Eminem’s Publisher Sues Detroit-Area Car Dealership Over TikTok Ads Blaring ‘Lose Yourself’
Written by djfrosty on January 27, 2025
The company that owns the copyrights to Eminem’s “Lose Yourself” is suing a Ford dealership near the rapper’s native Detroit for using the iconic track in TikTok videos that warned viewers they “only get one shot” to buy a special edition truck.
In a lawsuit filed on Monday (Jan. 27) in Michigan federal court, Eight Mile Style accuses LaFontaine Ford St. Clair — which owns several dealerships near Eminem’s hometown — of blasting the song in the social media videos even though “at no time” did it get a license to do so.
“This is an action for willful copyright infringement … against LaFontaine for its unauthorized use of the composition in online advertisements for one or more car dealerships in blatant disregard of the exclusive rights vested in Eight Mile,” the company’s attorneys write.
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The lawsuit says the videos, which allegedly appeared on TikTok, Instagram and Facebook in September and October, used “Lose Yourself” to boost a special Detroit Lions-themed Ford truck, telling viewers: “With only 800 produced, you only get one shot to own a Special Edition Detroit Lions 2024 PowerBoost Hybrid F-150.”
Social media platforms like TikTok and Instagram provide huge libraries of licensed music for users to easily add to their videos. But there’s a key exception: The songs can’t be used for commercial or promotional videos posted by brands. That kind of content requires a separate “synch” license, just like any conventional advertisement on TV.
That crucial distinction has led to numerous lawsuits in recent years. The restaurant chain Chili’s has been sued twice for using copyrighted songs in social videos, including once by the Beastie Boys over “Sabotage” and again by Universal Music Group for allegedly using more than 60 songs from Ariana Grande, Justin Bieber and many others. The hotel chain Marriott and more than a dozen NBA teams have also recently faced copyright lawsuits over the same thing.
In the current case, Eight Mile Style pointedly noted that it had previously approved car commercials involving “Lose Yourself” — something of a natural fit, given the song’s connections to the Motor City.
“The composition was licensed and featured in a two-minute Chrysler television commercial that aired during the 2011 Super Bowl,” Eight Mile’s lawyers write. “Chrysler generated millions of dollars of new and used automobile sales across the world from this use of the composition.”
But LaFontaine’s decision to use the song without approval “usurped Plaintiffs’ exclusive rights to determine when and under what terms the composition may be used for commercial endorsements and advertising,” the company’s lawyers write.