Music sync deals are the new record label

It’s true, anyone can acquire the tools to produce, mix and even master songs. You don’t even have to be in a studio now’a’days! Just as music production has become more accessible, the music business has become somewhat more complicated. There are many avenues in which an artist, DJ, manager, agent or publisher can profit from a song – from digital sales, streaming, live performances, music videos, radio airplay and… sync deals.

Sync (Synchronisation) Licensing is when your music is used in a form other than it's original release. for exaple if it was used in films, TV, advertisements, sonic branding, or an online campaign. Sync fees can range from the hundreds to thousands of pounds. Brendan Walsh, |Product Manager at Sunday Best Records| talks about the benefits of a sync deal.

What is a music sync deal?

A music sync deal is when an acts music is 'synchronised' with moving image or other media. So placing a song in an advert or film, art installation or VT's (visual transitions) on TV.

Who can get a sync deal?

Anyone haha! They're are music sync agencies and companies that specialise in going between the advertisers or film makers etc and the music labels or artists. Usually they receive a 'brief' of what that company is looking for in their music and these agencies look who they have on their books and liaise between the two to secure the contract, for a small cut of course.

What can it do for music artists?

It's impact can't be calculated accurately. Apart from the cash value of these deals, you have to remember how many people hear these songs. This is why apps like SHAZAM have grown in importance to the record industry as well as people are trying to find 'that song they like from that advert'. It can drive attention and sales to your music. I've personally come into plenty of acts who have placed songs in media like this and seen their spotify and streaming figures hit millions in listens even though, with respect, they are small artists with a career that would not usually have generated such figures. This can also have negative affects however and this is important to remember. Attaching your music as the soundtrack to a brand that receives negative press can be detrimental and call questions on your integrity as an artist. The VW incident was a prime example.

Why would this be a preferred music outlet?

Because it's fairly easy. If you write a song that is fairly catchy or syncable or just fit's that brief, apart from the work you may have to do to pitch it for that brief, the song is already written and the rest is fairly simple. If you're succesful in your pitch, you can just sit back and watch the numbers filter through to your music and cash your cheque(s). It earns money directly as well as serving as a marketing plan, making it the a marketing strategy that pays you, very rare.

Is there much money in syncing?

A lot, deals can range from a couple of thousand pounds to hundreds of thousands depending on the brand, the size and popularity of the ad campaign or film and the exclusiveness of the artists music to that brand.