Case Study ┃ Survey Research ┃ Higher Education
Read time: 6 minutes
Praxia Insights partnered with Berklee College of Music and Adobe on a national survey of how video creators and musicians find and license music for social video, and how they're using AI in that work. Our team designed the study, recruited 1,003 respondents, analyzed the results, and wrote the public report Berklee released at its AI Music Summit on June 4, 2026.
1,003
respondents surveyed nationwide
4
groups: video creators, musicians, marketers, and music supervisors
75.9%
said video directly shapes their career outcomes
32.7%
have published content with AI-generated music as the final track
Project Summary
| Partners | Berklee College of Music's Emerging Artistic Technology Lab (BEATL) and Adobe |
| Industry | Higher education, music, and creator media |
| Services | Survey design, participant recruitment, data analysis, and research report writing |
| Respondents | 1,003 video creators, musicians, brand marketers, and music supervisors across the United States |
| Deliverables | Branded public report and social media stat cards |
| Published | June 4, 2026 |
Table of Contents
- What did Berklee need to find out?
- How was the study designed and run?
- What did the survey find?
- Key Takeaways
- Frequently Asked Questions
- Work With Praxia Insights
What did Berklee need to find out?
Berklee's Emerging Artistic Technology Lab wanted to understand how creators are adapting as AI tools become part of music and video work, including where they get music for their videos, how they handle rights and licensing, and how much pressure they feel to keep producing content. Berklee describes the study as the first to look at the economics of video content and the impact of AI from both the video creator's and the musician's point of view.
Berklee released the findings alongside its AI Music Summit on June 4, 2026, so the report had to be finished and ready for a public audience in time for the summit. Adobe partnered on the research, and Berklee and Adobe presented the findings together at the event.
How was the study designed and run?
Study design
Our team led the study design, data collection, analysis, and reporting. The survey asked respondents how they choose, source, and license music for video, how video affects their careers, and where AI fits into their creative work, and the study was carried out in multiple phases.
Recruiting 1,003 respondents from four groups
We recruited 1,003 respondents nationwide from four groups: video creators, musicians, brand marketers, and music supervisors. Surveying all four groups gave Berklee answers from the people who make videos and from the people who write, supply, and license the music that goes into them.
Keeping the study independent
Adobe partnered on the study but had no control over recruitment, survey responses, or analysis, and respondents weren't told which organizations were behind the study while they were taking the survey. Berklee's BEATL kept editorial responsibility for the final report, so the findings came from respondents' answers without influence from the study's sponsors.
Analysis and reporting
We analyzed the survey results and wrote the branded public report, In Sync: Music and Video 2026: Video Creators, Musicians and the Age of AI. We also created social media stat cards so Berklee could share individual findings on its own channels after the release.
What did the survey find?
Berklee published the report on its website on June 4, 2026, and credits Praxia Insights as the firm that conducted the study. These are some of the findings Berklee shared publicly.
Video now shapes music careers
- 75.9 percent of respondents said video directly shapes their career outcomes.
- 75.3 percent of musicians said they've felt pressure to create video content alongside their music.
- 92.2 percent of respondents use their own original music in their video projects in some form.
“From what I’ve seen, artists who consistently post video content get more visibility and brand deals.”
Musician, survey respondent
Creators get their music from social platforms more than from music libraries
- 45.5 percent save sounds from TikTok and Instagram, 41.4 percent use the YouTube Audio Library, and 34.6 percent use the music library built into their editing app.
- 83.7 percent have picked a trending sound first and then shaped their video around it.
- 36.9 percent have run into at least one licensing or rights-management barrier, and cost, confusion, and inconsistent platform rules came up most often.
AI is part of the work for some creators
- 19 percent use generative AI tools to find or create music for video.
- 32.7 percent have published content with AI-generated music as the final audio track.
- Respondents also described using AI for ideation, lyrics, mixing, and mastering, and they raised concerns about quality, ethics, rights, and how audiences see AI-made music.
You can read the report summary on Berklee's website, download the full report as a PDF, or read Berklee's announcement of the study.
Key Takeaways
- Praxia Insights designed and ran a national survey of 1,003 respondents in partnership with Berklee College of Music and Adobe.
- The sample included video creators, musicians, brand marketers, and music supervisors, so the results include people who make videos and people who supply and license the music.
- Adobe had no control over recruitment, responses, or analysis, and respondents weren't told which organizations were behind the study.
- Praxia Insights wrote the public report and created social media stat cards, and Berklee released the report at its AI Music Summit in June 2026.
Frequently Asked Questions
Who conducted Berklee's study on music, video, and AI?
Praxia Insights conducted the study in partnership with the Berklee Emerging Artistic Technology Lab (BEATL) and Adobe. Berklee released the report, In Sync: Music and Video 2026, on June 4, 2026.
How many people were surveyed for the Berklee study?
1,003 people took part, including video creators, musicians, brand marketers, and music supervisors from across the United States.
What did the Berklee study find about AI and music for video?
19 percent of respondents use generative AI tools to find or create music for video, and 32.7 percent have published content with AI-generated music as the final audio track. Respondents also raised concerns about quality, ethics, rights, and how audiences see AI-made music.
How do you keep a sponsored study independent?
In the Berklee study, the sponsor had no control over recruitment, responses, or analysis, and respondents weren't told which organizations were behind the study while they took the survey. Our team uses the same approach whenever a client wants findings that will hold up in public.
Can Praxia Insights run a national survey like this for my organization?
Yes. Our team designs survey studies, recruits participants from all 50 states, analyzes the results, and writes reports for internal teams or for public release. We also create social media stat cards and slide decks when a client wants to share the findings.
Work With Praxia Insights
If you're planning a survey study or a public research report, reach out and we'll talk through what you need.
