 For many independent musicians, sync licensing has become one of the most reliable ways to earn income from their music. With thousands of new TV shows, films, ads, and streaming productions released every year, the demand for great music is bigger than ever. Yet most artists never take full advantage of this opportunity because they do not understand how the process really works.
If you want to start licensing your music in 2025, this guide will walk you through every essential step, from creating sync-ready songs to pitching them effectively. Step 1: Understand What Sync Licensing Really Is Sync licensing means giving someone permission to use your music in combination with visual media. That could mean a song placed in a Netflix series, a YouTube ad, a film trailer, or a video game. Each of these placements requires a license, and you get paid for allowing your song to synchronize with the visuals. There are two parts to every license: the master (the actual recording) and the publishing (the composition). As an independent musician, you typically own both, which means you can license your music directly or through a music library. That control gives you flexibility and often allows you to earn more per placement. Understanding this foundation is crucial. Once you know how the business works, you can start thinking like a professional songwriter who creates music with licensing in mind. Step 2: Write and Produce Songs That Are Sync-Friendly The biggest mistake most musicians make is submitting songs that are great on their own but not right for sync. The needs of film and TV are different from radio or streaming playlists. Supervisors look for music that supports a story, sets a mood, or adds emotional texture without distracting from dialogue. Keep your lyrics universal. Themes like hope, love, struggle, perseverance, and transformation tend to work best. Avoid lyrics that are too specific or filled with brand names or time references. In terms of production, clarity and emotion are everything. Make sure the vocals sit cleanly in the mix and that your track builds dynamically. Songs that evolve, rise, and resolve over time are easier to place because editors can use them in multiple ways. If you are producing instrumentals, focus on textures and pacing. Even a simple piano melody or ambient guitar part can be extremely useful if it captures a clear feeling. Step 3: Get Your Files and Metadata Organized Before you pitch your music anywhere, make sure everything is labeled and easy to use. Music supervisors and editors do not have time to guess who owns what or dig for file details. Each file should have your name, song title, email, phone number, and contact details embedded in the metadata. If you are the sole songwriter, make that clear. If there are co-writers, list their names and splits. Include alternate versions such as instrumental, acoustic, and 30-second cuts. Organize your music by mood and genre. For example, “upbeat acoustic pop,” “emotional piano underscore,” or “cinematic indie folk.” The easier you make it for a supervisor to find what they need, the higher your chances of landing placements. Step 4: Register and Protect Your Work Before pitching, register your songs with a performing rights organization (PRO) such as BMI, ASCAP, or SESAC in the United States, or your country’s equivalent. This ensures you receive performance royalties when your music is broadcast. You should also register your music with the U.S. Copyright Office or a comparable authority in your country. While most libraries will not require it upfront, it provides an extra layer of legal protection for your work. Finally, consider using a professional metadata tagging tool or a simple spreadsheet to track where you have sent each song, which libraries have accepted them, and what rights they control. Staying organized will save you from confusion later. Step 5: Start Submitting to Music Libraries Music libraries are the bridge between artists and supervisors. They specialize in curating catalogs that production companies, ad agencies, and editors can search to find the right music for their projects. There are two main types of libraries: exclusive and non-exclusive. Exclusive libraries own the rights to the songs you submit for a set period, while non-exclusive libraries allow you to license the same track elsewhere. Both can be valuable, but be sure to read each contract carefully and understand how long they retain rights. Start by targeting mid-sized libraries that work with independent artists. These are easier to access and often have strong relationships with TV and film clients. If your music performs well, they will continue to pitch your tracks for future opportunities. Step 6: Master the Art of the Email Pitch Your first email to a supervisor or library can make or break your chances. Keep it short, polite, and professional. Avoid attachments and always send streaming links through platforms like SoundCloud, Disco, or Box with clearly labeled files. For example: Hi [Name], My name is [Your Name], and I am an independent songwriter specializing in cinematic indie and emotional folk music. I think my new track “The Light Inside” could work well for film or TV placements. Here is a streaming link to preview: [link]. Thank you for taking the time to listen. I would love to be considered for future opportunities. Best, [Your Name] Follow up once if you do not hear back after a few weeks, but never send mass emails. Professional communication and persistence will set you apart. Step 7: Build Long-Term Relationships The sync world runs on trust. Once you have worked with a library or supervisor, stay in touch respectfully. Send updates when you release new music or land a placement. If they use your song, thank them sincerely and let them know you appreciate the opportunity. Over time, these small gestures build credibility. Supervisors often return to the same artists again and again when they need reliable, great music. Relationships are your long-term career foundation in sync. Step 8: Keep Learning and Adapting The sync industry changes constantly. New technologies, licensing models, and media formats appear every year. Stay informed about emerging trends like AI-assisted music production, global licensing, and micro-sync opportunities on platforms like TikTok and YouTube Shorts. Keep listening to what is being licensed right now. Watch popular shows and commercials and take note of what styles are being used. The more you understand what supervisors are choosing, the more precisely you can create music that fits their needs. Conclusion: The Path to Sync Success Starts Now Breaking into sync licensing in 2025 is not about luck. It is about understanding the system, creating music that fits, and presenting it professionally. If you consistently write, organize, and pitch with intention, you will begin to open doors. Every placement, no matter how small, builds your resume and credibility. With time and persistence, those small wins lead to bigger opportunities and eventually to a sustainable career built on music you love. Start Your Sync Licensing Journey Today If you are ready to take the next step, sign up for my Free 4-Hour Video Course, “The Ultimate Music Licensing Guide,” available at https://www.htlympremium.com/. You will learn everything you need to start licensing your music effectively, including how to find and contact the right music libraries and supervisors, how to properly prepare your songs for sync, and how to protect your rights and get paid for every placement. Start your journey today. Visit https://www.htlympremium.com/ and begin learning how to license your music in TV and film.
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 The world of sync licensing is always evolving, and if you want placements, you need to stay ahead of genre trends. Supervisors aren’t just looking for good music, they’re looking for music that feels current, authentic, and aligned with what audiences are consuming right now. Some genres are having a big moment in 2025, while others remain timeless staples because they always work in the right context. Let’s dig into which genres are hot right now, why they’re in demand, and where they’re showing up.
