Playing music at your Activation? Read this first!

Kate Taylor

June 4, 2026

There are so many elements that go into telling a brand story during an experiential activation. From the location, programming, design and sound, event pros are highly skilled at tying all these different factors together to create a compelling, cohesive brand experience.

One event element that often gets overlooked though is music.

If you’re thinking of showing up on event day with your amplified sound permit and simply putting on a playlist, think again. While a sound permit grants you permission to play music at the city level, you still need to abide by music copyright laws, which is an important detail that is often not considered by event professionals.

The reality is, playing music at an experiential event is considered a public performance and therefore requires licenses through a Performing Rights Organization (PRO) such as ASCAP, BMI and SESAC. These are the three most recognized PRO’s used across industries.

You may be surprised to know that ANY business who plays music needs a license through a PRO, from restaurants to bars and hotels. But if you are hosting an indoor event, never assume that the venue has these permissions in place. It’s a good idea to verify this during the event planning process to avoid unnecessary headaches on-site.

If your event is outdoors, be it on private or public property, it’s safe to assume you will need to obtain a license to play music at your activation and yes, even if a professional DJ will be part of your event, you should also ensure that they are covered.

Failure to obtain the proper music permissions can result in copyright infringement, which is costly and let’s be honest – bad PR for your brand. By taking the time to ensure your activation is fully covered, you will have one less thing to worry about on event day.

Sources:

https://www.insurancecanopy.com/blog/what-is-a-dj-license

https://www.sesac.com/what-is-a-performing-rights-organization-pro/

https://www.soundstripe.com/knowledge/licensing-usage/sync-license