Sync Licensing Deals: How to Get Your Music in Film, TV, and Ads

What is Sync Licensing?

Sync (synchronization) licensing is the process of licensing music for use alongside visual media — film, television, commercials, video games, trailers, and online content. A sync license grants the right to pair your music with visual content.

Two separate licenses are needed for every sync placement:

1. Sync license — for the composition (song), from the publisher or songwriter

2. Master use license — for the specific recording, from the label or artist

If you own both your publishing and your masters, you control both licenses. This is one of the biggest advantages of independent ownership.

Standard Sync Fee Ranges

Fees vary enormously based on the media type, placement prominence, and artist profile:

Film:

Independent film: $1,000–$15,000

Studio film background: $15,000–$50,000

Studio film featured/montage: $50,000–$250,000+

End credits: $25,000–$100,000

Television:

Cable/streaming background: $2,000–$15,000

Network TV featured: $10,000–$75,000

Theme song: $50,000–$250,000+

Reality TV: $500–$5,000

Commercials:

Regional: $5,000–$25,000

National: $50,000–$500,000

Global/Super Bowl: $500,000–$2,000,000+

Video Games:

Indie game: $1,000–$10,000

AAA title: $10,000–$100,000+

Trailers:

Film trailer: $25,000–$200,000+

These are combined fees (sync + master). Each side typically receives 50% of the total.

Key Terms in Sync Agreements

Territory: Where the content will be distributed. "Worldwide" is standard for streaming-era content, but some deals are territory-specific.

Term: How long the license lasts. Film/TV is typically perpetuity or life of the project. Commercials are usually 1-2 years with renewal options.

Media: Exactly where the music will be used. "All media now known or hereafter devised" is broad — make sure you're comfortable with it.

Exclusivity: Some placements (especially commercials) require exclusivity in the product category. If you license to a car brand, you might be locked out of all other automotive ads for the term.

Most Favored Nations (MFN): This clause ensures you get the same fee as any other song in the same placement. Important if you suspect other artists are getting better deals.

What to Watch Out For

Gratis/free sync clauses in your recording contract — some labels reserve the right to license your music for sync at no fee for promotional purposes

Sync approval rights — can the label place your music without your consent? Push for mutual approval

Backend performance royalties — sync placements in TV generate performance royalties through your PRO (ASCAP/BMI/SESAC). These are separate from the upfront sync fee and can be substantial

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