Getting a Sync Licensing Agent & Licensing Your Music

Introduction

But indie (independent) artists can struggle to get their music in front of the right ears. Streaming services can help put artists in front of listeners, but there are other ways to generate revenue and awareness. For example, music sync licensing involves the use of songs and recordings in movies, TV shows, commercials, video games and online campaigns.

The UK music and entertainment industry is a busy one, and there are opportunities for artists whose music may suit production companies, advertising agencies, and music supervisors. However, identifying the right contacts and understanding the licensing agreements can be difficult without industry experience.

For artists that can help you get licensed, this can be an awesome way to get your music in the right hands. The important thing is knowing how to package up your catalog, who to contact, and what to consider before signing up.

Here’s how to find the right agent and increase your chances of getting music licensed.

What Sync Licensing Agents Do

A sync licensing agent represents a music creator by trying to get their tracks placed with people and companies that need music to go with images. Services and deals vary but may involve agents pitching songs to music supervisors, arranging writing sessions and clearing rights, and decades of music inventories.

For example, a TV company may be after an emotional acoustic composition for a dramatic scene, or an English ad agency may be searching for up-tempo indie tracks for a fresh campaign. An agent can find suitable tracks and circulate them among contacts in the industry.

A sync licensing agent can assist with:

• Targeting music supervisors & production companies
• Finding film, television, games, and advertising placements.
• Coordinating track information and licensing paperwork.
• Engaging with appropriate rights holders.
• Assisting in the negotiation of fees and terms of use.

Services vary by agency. Never assume an agent will automatically get placements, and always double-check what the agent actually offers.

Why Sync Licensing Is Important for Indie Artists

Sync licensing provides artists an opportunity to earn money independent of streaming and gigs. With a good placement, this can lead to new ears on a song and help promote the artist even more.

Common opportunities include:

Film & television: Music can be used in scenes, opening sequences, trailers, or credits.

Advertising: Licensing of songs for television commercials, internet advertisements, and promotions.

Gaming: Music may be licensed for use in gameplay, menus, trailers, and promotional materials of a video game.

Digital: Music may be needed for web video productions, branded content, and other visual media to match the mood of the creative piece.

Documentary and independently produced projects: Filmmakers often seek music that matches a certain mood and serves the story.

Licensing fees can differ depending on such things as budget, territory, length, track prominence, and rights negotiated. Placements are not guaranteed, and artists should consider sync licensing one possible aspect of their music careers.

How to Find the Best UK Sync Licensing Agent?

Finding a good rep is not a matter of a Google search and pitching your music to every agency you can find. By being selective, you can focus on agencies that understand your genre and have an appropriate licensing plan.

1. Investigate Music Licensing Agencies.

Start by researching agencies and music licensing companies looking for independent musicians. Review their catalogs, submission policies, the industries they represent, and their current hunger for representation.

MUSIC | One Nite Stand Music: Understand the artist’s opportunities and their music licensing service.

Ask prospective reps:

• Are they open to self-releasing artists?
• What genres/styles are they looking for?
• Do they specialize in pitching music for film, TV, commercials, or games?
• Do they operate on a commission, subscription, or other model?
• Do they require exclusivity?

Find an agency that is aligned with your music, goals, and budget.

2. Investigate the Agent’s Contacts within the Industry

A good sync licensing agent will have relationships with music supervisors, publishers, production companies, advertising agencies, and other music buyers.

A large contact list alone does not ensure placements from an agency. Inquire about how the company selects tracks, responds to licensing briefs, and works with artists to offer opportunities.

Look for fairly specific answers regarding the pitching process and reasonable expectations. Be wary of anyone who promises you placements or a specific salary.

3. Carefully Read the Contract

Report business dealings before signing. Some services charge an up-front fee, and others take a percentage out of the licensing revenue. Contract structures vary, so look at prices and services in general.

Be especially mindful of exclusivity, length, termination rights, payment terms, recording and publishing rights, and any restrictions on where you can place your music.

A good sync licensing agent will be able to explain these in plain English. If you’re signing away substantial rights or money, you might want to get your own legal advice first.

