
Berklee Study Reveals Video Has Become Essential to Music Careers Survey findings show social platforms have become the primary source of music for video content, surpassing traditional music libraries, while AI adoption grows among some creators.
June 4, 2026
Berklee College of Music has released a new report, In Sync: Music and Video 2026-Video Creators, Musicians and the Age of AI, the first study to explore the economics of video content and the impact of AI from both the video creator and musician perspectives. More than 1,000 video creators, musicians, brand marketers, and music supervisors were surveyed about how they choose, source, license, and produce music for video content across social media.
The study reveals that video has become essential to music careers, with 75.9 percent of respondents saying it directly shapes career outcomes and 74.8 percent reporting pressure to produce it alongside their music. Yet many musicians struggle to monetize that work: 36.9 percent cite at least one licensing or rights-management barrier, with cost, confusion, and inconsistent platform rules as the most common obstacles.
The report also finds that social platforms have replaced traditional industry libraries as the primary source of music for video content. The top three sourcing channels are not dedicated music libraries: 45.5 percent save sounds from TikTok and Instagram, 41.4 percent use the YouTube Audio Library, and 34.6 percent use the native library inside their editing app. Generative AI tools are also emerging as a sourcing option, with 19 percent of respondents using them to find or create music for video content. Beyond sourcing, AI is being used across the creative workflow, from ideation and technical assistance to lyric generation, mastering, mixing, and finished audio, while respondents also report meaningful concerns about quality, ethics, rights, and audience perception.
The study was released by the Berklee Emerging Artistic Technology Lab (BEATL) in conjunction with AI Music Summit (AIMS), taking place June 3-5 on Berklee's campus. As AI tools become increasingly integrated into creative work, Berklee commissioned the study, conducted by Praxia Insights with support from Adobe, to better understand how creators are adapting, sourcing content, and navigating questions of rights, ethics, and sustainable careers in a rapidly evolving media landscape. Berklee and Adobe will present the findings at the summit on June 4.
Mark Ethier, executive director of BEATL, said: 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. Berklees 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.
Read the report
Related Categories
News
Most Popular
Illustration by Michelle Parkos
Music Marketing: 5 Practical Strategies for Independent Artists Five ways help you build visibility, engage your audience, and grow your fanbase-including one trick to steal from Taylor Swift.
Latest
Left to right: Assistant professor Martin Shore; Raindance Film Festival founder Elliot Grove; student Honor Minors; Africana Studies Department chair Dr. Mike Mason; and recent graduate Samuel Apoutou at the 2026 Raindance Film Fesitval in London.
Berklee Students Earn Dedicated Section at Raindance Film Festival in London Five documentary short films produced in the Africana Studies Department screen at the UK's largest independent film festival.
Photo by Mason Davis
Announcing STAGES Magazine 2026 Marking a decade since Boston Conservatory and Berklee College of Music joined forces, this issue spotlights some of the groundbreaking student outcomes made possible by this historic merger and the innovators, artists, and ideas pushing conservatory education into the future.
Photo by Eric Antoniou
The Next Act Dean Krisha Marcano's vision for a connected Theater Division, and the fund making it possible
Read All
Subscribe The latest sounds, stories, and ideas, sent to your inbox weekly.
North America Stories
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and gaming, of course, Japan is one of the world's centers of AI - building across...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
14/07/2026
Agreement spans sponsorship sales, digital monetization, radio production, and new practice facility naming rights...
14/07/2026
Independent league adds 14 regional sports network affiliates, growing distribut...
14/07/2026
New strategy aims to unify competitions, content, fan engagement, and commercial...
14/07/2026
ESPN and Disney+ become exclusive home of PFL events in key international MMA market...
14/07/2026
Gill will oversee engineering, technology, and sports operations across the company's 64 local television stations...
14/07/2026
Submitted by North American Broadcasters Association (NABA)
As broadcasters con...
14/07/2026
Modernized mobile unit combines HOME Apps, mc 56 console, and IP infrastructure ...
14/07/2026
Every match of the 32-team tournament will air across ION and Scripps Sports platforms in English and Spanish...
14/07/2026
FloHockey to stream every game of the annual international tournament under four...
14/07/2026
Victory+ telecasts to be simulcast on TEGNA-owned station, expanding free local distribution...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
IBC2026 has unveiled a powerful Conference programme bringing together global media leaders, technology innovators, creators, sports organisations, broadcasters...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Broadcast Solutions, a leading systems integrator and provider of innovative solutions for the broadcast media industry, has delivered two highly capable outsid...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
14/07/2026
Editor's note: This post is part of the Nemotron Labs blog series, which exp...
14/07/2026
Why Trusted and Secure Media Operations Matter In this series, we explore the technologies, architectures and operational realities shaping modern media operati...
14/07/2026
Power is AI infrastructure's inescapable constraint. How many tokens an AI factory can generate within a fixed power budget determines its revenue and profi...
13/07/2026
The Braves opted to keep production in-house rather than hand it off to MLB...
13/07/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, including new deals, departures, and assignments compiled from press releases and repo...
13/07/2026
Eurovision Sport is making live athletics more accessible to fans than ever befo...
13/07/2026
The Milwaukee Bucks will return to full-season over-the-air television for the 2...
13/07/2026
SMPTE has announced an expanded education pathway for media technology professio...
13/07/2026
Vizrt has announced that its graphics technology was used by broadcast design agency Girraphic for Netflix's debut MVP MMA event, broadcast live from the In...
13/07/2026
ARRI has announced an agreement to sell its global rental activities in Europe, the United Kingdom, and North America to H2 Equity Partners through a management...
13/07/2026
DAZN has announced a partnership with Premier Boxing Champions (PBC) to bring PBC fight nights to DAZN subscribers globally. The partnership begins Saturday, Ju...
13/07/2026
TikTok and WSC Sports have announced a strategic partnership that gives sports r...
13/07/2026
Two new Ross products -Brushback: Full Count and CapGo - are debuting at Citizens Bank Park All-Star festivities...
13/07/2026
MSG Networks' was given exclusive access during the Knicks' unforgettabl...
13/07/2026
LOS ANGELES, July 13, 2026 - Sundance Institute today announced the 10 producers selected to participate in its annual Producers Labs taking place July 13-18 fo...
13/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...