A Guide to Sync Licensing for Independent Artists
Getting your music placed in film and TV as an independent artist can open up new revenue streams and global exposure. Here’s what you need to know to navigate sync licensing effectively without giving up control of your music.
Own Your Rights: Understanding Music Ownership
If you’re serious about licensing your music, understanding ownership rights is crucial. There are two key copyrights in a song:
Master Rights – This is the actual recording of the song, owned by the artist unless assigned to a label.
Publishing Rights – This covers the composition (melody and lyrics) and is typically controlled by the songwriter or publisher.
Signing with a record label or a publisher often means giving up a percentage (or all) of these rights. If you own both, you have full control over how your music is used in sync licensing, allowing you to negotiate better deals and retain all back-end royalties. Staying independent allows you to maximise your earnings and maintain creative freedom.
Work With a Music Licensor to Get Your Music in Front of the Right People
A sync agency, also referred to as a music licensor, acts as the bridge between artists and music supervisors who place tracks in film, TV, and other media. They pitch your music, negotiate deals, and handle licensing paperwork. Their job is to ensure your music reaches the right decision-makers by maintaining relationships with key industry professionals, understanding market trends, and strategically positioning your tracks for the best opportunities.
How Artists Get Paid: Understanding Royalties
When your music is placed in film or TV, you earn money in two ways:
Upfront Licensing Fee – A one-time payment for the use of your track.
Back-end Royalties – Earnings from performance royalties every time the film or show airs.
These royalties are collected by Performing Rights Organisations (PROs) and Collective Management Organisations (CMOs). In Southern Africa, SAMRO and CAPASSO are responsible for collecting and distributing these royalties. However, both organisations have been criticised by industry professionals and artists for a lack of transparency, delayed payments, and inefficiencies in royalty distribution.
As an alternative, independent artists can register with international PROs like ASCAP, which offers more transparent royalty collection and direct payouts to members, making it a strong option for those looking for reliability. Songtrust is another viable option for those already registered with a PRO, as it helps artists collect publishing royalties globally by registering compositions with multiple PROs and CMOs worldwide. This ensures that no royalties go unclaimed, particularly for international placements where local collection societies may not have direct access.
Final Thoughts
The key to success in sync licensing is owning your rights, working with the right music licensor, and ensuring your royalties are collected by a reliable PRO. By maintaining control over your music, you can maximise opportunities without giving up your creative or financial freedom.