‘Legal Tracks’ transforms sections of the legal document into a playlist, giving new meaning to the platform’s terms of use
Terms and Conditions are, for most users, synonymous with long, technical texts that rarely get read. In fact, a Deloitte* study found that 97% of users worldwide don’t read the rules of the platforms they use. But Kwai set out to change that.
‘Legal Tracks’ transforms the app’s terms of use into original songs — including rap, trap, samba, country, pop, boom bap, and reggaeton — making the content entertaining, engaging, and accessible, thus turning platform policies into pop culture.
Created by BETC HAVAS in partnership with KondZilla — Latin America’s largest music YouTube channel — and co-produced by Bumblebeat, the initiative converts legal jargon into entertainment. Eight key contractual themes were identified and translated into original tracks, written by artists in collaboration with legal experts. A fun, genre-spanning playlist that educates without preaching.
Each track was created from scratch, infused with slang, regional styles, and unique interpretations — transforming dense legal language into something people want to hear. Performed by artists from the KondZilla label, the songs highlight key topics such as safety rules, image rights, misinformation policies, and community guidelines. The legal terms weren’t just adapted — they were reimagined as sound experiences, designed to inform as much as to entertain, so people wouldn’t skip them.
Crucially, the structure and meaning of the original policies were preserved but presented through a new lens: musical storytelling. Rather than simply adding music to a message, the message was embedded within the music. The campaign became its own soundtrack — informative, memorable, and culturally resonant.
The songs have been released across radio stations, social media, Kwai’s own channels, and within the app itself — always accompanied by lyric videos for those who want to sing along.
Launched in early April, the project has been drawing thousands of positive interactions, combining purpose with popular appeal. It’s a campaign of visibility, responsibility, and transparency — all wrapped in pure entertainment. And it makes consuming technical information easier (and a lot more fun).
The initiative showcases the transformative power of music to connect with audiences and foster safer, more inclusive digital spaces. Music links brands, artists, and people, so using it to promote safety and clarity on social platforms is both natural and powerful.
With this project, Kwai further establishes itself as a platform committed to innovation, creativity, and digital responsibility.
“We’re using the power of music and entertainment — core pillars of Kwai — to bring users closer to essential information in a light and creative way,” says Claudine Bayma, General Director of Kwai Brazil. “It’s a way to make our transparency and responsibility policy more accessible, in an environment that values authenticity and safety.”
Bayma adds that turning terms of use into music reinforces Kwai’s commitment to a safer digital space. The platform’s Community Guidelines, for instance, include clear rules against content that promotes hate, violence, harassment, bullying, or misinformation — alongside strict protections for minors. Now, that information is easier to understand and remember.
‘Legal Tracks’ turned legalese into viral content — gaining traction through cultural relevance and reframing compliance as a personal, entertaining experience.
The result? A real behavioral shift: from “accepting without reading” to “listening to understand.” Terms became tracks. Tracks became dialogue. Dialogue became culture.
* https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-2017-global-mobile-consumer-survey-executive-summary.pdf
Source: BETC HAVAS
Advertising, BETC HAVAS, Campaign, KondZilla, Kwai, Kwai Brazil, Marketing, partnership
Kwai turns its Terms and Conditions into music in a project by BETC HAVAS in partnership with KondZilla added by newsroom on
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