What is Sync?
When watching a TV show, movie, or advertisement, background music often captures our attention. Whether it’s a dance number, a romantic scene, or an action sequence, perfectly synced music can elevate the entire experience.
Using someone else’s music legally in your work requires payment, known as Sync Royalty. A music synchronisation licence, or "sync" for short, allows the licensee to synchronise music with visual media outputs like films, TV shows, advertisements, video games, websites, and movie trailers. Notable examples include Brodha V’s "Vainkho" in the OTT series Family Man and Bryan Adams’ "Everything I Do" in Guns & Gulaabs.
Why Is Sync Royalty Better Than Other Royalties?
Sync royalties are often more profitable than performance and mechanical royalties for several reasons:
1. Exposure Over Popularity: The music is used to enhance visual content, not for fan enjoyment or streaming numbers. This helps artists reach new audiences.
2. Negotiated Rates: Sync royalty rates are determined through negotiated contracts, influenced by factors like type of use, territory, term, and exclusivity, rather than fixed rates based on popularity or streams.
3. Opportunities for Smaller Artists: Sync deals provide a platform for smaller artists, potentially giving them a significant boost if their music is featured in prominent shows or advertisements.
The New Wave of Entertainment
OTT platforms like Netflix, Amazon Prime, Hotstar, and Zee5 have doubled global movie and TV output in the last decade, creating more opportunities for artists to earn sync royalties.
The advertising industry has also evolved, with contemporary ads resonating with today’s audiences, especially teenagers who have more spending power. Brands like Apple, Google, and Coca Cola have created memorable, music-driven ads that benefit both the brands and the artists.
However, unauthorised music use on social media platforms has led to copyright strikes and content bans. The solution lies in making music licences more accessible to content creators.
What Next?
To obtain a music licence, seek permission from the artist, a publisher, record label, performing rights organisation, or music licensing company.
Reach out to MRM India (previously Joshua Inc.) for comprehensive guidance on sync royalties and how to empower your music.