Copyright Issue? Let’s make our own song!
This summer, brands are teaming up with creators, trading licensing fees for something even better: original music. And it’s working.
Across TikTok and Instagram, we’re seeing a wave of campaigns centered around original songs that are catchy, repeatable, and designed to stick in your head (and on your FYP). It’s the perfect combo of social-first sound design and creator credibility, which leads to viral momentum.
At GoSpooky, we’ve jumped straight into the mix. Earlier this month, Béla Becht, a Dutch creator known for his sharp sketch comedy released his latest original track, “Cherry Vanilli.” Within days, creators began using the sound organically, dancing, lip-syncing, and turning it into a summer anthem across platforms.
We saw the perfect opportunity. Together with AXE, we tapped into the song’s early traction to promote the AXE Fine Fragrance Collection, featuring Cherry Fizz and Black Vanilla, a perfect sonic and scent match. By partnering directly with Béla himself, we brought product and pop culture together in a way that felt native.
Later in the month, we worked with Vaseline to launch their new Gluta-Hya Collection, leading with an original track created with Blvckforce with the catchy line “I Need Some Gluta-Hya.” The debut TikTok teaser featuring the song hit nearly 800,000 views in its first week, kicking off a highly successful product launch and proving just how effective music-led creator campaigns can be.
Meanwhile, across the border in France, creator and comedian Fredy Gladieux teased what may be another summer collaboration with Lipton. While the song is not released yet, it’s clear that Original songs are more than just campaign assets now. They’re turning into cultural moments, with creators leading the charts and brands riding the beat.
So, what’s next on the creator charts?
