Track trouble

WHY FREE STREAMING DOESN'T MEAN FREE USAGE

- GAURAV DAGAONKAR

IN TODAY'S MODERN age of digital storytelling, music is a powerful element that helps create emotional connections between people and brands. Whether it's a corporate reel, campaign clip, product demonstration, or any marketing material, the correct soundtrack can drive engagement and enhance impact. With over 200 million daily content creators, a silent legal minefield exists—the misuse of freely streamed music in branded content. A longstanding myth endures: if you can stream it for free, you can use it for free. This misconception is particularly prevalent in high content and price sensitive markets such as India. Free streaming services deliver music for private usage—i.e., for individual streaming and consumption and not for commercial purposes. However, due to the lack of awareness, most creators and brands misinterpret that freely streamed music can be u