Indie Folk and Americana Still Lead the Way One of the most reliable genres for sync continues to be indie folk and Americana. Acoustic-driven tracks with warm vocals, organic percussion, and heartfelt lyrics are staples for TV dramas, ads that want to emphasize authenticity, and streaming series looking to connect emotionally with their audience. Think about campaigns from brands like Apple or Subaru that highlight human connection, family, or the open road. They often lean into tracks that feel raw, honest, and acoustic. Even in 2025, supervisors still look for this sound because it cuts through the digital polish and gives scenes an emotional center. Examples: Marmoset and Musicbed frequently place this style of music in commercials and branded content. If you’ve heard tracks like Of Monsters and Men’s “Little Talks” or more recently sync-friendly indie artists like Novo Amor, you’ll understand the appeal. Cinematic Hip Hop and Hybrid Beats Hip hop continues to dominate pop culture, but the sync world has its own twist on the genre. What’s hot right now is cinematic hip hop, where producers blend hip hop drums and grooves with orchestral textures, hybrid sound design, and big builds. These tracks have found a home in trailers, sports programming, and action-heavy video games. The NBA and UFC both lean heavily on cinematic hip hop for promotional spots because it captures both grit and grandeur. It feels urban and real, but also epic and larger than life. Tracks by Run the Jewels or sync-friendly composers creating “epic hip hop trailer cues” are strong examples of this hybrid approach. Libraries like Position Music and Extreme Music have entire catalogs dedicated to this sound because it’s so in demand for sports and film marketing. Lo-Fi and Chill Beats in Streaming and Content With the explosion of short-form video and streaming culture, lo-fi beats have become one of the biggest growth areas for sync. YouTube creators, Twitch streamers, and TikTok campaigns all rely on lo-fi instrumentals to underscore content without pulling attention away from visuals. These tracks usually feature dusty drum loops, jazzy chords, and mellow vibes. The difference in 2025 is that brands are catching on too. Instead of using high-energy pop for every ad, many campaigns now lean on lo-fi beats to connect with younger audiences who live in this sound world daily. Platforms like Epidemic Sound and Artlist are thriving in this space, providing thousands of lo-fi cues specifically targeted at content creators. It’s a high-volume, micro-licensing market, but for independent musicians it can add up quickly when your track is used across thousands of videos. Retro and Nostalgic Sounds Another big trend in 2025 is nostalgia. Supervisors are leaning into sounds that evoke the 80s, 90s, and early 2000s. Retro synth pop, post-punk revival, and even throwback R&B are all making a comeback in sync. Part of this is because TV shows and films are tapping into nostalgia-driven storytelling, while ads are trying to connect with millennials who grew up in those eras. Netflix series like Stranger Things showed how powerful retro sounds can be in defining a brand. Now you’ll hear synthwave tracks in car commercials, disco-inspired grooves in fashion ads, and 90s-style alt rock showing up in everything from trailers to sports montages. Boutique libraries like Marmoset and Alibi have made retro-inspired catalogs one of their strongest selling points. Timeless Genres That Always Work While trends come and go, certain genres remain evergreen in sync. Emotional piano pieces, uplifting orchestral tracks, and stripped-back acoustic singer-songwriter music will always have their place. Supervisors rely on these sounds for moments of intimacy, hope, or tension release. For example, piano-driven pieces are still some of the most common placements in reality TV and documentaries. Orchestral swells remain a trailer staple. And acoustic ballads still find their way into ad campaigns that want to communicate human vulnerability. The key isn’t just writing in these genres. It’s making sure your productions feel fresh and authentic so they don’t sound dated. Start Learning How to License Your Music Genres matter, but success in sync is about much more than chasing trends. You need to understand how supervisors think, how deals are structured, and where to pitch your catalog. That’s exactly why I created a free four-hour video course on music licensing. Inside, I’ll walk you through how to create sync-ready music, how to connect with the right people, and how to start landing placements. You’ll also get access to a free directory of music libraries and supervisors so you can begin pitching right away. 👉 Get instant access here: https://www.htlympremium.com/  AI Generated Music is getting good. Really good. But is it indistinguishable from human produced music? As an experiment, I took one of my songs, Things I Left Behind, and I created an AI version of the track. I made a video playing the AI version and the human produced version side by side. Can you tell which one is AI and which one is human? Share your thoughts in the comments. I'll announce which song is AI on Monday.  If you’re a musician, composer, or producer trying to break into the world of sync licensing, you’ve probably heard that connections are everything. You need to know the right people, build relationships, and find the gatekeepers who can actually get your music placed.
That’s all true. But there’s a shortcut that most artists overlook, or worse, misuse: directories. Directories can be one of the most powerful tools in your licensing strategy. But like any tool, they need to be used correctly to actually move the needle. Let’s break down how to use them effectively, avoid common mistakes, and start landing real deals. Target Your Pitches to the Right People One of the biggest mistakes artists make is blasting their music to every contact in a directory without considering whether their tracks are actually a good fit. Just because someone works in the sync world doesn’t mean they’re looking for every genre. For example, some libraries specialize in high-energy trailer music, while others focus on subtle, emotional cues for TV dramas. A publisher that mainly licenses retro funk is not the right target for your dark, cinematic soundscapes, and sending them the wrong tracks is a fast way to get ignored. Before you hit send, do a little research. Look at the kinds of placements a company has landed in the past. Listen to some of the tracks they represent. Read their submission guidelines carefully. If a company explicitly says they only license instrumental music, don’t send them your vocal tracks. The more you can align your sound with what they’re actually looking for, the better your chances of getting a response. Personalize Every Email for Maximum Impact Music supervisors, library owners, and publishers get hundreds of submissions a week. Most of those emails are generic, copy-paste pitches that do nothing to stand out. One of the simplest but most effective ways to get noticed is to personalize each email. This doesn’t mean writing a novel about your life story. It just means taking a minute to show you’ve actually done your homework. For example, if you know a company recently placed a track in a Netflix series or a major ad campaign, mention it. If you see that a supervisor has a particular style they like, reference that in your pitch. This small effort shows that you respect their time and understand their world. It turns a cold pitch into a potential relationship. For instance, instead of just saying, “Here are some tracks I’d like you to consider,” try something like, “I saw you recently placed a track in the new [Show Name] trailer, and I have a few cinematic cues with a similar tone that I think would be a great fit for similar projects.” Keep Your Pitches Professional and Direct This one is huge. It doesn’t matter how great your music is if your email is a mess. No one wants to scroll through paragraphs of background information or sift through a dozen random links. Keep your emails short, direct, and professional. Introduce yourself briefly, mention any relevant credits, and include a single, clickable link to a curated playlist of your best, most sync-ready tracks. Make sure the playlist works, streams quickly, and has clearly labeled tracks. If you’re sending a