Getting Into Sync Licensing: 5 Easy Steps

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Getting Into Sync Licensing: 5 Easy Steps

The music licensing world can feel like an exclusive club. The only way in seems to be knowing the right people, attending exclusive networking events or conferences, paying for expensive courses or memberships, or trying to catch the attention of an elusive music supervisor. It can feel impossible to break in.

But the truth is: it’s not as tough as it sounds. You don’t really need any of that stuff to start making money through music licensing. In fact, you can do it without connections, without any upfront money, and without leaving your studio.

In this post, we'll look at how to get your music into sync licensing in five easy steps—essentially, how to write music for television, commercials, and media, get it placed, and make money doing it.

Some Skills Required

Before we dive in, let's take a quick reality check. Getting your music into sync does require some skills. You’ve got to be confident in your songwriting, musicianship, and production—meaning recording, mixing, and even basic mastering.

The margins in the industry—especially if you’re just starting out—don’t really allow for paying anyone else to do the work. And, it’s filled with talented producers, so it’s gotta be good.

Ask yourself this question: Am I able to produce a polished, professional track entirely on my own?

If you’re not quite there yet, that’s okay—keep reading. I'll be sharing some information that can help you get there. But if you answered yes, you should be ready to dive into the world of sync licensing.

Basic Concepts and Terminology

Before we get into the steps, we should probably review the basics so we can start making sense of all the terminology and concepts. The music licensing world is big and messy, with all kinds of strategies and business models. I’ve been doing this for years and I still find it confusing at times. And, unfortunately, there are a fair share of bad apples out there looking to take advantage of us musicians.

But with a solid understanding of the basics, you’ll be able to identify real opportunities and steer clear of scams.

Let’s clarify some key terms:

  • Sync or Synchronization: Refers to the process of aligning music with media, such as a film, commercial, or TV show.
  • A License or Licensing: The legal permission to use a piece of music in a specific context, like a film, ad, or online video.
  • PRO (Performance Rights Organization): Entities that track your music’s usage and collect royalties whenever your music is publicly performed. In the U.S., you can choose between ASCAP, BMI, and SESAC. Other countries have their own PROs, such as PRS for Music (UK) and SOCAN (Canada).
  • Sync Fees: The upfront payments made for using your music in a project. The amount can vary depending on how and where your music is used.
  • Royalties: Ongoing payments made whenever your music generates revenue, such as from a broadcast or streaming.
  • Royalty-Free Music: A model where the buyer pays a one-time sync fee for usage, instead of paying royalties.
  • Splits: How royalties and sync fees are divided between the writer and the publisher.
  • Exclusive vs. Non-Exclusive Deals: With exclusive deals, you give one party exclusive rights to license your music, often with higher sync fees. Non-exclusive deals allow multiple parties to license your music, usually with lower payments but more flexibility.

Understanding these terms is crucial for navigating the sync licensing world. They’ll help you understand the business models of the companies you work with and avoid falling for bad deals.

5 Easy Steps

Step 1: Get Registered with a PRO

I mentioned this earlier, but it’s a key first step. In order to receive royalties, you need to be registered with a PRO. They track your music’s performance, collect royalties, and ensure you get paid. Registration is usually straightforward and can be done online. Some PROs charge a one-time membership fee or an annual fee.

If you decide to go with a royalty-free model, you can skip this step (though it’s not recommended).

Step 2: Select a Model

There are different sync models, but let's break them down into three main categories:

  1. Royalty-Free and Non-Exclusive Sites: Platforms like Tunefruit, Pond5, and Epidemic Sound are great places to look if you're new to the industry. They tend to be easier to get into and don’t always require exclusive rights, so you can submit your tracks to multiple platforms. The payouts are typically lower, and you won’t earn royalties, but it’s a good way to get started.

  2. Boutique Libraries: These platforms, such as Amphibious Zoo, Marmoset, and Music Bed, are more selective and pay higher sync fees. They also offer royalties, but they often require exclusivity, meaning you can’t license the same track elsewhere.

  3. Major Agencies: Companies like Universal Music Publishing, Warner Chappell, and APM work with top-tier music and pay well, but breaking into these agencies can be difficult. They may even offer additional services like producers, mixers, or access to recording studios. The competition is fierce, but the opportunities are more lucrative.

Step 3: Write the Music

When choosing a genre for sync, pick something you’re comfortable with. A good question to ask yourself is, Would you show up to a gig and play this?

Also, choose music that’s in demand. You can research this by watching TV and listening to the music being used in shows and ads. Or, check out the music being uploaded to the sync libraries.

Here’s a quick checklist for writing sync-ready tracks:

  • Tracks should be between 2 ½ and 3 minutes long.
  • Make sure they build over time, adding something new every 4 or 8 bars.
  • Vocals can be a plus, but keep the lyrics universal and timeless.
  • Maintain a consistent mood or vibe. Don't change from sad to happy.
  • Play to a click, and keep it tight.
  • End with a hit, not a fade-out.

Remember, sync tracks are essentially “playgrounds” for editors. Give them a lot of options to work with within one track.

Step 4: Research Your Libraries

Now that you’ve registered with a PRO and written some tracks, it’s time to find the right libraries to submit to. It’s easy to research these libraries. A simple Google search for "royalty-free music libraries" will bring up a list of options. You can also check out the libraries mentioned above.

When you research, look for submission guidelines on their websites. As these sites cater to creatives looking to purchase music to use, it can sometimes be a bit tricky to find the submission forms, but adding "submit music" to the library in your search usually does the trick.

Step 5: Submit Your Music

At this point, you’re ready to submit your music. Be sure to have these essentials ready for submission:

  • A short bio
  • Your tracks on a private streaming platform like SoundCloud or Bandcamp
  • Downloadable, full-resolution tracks in Dropbox or Google Drive
  • Links to your socials
  • And, of course, follow each library’s submission guidelines carefully.

Once you submit, be patient. It might take time to hear back. Some libraries will let you know the next steps and whether it’s okay to follow up.

Final Thoughts

Sync licensing is a long game. It takes time to see results—some say up to 18 months before you start earning royalties. But the great part is that royalties keep coming as long as your music keeps being used. For example, I placed a track in a feature film 10 years ago, and I still see royalties for it every quarter. They’re not huge, but they add up over time.

The more music you have out there, the more you can earn. Plus, sync licensing can help improve songwriting and production skills, speeding up the process of coming up with ideas and finishing tracks.

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