What Is Sync Licensing? A Beginner's Guide

Sync Licensing
Written By Zachary Michael

The music industry is full of opportunities for artists, songwriters, and producers to monetize their work, and sync licensing is one of the most exciting and lucrative avenues. Whether you're a seasoned musician or just starting, understanding sync licensing can open doors to opportunities in film, TV, video games, commercials, and beyond.

What Is Sync Licensing?

At its core, sync licensing refers to the process of licensing a piece of music for use in synchronization with visual media. "Sync" is short for "synchronization," which means aligning audio with video content. This could include placing a song in:

  • A movie or TV show

  • A commercial or advertisement

  • A video game

  • A corporate presentation

In each of these scenarios, the music is "synced" to the visuals, enhancing the storytelling, emotional impact, or branding.

How Does Sync Licensing Work?

The Rights Involved

When music is licensed for sync, two primary rights must be cleared:

  1. The Composition

    • This refers to the underlying musical work, including the melody, lyrics, and arrangement.

    • This is controlled by songwriters, composers, or their music publishers.

  2. The Master Recording

    • This refers to the specific recorded version of the song.

    • This is typically owned by the artist, producer, or record label.

A sync license ensures that both rights are cleared for the intended use. For example, if a film wants to use an artist’s song, they’ll need to secure permission from both the music publisher (for the composition) and the record label or master owner.

The Licensing Process

  1. Music Supervisors

    • Music supervisors are the gatekeepers of sync placements. They work with directors, producers, and brands to find the perfect music for their projects.

  2. Pitching Music

    • Musicians, publishers, or sync agents pitch tracks that align with the creative brief. These briefs often specify the desired mood, genre, and tempo.

      • When pitching music to brief, here is some of my advice as someone who has been a part of over 1,500 sync placements.

        • Understand the Brief Completely

          • Key Elements to Focus On:

            • The desired mood, tempo, and tone (e.g., upbeat, melancholic).

            • Genre preferences and any specific instruments mentioned.

            • Target audience and the purpose of the content (e.g., an emotional film scene vs. a high-energy commercial).

          • Pro Tip: If the brief includes a reference track, analyze its structure, vibe, and energy to align your pitch closely.

        • Submit the Right Track(s)

          • Stay Relevant: Only pitch songs that genuinely match the brief. Sending off-topic tracks may damage your reputation with the music supervisor and is one of the easiest ways to have your tracks rejected.

          • Pro Tip: Have multiple versions (e.g., full, instrumental, and stems) ready to deliver if requested.

        • Polish Your Presentation

          • Metadata Matters: Include clear and accurate metadata for your tracks (e.g., genre, BPM, mood tags, key instruments, and contact information for you and your collaborators).

          • Professional Quality: Ensure the audio quality is top-notch and matches industry standards. A poorly mixed track is likely to be overlooked.

          • Pro Tip: When deciding whether to pitch a song for sync, consider how a listener would feel when they hear your song. Does your song have a professional quality sound or is it poorly mixed? You want your music to sound finished and finalized when you pitch for sync licensing to increase your likelihood of getting a placement.

        • Keep It Simple and Clear

          • Accessible Links: Provide download links via platforms like Disco, Box, or Dropbox. Avoid platforms requiring logins.

          • Pro Tip: Double-check your links to ensure they work properly before hitting send. A music supervisor or sync agent typically receives a lot of music so they will generally skip over your submissions if the link is broken or if they need to request file access.

        • Be Professional and Persistent

          • Timely Submission: Deliver your pitch before the deadline—sync briefs often operate on tight schedules.

          • Pro Tip: Use each opportunity to build a relationship with music supervisors and sync agencies—they are more likely to return to trusted collaborators. Be genuine and provide extreme value without expecting anything in return, including sync placements. Music supervisors and sync agents are humans too, build strong relationships.

        • By applying these tips, you’ll enhance your chances of getting your music noticed and selected for sync opportunities!

  3. Negotiating Terms

    • Once a track is selected, negotiations determine the licensing fee and terms. This includes the scope of use, duration, and geographic coverage.

  4. Clearing Rights

    • Both the composition and master rights are cleared, and contracts are finalized.

Types of Sync Licensing Deals

  1. One-Time Sync Fee

    • A one-time payment for using the track in a specific project.

  2. Performance Royalties

    • If the media airs publicly (e.g., on TV), performance royalties may be collected through PROs (Performance Rights Organizations) like ASCAP, BMI, or PRS.

  3. Exclusive vs. Non-Exclusive Licenses

    • Exclusive licenses grant sole usage rights to the licensee, while non-exclusive licenses allow the artist to license the same track to multiple users. Non-exclusive licenses will generally allow you to place the same track with multiple different brands and companies. While exclusive licenses may have a higher upfront payment, with non-exclusive licenses you can place the same track multiple times and get many smaller upfront payments.

Why Is Sync Licensing Important?

Sync licensing offers numerous benefits:

  1. Monetary Revenue

    • Sync deals can range from a few hundred dollars for indie projects to six-figure payouts for high-profile placements.

  2. Exposure

    • Sync placements can introduce your music to new audiences. For instance, artists have gained mainstream recognition after their tracks appeared in popular TV shows or movies.

  3. Career Boost

    • A sync placement can validate your work and attract attention from industry professionals.

  4. Residual Earnings

    • Performance royalties can provide ongoing income long after the initial placement.

How to Get Started in Sync Licensing

  1. Build a Sync-Friendly Catalog

    • Create songs that are versatile, emotionally resonant, and professionally produced. Instrumentals are particularly valuable.

  2. Register Your Music

    • Ensure your tracks are registered with a PRO to collect royalties.

  3. Tag and Organize Metadata

    • Include keywords, BPM, and moods in your metadata to make your music searchable.

  4. Work with Sync Agencies or Publishers

    • These professionals pitch your music to music supervisors and handle licensing negotiations.

  5. Learn to Pitch Directly

    • Research projects and reach out to music supervisors with tailored submissions.

Challenges in Sync Licensing

  • High Competition

    • The sync space is crowded, and getting noticed requires persistence.

  • Tight Deadlines

    • Sync projects often require quick turnarounds, making preparation key.

  • Negotiation Complexity

    • Balancing fair compensation with exposure opportunities can be challenging.

Final Thoughts

Sync licensing is a powerful tool for monetizing music and expanding your reach. By understanding the basics and actively pursuing opportunities, artists can turn their creativity into sustainable income. Whether you're an indie songwriter or an established producer, sync licensing offers exciting possibilities to share your music with the world.

Ready to take the leap?

Zachary Michael
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