Disco or SoundCloud link, double check that it’s set to private or unlisted but still shareable. And never, ever attach MP3s to your initial pitch. It clogs their inbox and looks unprofessional. If your tracks are cleared for one-stop licensing, mention that. This is a huge plus for music supervisors who don’t want to deal with clearance headaches. Follow Up the Right Way If you don’t hear back right away, don’t panic. Sync deals take time. A lot of the time, your email just got buried in a busy week. It’s perfectly fine to follow up, but keep it short and polite. A simple message like, “Hi [Name], just checking in to see if you had a chance to listen to the tracks I sent over a couple of weeks ago. Let me know if anything stood out or if you’re currently looking for something different,” can work wonders. What you don’t want to do is send a second, third, or fourth follow-up if you still don’t hear back. At that point, you risk coming off as pushy or desperate, which can backfire. Move on, keep building your network, and focus on the relationships that show potential. Track Your Progress to Avoid Wasted Effort One of the biggest mistakes I see artists make is sending out tons of emails without keeping track of who they’ve contacted, what they sent, and when they followed up. This can lead to embarrassing situations where you pitch the same song to the same person multiple times, or worse, forget to follow up with someone who actually showed interest. Keep a spreadsheet or CRM where you log every contact, every pitch, and every response. This simple step can save you hours of confusion and help you refine your approach over time. Why Most Directories Fall Short Not all directories are created equal. A lot of what you’ll find online is outdated, poorly organized, or full of dead links that waste your time and energy. It’s frustrating to pay for a directory, only to discover that half the contacts are no longer active or don’t even work in sync anymore. That’s why we built the 2025 Music Licensing Directory. It’s not just a random list of contacts. It’s a carefully curated, constantly updated resource that gives you direct access to over 1,700 real industry decision-makers, including:
👉 Click here to learn more and get 60% off If you’re serious about getting your music placed in TV shows, films, ads, and video games, this is the place to start. Stop wasting time with outdated contacts and dead-end leads. Start building real connections that lead to real placements.  In the world of sync licensing, music supervisors are the decision-makers. They’re the ones who choose what songs end up in television shows, movies, trailers, ads, and video games. For artists trying to break into sync, it’s tempting to think that the secret is just getting your song in front of the right supervisor. But placements rarely come from one-off emails or cold submissions. The real success happens when you build genuine, ongoing relationships with the people who do this work every day. When supervisors know you, trust your professionalism, and believe in the quality of your music, they’re much more likely to reach out to you when they need something. That’s where the long-term opportunity lies. Instead of hoping someone discovers your song by chance, you can become a go-to resource for supervisors who already know your music is sync-ready and emotionally effective. But like any real relationship, this takes time, patience, and a thoughtful approach. Understand Their World If you want to build a relationship with someone, you’ve got to understand their reality. Music supervisors are under intense pressure. They’re often working on multiple projects at once, dealing with deadlines, directors, producers, and legal teams. They’re expected to deliver the perfect song that matches the emotion of a scene, fits within the creative vision, and clears quickly and affordably. Every decision they make is scrutinized, and there’s rarely enough time to dig through endless submissions. That’s why it’s so important to respect their time and see things from their perspective. They don’t want to be spammed with tracks that don’t fit the tone of their projects. They don’t want follow-up emails every two days asking if they’ve listened yet. They want artists who are professional, prepared, and understand that their job is about supporting a bigger picture. The more you can speak their language and anticipate their needs, the more likely they are to remember you when the right moment comes. Take the time to actually watch the shows they’ve worked on. Listen to the kinds of songs they place. Are they using cinematic acoustic ballads? Upbeat indie rock? Sparse, haunting ambient textures? When you reach out, referencing something specific from their work shows that you’ve done your homework and that you’re not just another person trying to get noticed. Be Professional and Easy to Work With When it comes to sync licensing, professionalism doesn’t just mean having good music. It means having your business in order. That includes knowing exactly who owns your songs, having clean metadata, having instrumental versions of your tracks ready, and being responsive when someone asks for something. You don’t need a manager or a team to do this. You just need to be organized and consistent. Music supervisors love working with artists who make their job easier. If they ask for a lyric-free version and you can deliver it instantly, that’s a win. If they request a high-quality WAV file and you know exactly where it is, you become someone they trust. Supervisors don’t have time to chase people down for missing files or worry about whether a track is going to get flagged later due to rights issues. If you prove that you’re reliable from day one, that trust carries forward. You also want to communicate clearly and respectfully. Keep your emails short, to the point, and focused on the music. Avoid hype or pressure. Instead, let the music speak for itself and show that you understand how sync works. That alone will set you apart from the majority of artists who are still winging it. Focus on Value, Not Just Exposure A lot of musicians approach music supervisors with the mindset of “I want you to hear my music.” That’s understandable, but it’s not always effective. What supervisors are really looking for is music that helps them solve a problem. They need songs that elevate a scene, match a mood, and clear quickly. If you can provide that, you become a valuable asset instead of just another person asking for a break. That shift in perspective changes everything. Instead of pitching your latest single because you want it placed, start by asking yourself which of your songs actually sound like something they’d use. If a supervisor works on a gritty crime drama, don’t send a bubblegum pop track just because it’s your newest release. Think about what they need, and send music that fits. When you consistently offer music that helps them do their job better, you become someone they want to keep hearing from. A great example of this is how the band Fialta built relationships with multiple music supervisors by consistently sending tracks that matched the tone of the shows and brands those supervisors were working with. Over time, their music was used in campaigns for Chipotle, Target, and PBS, all because they focused on creating songs that worked well in visual storytelling, rather than chasing placement for the sake of exposure. How to Find Music Supervisors and Effectively Network To build relationships with music supervisors, you first have to find them. There are several ways to do this, and the best strategies often combine research, networking, and positioning yourself in the right places. Start with IMDb Pro. You can look up specific shows and films and see who the music supervisor was. This is especially helpful if you write in a particular style and want to target supervisors who already work with music like yours. From there, look them up on LinkedIn, social media, or through directories focused on sync licensing professionals. Many music supervisors work independently or for boutique agencies and often have a small online footprint, so some digging may be required. One of the best ways to connect with supervisors is through warm introductions. If you know someone who has worked with a supervisor before, see if they’d be willing to introduce you. This carries far