How Sync Licensing Works: Opportunities for Musicians & Marketers

In today's dynamic entertainment landscape, music industry marketing strategies have evolved far beyond traditional album sales and streaming. One of the most lucrative opportunities for musicians and marketers alike is sync licensing – a powerful tool that can generate significant revenue while extending brand reach.

Sync licensing, short for synchronization licensing, refers to the process of obtaining permission to use copyrighted music in combination with visual media. This includes films, television shows, advertisements, video games, and even social media content. For both musicians and marketing professionals, understanding the intricacies of sync licensing can open doors to valuable opportunities.

Sync placements, especially in advertisements, movies, or shows, can create viral moments on social media. Think of how Kate Bush's "Running Up That Hill" exploded on TikTok after appearing in "Stranger Things." How about Sophie Ellis-Bextor’s “Murder On The Dancefloor” being revived after its feature in “Saltburn?” These are just some of the examples that come to my mind when I think of music that grew from a sync placement.

My Experience with Sync Licensing

In my sophomore year at Baldwin Wallace University, I was able to take two classes I found great interest in: Music Copyright Law and Marketing for the Music Industry. Within the copyright law class, an extensive amount of time was dedicated to the licensing of music, specifically sync licenses. I found all the information to be so interesting and unknown to me. Combined with the course material in Marketing for the Music Industry, all I could do was think "how do I combine these two facets of music?" 

Being an avid lover of both music and entertainment, as well as marketing, I wanted to take a deeper look at alternative ways to market an artist and felt as though sync licensing was an often-overlooked goldmine. Musicians and marketers alike should be aware of sync licensing and its potential, especially as we move into a world where content is crucial for brand awareness.

The sync licensing landscape involves several key stakeholders, each playing a crucial role in the process.

• Music Publishers and Rights Holders: These are the companies/individuals who own or administer the rights to musical compositions. They represent songwriters and composers, handling the legal and business aspects of their music. 

• Sync Licensing Agencies: These specialized companies act as intermediaries between rights holders and potential licensees. They maintain catalogs of music available for licensing, as well as handle negotiations, paperwork, and ensure all parties comply with licensing terms. Some of the top Sync Agencies in 2024 include Music Gateway, Epidemic Sound, Music Vine, and PremiumBeat.

• Music Supervisors: These professionals are responsible for selecting and placing music in media projects. They work directly with directors, producers, and advertisers to find the perfect musical match for their visual content. 

• Content Creators: This includes filmmakers, TV producers, advertising agencies, game developers, and social media content creators.

• Brand Managers: These professionals oversee how brands are represented in the market, including their musical identity. 

• Musicians and Composers: The creators of the music, including songwriters, recording artists, and composers. They can be independent artists or signed to labels/publishers.

• Performing Rights Organizations (PROs): Organizations that collect and distribute performance royalties when licensed music is played publicly. They track usage, process payments, and ensure creators receive compensation for their work. PROs are essential for managing the backend royalties that come from sync placements. Currently, the central three PROs are ASCAP, BMI, and SESAC.

As digital platforms continue to evolve, sync licensing opportunities are expanding. From short-form video content to virtual reality experiences, the demand for licensed music continues to grow. Understanding and adapting to these trends is crucial for both musicians and marketers, especially in a world where technology is constantly evolving, growing, and changing.

Whether you're a musician or marketer, the first step is to educate yourself about the industry and build a strong network. Consider joining professional organizations, attending industry events, and connecting with experienced professionals in the field. Platforms like LinkedIn can be a great aid in expanding and maintaining your network.

Remember that success in sync licensing often comes from a combination of high-quality content, strong relationships, and persistent effort. Never forget how valuable a strong network of connections can be! Start building your sync marketing strategy today to take advantage of these opportunities in the music and marketing industries, as well as to gain as much experience as possible.