A Brand Wants to Use My Song — What Do I Ask For?

Understand What You're Licensing

A sync license covers two separate copyrights: the master recording (the actual audio file) and the sync/publishing rights (the underlying composition). If you own both, you negotiate both. If a label owns your master, they need to be part of the deal. This is why retaining your master rights is so valuable.

Key Questions to Ask the Buyer

Before you quote a price, get clarity on: What's the usage? (Online only, TV broadcast, cinema?); What territories? (UK only, worldwide?); What duration? (30 seconds, 60 seconds, full song?); What term? (One year, in perpetuity?); What's the exclusivity? (Can you license it elsewhere?). Each of these factors dramatically changes the value.

Ballpark Rates

Sync fees vary enormously, but rough independent artist benchmarks: small online ad campaign (regional) — $500–$2,000; national TV ad — $5,000–$50,000+; major film — $10,000–$100,000+; indie film — $500–$5,000. These are negotiating starting points, not fixed rates.

Don't Accept Exposure

If a brand says 'we don't have a budget but it's great exposure' — decline. Exposure doesn't pay rent. The only exception might be if the placement is genuinely career-defining (a major film trailer, a Super Bowl ad), but even then, negotiate hard for a rate.

Use a Music Lawyer or Sync Agent

For anything significant, use a professional. Sync agents take 15–25% but know the market rates and can negotiate far better deals than most artists can alone. For smaller deals, a single consultation with a music lawyer to review the license is well worth the fee.