Sync Placement
Licensing music for use in film, TV, ads, or games.
Definition
Sync Placement (synchronization placement) refers to licensing a musical composition and recording for use synchronized with visual media including films, TV shows, commercials, video games, and online content. This requires both sync rights (from the publisher) and master rights (from the label).
Sync placements generate revenue through upfront licensing fees plus backend royalties from public performances. High-profile placements can significantly boost an artist's career and streaming numbers.
Why It Matters
Sync licensing represents a major revenue stream for artists and publishers, especially as streaming royalties remain low. A single placement in a hit show or major ad campaign can earn more than years of streaming.
For unknown artists, sync placement provides exposure to massive audiences and can launch careers. For established artists, it maintains relevance and introduces music to new generations.
Examples in Practice
A song placed in a Super Bowl commercial might earn $500,000+ in licensing fees. An indie artist getting their song in a Netflix series could see streams jump from thousands to millions overnight.
Music supervisors seek out tracks that fit the emotional tone and era of scenes, creating opportunities for both new releases and catalog tracks.