We’ve been working with a growing number of libraries, labels and publishers who want to make sync a more meaningful part of their business. If that sounds like you – but the world of sync licensing still feels like a maze of jargon and guessing games – you’re not alone.
Here are five practical tips to help you navigate sync with confidence:
1) Do Your Homework
If you want to contact music supervisors, do some research first. What are they working on? Sites like IMBd will show you what’s in production and who’s in charge of the music. Consider which tracks from your library you think would be suitable and then get in touch at the right time (usually post-production).
Remember – sync isn’t just about chasing Netflix hits or Marvel trailers. There are more opportunities for sync licenses than ever, YouTube originals, short-form content (TikTok, Instagram Reels, and YouTube Shorts), branded content, and podcasts. This combined with a cost and time effective system, can prove a profitable and steady income stream.
Stay on top of genre and usage trends. For instance, TikTok and Luminate’s latest music impact report revealed that 84% of songs that entered the Billboard Global 200 in 2024 went viral on TikTok first.
2) Time Is Everything
This is simple – time is money in sync. Do whatever you can to streamline the process and chances are you’ll see more of it.
Music is too often considered an afterthought and therefore dealt with at the last moment, so make sure all rights are in order and always be flexible, on time, and on budget. If a music supervisor wants an instrumental or custom version of a track, get back to them quickly or you’ll probably miss out.
3) Build Relationships
Sync is a bit like online dating (yes really). You email, you try to impress with your intelligence and wit, you get to know what the other person likes. In the same way you’ll get to know publishers, sync agencies, music supervisors, and so on. You’ll learn how they like to conduct business and you’ll figure out their preferences. For example whether a certain music supervisor prefers to be sent mp3s, streaming links, vinyl, etc.
But as with online dating, there’s no substitute for real life interaction. We’re all humans (I think) and we all like to be around other like-minded humans, so try to attend key events like SXSW, The Sync Summit, Billboard’s Film and TV Music Conference, and AIM’s Sync Licensing Conference. This will help you build new relationships and foster existing ones.
Basically, if you’re personable and intelligent in your approach and deliver what’s needed, chances are people will come back to you again and again.
[Note: sync is not actually online dating. Please don’t flirt with music supervisors]
4) Get Control Of Your Catalog
Whether you work in a sync department of 10 people or in the living room with your cat, you need a system. This all begins with the magic “M” word which you will grow to love and hate in equal measure: METADATA.
Yep, every single track in your catalog must be tagged with 100% correct and up to date information.
Don’t forget the basics:
- title
- artist(s)
- composer(s)
- contact details,
Also, go the extra mile by adding:
- key lyrics (the best for searching)
- BPM
- male/female vocals
- keywords and mood/subject e.g. ‘Christmas’, ‘contemplative’, ‘Summer’.
These extra details belong in the comments field, and ensure you don’t spam metadata by inserting every possibility – choose only three or less moods and keywords.
Now you and others can search your catalog quickly, and recipients of your music will have all the details they need in one place.
After taking care of your songs, focus on building a system that keeps track of what you’ve pitched, who you’ve pitched it to, details of the project, and whether or not you were successful. Jumping between different apps like SoundCloud, iTunes, Gmail, Dropbox, Final Cut and Excel will drive you mad, so consider a system like Synchtank where it’s all managed in one place, or create your own method, consistency is key.
Make your music easy to find, easy to hear, and easy to license.
5) Don’t Rely On Technology Alone
We’d love to say that technology like ours is the answer to sync licensing success, but sadly it’s not the whole picture. Yes, having a slick platform or music delivery system helps. But sync success comes down to you – your hustle, your relationships, and your music. You need to be driving traffic to your site and marketing your music. So what if your catalog is the 8th wonder of the World? It’s meaningless if no one can find it. You need to actively market yourself – whether that’s building a strong website, growing your LinkedIn or Instagram presence (music supervisors are active there!), or sending personalised outreach.
Remember all that time you spent on metadata…..
Good luck and don’t take it too seriously!
