Sync licensing, the process of placing original music into visual media such as television shows, films, commercials, and video games, has become a notable revenue source for musicians. It allows artists to gain exposure to new audiences while generating income from their catalog.
Prepare Your Music for Submission
Before you send your music, ensure it meets professional standards. Your music must be professionally recorded, mixed, and mastered to compete with other songs under consideration. Music supervisors and editors expect files in high-quality, uncompressed formats like WAV or AIFF.
It is also valuable to have alternate versions of your songs ready for submission. An instrumental version is often requested, as dialogue or sound effects may need to take precedence over vocals in a scene. A “clean” or TV-friendly version with any explicit lyrics removed broadens the potential placements for your track. Preparing stems, which are the individual audio tracks that make up a full mix, can also be beneficial, offering editors maximum flexibility.
You must own or control 100% of the rights to the music you submit. This includes two distinct copyrights: the master recording (the actual audio file) and the publishing (the underlying composition and lyrics). If you collaborated with co-writers or producers, you need written agreements, often called split sheets, that clearly define the ownership percentages. Without these clearances, a music supervisor cannot legally license your song.
Organize Your Metadata
Once your audio files are prepared, organize their metadata. Metadata is the information embedded within a digital audio file that identifies the track and its creators. For music supervisors sifting through hundreds of songs, accurate and complete metadata is a requirement for consideration, as incomplete information is a frequent reason for a track being overlooked.
The metadata fields include the song title, performing artist’s name, all composers and their respective ownership percentages, and publisher details. You also need to list your Performing Rights Organization (PRO) affiliation, such as ASCAP or BMI, along with your writer and publisher IPI/CAE numbers. Your direct contact information, including an email and phone number, must be included for interested parties to reach you.
Beyond ownership details, descriptive metadata helps your music get discovered in a library or database search. This includes the song’s BPM (beats per minute) and descriptive keywords that capture the mood, style, and potential use cases. Using terms like “uplifting,” “tense,” “driving,” or “romantic” can help a supervisor quickly find a track that fits the emotional tone of a scene.
Identify Where to Submit Your Music
Music Libraries
Music libraries are companies that house large catalogs of pre-cleared music for licensing purposes. They serve as a bridge between artists and content creators, actively pitching their catalog for a wide range of projects. For many independent artists, music libraries are an accessible entry point into the sync industry. Some libraries operate on a non-exclusive basis, meaning you can place the same song in multiple libraries, while others require an exclusive agreement for a set term.
Sync Agents
Sync agents are boutique representatives who work with a curated roster of artists. Unlike large libraries, agents typically maintain a smaller, more specialized catalog and focus on building direct, personal relationships with music supervisors. They actively pitch their artists’ music for specific, high-profile opportunities and, in return for their services, take a percentage of the sync fee earned from any placement. Getting signed by a sync agent can be competitive, as they invest significant effort into each artist they represent.
Music Supervisors
Music supervisors are the creative decision-makers responsible for selecting all the music for a specific production. They work closely with directors and producers to find the perfect song for each scene. While it is possible to pitch your music directly to supervisors, it is often the most challenging route. They receive a high volume of submissions and tend to rely on trusted sources like agents and libraries. If you choose this path, research is paramount to ensure your music aligns with the projects they are working on.
Craft Your Pitch and Submit
When you send your music, professionalism and industry etiquette are paramount. Your pitch, typically delivered via email, should be concise, respectful, and easy to navigate.
Your initial email should be a brief introduction to you and your music. Keep the body of the email short and clearly state your purpose. Always use streaming links from platforms like Disco, SoundCloud, or Box rather than attaching large audio files, which can clog inboxes. It is best to send only a few of your strongest, most relevant tracks.
Pay close attention to any submission guidelines provided by a library, agent, or supervisor, and follow them precisely. After sending your initial pitch, a single, polite follow-up after a reasonable amount of time is acceptable. Repeated emails can be counterproductive.
Understand Sync Licensing Deals
Securing a placement means entering into a sync licensing agreement. This is a contract granting permission to use your song in a visual media project for a specified period, territory, and scope of use.
The two main financial components of a sync deal are the sync fee and performance royalties. The sync fee is a one-time, upfront payment for the right to synchronize your music with the visual content and is highly variable depending on the project’s budget. Performance royalties are separate payments generated when the project is publicly performed, such as when a TV show airs, and are collected by your PRO.
Deals can be either exclusive or non-exclusive. An exclusive license means that only the party you are signing with can represent or license your song for a specific period. A non-exclusive deal allows you to work with multiple libraries or agents simultaneously, giving you more opportunities to pitch the same track.