Sync Licensing
Permission to use music synchronized with visual media like film, TV, or advertisements.
Definition
Sync licensing (synchronization licensing) is the process of obtaining permission to use copyrighted music in visual media by synchronizing the audio with video content. This applies to films, television shows, commercials, video games, trailers, online videos, social media content, and any other production that combines music with moving images.
Sync licensing requires permission from two separate rights holders: the owner of the musical composition (typically the songwriter or music publisher, represented through a synchronization license) and the owner of the sound recording (typically the record label or artist, represented through a master use license). Both licenses must be obtained for legal use, and both parties negotiate their own terms and fees.
The sync licensing process involves identifying the desired music, determining who controls the rights, negotiating terms (including fee, duration, territory, and media), obtaining signed agreements, and making payments. For popular songs, this process can be complex and expensive; for production music libraries or independent artists, it may be streamlined and affordable.
Sync fees vary enormously based on factors including the prominence of the music (background versus featured), the media type (independent film versus Super Bowl commercial), the song's popularity and rights holders' willingness to license, the length of use, and the territories and duration of the license.
Why It Matters
Sync licensing represents one of the most valuable revenue streams in the modern music industry. As streaming has compressed recording revenue and live performance opportunities vary, sync placements provide significant income for songwriters, artists, and publishers. A single major sync placement can generate income exceeding years of streaming revenue.
For visual content creators, music powerfully affects audience emotion and engagement. The right song can transform a scene, elevate a brand message, or create memorable moments. However, using music without proper licensing exposes productions to copyright infringement liability—potentially requiring expensive re-editing, legal settlements, or content removal.
The sync market has expanded dramatically with the explosion of content creation. Platforms like YouTube, TikTok, Netflix, and countless streaming services have created unprecedented demand for licensed music. This has created opportunities for independent artists and catalogs to secure placements that might previously have gone only to major label recordings.
Understanding sync licensing is essential for content creators seeking legal music solutions and for music industry professionals seeking to monetize catalogs and recordings.
Examples in Practice
A television drama licenses a well-known song for a pivotal scene. The production negotiates with both the music publisher (for the composition) and the record label (for the master recording), paying substantial fees for the right to use the specific recording. The placement generates significant exposure and streaming increases for the song.
An independent filmmaker cannot afford major label rates and instead sources music from a production music library that offers affordable sync licenses. The one-stop licensing (where one entity controls both composition and recording) simplifies the process and fits the production budget.
An advertising agency negotiates a sync license for a commercial campaign, including specific terms about territories (North America only), duration (one year), and media (television and online). The negotiation balances the brand's budget against the rights holders' valuation of their music.
A video game publisher licenses dozens of songs for an in-game soundtrack. Each license requires separate negotiation, and terms may include interactive use provisions specific to gaming. The licensed music becomes a marketing feature and revenue generator for both the game and the artists featured.