Music Licensing 101: How to Sync Your Music Learn how to create syncable music, stand out to music supervisors, and negotiate sync deals with these tips and insights from music licensing experts.
By
Nick Balkin
Illustration by Dana Smith
Sync licensing deals- syncs, as theyre known in the industry-have become a vital source of income for recording artists and music rights holders. According to a report from the Recording Industry Association of America, the estimated value of sync royalties for the first half of 2022 was $178 million, a record 29.9 percent increase over the previous year. Music labels and publishers are taking note, expanding their licensing departments to seize opportunities to secure coveted placements that spike streams and attract listeners. The stunning resurgence of Kate Bushs 1985 single Running Up That Hill is perhaps the most obvious example of a sync boosting a song's popularity (thanks, Stranger Things). But syncs can also be a powerful tool for emerging artists, such as Orville Peck, whose track Dead of Night saw a jaw-dropping 812 percent increase in streams after it was used in HBOs Euphoria.
The impact of music placements on discovery and consumption is undeniable, but for many artists and producers, entering the world of sync can be daunting. At a recent Berklee Career Jam session, Music in Sync, an expert panel shared advice on navigating the complexities of the music licensing process.
Were probably not gonna sync your avant-garde opus about, like, your great uncle who is a taxidermist.
- Michael Jurasits, Human Worldwide
What Makes Music Syncable? Not all music is created equal in music synchronization. That's why it's critical to understand what makes music syncable, says Michael Jurasits, creative director and music supervisor for Human Worldwide.
Were probably not gonna sync your avant-garde opus about, like, your great uncle who is a taxidermist, Jurasits says. And thats not because we dont love taxidermy. Its because the people on my side, in the advertising world and at brands, are looking for familiarity. Theyre looking for something that they know.
Kristoffer Roggemann, Mophonics
Kristoffer Roggemann, creative producer and partner at Mophonics, agrees that lyrics that are too specific can limit brand interest, noting that while songs with romantic themes often play well on TV and film, advertising tends to favor music with more universal themes that will resonate with a broader audience. Finding authentic and non-generic ways to express universal themes, however, can be a challenge, especially in a market that's become crowded in recent years with sync-seeking musicians writing overly formulaic songs.
I think that kind of got exposed after a while-it's like, is this really a song about working together?-and it became this paint-by-numbers kind of thing, Roggemann says. Now its more like: how do you find an interesting adjacent way to sing about working together without using those words? Just getting a bit more creative with lyric choices is helpful.
Sync Artist vs. Synced Artist Are you a sync artist -a musician who builds their brand writing specifically for sync opportunities-or an artist who simply happens to get synced? That's a fundamental question for anyone venturing into this business, says Allegra Willis Knerr, executive vice president of global sync licensing at BMG Rights Management.
If it's the former, it's essential that your music is sync-ready, which means, among other things, having many versions of your songs-such as instrumental tracks, a cappella mixes, and clean versions-available to pitch. If it's the latter, however, authenticity and uniqueness are key, so it's better to focus on your craft and on building your brand as an artist. Thats whats gonna make supervisors and sync agents want to come to you, Willis Knerr says.
Know Your Musical Lane Artists should target shows that cater to their style of music, says Dom Jones B.M. '19, a specialist for Sony SyncShop. So if your music is pop, she says, it's likely a better fit for the CW sports series All American than it would be for the Starz strip club drama P-Valley.
Dom Jones B.M. '19, Sony SyncShop
Image by Ian Davis
If youre sending happy pop music to the music supervisor of P-Valley, theyre not going to be happy with you, Jones says. And theyll remember that you sent them exactly what they were not looking for.
It's also important to know your strengths, and to prioritize quality over quantity, says Chris Brown, vice president of production, North America, for West One Music Group. From our side, it's focusing on something you're really good at, says Brown. We have so many people who write and say, I can do anything,' and that's generally not true.
Get Your Splits Straight If you're cowriting, then it's critical that your split sheets-or splits, an agreement between song contributors that specifies their ownership percentages-are sorted out before pitching music to potential clients.
Nobody wants to go back and forth with you while you figure out your splits. If they love the song, make it easily clearable for the person that youre pitching, Jones says. And the last thing Ill say is specifically to producers: if youre sampling in your beats, clear the sample-or dont sample.
The person that youre sitting next to can be tomorrows executive that you need a favor from, that can put you onto your next opportunity.
- Dom Jones B.M. '19, Sony SyncShop
Networking is a key factor in gaining a foothold in most industries, and the sync world is no different. Youre probably not even getting looked at by a big company unless you can show some real sync history or fan engagement through social media followers or through Spotify listeners, Willis Knerr
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
06/05/2026
Gravity Media Chief RF Communications Engineer Glenn Willems uses Wisycom RF over Fiber and wireless solutions across major cycling events and international mar...
06/05/2026
A Sennheiser Spectera module is now available in Bitfocus Companion and Buttons, enabling direct integration of Spectera with the two software platforms. The mo...
06/05/2026
Ted Turner, the visionary media entrepreneur whose appetite for disruption helpe...
