The world of sync licensing is a vital revenue stream for many artists and labels. From placing music in film, TV, ads, and video games, there are so many opportunities available, but unfortunately too often it’s also a cause of friction.
Music is creative, a form of self-expression, an art. The creation of music is usually (keyword usually) not intended for commercial use, and this unfortunately creates a natural tension between the creative side (artists, songwriters, producers) and the business side (A&R, sync agents, supervisors).
This article will delve into this divide and offer practical strategies for both sides to navigate it, fostering a more productive and profitable relationship.
The Creative Perspective: “It’s Not My Job to Write Music for an Ad”
At its core, music is a form of self-expression.
It’s usually a spontaneous outpouring of emotion, and composing can be a deeply personal story told through melody and lyrics, that’s the beauty of music. Unfortunately this fundamental truth can sometimes clash with the commercial demands of sync.
For artists, the idea of tailoring their art to fit a specific brief can feel like a compromise, a surrender of creative control. It doesn’t have to be, but imagine a songwriter pouring their soul into a ballad, reaching into the raw pain of heartbreak. The idea that this song could be stripped of its context and used to sell toothpaste… isn’t exactly what the artist was pictured when writing it (except for you talented songwriters who write for sync!), and it can sometimes be received negatively.
On the other side of things, trying to write for an ad can at times stifle the very creativity that makes music compelling. For many artists, maintaining the purity of their artistic vision is imperative, even if it means missing out on potential sync opportunities.
The Business Perspective: “We Need Music That Works”
On the other side of this artistic debate sits the commercial professional. This could be a music supervisor, a record label, an A&R rep, etc. Their world is filled with briefs, budgets, and more often than not, really tight deadlines.
For them, a song is not just a piece of art, it’s a vital part of the complex puzzle that helps a film tell its story, an ad sell its product, or a video game build its brand new world. So they have their work cut out for them, and their objective is clear: to find the right music for a specific project, all while aligning perfectly with a client’s detailed requirements for mood, genre, tempo, lyrical themes, and overall impact.
Music supervisors need tracks that are flexible enough to be edited, mixed, and manipulated to fit specific time slots and visual cues and on top of this, the chosen track also has to tick all the legal and logistical boxes in place to be licensed swiftly and efficiently. Their success is measured not just by taste, but by their ability to deliver results that meet a client’s commercial objectives, making “music that works” the ultimate bottom line.
Strategies for the Creative Side: Thinking with the End in Mind (Without Compromising Art)
The bottom line is that musicians don’t need to sacrifice artistic principles in order to write music for sync. While yes, you can create songs which are directed at sync if you wish, it’s much more important to embrace strategic creation.
What does that mean?
Producing high-quality instrumental versions of all your tracks, a powerful instrumental can evoke emotion without distracting from dialogue or narrative, making it perfect for film and TV.
Similarly, creating clean (radio-edit friendly) versions of tracks without any explicit language or potentially problematic topics can significantly broaden your sync potential, opening doors to placements.
These parallel versions are a simple way to expand your opportunities without the compromises. This blog from Sync Songwriter gives you more insight on how to break down the different versions as well as other tips that you can use.
If you’ve read our previous articles, you’ll know we say this time and time again, but we only say it because it’s true: use exhaustive metadata! Tagging your music correctly, with as much detail as possible will always make your music more syncable. Make sure to include mood descriptors (e.g., “uplifting,” “melancholy,” “tense”), specific genres and sub-genres, tempo ranges (BPM), instrumentation, and detailed lyrical themes. The best tip is to think of keywords that a music supervisor might search for.
Strategies for the Business Side: Respecting the Art, Maximizing the Opportunity
Looking at the business side, there’s a need to change the perspective, where we move away from the structure of just fulfilling a brief, and discovering music that not only fits, but elevates a project.
Prioritizing trust, and building a rapport with artists and representatives allows for a strong partnership which is more valuable in the long run. When pitching a project, move beyond purely commercial terms. Make sure the brief speaks to the emotional and artistic vision, and how their music can contribute to a larger narrative or emotional landscape. When artists feel their work is genuinely valued and understood, they are more likely to engage enthusiastically!
Secondly, as music supervisor you are one of the key tastemakers in the industry, give yourself the opportunity to stray from the obvious “easy” options and delve deeper into a catalog. Look at mixes, live recordings, and music that will give your project a unique edge.
We know that deadlines and strict criteria can make this easier said than done, but sync professionals should act as a true champion of an artist’s work. By understanding the nuances of the music and articulating its value beyond just its commercial potential, you’re able to find and showcase gold where you least expect it.
A Harmonious Future
The difference between the creative and business sides of the sync industry is a natural dynamic. Like any relationship, there will always be differences in opinion, the artists’ need for creative vulnerability and on the other hand the commercial need for a track to slot in perfectly with a project.
By understanding both sides and being open to learning from each other, both sides can benefit, grow, and create a landscape where both are able to thrive and work hand in hand within this common ground.
Take a look at these additional resources for more inspiration!
