Quick Definition
Sync licensing (synchronization licensing) is the process of granting permission to use a specific piece of music in visual media, such as movies, TV shows, commercials, video games, or YouTube videos. It "syncs" the audio with the moving image.
Sync Licensing Explained
A sync license is negotiated between the user (e.g., a Netflix production or an ad agency) and the copyright holders. Crucially, two licenses are always required for a sync placement: the Master Use License (for the specific recording, owned by the label/artist) and the Synchronization License (for the composition, owned by the publisher/songwriter).
Sync fees can range from a few hundred dollars for a small indie film to hundreds of thousands for a global Super Bowl commercial. Beyond the upfront fee, sync placements often generate backend performance royalties when the content is broadcast.
Why Sync Licensing Matters
Sync is one of the most lucrative revenue streams in the modern music industry. Unlike streaming, which pays fractions of a cent, a single sync deal can provide substantial immediate income. It also serves as a powerful marketing tool; a song featured in a hit show like "Stranger Things" can explode in popularity globally.
Examples
Kate Bush's "Running Up That Hill" experienced a massive resurgence after being synced in *Stranger Things*. Alternatively, an unknown indie artist might have their song used in a car commercial, funding their next tour and album.
How to Get a Sync Deal
Most artists work with a Sync Agent or a Music Library. These professionals have relationships with Music Supervisors (the people who choose the music). To be sync-ready, you need instrumental versions of your tracks and perfectly organized metadata.
Related Terms
See also: Master Rights, Publishing Rights, Music Supervisor, Performance Royalties.
Track Viral Growth with Soundcharts
Did a sync placement trigger a Shazam spike? Soundcharts tracks Shazam, TikTok, and charts so you can see the real-world impact of your sync deals.