Sync Licensing: How to Get Your Music in Films, TV, and More

A collection of televisions showing music for movies, music and video games.

Ever wondered how to get your music on TV or a video game? What about in a movie or commercials?

That world is called sync licensing, and it’s one of the spaces where independent artists can thrive. 

But how does sync licensing work? Let’s get into it.

What Is Sync Licensing?

Sync licensing is when you pair music with visuals in projects like TV shows, films, commercials, video games, trailers, or even TikTok ads. The term “synchronization” literally refers to syncing your track with the picture. Here are the basics you need to know:

Needle Drop: A pre-existing song used directly in a scene. Think of the emotional track playing during a pivotal moment in a TV drama or a party anthem blasting at a house party.

Score: Original music composed for the specific project, designed to match the mood and pacing of the visuals.

Sync License: The legal agreement giving someone permission to use your song. You don’t give up ownership of your music; you just allow it to be used in the project for a fee.

PROs (Performance Rights Organizations): The organizations that collect and distribute performance royalties on behalf of songwriters, composers, and publishers.

Why Sync Licensing Matters for Independent Artists

Getting your music in movies is more than just a way to make some cash. It's a powerhouse for your music career. Sync licensing brings in revenue, boosts your exposure, and creates lasting value from the music you've already made. If you're an independent artist aiming for a sustainable career, this needs to be at the core of your strategy. You don’t need to land a global phenomenon to make an impact, either. If you can ace how to get your music in popular commercials, video games, movies, or TV shows, it can change the trajectory of your career.

New Income Streams Beyond Touring and Streaming

Streaming revenue and touring aren’t always enough to sustain a career, but sync licensing unlocks new earning potential. Whether it’s an upfront fee from a film placement or royalties from a TV ad that airs repeatedly, sync provides consistent income while your music works behind the scenes. It’s an essential way to diversify your revenue streams and keep your career moving forward.

Exposure to Global Audiences

Sync licensing can introduce your music to audiences worldwide. A placement in a show, movie, or commercial is a unique way for independent artists to reach new listeners who might never find them on streaming platforms or social media. The right placement can make your track unforgettable, tying it to powerful visual moments that linger with listeners.

Swedish singer-songwriter José González got instant amplification in his career when his hauntingly beautiful cover of "Heartbeats" was used in a Sony Bravia TV commercial. 

The sync not only introduced him to a global audience but also rejuvenated the popularity of the original track. Sync placements have this kind of visibility superpower, especially when paired with the right TV show, movie, or ad campaign. 

Longevity for Older Tracks

Sync licensing can give older songs in your catalogue renewed life. Let’s take Kate Bush as the ultimate example. Her 1985 single “Running Up That Hill” was already a masterpiece, but after landing a sync placement in Stranger Things, it became the song of the summer. The exposure was wild. Streams of the track surged, and it climbed to the No. 1 spot on charts nearly 40 years after its release. 

Music supervisors often favour timeless tracks, so a deep cut or forgotten instrumental may find its way into a drama or video game, delivering fresh exposure and earnings. It’s proof that good music holds staying power, no matter how long ago it was created. Let your catalogue shine instead of letting gems sit idle.

How Much Can You Earn From Sync Licensing?

Sync licensing has become a full-fledged powerhouse in the music industry. For 2024, Sync income is up 4.7% to $632 million from the previous year. In an industry where revenue streams like streaming payouts often leave artists chasing pennies, that kind of growth is impossible to ignore.

But is this growth trickling down to independent artists and smaller players in the industry, or is it mostly benefiting major players? 

While what you earn varies based on the project and placement, here’s a general overview for independent artists:

Placement Type

Fee Range

Commercials

$20,000–$150,000+

TV Shows

$500–$20,000

Movies

$10,000–$80,000

Trailers

$10,000–$80,000

Video Games

$2,000–$10,000

Theme Songs

$5,000–$10,000 (plus backend royalties)

Note: Major artists can command even higher rates.

Sync Licensing for Artists: Understanding Your Music Rights

Sync licensing success hinges on clarity around copyrights. To avoid hiccups, you’ve got to know what you own. 

Here are the two major copyrights involved in most songs:

  1. Composition: This covers the written song, melody, and lyrics. If you’re the songwriter, this is managed through your publisher.
  2. Master Recording: This is the specific recorded version of your song. You likely own this unless it’s controlled by a label.

The control you have over these rights can drastically impact how easy or hard it is to land a sync deal. Do you own both sides, or is your label or publisher calling the shots? Knowing who holds the power can help you navigate these waters more effectively.

For example, if you own both the composition and the master (known as 200% ownership), you’re in a stronger position to pitch to projects. It makes licensing smoother for everyone. Beyond upfront sync fees, placements generate backend royalties when your song airs, paid out via performance rights organizations like ASCAP, BMI, PRS, or SOCAN.

Pro tip: Finalize your split sheets (the document that breaks down who owns what percentage of a song’s composition) before pitching. If a music supervisor can’t quickly see who owns what, your song won’t get placed.

Non-Exclusive vs. Exclusive Sync Licenses

Non-exclusive licenses are like hidden gems for independent artists. They offer you the freedom to place your song in a variety of projects, such as ads, TV shows, and indie films, without getting locked into just one deal. This flexibility can significantly boost both your earning potential and visibility. 

When it comes to exclusive licenses, it's time to put on your detective hat. If a well-known brand like Coca-Cola wants exclusivity, what they're really doing is asking you to let them use your song solely for their project. Such a restriction requires a premium fee; there are no exceptions here. You should carefully weigh the benefits. Is the financial reward worth the loss of future opportunities with that track? Before you sign anything, ensure the terms are transparent and worthwhile. After all, your music is the product of your hard work, so it deserves to be valued accordingly. Don't let anyone shortchange you.

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How to Make Music For Sync Licensing

Sync isn’t an exclusive club for one genre or artist type. Rock, jazz, hip-hop, Latin, every style has its place. But not every track is cut out for sync, and that’s okay. 

So what makes a song sync-worthy? 

The songs that thrive in sync licensing usually share a few standout qualities (think visual storytelling). The music should complement the moment without stealing focus. 

Here’s how you can increase your chances:

Universal Lyrics. Stay away from overly specific details like names, places, or niche themes. Broad, open-ended language resonates better across multiple stories.

Cinematic Quality. Emotional depth and spacious arrangements with dramatic flair tend to work best in film and TV. A soaring ballad can deliver montage magic. But remember to keep it authentic. Music that sounds too generic may fall flat.  

Dynamic Range. Songs with swells, builds, and emotional arcs shine in trailers. They help drive the narrative visually and melodically.

Relevance. Know the vibe of the project you’re pitching to. A folk song might align with a cozy storytelling drama, while eclectic global sounds could fit something like White Lotus.

If the thought of keeping to these parameters makes you feel a little uneasy because it “feels too commercial,”  you can always release it under an alias and keep making your artsy stuff under your OG name. 

The Big Picture on Music Revenue

Sync licensing is a powerful piece of the puzzle, but getting your music in video games won’t make or break your success on its own. To build a sustainable music career, it needs to sit alongside other income streams like live shows, streaming revenue, merch sales, and publishing royalties. Diversifying your earnings gives you a stronger foundation to weather industry ups and downs.

Each revenue stream works differently, but they’re all connected. Touring brings in money while boosting your streaming numbers. Merch sales grow alongside your fanbase. Sync licensing, on the other hand, opens doors to passive income and fresh opportunities for exposure. Create a balanced strategy that supports your artistry now while securing your future.

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A safe with music notes floating out of it, representing copyright