The Complete Guide to Sync Licensing for Independent Artists
What Is Sync Licensing?
Sync licensing (short for "synchronisation licensing") is the process of licensing your music to be used alongside visual media -- TV shows, films, adverts, video games, trailers, podcasts, and online content. When your song plays during a dramatic scene in a Netflix series or underscores a major brand's commercial, that is a sync placement.
For independent artists, sync licensing represents one of the most lucrative and career-changing opportunities available. A single placement in a popular TV show can earn thousands of pounds upfront and drive hundreds of thousands of new streams. Unlike streaming revenue, which accumulates slowly, sync payments are often substantial lump sums.
How Sync Licensing Works
When a music supervisor or brand wants to use a song, they need two licences:
- Master licence: Permission to use the specific recording. This is controlled by whoever owns the master recording -- for independents, that is usually you.
- Sync licence: Permission to use the underlying composition (the songwriting). This is controlled by the songwriter or their publisher.
If you are an independent artist who wrote, performed, and owns both the recording and the composition, you control both licences. This is called "one-stop clearance" and it is a massive advantage. Music supervisors love one-stop clearance because it means they only need to deal with one person, making the process faster and simpler.
How Much Can You Earn from Sync?
Sync fees vary enormously based on the placement:
- Major TV commercial (global brand): $10,000 - $500,000+
- TV show (major network/streamer): $2,000 - $50,000
- Film (indie to major): $1,000 - $100,000
- Video game: $2,000 - $25,000
- Online commercial/social media ad: $500 - $10,000
- Podcast: $100 - $2,000
- Student film/indie project: $0 - $500
Beyond the upfront fee, you also earn performance royalties every time the media containing your music is broadcast. A song in a recurring TV show can generate royalties for years through your PRO (PRS, ASCAP, BMI). See our royalties guide for the full breakdown.
Making Your Music Sync-Ready
Not all music is suitable for sync. Music supervisors have specific needs, and your music needs to meet certain technical and creative standards:
Technical Requirements
- Professional mix and master: Your tracks must sound polished and broadcast-ready.
- Stems available: Many placements require isolated stems (vocals, instruments, drums, bass) so the music editor can adjust the mix for the scene.
- Instrumental versions: Always have an instrumental version of every track. Many placements use instrumentals.
- Clean versions: If your song contains explicit content, have a clean version ready.
- High-quality files: WAV files at 44.1kHz/24-bit minimum. No MP3s.
Creative Considerations
- Mood and emotion: Music supervisors search by mood. Tag your music with clear emotional descriptors: uplifting, melancholic, tense, euphoric, dreamy, aggressive.
- Avoid dated references: Songs that reference specific events, celebrities, or trends age poorly in visual media.
- Strong openings: The first 10 seconds of your song need to be compelling. Supervisors often only listen to the beginning before deciding.
- Versatile structures: Songs with clear sections (intro, verse, chorus, outro) give editors flexibility in how they use the music.
How to Get Sync Placements
1. Sync Libraries and Agencies
Sync libraries act as intermediaries between artists and music supervisors. You submit your music to the library, and they pitch it for placements. When a placement happens, you split the fee (typically 50/50). Top sync libraries include:
- Musicbed, Artlist, Epidemic Sound (non-exclusive)
- Position Music, Burning Jukebox, Fervor Records (exclusive)
- Songtradr, Marmoset, Music Gateway (mixed models)
PitchSonic integrates with sync submission workflows -- you can submit directly to sync companies from your dashboard.
2. Direct Pitching
Research music supervisors who work on shows and films in your genre. Follow them on social media, attend sync conferences (like SXSW, Sync Summit, or Production Music Conference), and build genuine relationships. When pitching directly:
- Keep emails short (3-4 sentences max)
- Include a streaming link, not an attachment
- Specify the mood, genre, and that you control both master and publishing
- Mention any previous placements
- Read our sync pitching guide for templates and strategies
3. Music Publishers
If you want someone to handle sync on your behalf, consider a sync-focused publisher. Unlike traditional publishers who take a large share of all royalties, sync-focused publishers specifically pitch your music for placements. They typically take 25-50% of sync fees.
Metadata: The Hidden Key to Sync Success
Music supervisors often search databases by metadata. If your metadata is incomplete, your music is invisible. Essential metadata includes:
- Genre and sub-genre: Be specific. "Electronic" is too broad. "Deep House / Melodic Techno" is better.
- Mood tags: 3-5 emotional descriptors per track.
- Tempo (BPM): Exact BPM.
- Key: Musical key of the track.
- Instrumentation: List all instruments and sounds used.
- Vocal information: Male, female, instrumental, choir, etc.
- Similar artists: 3-5 well-known artists your sound resembles.
- ISRC and ISWC codes: Unique identifiers for the recording and composition.
- One-stop clearance: Confirm you control both master and publishing.
Building a Sync Career Over Time
Sync licensing is rarely an overnight success. It requires patience, consistent output, and relationship building. Here is the long game:
- Build a catalogue of 20-50 sync-ready tracks with proper metadata, stems, and instrumentals
- Submit to 5-10 sync libraries that match your genre
- Pitch directly to music supervisors quarterly
- Attend at least one sync conference per year
- When you land a placement, use it as social proof to pitch for bigger opportunities
Sync income pairs perfectly with other revenue streams to build a sustainable music career. Even a few small placements per year can match or exceed what most artists earn from streaming alone.