more weight than a cold email. Even a casual referral from someone they trust can open the door. You can also meet supervisors at industry events. Look for sync-focused panels, film festivals, music conferences, and networking events. Events like the Guild of Music Supervisors Conference or SXSW often have supervisor panels where you can hear them speak and possibly meet them afterward. These moments are not about hard pitching. They’re about starting genuine conversations, asking smart questions, and being memorable for the right reasons. Another strategy is to join professional organizations that include music supervisors as members. This includes groups like the Production Music Association, AIMP, and various sync-focused Facebook and Discord groups. When you become part of these communities and show up consistently, you start to build credibility over time. When you do reach out directly, personalize your messages. Mention a project they’ve worked on that you admire. Keep your email short and respectful, include a streaming link to one or two tracks that match their vibe, and let them know you’re happy to send more if they’re interested. And if they don’t respond? That’s normal. Stay patient and stay on their radar in a non-intrusive way by following up occasionally with new music that is actually relevant to their world. Be Patient and Consistent Relationships in this industry don’t develop overnight. You might send an email and not hear back for six months. That doesn’t mean the door is closed. In fact, many supervisors will save music for future projects, and when the right scene comes along, they’ll remember the artist who reached out with the right energy and the right tone. That’s why patience is essential. You can build trust slowly by showing up consistently, staying in touch every few months, and sharing new music when it feels relevant. It’s also a good idea to show that you’re active and continuing to grow. If you get a placement or release a new album, share that with the people you’ve contacted in the past. Not to brag, but to stay on their radar in a way that feels authentic. The artists who end up getting placed again and again aren’t always the ones with the biggest followings. They’re often the ones who stayed consistent, kept improving their craft, and kept showing up even when it felt like nothing was happening. When you play the long game, it pays off in ways you can’t always predict. Final Thoughts Building long-term relationships with music supervisors isn’t about gaming the system or trying to charm your way into a placement. It’s about becoming a trusted creative partner. It’s about understanding the pressures they’re under, respecting their time, and consistently delivering high-quality music that fits the projects they’re working on. This industry is built on relationships. When you show up with the right energy, the right songs, and the right mindset, you start planting seeds that can grow into real opportunities. It might take time, but when a supervisor reaches out to you directly because they trust your work, it makes all the effort worthwhile. If you want to dive deeper into how to get your music placed and how to present yourself professionally in the sync world, I created a free course to help. It’s called The Ultimate Music Licensing Guide, and it’s designed to give you the foundation you need to succeed in sync. Whether you’re just starting out or looking to sharpen your approach, it will walk you through exactly what to do. The connections are out there. And once they’re built, they can change everything.  2025 Sync Licensing Directory - Another great way to find music supervisors to work with is to use our Sync Licensing Directory. Our comprehensive directory is your essential guide to navigating the Sync Licensing Industry.
Gain immediate access to over 1,700 meticulously curated contacts, including music supervisors, music publishers, music libraries, and more. Learn more.  If you’ve spent any time trying to license your music, you’ve probably noticed that some artists seem to effortlessly land placements in TV shows, films, and commercials, while others struggle to get noticed at all. Over the years, I’ve worked with hundreds of musicians who aim to license their music, and I’ve seen clear patterns in the behaviors of artists who find consistent success.
Successful sync licensing artists don’t just rely on talent or luck, they adopt specific strategies that give them a huge advantage. Below, I’ll share seven important things these artists consistently do differently. They Understand Exactly What Music Supervisors Want The most successful artists in sync licensing are tuned in to the real needs of music supervisors. They pay close attention to the type of music that’s currently getting placed, and they study the themes, styles, and moods that music supervisors repeatedly use in projects. By researching popular TV shows, films, and commercials, they know precisely what kind of tracks supervisors are likely to need, and they tailor their music accordingly. This kind of targeted approach sets them apart, because it removes guesswork and increases their chances of landing placements significantly. They Focus on Building Genuine Relationships The sync licensing industry revolves around relationships, and the artists who succeed understand this deeply. Instead of sending mass emails or relying solely on cold pitches, these artists focus on forming authentic connections. They network regularly, reach out personally, attend events, and genuinely engage with music supervisors and industry professionals. They remember details about the people they meet, and they offer support rather than simply asking for favors. Over time, these authentic relationships lead to trust and frequent opportunities for placements. They Consistently Create New Music Successful sync artists don’t rely on a small handful of tracks to carry them through their careers. Instead, they’re constantly creating and expanding their catalogs. They understand the importance of variety, having different moods, styles, and genres available to pitch. By consistently producing fresh, high-quality tracks, they’re always ready to capitalize on new opportunities. This steady productivity puts them at a distinct advantage over artists who only occasionally create new material. They Master the Art of Pitching Their Music Pitching music successfully is an art, and the artists who get placements consistently know exactly how to do it well. They craft clear, concise, and personalized emails that quickly explain why their music is the perfect fit for a particular project. Instead of overwhelming supervisors with unnecessary details, they make it easy to listen, stream, and download their music. They also follow up professionally, knowing exactly how to remind supervisors of their submissions without being pushy. This professional approach makes supervisors more likely to remember their music and choose it when the timing is right. They Stay on Top of Industry Trends Artists who consistently succeed in sync licensing stay aware of current industry trends. They’re constantly watching what’s happening in TV, film, and commercials, and they notice what styles and genres are becoming popular. By keeping their ears open, they position themselves strategically, ensuring their music stays relevant. They don’t chase every passing fad, but they remain aware of shifts in demand so they can adjust their creative approach accordingly. They Organize Their Licensing Efforts Carefully Organization is another hallmark of successful sync licensing artists. They meticulously track submissions, placements, and licensing agreements. This careful attention to detail means they’re always clear about where their music is, who’s heard it, and what the next steps are. By managing their workflow effectively, they never miss important follow-ups, and they’re always ready to provide supervisors with anything extra needed to finalize placements quickly. Their reliability and responsiveness make them favorites among industry professionals. They Take the Long-Term View and Stay Patient Perhaps the most critical difference between successful sync licensing artists and those who fall short is patience. Successful artists know that sync licensing success doesn’t usually happen overnight. They approach their licensing careers as long-term investments, recognizing that it takes time to build relationships, gain traction, and see significant placements. Instead of getting discouraged by early rejections or slow progress, they remain consistent, optimistic, and persistent. Over time, this patient mindset pays off in placements, royalties, and lasting success. Ready to Master Sync Licensing? If you want to dive deeper and learn exactly how to license your music effectively, I’m offering a free course called The Ultimate Music Licensing Guide. It’s packed with clear, actionable steps you can take right now to significantly improve your licensing results. Join hundreds of other musicians who’ve already used these strategies to transform their music careers. I’ll see you there!  