What Is Sync Licensing?
A sync licence grants someone the right to use your music 'in synchronisation' with visual media — a TV show, film, advertisement, game, or online video. There are two licences involved: the master licence (the right to use the specific recording) and the sync licence (the right to use the underlying composition). If you own both your master recording and your publishing, you control both. If a label owns your master, they need to agree too.
Evaluating the Placement: Brand Alignment
Not all sync deals are worth taking. Ask yourself: does this placement advance or compromise my brand? A luxury car ad, a film with critical acclaim, or a prestige TV drama can all elevate an artist's profile. An ad for a brand you publicly oppose, or a political placement you disagree with, can damage your credibility with your audience in ways that outlast the cheque.
There are no universal rules here — some artists don't care, some care deeply. Know your position before you're in the room, not after.
What Makes a Fair Deal
Sync fees vary enormously based on usage type, territory, duration, and the profile of the production. A UK ad campaign with nationwide TV broadcast is worth far more than a YouTube series with 10,000 subscribers. Rough benchmarks: major ad campaigns (UK/US national TV) can pay £10,000–£250,000+. TV drama placements: £1,000–£20,000. Independent film: £500–£5,000. Online-only: £200–£2,000. These are wide ranges — always get a music lawyer or publisher to assess the specific offer.
Key Terms to Negotiate
Territory: Is this worldwide or region-specific? Worldwide costs more and should pay more. Term: How long can they use it? 'In perpetuity' (forever) is more valuable than a 2-year licence — charge accordingly. Exclusivity: Can you still licence the track elsewhere during the term? Exclusivity should command a significant premium. Usage type: Are they using 15 seconds or the full track? A background use or a featured use?
The Option Trap
Beware of 'option agreements' where a production company locks up your track while they 'consider' using it, often for little or no fee, for months at a time. If you grant an option, ensure it's time-limited (30–60 days maximum) and the option fee is substantial enough to compensate for the exclusivity.