Key Metrics
150+
unlicensed uses identified
Executive Summary
As New 11 Records' artists continued to shape internet-native culture across TikTok, Instagram, and YouTube, their tracks became some of the most widely used sounds across memes, creator trends, and influencer content — eventually drawing the attention of major advertisers. But as brand use accelerated, New 11 discovered that many companies were using their music in commercial campaigns without securing proper licenses. What should have been a natural extension of their creative success instead became a legal and financial burden. That's when New 11 turned to Third Chair. Working together, Third Chair helped New 11 identify more than 150 unlicensed uses and build a scalable system for ongoing enforcement and revenue collection.
Introduction
New 11 Records is a fast-rising independent label known for breaking genre-blurring artists across cloud rap, emo-rap, trap, and experimental internet-native sounds. Founded with a digital-first, artist-centric philosophy, New 11 has built a reputation for discovering early talent and developing careers outside the traditional label system.
Its roster has generated millions of streams across platforms, viral traction on TikTok and YouTube, and successful collaborations with creators and underground tastemakers. By championing unconventional voices and building a modern, agile distribution infrastructure, New 11 has become a leading force in shaping the next generation of internet-era music.
Challenge
By 2024, New 11 Records had established itself as a major innovator in the social media ecosystem, generating millions of posts and billions of views across TikTok and Instagram. Videos featuring New 11 music spread across memes, sneaker culture, cat videos, and countless other internet trends. As this momentum grew, large advertisers took notice and began leveraging the popularity of these sounds to sell products and services. While some brands secured proper licenses, many did not.
Without a dedicated IP enforcement team, New 11’s CEO, David Kaufman, faced a difficult choice. He could engage external law firms at significant cost with unclear billables and uncertain outcomes, or allow unauthorized commercial use to continue unchecked.
The challenges were clear:
Tracking unauthorized commercial use at scale
Determining fair licensing rates for each advertiser
Contacting advertisers and managing negotiations
Navigating IP enforcement without a dedicated in-house team.
Solution
That’s when New 11 partnered with Third Chair and their extensive legal network to help enforce his copyrights and recover owed revenue.
Working with Third Chair, New 11 was able to:
Monitor social platforms and detect more than 150 brand uses of their music
Prioritize high-value opportunities from large advertisers.
Escalate claims to Third Chair’s network of experienced attorneys to monetize their copyrights.
Result
After several months of working together, Third Chair helped New 11 Records:
Identify more than 150 unlicensed commercial uses
Establish a scalable system for ongoing enforcement and recurring revenue recovery
"Before working with Third Chair, sync licensing was maybe a five figure business per year, and you guys [Third Chair] have turned it into a five figure business per month."
David Kaufman
CEO, New 11 Records
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