A sync license is a legal agreement that allows you to use music in combination with visual media like films, TV shows, commercials, video games, or online videos. It grants permission to “synchronize” a musical composition with moving images, creating that perfect marriage between sound and visuals that makes memorable moments in media. Without this license, using copyrighted music in your productions would be illegal, potentially leading to costly lawsuits and content takedowns.
A sync license, short for synchronization license, is the legal permission to pair music with visual content. It covers the rights to the underlying musical composition (the notes, lyrics, and melody) when used alongside moving images. Musicians need sync licenses to legally monetize their music in visual media and protect themselves from copyright infringement.
Think of it this way: when you watch your favorite TV show and hear that perfect song during an emotional scene, someone had to secure a sync license for that music. The license creates a win-win situation where content creators get the music they need, and musicians earn money while gaining exposure to new audiences.
The sync license specifically covers the composition rights, which belong to the songwriter or their publisher. This is different from the recording itself, which requires a separate master license. Together, these two licenses form the complete package needed for using music in visual media.
For musicians, sync licensing opens up significant revenue streams beyond traditional album sales or streaming. A single placement in a popular TV show or commercial can generate thousands of pounds in licensing fees, plus ongoing royalties. It also provides valuable exposure that can boost streaming numbers and fan base growth.
The sync licensing process typically starts when a music supervisor identifies a song that fits their project’s needs. They contact the copyright holder (usually the publisher or the artist directly), negotiate terms including fee and usage rights, draft the license agreement, and finalize payment before the music can be used in production.
Music supervisors are the gatekeepers of sync opportunities. They work for production companies, advertising agencies, or independently to find the right music for each project. When they discover a track that fits, they’ll reach out to whoever controls the sync rights, whether that’s a publisher, sync agent, or the artist themselves.
The negotiation phase involves several key factors:
Once terms are agreed upon, lawyers draft the official sync license agreement. This document outlines all usage parameters, payment terms, and any restrictions. The timeline from initial contact to final approval can range from a few days for simple placements to several months for major productions. Payment typically happens upon signing, though some deals include milestone payments or backend royalties.
Sync rights cover the musical composition (melody, lyrics, arrangement) and are owned by songwriters or publishers. Master rights cover the actual recording and are owned by whoever paid for the recording session, typically the record label or independent artist. Both licenses are required to use a specific recording of a song in visual media.
Here’s a practical example: if you want to use The Beatles’ recording of “Yesterday” in your film, you’d need the sync license from the song’s publisher (controlling Paul McCartney’s composition) AND the master license from whoever owns that specific recording (likely the record label). Without both, you can’t legally use that version of the song.
This dual-license requirement creates interesting scenarios. Sometimes productions secure sync rights but not master rights, leading them to create cover versions or re-recordings. This is why you might hear familiar songs in commercials that sound slightly different, they’ve licensed the composition but recorded a new version to avoid master rights fees.
For independent artists who write and record their own music, this distinction becomes simpler. They often control both rights, making negotiations more straightforward and keeping all revenue in-house. This one-stop licensing capability makes independent artists particularly attractive to music supervisors working with tight deadlines or budgets.
Sync licensing fees vary dramatically based on the production’s scope and budget. Small indie films might pay £500-£5,000, while national TV commercials can pay £50,000-£500,000 or more. Network TV shows typically pay £5,000-£25,000, streaming services pay £2,000-£15,000, and video games range from £5,000-£50,000 depending on usage.
Several factors influence these rates beyond just the production type. The duration of music usage matters significantly, a 30-second background placement pays far less than a two-minute featured scene. Geographic territory also impacts pricing, with worldwide rights commanding premium rates compared to single-country licenses.
Artist recognition plays a role too, though not always how you’d expect. While established artists can command higher fees, unknown artists sometimes benefit from productions seeking fresh, undiscovered sounds. Music supervisors working with limited budgets often specifically seek emerging artists whose rates are more flexible.
Beyond the upfront sync fee, musicians also earn performance royalties when their music airs on TV or radio. These backend royalties, collected through performing rights organizations, can generate steady income for years after the initial placement. A song featured regularly in a popular TV series can earn thousands in annual royalties long after the sync fee is spent.
Musicians can find sync opportunities through music libraries, sync agents, direct submissions to music supervisors, networking at industry events, and online platforms like Music Gateway, Songtradr, or Musicbed. Building relationships with music supervisors and maintaining a professional, easily searchable catalog increases your chances of landing placements.
Music libraries act as middlemen between artists and productions, housing thousands of tracks organized by mood, genre, and instrumentation. Libraries like AudioJungle, Pond5, or Premium Beat offer non-exclusive deals where you retain ownership while they market your music. Some libraries work on a 50/50 split, while others purchase tracks outright.
Sync agents provide more personalized representation, actively pitching your music to their industry contacts. They typically take 25-50% commission but offer valuable connections and negotiation expertise. Good agents understand your music’s strengths and target appropriate opportunities rather than blindly submitting to everything.
Direct outreach remains viable for persistent musicians. Research music supervisors working on projects that match your style, then professionally introduce your music via email or platforms like LinkedIn. Include streaming links, never attach large files, and keep communications brief and relevant.
Creating sync-friendly music improves your success rate. This means having instrumental versions available, avoiding problematic samples, ensuring clean recordings, and organizing your catalog with clear metadata. Music supervisors often work under tight deadlines, so making their job easier increases your placement chances.
Understanding sync licensing opens doors to sustainable income streams while sharing your music with massive audiences. Whether you’re an independent artist controlling all your rights or working with publishers and labels, the sync world offers opportunities at every level. Success comes from understanding the process, creating licensable music, and persistently pursuing the right connections. For musicians serious about expanding their careers beyond traditional paths, sync licensing provides a practical route to both financial rewards and artistic exposure.
Many successful musicians today combine sync licensing with other revenue streams, including those who’ve refined their skills through music production courses that teach both the creative and business sides of the industry. These courses often cover sync licensing as part of comprehensive career development, helping artists understand not just how to make great music, but how to monetize it effectively in today’s media landscape.
At Wisseloord, we understand the importance of sync licensing in modern music careers. Our programs help artists navigate these opportunities while developing the production skills needed to create sync-ready tracks. If you’re ready to learn more, contact our experts today.