The Basics Of Sync Licensing

What Is Sync Licensing?

Sync (short for synchronization) licensing is the process of licensing music for use in visual media - TV shows, films, ads, video games, trailers, YouTube content, and more. Anytime a song is matched with moving images, a sync license is required (paid to the rights owners). In this article, we’ll dive into the basics of sync licensing - a growing and exciting niche within the music industry.

How Do You Get Into Sync Licensing?

There are two main ways to pursue sync opportunities as a songwriter, artist, or producer:

1. Reach Out to Music Supervisors Directly:

   You can research the music supervisors behind the shows, films, or brands you admire, dig for their contact information (which is often harder to find than you'd expect), and try pitching your music directly. This route requires a lot of persistence, a well-prepared catalog, strong metadata, and clean rights - that means you own or control everything you're sending. And while there's always a small chance someone might open your email, it’s not the most reliable path.

   
   

   Keep in mind: most music supervisors prefer to work with trusted sync agents or people they already have relationships with. That said, you can become one of those trusted sources over time. Attending sync conferences, industry meetups, or virtual events can help you make real connections and slowly build rapport; but this approach takes years of consistency, professionalism, and genuine networking.

   
   

2. Work With a Sync Agent or Publisher:

   Sync agents act as intermediaries between you and the music supervisors, pitching your songs and handling the licensing process on your behalf. They take care of the contractual details and ensure your music is pitched to projects that are a good fit. Many agents specialize in specific styles or media, like TV dramas, reality shows, film trailers, or advertising; so it’s worth researching who aligns best with your sound.

   
   

   This route tends to offer better chances of success, especially if your music is well-crafted and market-ready. However, keep in mind that the sync world has grown increasingly competitive in recent years, with more artists and producers entering the space than ever before, so standing out takes both quality and strategy.

Note: Sync agents vary widely in terms of contract terms, exclusivity, and the types of projects they handle. Some will want exclusive rights to pitch your songs, while others allow non-exclusive agreements. Always read the fine print and don’t be afraid to ask questions.

A Word of Caution

Be cautious of agencies that require upfront payments to pitch your music. Reputable sync agents typically work on a commission basis, earning a percentage from successful placements.

Samples and Sync Licensing

Using samples—especially from other artists' recordings—can seriously limit your sync opportunities. Unless you’ve cleared all rights to the sample (both the master and the composition), your track is considered uncleared and legally risky for use in film, TV, or ads. Most music supervisors and sync agents will pass on anything with samples to avoid potential legal issues. In fact, some of them will ask you upfront to confirm that you have not used samples in your music.

Even with royalty-free platforms like Splice, not all samples are safe for sync. Many sound packs are licensed for general use but not for sync unless you’ve manipulated the sample enough to create something truly unique and unrecognizable from the original. When in doubt, stick to original material or read the fine print—and always aim for a track that’s 100% clearable.

Split Sheets

A split sheet is a simple document that outlines who owns what percentage of a song - both the composition and the master recording. It’s essential for sync licensing, because music supervisors and agencies need to know who to contact and how to divide payment if your song gets placed. Without a clear agreement in writing, your track may be considered un-pitchable due to rights uncertainty. Having signed split sheets ready (even including them in your pitch) shows you're professional, organized, and prepared.

The Importance Of Stems

When pitching to music supervisors or sync agents, it is good practice to include the three main versions of your song - the full master, instrumental, and a cappella version. While this is generally quite sufficient, it’s a good idea to have full stems ready to go if they are available to you. In the sync world, stems refer to grouped audio tracks, like all backing vocals, all drums, or all horns, rather than every individual sound.

These can be invaluable when a project needs flexibility in the mix, such as ducking certain elements or isolating others for dialogue or voiceover. For example, a supervisor may want to emphasize the intimacy of a moment and loves your song lyrics, but the drums are too intrusive. With stems, the editor can remove the drums, creating an entirely different feel with the same song and the moment is perfect!

If you’re creating a song with sync in mind, let your producer or mix engineer know upfront and make sure stem delivery is included in your agreement and pricing. Requesting stems later can be time-consuming, especially if the session has been archived to an external drive or needs to be reopened and re-exported on short notice. You don’t want to miss a time-sensitive opportunity because you’re waiting for an engineer to locate your project. Fortunately, including stem exports in your initial deliverables usually doesn’t add much to the cost, since the engineer already has the session open and accessible during the mix process.

Keep Learning & Stay Connected

There are some great Facebook groups and online communities where you can learn from others in the sync world, get feedback, and stay on top of opportunities. Many experienced composers and songwriters also offer legitimate courses to help you understand the sync licensing process and how to prepare your music for it.

Quality Matters

The bar for sync licensing is high; tracks typically need to be professionally produced, mixed, and mastered, or at the very least, sound like they are. Vocals should be clean, in tune, and well-performed, with polished production that can hold up alongside anything you'd hear in a film, commercial, or TV show. In most cases, straightforward song structures and clear lyrical themes work best, as they’re easier to edit to picture and appeal to a broader range of placements. If you'd like to chat to us about making your songs sound sync ready, hit the button below!

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One Last Thing

There are also music libraries and sync platforms geared more toward composers and producers who can deliver full albums or high volumes of production music. These often offer less in upfront fees and royalties, utilize low paying blanket licenses, may have lower quality thresholds and are usually comprised of thousands of songs, making it hard to stand out, but it can be a stepping stone for building your catalog and credits. Many hardened sync producers will argue that the only way to really have success with your music in a sync library is to aim for quantity over quality.

As with anything in the music business, do your research, ask around, and don’t commit financially to anything unless you’re confident it’s legit.

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*This article is intended for informational and educational purposes only. It does not constitute legal advice. For questions regarding contracts, rights, or other legal matters, please consult a qualified entertainment attorney.