I first met producer Gary Gray in 2012 when he, like thousands of other musicians, enrolled in my program, The 90 Day Music Licensing Challenge. Gary and I hit it off right away, and after the program concluded, we formed a friendship and eventually decided to start working together. Since then, Gary and I have collaborated on numerous music projects. He’s produced a lot of my music, including tracks that have gone on to be licensed in TV shows (The Young & The Restless, Pitbulls & Parolees, Girl Meets Farm, The Great Way, etc), video games (Catch & Release), films (The English Estate), and for brands like Tesco and AMC. I’ve also performed on tracks Gary produced for companies like 20th Century Fox and Disney. We've even created several courses together for HTLYM Premium. If you’d like to hear some of the tracks Gary has produced for me, check out this playlist we’ve curated of some of our favorite collaborations over the years:  Aaron Davison (Left) and Gary Gray (Right) in Hollywood The partnership and friendship I’ve built with Gary has been one of the highlights of my career, which is why I’m thrilled about the incredible success Gary has achieved in the music industry since taking my course back in 2012. Gary, a 10-year Voting Member of The Grammy Recording Academy, has had a distinguished music career, with his work reaching over 100 million people in just the last two years. His recent credits include the 2023 Amazon Super Bowl commercial and 46 tracks for Disney’s hit live-action film The Little Mermaid. He also produced, mixed, and mastered two albums for jazz great Justin Chart, released under Universal Music Group Records. Most notably, Gary co-produced and mastered the #1 Billboard album on the Traditional Classical Charts for the Symphonina Foundation, a nonprofit organization he co-founded with the mission of “spreading the joy of symphonic music to young audiences around the world.”  I’ve learned a lot from Gary over the years, and I’d like to think the feeling is mutual. In fact, I know it is—here’s what Gary had to say about working with me all these years and learning about music licensing after taking The 90 Day Music Licensing Challenge: "Back in 2012 I first read the words “music” and “licensing” in the same sentence. That sentence was composed by a true pioneer in the field of music licensing - Aaron Davison. Long before the internet was filled with people sharing information about music licensing (many of them students of Aaron’s!), it was Aaron Davison at the helm, bringing many of us Indie Musicians the only truth and wisdom out there regarding how to license your music. My first step was taking The 90 Day Music Licensing Challenge. I voraciously studied and applied what I learned in The 90 Day Challenge, and subsequently, all of his courses - studying them very carefully so that I could get every single drop of his vast amount of knowledge and expertise into my head. I went to Aaron because I kept hearing about him from people who all possessed one common denominator - success. Aaron and I then struck up a great friendship and we started collaborating. This collaboration has led to hundreds of licensing placements over the years. Aaron, as you may or may not know, is a phenomenal guitarist, singer and songwriter. I produced, mixed and mastered his tracks and he would pitch them - and over the years we’ve had more placements than I can count. As our musical relationship developed, two interesting things occurred. We started collaborating on courses (I asked him if he would like to have me put together courses on music production for licensing, and he said, “Yes!”), and I started teaching him more and more about music production. So, this great symbiosis developed - Aaron was teaching me everything there was to know about music licensing, I was teaching him all about music production, and we worked side-by-side on developing several extensive courses. I can honestly say that the biggest turning point(s) in my career all happened when I put my career in the hands of one man, Aaron Davison. And when I look back at it, I can say with confidence that Aaron stands just as tall among several legendary mentors I’ve had the opportunity to work closely with: Quincy Jones, Phil Collins, Chick Corea, Lamont Dozier, Jermaine Jackson and more.  Gary Gray during a mentoring session with Quincy Jones at Quincy's home studio The amazing thing to me is this: The foundation that Aaron helped me build at that time has stood the test of time and has never let me down. My confidence, though shaken at times through the years, which we all go through, never cracked, never snapped, never broke. I was able to weather the storm of an uncertain lifestyle that we have all chosen. He helped me develop an unshakeable confidence and gave me the tools I needed to actually succeed for real. The credibility as a mentor and a teacher that Aaron possesses in the field of music licensing is unparalleled. He is a pioneer - possibly the first pioneer - in the music licensing education field. And as a result of knowing and working with Aaron, I can now bring home to him accomplishments I never dreamed I would achieve; a #1 Charting Album on Billboard (last week!), another album which made it to #10 on Billboard (in March of this year), a book used by Indie Musicians worldwide (The Home Studio Bible), over 100 million pairs of ears on the music that I recorded, mixed and mastered in the last two years alone (the 2023 Amazon Super Bowl commercial, 46 tracks on the Disney hit live-action film “The Little Mermaid”, and two albums I produced, arranged, mixed and mastered for Universal Music Group. The bottom line is that there are more accomplishments I HAVEN’T listed here than I have - and due to your time, I’ll keep this short(er). To you Aaron, I can say that the day you started teaching me, is the day my career took off. And every plateau I reached was connected to your undying help, support and care for me and my music. THANK YOU AARON! Gary Gray" Those are really kind words -- and I’m excited to resume working with Gary on a new project that I’ll be sharing with you soon." In the meantime, If you’d like to learn more about the latest incarnation The 90 Day Music Licensing Challenge and how you can take your music career to the next level, visit: https://www.htlympremium.com/90-day-challenge-2024.html To book a FREE 30 minute Zoom session with Gary Gray, sign up for The 90 Day Music Licensing Challenge today! During your session you'll have the opportunity to have a #1 Billboard charting Producer/ Engineer and Voting Member of the Grammy Recording Academy critique your music in real time, with the ability to get your music production questions answered and any confusions you may have cleared up. Gary, who has conducted over 30,000 hours of research into music production, and who specializes in music production for licensing, has developed a revolutionary approach to mixing and mastering, which he used to master the #1 charting Billboard album. What's even more impressive is that a student of Gary's, who learned Gary's mixing technique, mixed that same #1 album. For a fascinating look into an important finding from Gary's research, that affects every mixing session, for all musicians, watch this short video below.  I've been in the music licensing game for over 20 years, and during that time, I've seen countless musicians make the same mistakes over and over again when trying to license their music. It's easy to get lost in the weeds when you're trying to break into the world of sync licensing—there's a lot of information out there, and it can be overwhelming to figure out where to start.
