Larry Iser was recently quoted in Erika Wheless’ Ad Age article “How TikTok is Becoming the New Testing Ground for Audio Branding,” which details how the shift to digital platforms like TikTok has led some brands to partner with creators in order to make original audio content.
In the article, Larry notes that brands can be burdened with some of the same challenges as political campaigns when it comes to sourcing music for their advertising. “You’ll often hear nondescript music in campaigns, because they don’t want the headache of a possible legal fight,” he shares. “The same is true for TikTok, and brands can save money on licensing fees.”
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How TikTok is becoming the new testing ground for audio branding – Ad Age