorite creators aren’t being exploited, and that the music used in campaigns aligns with real culture—not just what’s “safe” or pre-approved. Direct licensing gives brands a way to meet those expectations—and still protect their business with clear, legally binding agreements.
Despite its promise, direct licensing isn’t without challenges. The biggest ones are legal clarity, rights verification, and trust. Many artists don’t have access to contract templates, and many brands worry about unknowingly infringing on rights. Licensing a song requires clarity on publishing, master ownership, and usage scope—none of which can be handled casually.
Without the right tools, these deals are hard to scale.
Platforms like HRMNY are stepping in to fill this gap. Rather than replacing agencies or sync teams, they offer a middle ground: tools that simplify the process without stripping control from either side.
Here’s how platforms like HRMNY support the model:
This model allows artists to monetize their catalogs without giving up ownership, and it lets brands move quickly with total peace of mind.
More info on our Artist-First Licensing page about how artists and brands are using the platform to close culture-first deals—without middlemen, delays, or compromise.