Getting Your Music Ready for Licensing

If you’re planning on going to an agent, then your catalog has to pass the tests of a professional. Good music is great, but clear ownership and organized files are better.

Play With Professional-Sounding Songs

Mix and master your recordings well so they sound like they would be used in a professional media project. Don’t send all the songs you’ve written; only send your best songs.

Different projects will require different moods. Perhaps a jazzy instrumental with some atmosphere is perfect for a documentary, and a pop song with an upbeat spin is exactly what you need for an ad campaign.

Make Useful Alternate Versions

If possible, create instrumental mixes, clean versions, edited versions, and stems. These variations can assist music supervisors in fitting a track to the timing and creative requirements of a production.

Use Descriptive File Names to Clearly Identify Each Version.

Organize metadata.

Correct metadata will assist agents and music supervisors in discovering your catalog. Be sure to include:

• Song title and performer.
• Songwriters and (if appropriate) composers/publishers.
• Vibe, tempo, and mood.
• Instrumentation or lyrics.
• Point of contact.
• ID numbers for records, if relevant.
• Details about ownership and licenses.

This will enable you to judge a track and resolve clearance problems when the chance presents itself.

Know Your Music Rights Before Signing (a Deal)

Understanding the rights involved with sync licensing your music is one of the most important things.

There are typically two main rights involved when a song is released for commercial use.

Composition rights: these rights apply to the music and lyrics and can be owned by the songwriters, publishers, or other parties.

Master rights: These relate to the recording itself, which may be owned by an artist, record label, or other rights holder.

To use a particular recording in a film or a commercial, you may be required to license both the composition (the song) and the master. And if you have multiple writers, producers, or rights holders that you have to work around (i.e., get their permission), you may have to accommodate that as well.

Ensure any necessary permission has been obtained for third-party samples or ownership deals before submitting music for licensing. If you’re in the UK, you should also be aware of how membership of the relevant collecting societies (such as PRS for Music or PPL, where relevant) impacts your rights and royalties. These societies have different purposes, and membership does not replace any necessary permissions for each sync use.

Getting A License For Your Music – Tips

Finding a representative is half the battle. Artists also need to make their music easy to listen to, pitch, and license.

Attempt to Match Your Music to the Request. Read the submission requirements and pitch tracks that match the genre, mood, lyrics, and use required.

Build a cohesive catalog. Keep creating quality music in genres that make sense for your creativity and potential license targets.

Be a professional. Deliver files, ownership, and other versions on time as requested.

Network with industry contacts. Follow music supervisors, production companies, and licensing professionals that are relevant to you, and learn how they like to receive submissions.

Keep track of your submissions. Keep a record of who you’ve contacted, what you submitted to whom, responses you’ve received, and any follow-up actions required.

Be patient. Licensing decisions depend on creative fit, budget, production schedule, and rights availability. A track that doesn’t work for one project may be a better fit for a future series.

Artists’ best approach to sync licensing is a combination of good creativity, proper documentation, purposeful pitching, and perseverance.

How to find music licensing opportunities for artists with One Nite Stand Music

If you are an indie artist looking for representation, consider what One Nite Stand Music may offer.

Review the submission process, costs, terms of representation, and rights agreements. Compare them to your goals and determine whether the service seems suitable for your catalog.

Select your strongest tracks, ensure availability of the rights, and adhere to submission guidelines. A clean, professional submission will provide a rep with what he or she needs to consider your music.

Wrapping Up

The right sync licensing agent can provide independent musicians access to film, television, advertising, gaming, and other forms of digital media. But representation does not necessarily mean successful licensing. Artists need recordings of appropriate quality, clear ownership information, proper metadata, and an understanding of licensing contracts.

If submitting music, carefully research agencies, compare their terms, and only submit if your music fits their needs. By taking care with the catalog they put together and selecting the right representatives, musicians will put themselves in a good place to license their music in the UK, Southern Africa, and beyond.

Learn more about music licensing and the next steps for your catalog with One Nite Stand Music.