Sync Licensing: A Guide to Boosting Your Music Career
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Published on
January 10, 2024
"Mrs. Robinson, you’re trying to seduce me. Aren’t you?"
In The Graduate (1967), the camera frames a young Dustin Hoffman as he delivers this iconic line while standing timidly under the raised leg of his father’s best friend’s wife. This line, when you think about it, holds much deeper significance than just a young man facing an older seductress in an awkward situation.
The Graduate was one of the first films in history to feature a soundtrack almost entirely comprised of licensed pop music. The famous folk-rock duo Simon and Garfunkel contributed to the soundtrack, which would go on to become legendary. The success of both the film and its accompanying album helped cement their place in history.
This move turned Hollywood upside down—seduced, even. The idea of hearing a song that could be on the radio, or one you'd blast during a cleaning spree, suddenly being played in the background of a film, was groundbreaking. The success of The Graduate sparked a wave of films using licensed music, such as Easy Rider and Harold and Maude. The latter, like The Graduate, used music by Cat Stevens to underscore its themes. This trend set the stage for many of the sync licensing opportunities we see today.
This guide will help you navigate the world of sync licensing and music for film. Here’s a closer look at how to get started:
What is Sync Licensing?
Sync licensing refers to the process of licensing your music for use in visual media, such as TV shows, movies, commercials, video games, trailers, and more. Sync placements can open doors professionally and financially, boosting your career in ways you might not have imagined. A sync placement can dramatically impact your exposure and income.
Thousands of songwriters are waiting for their chance to break into the music industry. Imagine hearing your song featured in a national commercial, a popular TV show, or a major film, all while earning a significant sum of revenue. That’s the power of sync licensing.
Take Kate Bush’s song “Running Up That Hill,” for example. While Kate Bush was already an established artist, her song gained new life after being featured in the Netflix series Stranger Things. This sync placement exposed her music to a younger audience and gave her career a massive resurgence.
Similarly, artists like Teen Mortgage saw their music featured in Shameless and a Vans Park Series video. At the time, they were relatively unknown, but after these placements, they gained noteworthy exposure. Some years later, they have now found themselves touring alongside major acts like The Smashing Pumpkins, Weezer, and Death From Above 1979.
Who Are Music Supervisors?
Music supervisors are the professionals responsible for selecting the music used in film, TV shows, and commercials. They work closely with directors, producers, and the rest of the production team to choose the best music for each project. Music supervisors are passionate about their work, but they are also people. When reaching out to them, do so in a friendly, professional manner. The last thing you want is to blindly submit your music to them without any personal connection. Relationships are key in this industry.
It’s important to build a network with people in these roles. Music supervisors rely on relationships, so approach them with respect, professionalism, and curiosity. Don’t treat them like a cold call.
Music Libraries and Sync Houses
If you’re just starting, music libraries can be an excellent platform for your music to be heard. These platforms act as a marketplace for sync-ready music, where music supervisors can browse and select songs for their projects. Popular music libraries include:
You can also consider using services like DISCO, Syncr, and Music Gateway, which allow artists to upload, organize their tracks and metadata, and submit directly to sync briefs. These platforms connect artists with music supervisors, helping to expand your reach in the sync licensing world.
Building a Diverse Catalog
As a songwriter or producer, it’s essential to build a diverse catalog of music. Try to experiment with different genres, styles, and moods to broaden your appeal. Music supervisors are always looking for versatility, so being a “Swiss Army knife” of music is a great way to stay relevant and in-demand.
The Importance of High-Quality Production
High-quality recording is crucial in sync licensing. A well-shot, high-budget scene will always be enhanced by a high-quality track. Invest in your production, mixing, and mastering to ensure your music is polished. A solid recording setup, including a good microphone, can make a significant difference in the final product.
Multiple Versions of Your Track
One key to success in sync licensing is providing multiple versions of your track. At the very least, you should have both a vocal version and an instrumental version. Sometimes, vocals can be too dominant, and a scene may work better with an instrumental version of the song. A great example of this is in the FX series The Bear, where the track “New Noise” by Refused is used multiple times, often in instrumental form, to build tension without the vocals.
Leverage Kits AI Tools for Sync Licensing
You are the key to your success in sync licensing. AI-powered tools like Kits AI can elevate your abilities as an artist. Kits AI AI Voice Cloning and AI Voice Generating features allows you to experiment with different vocal styles, tones, accents, and harmonies—all while maintaining the essence of your voice. This technology empowers you to create diverse versions of your tracks, making them more adaptable for sync placements.
Simply record your dry, unmodified vocals using a high-quality microphone, and Kits AI will process them, creating multiple vocal variations for you. This allows you to increase the versatility of your catalog, offering music supervisors more options.
Legal and Business Considerations
Sync licensing requires that you fully own the rights to your music. To make sure you’re protected and can collect royalties, register your music with a Performance Rights Organization (PRO) such as ASCAP, BMI, or SESAC. These organizations will ensure that you receive royalties for any public performance or use of your music, including sync placements.
If you’re using tools like Kits AI don’t worry about royalty rights. Everything available on Kits AI is royalty-free, so you can still register your music with a PRO, just as you would with any other track.
The Importance of Metadata
Metadata is crucial in the music industry. It refers to the information within a song file that identifies the artist, song title, writer splits, publishers, and other essential details. Properly tagging your metadata ensures that you get paid for your music when it’s used in visual media. Accurate metadata helps music supervisors find your track quickly and makes sure you receive the royalties you deserve.
Conclusion: Breaking Into Sync Licensing
The idea of AI in music might seem jarring to some. Nothing can replace the human emotion behind creating a piece of music. Tools like Kits AI enhance and empower your creative process, rather than replacing it. Sync licensing and music for film can be tough to break into, but with persistence, a diverse catalog leveraging Kits AI’s tools, and connecting with the right people, you can open up significant revenue and exposure for your music.
-Michael Rahme