But after helping hundreds of clients get their music placed in TV shows, films, and commercials, I’ve seen a lot of the same patterns play out over and over. I can tell you with confidence and experience what not to do. Here are the top 10 mistakes I see musicians make when trying to license their music: Not Understanding the Business Side of Licensing Let's start with the basics. Many musicians think that all they need to do is make great music, send it to a few places, and the licensing deals will come rolling in. But the truth is, music licensing is as much about business as it is about creativity and music. You need to have a good understanding of how the business works, how to cultivate relationships in the business, how to write music that works in the context of licensing and so on. It’s not enough to just write great music. That’s of course a great start but becoming successful in the licensing business is about much more than just writing great music. Which leads me to… Focusing Too Much on Art and Not Enough on Function We musicians are artists at heart, and it's easy to get wrapped up in the creative process. But when it comes to licensing, your music needs to serve a purpose. Music supervisors are looking for tracks that fit specific moods, scenes, and narratives. If your song is too abstract or doesn’t fit the mold of what they need, it won’t get placed, no matter how good it is. It’s really that simple. You have to find the balance between artistic expression and commercial viability. I always encourage artists to write from the heart and write music they’re inspired to make. After all, if you’re not enjoying the process of creating music and writing music you’re inspired to write, then what’s the point? But, if you goal is to make money licensing your tracks, then it’s important to be mindful of why songs are licensed and strike a balance between inspiration and commercial viability. You can do both! You can both write songs that you’re inspired to write and create music that works for licensing. Ignoring the Importance of Metadata It might sound boring, but metadata is crucial in the world of music licensing. When you submit your tracks to music libraries or directly to music supervisors, they need to be able to find your song quickly and easily. If your track doesn’t have the correct metadata—like the genre, mood, tempo, and instrumentation—there’s a good chance it will get lost in the shuffle. Think of metadata as the roadmap that leads your music to its next destination. Not Tailoring Your Music for Licensing Opportunities Every licensing opportunity is unique, and so is the music that fits it. Too many musicians make the mistake of submitting generic tracks that don’t align with the specific needs of a project, or the specific needs of a music library. Take the time to research the show, film, or music library you’re pitching to. What kind of music have they used in the past? Do you know what kind of music they’re specifically looking for? Tailoring your submissions to fit those criteria will dramatically increase your chances of success. Think of it like dating. If you’re approaching prospective partners that you’re not fundamentally compatible with, it’s not going to work. It’s the same when it comes to licensing your music. Overlooking the Power of Relationships Licensing is a relationship-driven business. While it's important to have great music, it’s just as important to build strong relationships with music supervisors, sync agents, and other industry professionals. Networking might not come naturally to all musicians, but it’s a skill worth developing. A personal connection can sometimes be the deciding factor between your track and someone else’s. Humans are social creatures and we like to work with people we know and feel comfortable with. Being Impatient One of the biggest misconceptions about music licensing is that it's a quick way to make money. In reality, the process can take months or even years. Patience is key. You might have to pitch the same track dozens of times before it gets placed. Don’t get discouraged if you don’t see immediate results. The musicians who succeed in licensing are the ones who stick with it for the long haul. I’ve had many tracks get picked up years after I initially signed them to my publisher. Neglecting the Importance of High-Quality Production In today’s competitive market, your tracks need to sound as polished and professional as possible. A great song can easily be overlooked if it’s poorly produced or mixed. Invest in high-quality production, or work with someone who can help you achieve that. Remember, your music is competing with thousands of other tracks, and first impressions matter. Listen to tracks that are being licensed to see how your music compares relative to production. Make sure you are only pitching material that is actually ready to be licensed. Not Having Your Paperwork in Order When a licensing opportunity arises, you need to be ready to move quickly. That means having all your paperwork in order—split sheets, licensing agreements, and any other relevant documents. If you’re not organized, you could miss out on opportunities simply because you weren’t prepared. Make sure you have everything you need before you start pitching your music. See my new resource, “The Ultimate Music Licensing Contract Bundle” for sample contract templates you can use when licensing your music directly to supervisors, production companies, etc. Failing to Promote Yourself You could have the best music in the world, but if no one knows about it, it’s not going to get placed. Promotion is a critical part of the licensing process. Build a strong online presence, share your music on social media, and make sure your website is up to date with your latest tracks and contact information. The more visible you are, the more likely it is that someone will discover your music and want to license it. This will also help make a good impression when music supervisors are considering whether or not to use your music. Supervisors like to work with artists who are well established and have a strong online presence, so be sure not to overlook this part of promoting your music. Giving Up Too Soon Finally, and perhaps most importantly, don’t give up. Licensing is a challenging and competitive field, as is the music business in general, and it’s easy to get discouraged. But the musicians who succeed are the ones who keep pushing forward, even when the odds seem stacked against them. Keep creating music, keep pitching, and keep refining your approach. Success might not come overnight, but it will come if you stay the course. If you're ready to take your music licensing career to the next level, now is the perfect time to join HTLYM Premium. By becoming a member, you'll gain access to an incredible array of resources designed to accelerate your success, including daily leads, in-depth courses, and exclusive industry directories. With tools like Spotify resources, contract templates, submission tracking, and more, you'll have everything you need to navigate the music licensing world with confidence. Don't miss out on this opportunity to grow your career—sign up today at HTLYM Premium and unlock the full potential of your music licensing journey.  In 2024, the sync licensing industry faces both opportunities and challenges, shaped by rapid technological advancements, changing consumer preferences, and evolving legal frameworks. The demand for sync placements remains strong, fueled by the ongoing expansion of streaming services and the proliferation of original content across various platforms like Netflix, Amazon Prime, Disney+, and more. However, the industry is also grappling with the implications of artificial intelligence (AI) and shifting trends in music genre preferences.
