Crumbl Cookies Faces $24M Lawsuit for Using Hit Songs on Social Media
In a legal clash that blends viral marketing with the serious stakes of intellectual property law, Warner Music Group (WMG) has filed a major copyright infringement lawsuit against Crumbl Cookies, the rapidly growing bakery chain known for its flashy cookies and social media presence.
On April 22, WMG filed a complaint in the U.S. District Court for the District of Utah, alleging that Crumbl used at least 159 copyrighted songs - without permission - in videos posted across Instagram and TikTok. The lawsuit names popular artists like Ariana Grande, Beyoncé, Bruno Mars, Dua Lipa, Lizzo, Mariah Carey, and Taylor Swift among those whose works were allegedly exploited to boost Crumbl’s brand image and drive sales.
According to Warner, Crumbl’s promotional videos often feature full-length, highly recognizable segments of popular songs - the hook, chorus, or other core elements - synced with cookie promotions. For example, Lil Mosey’s "Blueberry Faygo" was paired with a video promoting blueberry cheesecake cookies, Coldplay’s "Yellow" accompanied a yellow sugar cookie campaign, and BTS’s "Butter" was used to promote Kentucky butter cake cookies.
Warner’s complaint goes even further, alleging that Crumbl not only created and posted infringing content directly but also enlisted social media influencers to promote the brand using copyrighted music. These influencers, according to the lawsuit, were incentivized through “paid initiatives” and other perks, helping Crumbl extend its reach - and its alleged infringement - across multiple online channels.
The lawsuit paints Crumbl’s actions as both deliberate and defiant. WMG states that it issued a cease-and-desist letter to Crumbl in 2023, yet the company continued to use copyrighted music in its marketing efforts. In one particularly telling moment cited in the complaint, Crumbl itself acknowledged the legal issues in a January 2024 TikTok video, stating, “We were gonna make a funny video to promote Mystery Cookie, but legal said we can’t use any trending audios.”
What's at stake?
Warner Music Group is seeking up to $150,000 in statutory damages for each infringed work - which could amount to a staggering $23.85 million. In addition to monetary damages, WMG is also seeking a permanent injunction to prevent Crumbl from continuing to infringe its copyrighted works.
The Bigger Picture
Founded in 2017 with a single location in Utah, Crumbl has experienced meteoric growth, now boasting over 1,000 locations and 29,000 employees worldwide. The lawsuit comes at a sensitive time: according to Reuters, Crumbl has been exploring a potential sale that could value the company at around $2 billion.
This case highlights a critical point for businesses in the social media era: content may be quick, but copyright liability is not. Using trending music without the proper licenses - even for a few seconds in a seemingly harmless promotional video - can expose companies to enormous financial risk.
This case is a sharp reminder that when it comes to intellectual property rights, “going viral” without permission can come with a very real cost. If there’s ever a question, talk to an Intellectual Property attorney before using anyone else’s creative works to promote your business. Ed White Law can help you avoid a $24M lawsuit.