Sync Licensing Basics: A Q&A for Independent Artists

Sync placements can introduce a song to a new audience and earn income. Here are the basics.

What is sync?

Sync (synchronisation) means pairing music with moving images: film, TV, adverts, trailers, games and online video.

Which licences are involved?

Usually two. A sync licence covers the composition (the song itself, controlled by the songwriters and publishers). A master use licence covers the specific recording (controlled by whoever owns the master, often the label or the artist).

Who decides which music is used?

Music supervisors, editors, directors and agencies. Supervisors look for music that fits the scene and can be cleared quickly.

What makes a song easy to place?

• You control or can quickly clear both the composition and the master
• Splits and co-writer agreements are documented
• Instrumental and clean versions are available
• Files are tagged with contact details, mood, tempo and genre

Should I use a sync agency or library?

They can open doors, but read the terms carefully: exclusivity, how long the deal lasts, and how fees and royalties are split.

How do I get paid?

Through an upfront sync fee and, where the use is broadcast or performed publicly, performance royalties collected by your performing rights organisation. Make sure your works are registered.

Does sync help promotion?

It can. Fans who hear a song in a show or game often search for it, so have your streaming profiles and socials ready before a placement airs.

For a fuller explanation of rights and licence types, read a deeper look at music licensing on MusicPromoToday Insights.