The Impact of AI on Sync Licensing AI is emerging as a significant force in the sync licensing world, presenting both threats and opportunities. On the one hand, AI-generated music is becoming increasingly sophisticated and capable of producing music that could potentially replace traditional production music. This has raised concerns among music supervisors and production libraries. AI-generated music is often more cost-effective and easier to license, as it eliminates the complexities associated with clearing multiple rights. However, the legal landscape surrounding AI music is still evolving, with many uncertainties about copyright ownership and infringement. This ambiguity has so far prevented a widespread adoption of AI-generated music in mainstream media content. Despite these challenges, AI tools are also being used to enhance the sync licensing process. AI-powered music search systems, such as those developed by AIMS, are helping catalog owners streamline their music discovery and licensing processes. These tools use advanced algorithms to match music tracks with specific moods, genres, or scenes more effectively than traditional search methods. As a result, music supervisors can find the perfect track for a particular project more efficiently, saving time and reducing costs. Genre Preferences and Market Trends The sync licensing market is experiencing a shift in genre preferences, reflecting broader cultural and societal trends. Hip-hop and R&B continue to dominate, especially in shows that aim to appeal to younger, urban audiences. For example, the TV series "Insecure" on HBO has effectively used contemporary hip-hop and R&B tracks to enhance its storytelling and connect with its audience. The popularity of these genres in sync placements highlights their versatility and broad emotional appeal. Indie and alternative rock also remain popular, particularly in dramas and independent films. These genres often provide the raw, authentic sound that directors and producers seek to evoke specific emotions or atmospheres. Shows like "The Bear" have effectively utilized indie tracks to underscore their narratives, drawing audiences deeper into the on-screen drama. At the same time, there's a growing interest in genres like lo-fi and chillwave, which are often used in commercials, documentaries, and lifestyle programming for their relaxed and introspective qualities. The Rise of Video Game Adaptations and Sync Opportunities The adaptation of video games into television series and films is creating new opportunities for sync licensing. Video game properties with rich musical histories are particularly well-positioned to benefit from this trend. For instance, Amazon’s adaptation of "Fallout," a popular video game series known for its extensive use of 1940s and 1950s music, has opened up significant sync opportunities for tracks from that era. Artists featured in the original game soundtracks, such as The Ink Spots and The Andrew Sisters, have seen a remarkable increase in streaming numbers following the release of the TV series. This trend suggests that as more video game adaptations are developed, there will be a corresponding increase in demand for sync licensing that taps into nostalgic and iconic music catalogs. Challenges and Strategic Adaptations Despite the promising trends, the sync licensing industry faces several challenges. The complexity of music rights clearance, particularly for games and multi-platform content, remains a significant barrier. Industry insiders have expressed frustration with the often convoluted and time-consuming process of obtaining the necessary licenses. The high costs associated with music rights, particularly for well-known tracks, can deter producers from using them, opting instead for production music or AI-generated alternatives that offer more straightforward licensing processes. To navigate these challenges, industry experts suggest that rightsholders and music supervisors need to modernize their commercial strategies. This includes leveraging new technologies, such as AI and machine learning, to improve the efficiency of music search and licensing processes,and adopting more flexible licensing models that cater to the needs of different media producers. Embracing these technological shifts, rather than resisting them, could help the industry adapt to the changing landscape and capitalize on new opportunities. Conclusion The sync licensing industry in 2024 is at a crossroads, balancing the traditional appeal of commercial music with the potential disruption of AI and other technological advancements. As the industry continues to evolve, those who can adapt to these changes—by embracing new technologies, staying attuned to shifting genre preferences, and exploring new sync opportunities across emerging media formats—will be best positioned to thrive in this dynamic environment. The next few years will be crucial in determining how the sync licensing landscape will shape up, particularly as the legal and technological environments surrounding AI-generated music become clearer. For now, the future of sync licensing looks promising, with plenty of opportunities for those willing to innovate and adapt. The industry’s ability to harness the power of AI, while maintaining the authenticity and emotional resonance of music, will be key to its continued growth and success. References: Tracklib. (2024). Music Producers and AI: A Survey Report. Tracklib.com. TuneCore. (2024). The Role of AI in Indie Music Production. TuneCore.com.  Writing songs that work well and resonate with TV and film scenes, requires a deep understanding of storytelling, emotion, and universality. Crafting lyrics with universal themes—love, loss, hope, struggle—can make your music more appealing for licensing. These themes often align with the narratives of TV shows and films, creating a seamless blend between the audio and visual elements. Why Universal Themes Matter Universal themes are those that are broadly relatable and evoke shared human experiences. By writing lyrics that touch on these themes, your music can find a place in a much wider array of scenes and genres than if your music contains more obscure lyrics and subject matter. TV shows and films often deal with fundamental human experiences, and music that echoes these experiences can amplify the emotional impact of a scene. This really shouldn't be much of a stretch as a songwriter or composer, because chances are, you're already writing songs with universal themes. After all, universal themes, are universal! Tips for Writing Lyrics for TV and Film Focus on the emotional core of your song. Whether it’s love, heartache, triumph, or despair, ensure your lyrics convey deep emotions. Write about experiences that are universally understood and avoid overly specific details that may limit the song’s applicability. Think about how your song could fit into different narrative contexts. Lyrics that tell a story or evoke a particular mood can be particularly powerful. The dynamics of your song—its crescendos, breakdowns, and overall structure—should complement the visual storytelling. This can make your song a perfect fit for key moments in a scene. Another thing to keep in mind when writing music for films, in particular, is that less is often more. This was a point that Supervisor Susan Jacobs brought up in our recent podcast we did together. Susan said that when writing music for films, make sure there is still room for the dialog to be heard over the song. Susan said that often times more stripped-down versions of songs, even demos in some cases, work better for films. If you missed my recent podcast with Susan, you can check that out here: https://open.spotify.com/episode/0BZb4FyZeISu6eB6nccGfq?si=b8c61b29bf134588 