Music can create opportunities far beyond streaming platforms and radio. One of the most valuable opportunities for songwriters, artists, publishers, and rights holders is synchronization licensing, commonly known as sync licensing.
Sync licensing allows music to be used together with visual content such as films, television programs, advertisements, documentaries, video games, and online productions.
What Is Sync Licensing?
Synchronization licensing is the process of granting permission to use music together with visual media.
For example, a production company may want to use a song in a film scene. Before the music can be legally used, the necessary rights generally need to be identified and cleared.
The exact licensing requirements depend on the music, the recording, the intended use, and the applicable rights.
Why Is Sync Licensing Important?
Sync licensing can provide an additional source of income and exposure for music creators.
A successful placement can introduce a song to a new audience while creating a commercial opportunity for the rights holders.
For independent artists and African music creators, sync licensing can also provide a pathway toward international audiences.
What Rights Need to Be Cleared?
A song can involve more than one set of rights.
The two major rights that often need to be considered are:
The musical composition including the songwriting and publishing rights.
The sound recording the specific recorded version of the song.
Depending on the proposed use, permission may be required from the owners or authorized representatives of the relevant rights.
Who Can License a Song?
Depending on ownership and contractual arrangements, licensing may involve:
- Songwriters
- Music publishers
- Publishing administrators
- Record labels
- Artists who own their recordings
- Independent rights holders
- Music licensing companies
The correct parties need to be identified before a license is granted.
What Types of Content Use Music?
Music can be licensed for:
- Films
- Television
- Advertising
- Documentaries
- Video games
- Trailers
- Online video
- Corporate productions
- Social media campaigns
- Other audiovisual projects
Each use can have different commercial terms and licensing requirements.
How Can Artists Prepare Their Music for Sync?
Artists and rights holders should make sure their catalog is organized before approaching sync opportunities.
Important information can include:
- Song title
- Writer information
- Publisher information
- Ownership splits
- Recording owner
- ISRC
- ISWC, where available
- Contact information
- Lyrics
- Instrumental version
- Clean version
- Explicit version, where applicable
- High-quality audio files
Clear ownership information is particularly important because music supervisors and production companies often need to know whether the necessary rights can be cleared efficiently.
Why Clean Metadata Matters
Incomplete metadata can slow down the licensing process.
If ownership information is unclear or different parties have conflicting information, a potential licensing opportunity may become more difficult to complete.
Keeping your catalog organized can therefore make your music more attractive to licensing professionals.
How Should Artists Approach Sync Opportunities?
Artists should focus on creating high-quality music and maintaining a professional catalog.
Music that fits a particular visual mood, story, genre, or campaign may be considered for different opportunities.
Artists can work with publishers, sync agencies, music libraries, licensing companies, or other professional partners depending on their strategy.
Conclusion
Sync licensing can open valuable opportunities for music creators by connecting songs with films, television, advertising, games, and other visual media.
The key is to understand the rights involved, maintain accurate metadata, establish clear ownership, and make high-quality music available for professional consideration.
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