Sync Licensing

What Is Sync Licensing?

Sync licensing (synchronisation licensing) is the process of obtaining permission to pair a piece of music with moving image, such as an advert, film, TV programme or game. A sync licence is granted by the owner of the composition, while a separate master use licence covers the specific recording.

Sync Licensing in Practice

Every time music meets picture, someone has cleared it, and sync is the mechanism. Clearance is two-sided: a sync licence from the publisher covers the composition, and a master use licence from the label or recording owner covers the specific recording. Fees depend on the term, territory, media and prominence of the use. Apple’s iPod and iTunes campaigns made sync a career-launching event: Feist’s 1234, featured in the 2007 iPod nano advert, leapt up the charts and introduced her to a global audience. For brands, sync buys instant association with a loved piece of music, though the rights are rented rather than owned, which is why many brands commission original music instead.

Famous Example

Feist’s 1234 in Apple’s 2007 iPod nano advert, which sent the song up the charts worldwide