Liberian betting companies to start paying musicians for adverts
For an industry that heavily relies on catchy jingles, radio promos and social media audio to drive user engagement, this change could reshape how gambling brands advertise.
Liberia.- Betting companies in Liberia will soon be required to pay musicians for using their songs in promotional content. This directive, driven by the Liberia Intellectual Property Office (LIPO), aims to enforce copyright laws and ensure artists are properly compensated for the commercial use of their work, especially within the booming gambling advertisement space.
The move was announced during a welfare disbursement ceremony hosted by the Copyright Society of Liberia (COSOL) in Monrovia. Dozens of Liberian musicians, from Gospel to Hip-Hop genres, received cheques in recognition of their cultural contributions. The payments were not royalty-based, but part of a social welfare initiative tied to the country’s 178th Independence Day.
Madam Garmai Koiboi, Director General of LIPO, said: “Let me be clear: today’s event is not about royalties distribution. This is welfare disbursement… to appreciate you during this Independence celebration for the immense work you do as creators.”
Koiboi also confirmed that reforms are underway to ensure betting companies compensate artists when using music in advertisements. For an industry that heavily relies on catchy jingles, radio promos and social media audio to drive user engagement, this change could reshape how gambling brands advertise.
The policy introduces a new cost layer to ad campaigns, which may prompt firms to either reduce their use of music, seek royalty-free alternatives or establish direct partnerships with artists. While larger firms may adjust, smaller or new operators could struggle to keep up.
The broader impact could be a boost in revenue, not just for creators, but also for COSOL, LIPO and the government through licensing fees. It also marks a step toward more transparent advertising practices and better-defined intellectual property protections in the commercial space.
As enforcement begins, COSOL is urging creators to register their works to fully benefit from these changes, signalling a potential shift in Liberia’s creative economy, from undervalued to structurally empowered.
