How Streaming Platforms Are Changing Sync Licensing
The evolution of music streaming platforms has significantly impacted many aspects of the music industry. One area where streaming platforms have especially transformed the landscape is in sync licensing. Traditionally, sync licensing involved music supervisors sifting through music libraries or catalogs, or waiting for songwriters and publishers to send in music for film, TV, commercials, and more. However, in the digital age, streaming platforms have changed how sync works, offering both opportunities and advantages for creators and sync companies alike.
Discovering Music for Sync Licensing
In the past, sync music searches were limited by what supervisors could physically access—often relying on libraries or receiving song suggestions from publishers or labels. Now, music supervisors have a whole world of music at their fingertips. With platforms like Spotify, Apple Music, and YouTube Music, supervisors can easily browse through diverse genres, search by keywords, and even listen to the entire track before deciding if it fits a project’s needs.
Streaming platforms have essentially become vast, curated libraries where music supervisors can discover the right tracks for their projects. These platforms allow for a more hands-on, discovery-driven process for licensing music—no more waiting on catalog submissions or emailing copies. Creators who are proactive in uploading their music to these platforms put themselves directly in the line of sight of sync professionals, broadening their chances of being discovered for licensing opportunities. By releasing their music on streaming platforms, musicians make it easier for supervisors to hear the track they might want to sync in their latest production.
The Advantage of Pre-Released Music in Sync Licensing Negotiations
One of the most significant ways that streaming platforms benefit creators in sync licensing is by altering the negotiating power between the artist and the sync company. Typically, sync companies might ask for exclusive licensing deals or even ownership of the master recordings when they secure music for a project. This arrangement could limit the creator’s ability to exploit their music in other ways or work with other sync companies.
However, when music is already released on streaming platforms, it changes the game. Since the track is public and available to the general audience, the sync company generally can’t ask for exclusivity. The music already belongs to the creator in a way that is out of the sync company’s control. In other words, because the track is already streaming, it’s more difficult for a sync company to demand complete ownership or exclusive rights to the track. This scenario places more power in the hands of the creator, as they can negotiate better terms, knowing their music is already out in the world and accessible to fans and potential licensors alike. Additionally, this allows the creative to sync the same track to multiple projects/brands.
Streaming platforms also allow the artist to retain full control over their masters while still participating in lucrative sync opportunities. This dual advantage—being able to negotiate for a better deal and still maintain ownership of the music—has made streaming a powerful tool for artists who are looking to expand their revenue streams through sync licensing.
A Win-Win for Creators and Sync Companies
For both sides of the equation, streaming platforms help sync licensing evolve into a more streamlined and efficient process. Music supervisors get access to a wider range of tracks with ease, while creators gain more flexibility and power during negotiations. Releasing your music on streaming platforms gives you a competitive edge in sync licensing because it provides transparency about your music’s availability and protects your rights as a creator.
The bottom line: streaming platforms are reshaping how music is discovered and licensed for film, TV, and other media. By embracing streaming, artists open up more opportunities for sync placements and enhance their bargaining power, all while keeping control over their master recordings. As more supervisors turn to platforms like Spotify and Apple Music to find the perfect track, creators who release their music on these platforms have the best of both worlds—exposure and ownership.
