Video has become non-negotiable for musicians building careers today, but the economics don't match the demand. A new Berklee College of Music study found that 75.9% of respondents say video directly shapes their career outcomes, and 74.8% report feeling pressure to produce video content alongside their music. Yet nearly 37% cite at least one licensing or rights-management barrier that prevents them from monetizing that work.

The report, titled "In Sync: Music and Video 2026: Video Creators, Musicians and the Age of AI," surveyed more than 1,000 video creators, musicians, brand marketers, and music supervisors about how they source, license, and produce music for video content across social media platforms. The study was released by the Berklee Emerging Artistic Technology Lab (BEATL), a research group focused on how emerging technologies shape creative work, in conjunction with the AI Music Summit (AIMS) taking place on Berklee's campus.

Where Are Creators Actually Finding Music for Video?

The findings reveal a striking shift in how creators source music. Traditional music licensing libraries, once the backbone of professional video production, have been displaced by social platforms and free tools. The top three sourcing channels tell the story clearly:

• Social Media Platforms: 45.5% of respondents save sounds directly from TikTok and Instagram for their video projects
• YouTube Audio Library: 41.4% use YouTube's native music library, which offers free and licensed tracks
• Built-in Editing Tools: 34.6% rely on music libraries embedded in their video editing software

Generative AI music tools are emerging as a fourth option, with 19% of respondents using them to find or create music for video content. This growing adoption reflects the pressure creators face to produce more content on faster timelines, even as questions about quality, ethics, and audience perception remain unresolved.

What Are the Biggest Barriers to Monetization?

The study identified three primary obstacles preventing musicians from earning money from their video work. Cost stands as the most obvious barrier, but confusion about licensing rules and inconsistent platform policies create equally significant friction. Musicians report struggling to understand which platforms allow which uses, and how to properly license music without violating terms of service.

The rights-management challenge is particularly acute because the rules differ across platforms. What's permitted on TikTok may violate YouTube's policies, and Instagram's rules shift independently. This fragmentation forces musicians to either hire licensing experts, spend hours researching platform rules, or simply avoid monetization altogether.

How Are Creators Using AI Across the Music Workflow?

Beyond sourcing finished tracks, generative AI is being integrated throughout the creative process. Creators report using AI tools for ideation, technical assistance, lyric generation, mastering, mixing, and producing finished audio. However, this adoption comes with meaningful concerns. Respondents expressed worry about audio quality, ethical implications of AI-generated content, unclear rights ownership when AI is involved, and how audiences perceive AI-created music.

The tension between efficiency and authenticity is real. AI tools can help creators meet the relentless demand for video content, but many worry that audiences will reject AI-generated music or that they'll lose creative control over their work. The study suggests that as AI adoption grows, so does the need for clearer ethical guidelines and audience transparency.

Steps for Musicians to Navigate Video and Licensing in 2026

• Understand Your Platform's Rules: Before uploading video content, review each platform's specific licensing and monetization policies to avoid losing revenue or facing takedowns
• Diversify Your Music Sources: Don't rely solely on one platform's library; explore YouTube Audio Library, editing software libraries, and licensed music services to find tracks that fit your brand
• Document Your Rights: When using music in video, keep clear records of licensing agreements, permissions, and any AI tools used in creation to protect yourself legally
• Evaluate AI Tools Critically: If using generative AI for music, test the output quality, understand the tool's terms around ownership and rights, and consider audience perception before publishing

"Video creation is now a core part of building a music career, and AI use is growing as creators face increasing pressure to produce more content on faster timelines. Berklee's role is to ensure artists remain at the center of these changes by equipping students to understand new technologies, make informed creative and ethical decisions, navigate evolving licensing landscapes, and build sustainable careers grounded in their rights and values," said Mark Ethier, executive director of BEATL.

Mark Ethier, Executive Director of the Berklee Emerging Artistic Technology Lab

The Berklee study underscores a fundamental mismatch in the modern music industry. Video is no longer optional for career growth, yet the infrastructure to fairly compensate musicians for that work remains fragmented and confusing. As AI tools lower the barrier to content creation, the pressure on musicians intensifies, but the pathways to sustainable income have not kept pace.

For musicians and creators navigating this landscape, the takeaway is clear: video skills are now as important as musical talent, but success requires understanding not just how to create, but how to license, monetize, and protect your work across multiple platforms with different rules. The study was conducted by Praxia Insights with support from Adobe, and findings were presented at the AI Music Summit on June 4.