Music on reels
Also known as: platform audio, in-app music
Using a platform own music library on a short vertical post, which is licensed inside the app and licensed absolutely nowhere else.
Updated
What it means
Platforms license music for use inside their own applications. Choosing a track from the library is permitted on that platform, and it carries no permission whatsoever to use the same track on any other platform.
That makes it a platform-specific decision rather than an editing one. The audio gets attached at the moment the post is made, not at the point the sequence is actually cut.
It is also a discovery mechanism. A Trending audio track places a post alongside everything else that is using it, which is a reach consideration long before it is a musical one.
How it works in practice
The edit is cut silent or to a placeholder. A sequence intended for this treatment is timed to a Beat sync that the platform track then replaces, which works when the tempo of the two happens to match.
Choosing the track before cutting anything is considerably more reliable. Cutting to the audio that will actually be used avoids a mismatch between the edit timing and the track underneath it.
Professional accounts have a shorter library. Platforms restrict commercial accounts to a cleared subset, so a track available on a personal account can be missing entirely on a business one.
What to watch out for
It does not travel. A post downloaded and Cross-posting to another platform carries audio that is unlicensed there, which is easily the most common way a claim arrives on somebody account.
The platform can remove the track later. A library entry withdrawn takes the audio off existing posts, leaving a silent video that nobody noticed had changed.
Timing suffers when music is chosen last. A cut built on a Beat grid from one track and published against another lands between accents everywhere, and the result reads as sloppy however good the footage is.
How RawClip handles it
A delivered sequence arrives with licensed music already fitted to the cuts, which is what makes it publishable anywhere rather than inside one app. Swapping in platform audio afterwards is possible and gives up the timing the whole edit was built on.