If you’ve ever heard a song in a Netflix series, a car advert, or the trailer of a blockbuster film, chances are that track was licensed through something called sync licensing. Short for synchronisation, this process allows music to be paired with moving images and it’s one of the most powerful (and lucrative) ways for artists to earn and gain exposure.
In this guide, we’ll break down exactly how sync licensing works, the rights involved, and how you can get your music placed in film, TV, adverts and beyond.
What Is Sync Licensing?
Sync licensing (or synchronisation licensing) is the process of granting permission to use a piece of music alongside visual media whether that’s a commercial, video game, film, documentary, or TV series. When your song is synched to video, it must be licensed from the rights holders.
The two key elements involved are:
- The master rights – the actual recording (typically owned by a label or artist).
- The sync rights (publishing) – the composition and lyrics (usually owned by the songwriter or publisher).
To use a track legally in any form of media, both of these rights must be cleared — often requiring two separate agreements.
What Is a Sync Licence?
A sync licence is the legal agreement that allows someone (like a filmmaker, brand, or TV producer) to use your music in their visual content. It outlines:
- Where and how the music will be used
- The duration of the usage
- The media type (TV, online, theatrical release)
- Territory (e.g. UK only or global)
- Payment terms and royalty splits
This agreement is usually one-time and fee-based, meaning you’re paid upfront for the use although you may also receive ongoing royalties if the usage triggers performance rights (e.g. TV broadcasts).
How Does Sync Licensing Work?
Here’s how the sync licensing process typically unfolds:
- A music supervisor or content producer looks for a track that fits the mood, theme, or message of their visual content.
- They reach out to the rights holders (often both the label and publisher) to secure permission. In other cases they may put out the word of their project to their network of publishers to receive song submissions to choose from.
- A synchronisation licence is negotiated and signed, outlining the fee, duration, and terms.
- Once agreed, the music is legally cleared for use, and the fee is paid to the rights holders.
- If the track is broadcast (on TV, streaming, etc.), performance royalties may be collected later through a PRO (like PRS in the UK).
Who Handles Sync Licensing?
You can manage sync licensing in a few ways:
- Self-licensing: Independent artists can pitch directly to supervisors or list music in sync libraries.
- Sync agents: These specialists pitch your tracks to decision-makers in film, TV, and advertising.
- Music publishers: Many publishers have dedicated sync teams who pursue placements and negotiate on your behalf.
- Libraries and catalogues: Stock music platforms often offer pre-cleared tracks for smaller fees.
What Are Sync Rights?
Sync rights refer to the permission to synchronise music with moving images. They are a part of the publishing rights and must be granted by whoever owns the composition (often a publisher or the songwriter).
Even if a brand wants to use your original recording, they must still get clearance from both:
- The master recording owner (label or artist)
- The publishing rights holder (songwriter or publisher)
How Much Do You Get Paid?
Sync fees vary massively based on:
- The size of the project (indie film vs. global advert)
- Usage duration and exclusivity
- Media type (TV, online, cinema)
- Territory (local or worldwide)
Typical fees can range from £500 for indie projects to £50,000+ for major ad campaigns. In addition, broadcast usage (TV/film) can also generate performance royalties paid out by collection societies like PRS for Music.
Why Is Sync Licensing Important for Artists?
- Income: It can provide a significant upfront payday and residual income from royalties.
- Exposure: A sync placement can catapult a song into mainstream awareness.
- Credibility: Being featured in visual media often builds industry clout.
- Longevity: Tracks can have a second life years after release through sync placements.
Sync licensing is one of the most exciting parts of modern music publishing blending creativity with commercial opportunity. Whether you’re a rising artist looking for your first placement or an experienced musician aiming to unlock new income streams, understanding how sync works is essential.
Ready to get your music placed? Start by ensuring your rights are registered, your splits are sorted, and your catalogue is easy to license. Then it’s about building relationships or working with those who already have them.