Navigating Licensing for Influencer Music in Toronto

Music shows up everywhere in social media. Whether it’s playing behind a makeup tutorial, a fashion haul or a brand collab, it’s often the thing that grabs your attention first. But using music in influencer content isn’t as simple as adding a trending track to your video and posting it. If you’re working with songs online, there’s a good chance you’re dealing with licensing automatically, whether you realize it or not.

Music is protected under Canadian copyright law. That means you need permission to use it, especially if you’re being paid for posts or working with brands. If you’re creating content in Toronto or working with music in partnerships, the rules around entertainment law matter even more. This guide takes a look at how licensing works for social media influencers using music in Canada, with a focus on what that means if you're in or near Toronto.

What Counts as Licensing When Using Music on Social Media

There’s a big difference between listening to music and using it in content that others will see or share. When you drop a song into a video or social post, that’s considered a public use which usually requires a licence.

There are a few different types of licences influencers might need:

• Sync rights: These give you permission to match music with visuals (like adding a song to a video)

• Master rights: These are granted from the entity that owns the actual sound recording, often a label or recording artist

• Performance rights: These kick in if content is shared in settings that count as public performances, like livestreams

Problems usually start when influencers use music straight from streaming services, radio or other platforms, assuming no one will notice. But songs used in brand deals or promo content can get flagged, especially on apps like TikTok, Instagram and X, where copyright enforcement is built-in.

The Risks of Not Clearing Music Rights

When music is used without proper licensing, there are both platform rules and legal risks at play. Many creators first notice a problem when a video gets muted, taken down or demonetized. That’s a signal the copyright owner made a claim.

Here’s what can happen if music rights aren’t handled properly:

• Takedown notices or muted audio on posts

• Copyright warnings or penalties that can affect your account

• Ads being turned off or revenue being passed to the copyright holder

• In some cases, removal of content or full account suspensions

This kind of problem can show up quickly, sometimes within hours of posting. Most platforms use automated tools to scan for content that includes protected music. When a match is found and no licence is on file, creators often lose control over how that post is shared or monetized.

Canadian influencers need to be especially careful since fair dealing under Canadian law is more limited than what some platforms imply. Short clips of music or edits made for educational or commentary use might still require permission, even if other creators in different countries post similar content without issue.

Working With Music Owners or Publishers

To use a song legally, you usually need permission from the people who own it. That might mean getting in touch with:

• The record label that owns the sound recording

• The publisher who controls the song’s copyrights

• A music supervisor if the track is part of a larger brand or media deal

Licensing agreements can vary a lot depending on how the music is used. A free DIY video post will need something different than a sponsored campaign. A remix or cover may need both sync and master rights, depending on who owns the music and sound recording.

Some areas get confusing quickly. Even if you created a song with another artist or purchased a beat online, that doesn’t always mean you own the full rights to use it in influencer content. Rights may still be shared or have limits tied to them.

This is where written licensing agreements matter. They lay out how the music can be used, for what platforms, and for how long. Without a clear agreement, even a small use can lead to rights conflicts later.

We provide legal guidance on songwriting, recording and licensing for music used in online content, so creators avoid these common mix-ups before sharing work publicly.

Music Licensing in Sponsored Content and Brand Partnerships

If you’re sharing music as part of paid content, there’s even more pressure to get your licences in place. Music use in brand campaigns has to be cleared both by the influencer and sometimes by the brand itself.

Sometimes a brand will ask for the licence, expecting you to provide proof that all music in a paid post is cleared. Other times the brand may assume you’ll use stock or royalty-free music (or none at all). This can lead to confusion if the wrong music is used without telling the brand first.

When music is part of a partnership or collaboration , it’s best to cover it clearly in the contract. That includes:

• Who picks the music and who needs to clear it

• What rights are needed (and for what platforms)

• Who takes on the responsibility if a copyright flag comes up

Music problems in paid posts can hurt more than just the post, they can damage the whole deal and your ability to land the next one.

Getting Support with Licensing in Toronto

Creators based in or visiting Toronto often work across live events, collaborations with musical artists or branded campaigns tied to bigger media projects. That’s where local knowledge of entertainment law in Toronto makes a big difference.

Having someone review your music licensing plan or help with rights agreements gives peace of mind before content goes live. Many licensing issues come down to timing, waiting until a dispute pops up can be too late. We offer music licensing experience for Toronto-based musicians, influencers and content creators, with a focus on clear communication and protecting your content.

We’ve seen how fast music use can turn from a simple choice to a big issue, especially when a song becomes popular or gets added to sponsored work. That’s why having guidance from the start helps creators stay focused on their content without looking over their shoulders after every upload.

Music Licensing Mistakes Are Avoidable

Music adds energy, feeling and reach to content. But if it’s used without thinking about the rights behind it, that same music can cause real setbacks. What starts off as a small edit can lead to larger problems if it isn’t cleared first.

Licensing is about more than rules and paperwork. It’s about securing the space to create and grow online without fear that posts are suddenly silenced or campaigns fall through. That’s especially true for influencers working in or around Toronto, where entertainment law and content creation go hand-in-hand.

Planning to use music in your Toronto-based social content, especially for sponsored partnerships? Getting legal guidance early on sets you up for a smoother creative and legal process and helps avoid copyright issues down the road. At Sanderson Law, we know how quickly influencer campaigns move and how important it is for your posts to stand out. If you need clarity around entertainment law in Toronto, our team is ready to guide you through your questions and next steps, reach out today to get started.

The above article does not constitute legal advice. In any legal situation, skilled legal advice should be sought.