Getting your music placed in film, TV shows, commercials, or video games can be a game-changer for your career—and it can also help you pay the bills. Sync placements not only elevate your music’s visibility but also offer potential revenue streams that can sustain your creative endeavors. But how exactly do you break into the sync licensing world? What do the decision-makers look for when choosing a track? And what steps can you take to improve your chances of securing that coveted placement?
At the ASCAP Experience Sync Secrets panel, industry experts shared insider tips and best practices for artists looking to get their music synced in visual media. The session, moderated by Emily Roman, Manager of Film & TV at Warner Records, featured a powerhouse group of panelists: Tarik Bradford, Founder of Dahomey Music Enterprises, and Kristen Hosack, Senior Music Supervisor at Saatchi & Saatchi. Together, they provided invaluable insights into the sync process, offering advice on everything from pitching strategies to understanding deal points.
Here’s a breakdown of the key takeaways from the panel that will help demystify the sync process and put you on the path to success.
Why Sync Licensing is a Career Game-Changer
Sync placements can provide musicians with a financial boost and significant exposure. A song featured in a hit TV show, commercial, or video game can reach millions of people, helping you build an audience outside of traditional music channels. In addition to the fame, sync placements can lead to residual income through licensing fees, royalties, and even performance rights.
For Kristen Hosack, who works with top-tier brands at Saatchi & Saatchi, sync licensing is also about how the song enhances the overall experience of the visual content. “We’re not just looking for a good song—we’re looking for something that emotionally connects to the visual, something that amplifies the storytelling,” she explained. Whether it’s a powerful instrumental underscore for a dramatic scene or an upbeat track that elevates an ad campaign, sync placements are about aligning the right music with the right visuals to create a memorable experience.
What Are Music Supervisors Looking For?
When pitching your music for a sync placement, it’s essential to understand what music supervisors and sync licensing professionals are looking for. Kristen Hosack shared some key factors that make a song stand out:
- Relevance to the Project: The first thing music supervisors consider is whether a song fits the tone, style, and emotional arc of the project. “We’re always thinking about the context—how does this track support the scene, the ad, or the gameplay? If it feels forced or mismatched, it won’t work,” she said.
- Licensing Flexibility: Supervisors also look for songs that are easy to clear. If there are complicated ownership issues or if a song has multiple rights holders, it can delay or derail the licensing process. For independent musicians, having your rights clear is a huge asset.
- Quality of Recording: The production quality of your track matters. A professionally mixed and mastered track that sounds polished and ready for broadcast will make it much easier for a music supervisor to imagine it in their project.
- Catchy, Memorable Hooks: Whether it’s a jingle for an ad or a memorable moment in a TV show, a hook that sticks with the listener is vital. A strong hook makes your song stand out and increases its chances of getting placed.
Best Practices for Pitching Your Music
While landing a sync deal might seem like an elusive dream, there are practical steps you can take to increase your chances. Here’s what the panelists suggest:
- Build Relationships: “Don’t just send unsolicited emails,” Tarik Bradford advised. Building relationships with music supervisors and sync agents can go a long way. Reach out through networking, attend industry events, and make sure your music is available through reliable channels like licensing agencies and libraries.
- Tailor Your Pitches: Sending the right music to the right person is key. Be selective about who you pitch your music to and make sure the track is relevant to the project. If you’re submitting music for a commercial, make sure the track fits the mood, demographic, and message of the brand.
- Create a Professional Press Kit: When submitting music, always include a professional press kit with a bio, high-quality song files, and a one-sheet that provides relevant information about the song, including the genre, tempo, and potential uses.
- Use Music Libraries: Many sync placements come through music libraries, where your track can be discovered by music supervisors. Libraries are especially useful for independent artists looking for exposure in ads, TV, and film. Just ensure you have clear licensing terms and agreements in place.
Understanding Sync Deal Points
When you land a sync placement, it’s important to understand the standard deal points that come with it. Emily Roman, who manages film and TV licensing at Warner Records, pointed out that there are a few essential terms you should be aware of:
- Fee Structure: Sync licensing deals typically include an upfront payment for the use of the music, but there can also be backend royalties depending on how the song is used. For example, a song in a national TV commercial will likely earn more than one used in a local cable ad.
