Looking after the music beyond launch

A good song can give a trailer a life well beyond launch. Months later, the film may still be on YouTube, shared by fans or used in a portfolio. That is part of the value of the work. It also means the music licence needs to reflect what happens after the campaign ends.

When the film stays online

A trailer or ad might run for a few months and remain public for years. Some licences allow an existing post to stay online after paid promotion ends. Others only cover the agreed campaign period. Keeping a copy internally is different from leaving it on a public channel.

The main upload is rarely the whole story. There may be shorter edits on social media, an agency portfolio, a partner page or an old paid placement. Each version has its own place in the campaign, so we look at what is still live and what the agreements actually cover.

If something needs attention, we explain it clearly. The right next step might be to take an upload offline. If the film still has a role, we can speak to the rights holders about extending the licence. Our job is to give the client a practical route forward and help them act in good time.

Think beyond launch

The easiest moment to plan for this is when we first clear the song. Will the film stay on the brand's channel? Should it be available for awards or an agency portfolio? Could it return for a later game update or campaign?

Those answers help us request the right term, public archive rights or a renewal option. It is a small conversation early on that can save a lot of uncertainty later.

For me, this is part of music supervision. We want to find the song that makes the film work. We also want the team to feel confident about where and how they can keep using it.

If you are planning a campaign or checking older videos, talk to us about the music and its usage.