On April 22, 2025, Warner Music Group WMG filed a lawsuit against Crumbl, a rapidly expanding U.S. cookie chain, accusing it of unauthorized use of 159 copyrighted songs in its social media marketing campaigns. The lawsuit, lodged in the U.S. District Court for the District of Utah, claims that Crumbl utilized these songs without proper licensing in promotional videos on platforms like TikTok and Instagram, where the company boasts 9.8 million and 6.1 million followers, respectively citeturn0search0.
WMG alleges that Crumbls marketing strategy heavily relied on these popular tracks to enhance brand visibility and drive sales. The songs in question include hits from artists such as Dua Lipa, Bruno Mars, Lizzo, Taylor Swift, Mariah Carey, Ariana Grande, and Beyoncé. The lawsuit also points out that Crumbl continued to post infringing content even after receiving a ceaseanddesist letter from WMG in August 2023 citeturn0search0.
Furthermore, WMG asserts that Crumbl collaborated with social media influencers, encouraging them to create promotional content featuring the unlicensed music. These influencers were reportedly offered perks and rewards, with the prospect of paid initiatives, in exchange for their participation. WMG contends that this strategy not only amplified the reach of the infringing content but also contributed significantly to Crumbls brand growth and sales citeturn0search0.
The lawsuit seeks statutory damages of up to 150,000 for each infringed work, totaling a potential 23.85 million. WMG is also requesting a permanent injunction to prevent further unauthorized use of its copyrighted material by Crumbl citeturn0search0.
This legal action comes at a time when Crumbl is reportedly exploring a sale that could value the company at 2 billion, including debt. Founded in 2017 in Logan, Utah, Crumbl has rapidly expanded to over 1,000 locations globally and employs more than 29,000 people citeturn0search0.
The case underscores the growing scrutiny over the use of copyrighted music in social media marketing, especially as brands increasingly leverage platforms like TikTok and Instagram to reach audiences. It also highlights the importance of obtaining proper licensing for such content to avoid legal repercussions.
As the lawsuit proceeds, it remains to be seen how Crumbl will respond to these allegations and what impact this case will have on the broader landscape of social media marketing and copyright enforcement.