Sync placements have become a really powerful way for indie artists to gain exposure, as well as additional revenue. The Groover team met with Sean Ross and James Kaye, the cofounders of Sync Money, to break down what artists need to know to get their tracks placed in film, TV, ads, and more. From pitching tips to what supervisors are really looking for: Discover Sean and James best tips in this article!
How We Turned 8 Years of Struggles into Sync Success
When we started our music journey back in 2012, sync licensing seemed like a far-off dream. After years of trial and error, it took us 8 years to land our first $100,000 sync deal. But once we cracked the code, the floodgates opened. Now, we want to help independent musicians like you do the same, without taking the long route.
Sync Money’s Mission: Empowering Independent Musicians
In 2024, we founded Sync Money to build a global network of independent musicians passionate about sync licensing. Our goal? To educate, inspire, and give artists access to real opportunities in TV, film, commercials, video games, and more.
So far, it’s been a wild ride! We’ve had placements in major commercials like Coors Light, on EA Sports’ Need 4 Speed, and on MTV, VH1, CBS, ABC, and many others.
In just under a year of pitching artists’ music, we’ve seen some incredible success stories. One artist landed a $5,000 skincare ad, another secured an $8,000 luxury fashion brand ad, and we’ve gotten producers signed to libraries that regularly work on major sports campaigns like the NHL. Plus, we’ve had artists sign distribution deals, turning their music into steady streams of revenue.
And my personal favorite part? We’ve educated and entertained millions of artists along the way.
Here’s What We’ve Learned About Sync Licensing
One of the most powerful lessons we’ve learned is that sync licensing is less about waiting for big breaks and more about putting yourself out there in the right places. It’s always nice to try and land those massive placements, but a lot of success in sync licensing is about consistency and persistence.
Pro Tip: How to Get Started in Sync Licensing Today
If I were starting in sync licensing now, here’s what I’d do:
- Search for Local Production Companies: Start by Googling “local production companies.” Look for companies that produce content for local TV, radio commercials, and social media content for local businesses.
- Reach Out with Purpose: Find their contact info and send a simple, personal email. Introduce yourself, let them know what kind of music you make, and highlight something specific about their recent work that you admire.
- Offer Your Music: Offer your music for use in their upcoming campaigns. Be proactive—this is sync at its core! You’re providing music to editors and content creators in need of fresh, exciting tracks.
Local production companies are often looking for new sounds for the productions they are working on, and offering your music is an easy way to get your foot in the door.
Now, many people ask us where the best place to start in sync really is. Should they sign up for a non-exclusive brief list like Sync Money’s? Or should they go directly to music libraries and sign their stuff exclusively? My short answer? Both! Let’s go over the differences.
👉 Discover more tips from the Groover team on how to get a sync placement
Breaking Down Sync Opportunities: Libraries vs. Non-Exclusive Placements
Once you’ve reached out to production companies, it’s important to understand the two main types of sync opportunities that you can pursue: libraries and non-exclusive placements. Both have their merits, and each can play a valuable role in building your sync career.
1. Sync Licensing with Music Libraries
Music libraries are collections of pre-cleared music that sync professionals (like music supervisors, ad agencies, or production companies) browse to find the perfect track for a project. These libraries offer non-exclusive contracts, meaning you can place the same song in multiple libraries or projects.
Benefits:
- Exposure to a larger network: Libraries are used by a wide range of professionals who need music for films, commercials, TV shows, and video games.
- Consistent revenue stream: With multiple placements across different projects, you can generate passive income as your tracks get licensed.
- Less involvement: Once your track is in a library, your role is generally just to submit music. You don’t have to be as involved in the pitch process.
Where to Start:
- Look for reputable music libraries such as APM, Music Bed, or Marmoset that accept submissions from independent artists.
- Read through their submission guidelines to ensure your tracks meet their standards.
- Reach out first to see if they are accepting new submissions. If they are, start by submitting your best, fully mixed and mastered tracks with appropriate metadata to increase your chances of getting accepted.
Sync Money Blog
2. Non-Exclusive Sync Placements
Non-exclusive sync placements are opportunities where you license your music directly to a production company, agency, or music supervisor without a long-term commitment to a library. These deals often come with higher upfront payments and can lead to placements in high-profile projects such as ads, TV shows, or even feature films.
Benefits:
- Larger payouts: Non-exclusive deals often come with better upfront payments compared to placements in music libraries.
- Direct connections: Working directly with production companies and music supervisors allows you to build a network of industry contacts.
- Control over your music: Since the contract is non-exclusive, you retain the ability to license your music elsewhere at the same time.
Where to Start:
- Pitch directly: Research production companies, ad agencies, or film studios that are working on projects similar to the kind of music you create. Reach out with a professional email, introduce yourself, and pitch your music.
- Leverage your network: Get involved in sync communities or forums, attend industry events (like those hosted by Sync Money), and connect with music supervisors or industry professionals who can offer non-exclusive sync opportunities.
Actionable Steps to Get into Sync Licensing
- Create a Solid Catalog: Whether you’re pitching to libraries or going for direct placements, having a well-organized and diverse music catalog is key. Ensure your music is properly tagged with metadata, has clear licensing terms, and is ready to be licensed.
- Pitch Strategically: Start small, but think big. Begin by targeting smaller, local production companies or regional ads, then work your way up to larger projects as your experience grows. More tips on how to write the best pitch here.
- Stay Consistent: Sync licensing isn’t a quick game. It takes time to build a reputation, network, and land placements. Stay consistent with your submissions and continue to improve your craft.
- Leverage Sync Money: As you build your catalog and network, use Sync Money to stay ahead of sync briefs and get your music in front of industry professionals. By signing up for our newsletter, you’ll gain access to real opportunities that are actively looking for music in commercials, TV, and more.
Now, touching back on metadata and catalog management, having a robust rights management system is crucial for easy clearing, tracking stems, lyrics, versions, and ensuring your music is always searchable and organized. Without proper organization, licensing your music can become a time-consuming and frustrating process. This is where the power of AI-driven catalog management comes in.
How Swayzio Powers Sync Success
While building Sync Money, we quickly realized that one of the keys to success in sync licensing is organization, and that’s where Swayzio comes in. We created Swayzio as an AI-powered platform to help artists organize their music catalogs, manage metadata, and pitch their songs for sync opportunities efficiently. This tool has been a game-changer for us and is now available to independent musicians who want to level up their sync game.
Whether it’s submitting your tracks with the right metadata, managing your catalog for sync pitches, or staying on top of briefs, Swayzio helps streamline the process. It’s been an invaluable asset for us, and we believe it can do the same for you.
Local production companies are often looking for new sounds, and offering your music is an easy way to get your foot in the door.
Conclusion
Sync Money is here to make this process easier. With over 60,000 musicians in our network, we’re on a mission to help independent artists monetize their music through sync licensing. We offer access to real, high-quality briefs, and with the right education and mindset, you can start pitching your music like a pro.
Ready to get started? Sign up for the Sync Money newsletter today to start receiving real sync briefs and join the community that’s making waves in the sync licensing world.
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