Music Sync Agent
Representative who secures placement of music in film, TV, advertising, and games.
Definition
A music sync agent is a professional who represents artists and catalogs to secure synchronization placements—the licensing of music for use in film, television, advertising, video games, and other media. Sync agents maintain relationships with music supervisors, pitch appropriate tracks, and negotiate deal terms.
Sync income has become increasingly important as streaming payouts remain modest. A single sync placement can generate more income than millions of streams while also providing significant exposure and career momentum.
Why It Matters
Sync placements can be transformative for artist careers, providing both substantial income and major exposure. However, the sync world is relationship-driven and difficult to access without representation.
For artists, having sync representation opens doors to opportunities that independent outreach rarely accesses.
Examples in Practice
A sync agent places an emerging artist's song in a popular TV series, generating $50K in sync fees and millions of new streams from exposure.
A catalog sync agent maintains relationships with 200+ music supervisors, pitching tracks across dozens of productions monthly.
An indie artist signs with a sync agency after realizing their self-submitted tracks weren't being considered by music supervisors.