With these principles in mind, let’s explore ten songs that have been licensed, analyzing why they work so well in their respective scenes, how the lyrics relate to what’s happening, and offering key takeaways for musicians looking to get their music licensed. Note: Due to copyright restrictions, I wasn't able to post clips of the scenes and songs I'm referencing, so you'll have to do some research on your own, if you want to reference the scenes I analyze, to see why they work so will with their respective songs. But they should be pretty easy to find on Netflix, Amazon and so on. "Don't Stop Believin'" by Journey - "The Sopranos" Finale In the final scene of "The Sopranos," Tony Soprano sits in a diner with his family. The tension builds as he waits for his daughter to arrive, with various patrons creating a sense of unease. The scene ends abruptly, leaving viewers with a lingering sense of suspense. "Don't Stop Believin'" serves as the perfect backdrop for this iconic scene. The song’s hopeful lyrics and anthemic melody contrast with the tension in the scene, creating a powerful juxtaposition. The line "Don't stop believin', hold on to that feeling" underscores the uncertainty and tension, suggesting a glimmer of hope amidst the ambiguity. This contrast can be a powerful tool, familiar songs can evoke strong emotions, and deep emotional resonance can add layers to the narrative. "Mad World" by Gary Jules - In "Donnie Darko" "Mad World" plays during a montage at the end of the film, capturing the somber and reflective tone of the movie’s conclusion. "Mad World" perfectly complements the film’s melancholic and introspective themes. The haunting piano arrangement and subdued vocals mirror the character’s inner turmoil and the film’s overall mood. The lyrics, "I find it kind of funny, I find it kind of sad, the dreams in which I'm dying are the best I've ever had," reflect Donnie’s complex emotional state and the film's existential themes. Matching the mood and relevance of the lyrics can deepen the connection, while simplicity in arrangement can be more effective than complexity. "Bohemian Rhapsody" by Queen - "Wayne’s World" In "Wayne’s World," the characters perform an impromptu headbanging session to "Bohemian Rhapsody" while driving in their car. "Bohemian Rhapsody" brings a sense of fun and spontaneity to the scene, perfectly capturing the characters’ carefree and quirky personalities. The song’s dynamic structure also adds an element of unpredictability. The lyrics, with their dramatic shifts and storytelling, complement the humorous and over-the-top nature of the characters’ antics. Songs that align with character personalities, inject fun, and have cultural significance can create iconic moments. "Unchained Melody" by The Righteous Brothers -"Ghost" In "Ghost," "Unchained Melody" plays during the famous pottery scene, where the characters share an intimate and tender moment. "Unchained Melody" enhances the romantic and timeless feel of the scene. The song’s emotional depth and soulful delivery resonate with the characters’ deep connection and love. The lyrics, "Oh, my love, my darling, I've hungered for your touch," emphasize the longing and profound bond between the characters, heightening the scene's emotional impact. Romantic themes, timeless appeal, and soulful delivery can significantly enhance intimate scenes. "Lose Yourself" by Eminem - "8 Mile" In "8 Mile," Eminem’s "Lose Yourself" plays during pivotal moments, including the final rap battle, highlighting the protagonist’s determination and struggle. "Lose Yourself" captures the essence of the film’s themes of perseverance and overcoming obstacles. The song’s intensity and motivational lyrics align perfectly with the character’s journey. The lyrics, "You better lose yourself in the music, the moment, you own it, you better never let it go," reflect the protagonist’s mindset and the high stakes of the scene. Motivational power, intensity, and personal connection can drive narratives forward. "Home" by Edward Sharpe and the Magnetic Zeros - "The Secret Life of Walter Mitty" In "The Secret Life of Walter Mitty," "Home" by Edward Sharpe and the Magnetic Zeros plays during a montage of Walter’s travels. The song’s uplifting and whimsical nature perfectly captures the spirit of adventure and self-discovery that defines the film. The folk-pop sound and heartfelt lyrics resonate with the character’s journey, making it an ideal choice. The lyrics, "Home, let me come home, home is wherever I'm with you," reflect Walter's inner journey of finding where he truly belongs. Uplifting themes, resonance with the character’s journey, and heartfelt lyrics can enhance the spirit of adventure. "Holocene" by Bon Iver - "The Place Beyond the Pines" "Holocene" by Bon Iver features in "The Place Beyond the Pines," providing a hauntingly beautiful backdrop for a reflective and poignant scene. The ethereal and introspective qualities of the song enhance the emotional depth of the moment, aligning perfectly with the film’s contemplative tone. The lyrics, "And at once I knew I was not magnificent," reflect the character's realization of their own vulnerability and insignificance, deepening the scene's impact. Ethereal qualities, emotional depth, and alignment with the film’s tone can create powerful scenes. "The Funeral" by Band of Horses - "127 Hours" In "127 Hours," "The Funeral" by Band of Horses underscores a pivotal moment of introspection and realization for the protagonist. The song’s melancholic yet powerful atmosphere complements the intense emotions of the scene, highlighting the character’s struggle and determination. The lyrics, "At every occasion, I'll be ready for the funeral," mirror the protagonist's confrontation with mortality and the dire situation he faces. Melancholic atmospheres, complementing intense emotions, and highlighting struggle and determination can enhance pivotal moments. "First Day of My Life" by Bright Eyes - "Stuck in Love" In "Stuck in Love," "First Day of My Life" by Bright Eyes plays during a tender and heartfelt moment between characters. The song’s intimate and sincere lyrics, coupled with its simple acoustic arrangement, perfectly capture the vulnerability and warmth of the scene. The lyrics, "This is the first day of my life, I'm glad I didn't die before I met you," underscore the characters' newfound love and connection, enhancing the emotional resonance. Intimate lyrics, simple arrangements, and capturing vulnerability and warmth can significantly enhance romantic scenes. "To Build a Home" by The Cinematic Orchestra - "This Is Us" In the TV series "This Is Us," "To Build a Home" by The Cinematic Orchestra plays during a poignant and emotionally charged scene. The song’s orchestral arrangement and soulful vocals amplify the scene’s emotional weight, creating a powerful and lasting impact. The lyrics, "And I built a home for you, for me," reflect the themes of family, love, and the passage of time, adding depth to the narrative. Orchestral arrangements, soulful vocals, and amplifying emotional weight can create impactful and memorable scenes. Summing Up The right song can transform a scene, adding depth, emotion, and memorability. By understanding why certain songs work so well in their licensed contexts, musicians can craft music that stands out and resonates with both audiences and industry professionals. Whether through contrast, mood matching, character alignment, or motivational power, there are many ways to create music that enhances visual narratives and increases the chances of successful licensing. For more insights and tips on music licensing, subscribe to our newsletter and stay tuned for our upcoming courses and resources. |
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