06/05/2026
Peacock is going all-in on the beautiful game - streaming all 104 FIFA World Cup...
06/05/2026
New pricing tiers for vocal/dialogue restoration tool
NoiseWorks Audio's AI-powered vocal and dialogue processing plug-in is now available in three diff...
06/05/2026
Popular mixing & routing software overhauled
Following a recent public beta test, RME have launched the final release version of the powerful mixing and rou...
06/05/2026
New SOS Video Feature
Focusrites ISA C8X is a milestone product that brings together the companys analogue heritage and their expertise in digital audio. Yo...
06/05/2026
Polands Miecznik-class frigates are part of the largest contract in Polish shipbuilding history. (Image Credit: PGZ Stocznia Wojenna)...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Riedel Communications today announced the expansion of its leadership structure as part of a strategic initiative to strengthen both its operational management ...
06/05/2026
For nearly three decades, Veteran Production Sound Mixer and Five-time Emmy Award Winner Dirk Sciarrotta has helped define the sonic identity of the long-runnin...
06/05/2026
ZEISS CinCraft LensCore: Cinema Lens Looks for Compositing
Brie Clayton May 6, 2026
0 Comments
ZEISS announces the launch of CinCraft LensCore, a nove...
06/05/2026
Wisycom Solves Extreme RF Challenges Across Miles of Live Action for Gravity Med...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Narrative Entertainment has partnered with Encompass to deliver high-quality subtitling of its Great! network content using the Altitude Intelligence AI assiste...
06/05/2026
SipRadius, widely recognized for making content processing and connectivity secure and seamless, is proud to launch a dramatic new approach to AI content creati...
06/05/2026
When the broadband and media industry gathers at ANGA COM in Cologne from May 19 to 21, Big Blue Marble will be at the forefront. The international broadcast an...
06/05/2026
Cinegy GmbH, a leading developer of software-defined television technology, is proud to exhibit at MPTS for the first time. Visitors to the stand will discover ...
06/05/2026
Val Jeanty Receives 2026 Doris Duke Artist Award Jeanty, a composer, percussionist, and turntablist, is the fourth Berklee recipient of the prestigious award ...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
06/05/2026
When live cycling races and international marathons stretch for miles across cities and countryside, there is no margin for RF failure in live broadcast. As Chi...
06/05/2026
Oberkochen/Germany, May 5, 2026
ZEISS announces the launch of CinCraft LensCore, a novel solution for creating physically based cinematic lens looks for visual...
06/05/2026
06 May 2026
VEON's Kyivstar Authorized to Resell Starlink for Businesses & ...
06/05/2026
UKTV has secured the exclusive rights to the early back catalogue of iconic Australian drama series Neighbours, following a landmark content deal with Fremantle...
06/05/2026
Wednesday 6 May 2026
Sky commissions feature documentary to mark 10th anniversa...
06/05/2026
Wednesday 6 May 2026
Sky and Formula 1 agree long-term partnership across UK, Ireland and Italy
Sky in the UK & Ireland to remain the home of Formula 1 until ...
06/05/2026
Sky Zero Footprint Fund-backed TV campaign launches nationwide, supported by new...
06/05/2026
Wuppertal May 6, 2026
Riedel Expands Leadership Structure, Appoints Marc Engro...
06/05/2026
SAN JOSE, Calif. - May 6, 2026 - Harmonic (NASDAQ: HLIT) today announced its latest broadband innovations for ANGA COM 2026, highlighting its vision for a new e...
06/05/2026
Statement from Rupert Murdoch, Chairman Emeritus, Fox Corporation on Ted Turner&...
06/05/2026
Friday 8 May on RT One and RT Player
Meet the NSPCA team caring for and protecting animals in need in this six-part series
Fly on the wall, six-part series...
06/05/2026
The race to build the world's most powerful AI factories demands networking ...
06/05/2026
How changes to proteins can alter drug interactions for new precision therapies Scripps Research team maps how chemical modifications to proteins affect drug bi...
05/05/2026
Experts from the world of academia, tech, business, politics and media convened for a Thomson Talks at the Cambridge Disinformation Summit in April. It's th...
05/05/2026
Three phones were hardwired for power and transmission to the truck; camera feat...
05/05/2026
The creative studio behind campaigns for the NBA, Fanatics Sportsbook & Casino, ...
05/05/2026
Nielsen has announced results from a co-viewing pilot program covering February&...
05/05/2026
viztrick AiDi, an on-device AI solution developed by Nippon TV, delivered global...
05/05/2026
ARRI has announced Omnibar, a battery-powered, IP65-rated multi-color LED linear...
05/05/2026
Imagine Communications has announced that France T l visions is the first broadc...
05/05/2026
The Women's National Basketball Association (WNBA) and Bell Media today announced a multiyear agreement to broadcast and stream WNBA games in Canada beginni...
Music Licensing 101: How to Sync Your Music Learn how to create syncable music, stand out to music supervisors, and negotiate sync deals with these tips and insights from music licensing experts.
