Sync Licensing Explained: A Guide for Independent Artists

If you’ve ever heard a song during a film scene, TV ad, Netflix series, or even a YouTube vlog, you’ve witnessed sync licensing in action. For many artists, especially independents, sync deals represent one of the most lucrative and empowering income streams outside of touring and streaming. But what exactly is sync licensing? How does it work? And more importantly, how can you get your music placed?

In this beginner-friendly guide, we’ll demystify the world of sync licensing, from rights and revenue to how placements happen, and what artists need to know before they get started.

What Is Sync Licensing?

Sync licensing (short for synchronisation licensing) is the process of granting permission for a piece of music to be used in conjunction with visual media. This includes films, adverts, TV shows, video games, trailers, and online content. The name comes from the idea of synchronising audio with visual material.

When your song is licensed for a sync placement, you’re being paid for the right to use your music in that context. The payout can vary significantly, from a few hundred pounds for a YouTube ad to hundreds of thousands for major film or TV use.

How Does It Work Legally?

There are two main rights involved in a sync deal:

1 - Publishing Rights (Composition)

This covers the songwriting aspect of the record (the lyrics, melody and production). These rights belong to the songwriter and/or their publisher.

2 - Master Rights (Recording)

This refers to the specific recorded version of the song. These rights typically belong to the record label or the artist (if they’re independent).

Both rights holders must approve the licence for the sync deal to happen. If you own both your master and your publishing (which many unsigned artists do), it’s much easier for music supervisors to clear your track quickly, and that’s a major advantage.

Real Examples of Sync Licensing in Action

To understand the power of sync, look at Kate Bush’s “Running Up That Hill”, which exploded back into the charts in 2022 after being used in Netflix's "Stranger Things". The sync placement not only introduced the song to a new generation but also propelled the track to No.1 on iTunes in over 20 countries!

Another strong example is UK artist Tom Rosenthal, whose independent songs have been used in multiple Netflix series, commercials, and indie films, generating both exposure and consistent income without major label backing.

Thanks to accessible sync libraries, even unsigned producers and beatmakers are finding success in video game placements or YouTube soundtracks.

How Much Do Artists Get Paid for Sync Placements?

There’s no flat fee for sync licensing; it depends entirely on the following:

• The budget of the production

• The prominence of the placement (background music vs. featured scene)

• The usage rights (one-time use or global, multi-platform)

Here’s a rough breakdown of potential earnings in 2025:

• YouTube Ad/Small Brand: £250 – £1,000

• TV Show Placement (UK or US): £1,000 – £20,000

• Netflix/Film Trailer: £10,000 – £100,000+

• Major Global Ad Campaign: £100,000+

If you’re the sole rights holder (i.e. no label or publisher), you get the full sync fee. If you’re signed, the label and publisher typically split the payment according to your contract.

How Do You Get Your Music Placed?

Sync licensing might sound mysterious, but the process is increasingly open to independent artists. Here are the most common ways music ends up getting licensed:

1. Music Libraries and Sync Agencies

These companies specialise in pitching music to music supervisors. You upload your songs to their catalogue, and they handle the business end: pitching, negotiation, and paperwork. Some examples include Audio Network, Musicbed, and UK-based Sentric Music.

2. Direct-to-Music Supervisors

Music supervisors are the people responsible for sourcing and choosing music for productions. Some indie artists choose to build relationships directly with them. A well-timed email with your song, properly tagged and cleared, can go a long way.

3. Sync Through Your Publisher

If you’re signed to a publisher, they may actively pitch your music for sync. Be sure to ask whether sync is a priority in your deal.

Why Sync Licensing Matters More Than Ever

As streaming payouts remain low and touring costs continue to rise, sync licensing has become a crucial pillar of revenue for independent artists. Unlike streaming, a single sync deal can pay upfront and have long-lasting exposure benefits. It also introduces your music to new audiences in emotional, memorable ways, often tied to key moments in a film or show.

More importantly, brands and studios are increasingly turning to independent music over big-name hits, both for budget reasons and originality. That means the doors are wide open, especially for unsigned artists who own their rights and know how to market themselves.

Tips for Getting Sync-Ready

If you're serious about sync, here are a few essentials:

• Own your rights: If possible, keep full control of your master and publishing rights. This makes the clearance process faster.

• Register with a PRO: In the UK, that’s PRS for Music. This ensures you collect performance royalties when your music airs.

• Have instrumental versions ready: Many sync deals prefer or require instrumentals.

• Tag your metadata: Include your contact details, track info, and rights ownership in your audio file metadata.

• Stay organised: Music supervisors move fast. Have your files, credits, and splits ready to go at a moment’s notice.

A Huge Opportunity Awaits

Sync licensing might seem like a game reserved for major labels and industry insiders, but that’s no longer true. In 2025, independent artists who understand their rights, own their masters and present their music professionally have more opportunities than ever to earn through sync.

Whether you’re producing beats, writing songs, or recording full albums, sync could be the most rewarding revenue stream you’re not tapping into yet.

Want to Get Your Music Sync-Ready?

At Music Mogul Marketing, we work with artists to build real-world music marketing strategies, including getting sync-ready. From metadata support to pitch-ready files, we help ensure your music is seen, heard and placed. Contact us today to learn more.