The sync license...

Web and TV are becoming ONE in the commercial advertising sense.  Have you ever enjoyed a Super bowl commercial more than a particular touchdown?  Well, the same could be said for some of the commercials that get streamed before you watch a YouTube video.  However, all this works in your favor if you are the writer of catchy licensable music.  You will need to get familiar with the most common license issued to the composer: the synchronization license.  Why the name?  You must remember that your music is getting hooked to a visual medium, therefore, they are “sync’d”!  And, you get paid.  Here is a brief background on the topic and some tips.  

With the increase of streamed TV channels, YouTube, and other social media platforms, the need for licensable original music is on the rise.  Anyone that has ever become familiar with media companies and the way they operate will also know that advertisements pay for the company’s sustainability.  Therefore, since the media world has turned into a web-based platform for a huge portion of the industry, advertisers have turned to the web and social media in order to increase the company’s market reach.   

As mentioned before, a quick background on music licensing reveals that the idea behind music licensing is that someone “pays” a music composer/writer for the use of his or her music.  This essentially comes in various forms, but in order to get paid you need to be the composer.  However, in a commercial use, any music synched with visuals should fall in the category of a sync license.  The thing to remember is that whether the license is called “sync” or not, a music license is just: permission to use a particular music for a fee.  So, you want to give permission!   

It is pretty hard to imagine a YouTube (or traditional TV) commercial without background music appropriate for it.  Although there are great songs that will come in very appropriate for certain ads, it may not be in the best interest of the advertiser to use this music.  Why?  Usually seasoned, established music, and their creators, will not permit use (license) for a small fee.  Therefore, companies like Toyota, GM, Tide, etc., have been known to look and license outside/independent music.  This allows for two things, one on the business side and the other on the creative side:

1.     The advertiser will save on the license fees.

2.     The artistic appeal of an independent artist composing for a specific company may be better suited from an artistic perspective.

A great website that answers many questions in this matter of music licensing is located in Sarah Gavigan’s webpage.    

Ms. Gavigan is a seasoned music supervisor located in Nashville, full of great advises on the topic of music licensing and the independent artist.  She has a blog full of great and proven advice to which you could subscribe.  I did!