- Territory and Duration: The agreement will specify where the music can be used (nationally, internationally, online, etc.) and for how long. These terms can vary significantly depending on the project.
- Exclusivity: Some placements may require exclusivity, meaning you cannot license the same track to another project within a certain timeframe.
- Performance Royalties: Sync placements often generate performance royalties, which are collected by performance rights organizations like ASCAP. Make sure your song is properly registered to ensure you receive the royalties you’re owed.
The Sound Initiative: Connecting Black Creators with Sync Opportunities
All of the panelists are board members of The Sound Initiative, a nonprofit dedicated to connecting Black music creators with opportunities in sync licensing and publishing. The initiative provides resources, mentorship, and networking opportunities for Black musicians looking to break into the sync world. For more information about the initiative and how to get involved, visit Sound Initiative.
Apply for The ASCAP Foundation Film Scoring Workshop
For musicians looking to hone their skills in film scoring, The ASCAP Foundation Film Scoring Workshop is an exciting opportunity. Directed by Alex Steyermark, an industry veteran with experience working on films with directors like Ang Lee and Spike Lee, this workshop pairs graduate film students with East Coast-based film composers for a hands-on learning experience. The workshop culminates in a studio recording and submission to prestigious film festivals in NYC and LA.
If you’re an aspiring film composer, don’t miss out—applications are open now. For more details and to apply, visit ASCAP Foundation Film Scoring Workshop.
Sync licensing can be a powerful tool for musicians, providing not only exposure but a new revenue stream. Armed with the insider knowledge from experts like Tarik Bradford, Kristen Hosack, and Emily Roman, you’re well on your way to understanding the sync process and positioning yourself for success in this dynamic space. With persistence, professionalism, and a clear understanding of the sync landscape, your music could be the next big hit in film, TV, or beyond!
Feel-Good Tunes for Advert
This campaign is all about feeling refreshed, feeling your best and feeling the rhythm! Our client is on the search for some groovy pop, nu-jazz and nu-disco to fit this vibe. They want bright, positive, contemporary music which can bring that energy without crossing the line and feeling too ‘clubby’. Live instruments would be a big bonus too! They have also asked for a vocal and lyrics that speak about ‘having fun’ and ‘living your best life’. However, it is important this is not the main focus and won’t distract viewers from the instrumental underneath.
Reference: Best Life – Spencer Ludwig
Have you written a big guitar/piano-driven ballad? If so, it could be perfect for this brief! We are looking for an emotive song that builds and uplifts whilst also tapping into viewers emotions. Despite the brief being for a ballad, we want to avoid any purely ‘sad songs’, we need something that feels hopeful overall. It would be best if the lyrics are fairly vague and could be linked to nature. We are after mainstream, pop / singer-songwriter tunes that are contemporary but not particularly forward-thinking for this.
Reference: Dean Lewis – Waves
This beauty brand’s campaign is all about human connection, community and a sense of global ‘togetherness’. They are looking for lyrics about relationships, connecting, being in this together, side by side, supporting each other, sharing life moments, bringing out each other’s best etc.. It is crucial the lyrics feel platonic and non-specific so there can be no romantic undertones. We are interested in hearing modern and retro sounding options. Genre is completely open for this brief but the overall tone needs to be optimistic and upbeat. A female vocal would be preferred.
Reference: SAULT – Together
Dance Music for Fashion Advert
We are on the search for fresh, modern and high energy dance music. Sub-genre is open, but we are leaning towards garage or house. Our focus is great vibes, catchy melodies and a strong beat to drive the visuals forward. The music should uplift and energise anyone listening. We really want the song to be engaging and attract viewers attention. An unconventional beat or a production quirk could set it apart from other advert music quite nicely. Vocals are not necessary but we would like some sort of repeated musical hook throughout.
Reference: Flume, Toro y Moi – The Difference
Our client wants only Irish artists for this campaign! They have asked for bright and cheery Irish indie/rock songs with a hint of nostalgia. Songs that will make viewers feel happy and warm, to match that feeling of a cosy night down at the pub. We don’t want anything too heavy as the campaign portrays a wholesome time drinking rather than a wild night out. That being said, we would still love the songs to have a bit of a fun, cheeky vibe to them. Any lyrics that could relate to friendship would be perfect.
Reference: Thin Lizzy – The Boys Are Back In Town
