Sync Licensing: How to Earn Money with Your Music

Sync licensing — or synchronisation licensing — is one of the most lucrative and underrated income streams in music. It means getting paid every time your music is used in a film, TV series, advertisement, video game or online content. For many independent artists, a single placement in a prominent project can be worth months of streaming royalties.

This guide explains exactly what sync licensing is, how the market works, how to approach it and where to find real opportunities.

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What is music sync licensing?

The term "sync" comes from "synchronisation": matching music to moving images. Any time a song is used in a visual context — film, series, ad, trailer, video game, YouTube, social media — a synchronisation licence is required.

This licence covers two types of rights:

• Master rights: the right to use the specific recording of a track. Owned by whoever controls the master (often the artist themselves if independent, or their label).
• Publishing rights: the right to use the composition (melody and lyrics). Owned by the songwriter, often administered through a music publisher or a collecting society like PRS for Music in the UK.

To close a sync deal, the buyer (producer, agency, director) must clear both rights. If you're an independent artist who wrote your own songs, you control both — a significant advantage.

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How the sync market works

Film and TV

The most prestigious placements and often the most lucrative. A song in a BBC drama or a Netflix series can earn anywhere from a few hundred to tens of thousands of pounds, depending on usage (background scene, theme, title sequence, etc.).

Advertising

Historically the highest-paying sync placements. A song for a national campaign by a major UK brand can be worth anywhere from £5,000 to over £100,000.

Video games

Gaming is a huge and growing market. AAA titles (big-budget productions) can pay significant fees, but indie games also seek original music.

Online and social media content

YouTube, TikTok, Instagram: there's a growing demand for licensed music from creators, brands and digital agencies. Fees are lower, but demand is enormous.

Film trailers

One of the most competitive and well-paid sectors. Blockbuster trailers seek high-impact, emotionally charged music.

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How sync fees are calculated

There's no fixed rate: every deal is negotiated case by case. The key factors are:

• Type of use (background scene vs. theme vs. title sequence)
• Duration of use
• Territory (UK only, Europe, worldwide)
• Medium (cinema, TV, internet, all media)
• Licence duration (one-time, 5 years, perpetual)
• Artist and track profile

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How to enter the sync market

1. Prepare technically

Licensing companies and music supervisors require:

• High-quality audio files (WAV 24bit/48kHz or higher)
• Complete metadata: title, artist, composer, BPM, key, duration, mood, genre
• Clear rights: you must be able to licence both master and publishing
• Instrumental versions of your tracks: often required as they're more versatile

2. Register with music libraries

Music libraries (or sync libraries) act as intermediaries between artists and buyers. Key platforms include:

• Musicbed: widely used by filmmakers and international brands
• Artlist: subscription model, popular with video creators
• Epidemic Sound: dominant in the YouTube and social creator market
• Pond5: open marketplace, great for starting out
• Synchrony / Resonance Music: UK-based sync libraries with good industry connections

3. Work with a UK publisher or sync agent

A music publisher or sync agent actively promotes your music to music supervisors — the professionals who select music for film and TV. In return, they take a percentage of royalties (typically 50% of publishing, variable on sync fees).

4. Network with music supervisors

Music supervisors are the gatekeepers of sync. Attend events like The Sync Summit, MIDEM, Liverpool Sound City or The Great Escape to meet these professionals.

5. Build a versatile catalogue

In sync, versatility is key. Instrumentals, ambient music, emotionally impactful pieces, hybrid soundscapes: the broader and more diverse your catalogue, the more opportunities you'll find.

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Sync licensing and PRS for Music

In the UK, PRS for Music collects performance royalties when your music is broadcast on TV or radio. Every time a synced track airs, PRS distributes royalties to rights holders. It's essential to:

1. Be a PRS member before your music is placed
2. Register every work with PRS before it's used
3. Report placements to ensure royalties are correctly distributed

MCPS (Mechanical-Copyright Protection Society, also part of PRS Group) handles mechanical rights for recordings used in audio-visual productions.

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FAQ on sync licensing

Do I need an agent to do sync licensing? No. You can start independently through online music libraries. An agent or publisher becomes valuable when you want to access high-level opportunities (major film productions, national ad campaigns).

Do I have to give up my rights for a sync deal? No. A sync licence is a limited-use agreement for a specific purpose. You don't transfer ownership of the song. Always read contracts carefully.

How long does it take to receive a sync payment? It varies: sync fees can arrive quickly (upfront payment), while PRS broadcast royalties can take 6–12 months to process.

Can I sync music that contains samples? It's very difficult and risky. Samples require clearance from the original rights holder, which often complicates or blocks deals entirely. For sync, fully original music is strongly recommended.

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