Sync Secrets: 8 Tips from Paul s’Jacob - Product Manager at Synchtank
Sync licensing tips for musicians
Sync licensing can be a big win for musicians, offering a new income stream, new audiences and valuable exposure. But, getting your music used in film, TV, advertising and games takes more than just good music.
Our partners at Synchtank have worked with some of the biggest catalogue owners in the industry, from record labels, publishers and production music libraries. Their Product Manager, Paul s’Jacob has been in the industry for 30+ years and has held key roles at Universal Music Group, APRA AMCOS, and EMI Music Publishing, leading global projects in rights operations, data migration, and process improvement. Now, Paul draws on his deep expertise in music publishing and copyright to help Synchtank customers streamline workflows, optimise data, and maximise the value of their rights.
Paul has spoken to RoEx to explore the top 8 tips for maximizing your chances with licensing opportunities.
1. What Is Sync Licensing and How Does It Work?
“A sync placement happens when your music is synchronised with moving image media, be it adverts, trailers, movies, games and beyond! Which all requires a sync licence. This differs from the traditional royalties you would receive from streaming, radio or YouTube for example.”
Tip: Do a little homework on the types of sync placements (e.g., micro-sync vs. full sync) and the different media formats (film vs. TV). Each tends to require different kinds of music and usage, which can help you pitch your tracks more effectively.
Pro Insight:
Unlike streaming, where you earn small fractions per play, Sync offers two paydays: the Upfront Sync Fee (to use the song) and Backend Performance Royalties (paid by your PRO like ASCAP/BMI/PRS when the show actually airs).
2. How to Manage Music Metadata for Sync Licensing
“Sync deals often fall through because rights information is missing or messy. Ensure that all of your metadata is in place before pushing for sync opportunities. Spending time to check accurate song titles, writers credits, ISRC codes, mood and tempo all make your tracks discoverable within the tools that are used for synchronization licensing.”
Tip: Platforms like Synchtank specialise in helping music businesses (like record labels and publishers) to organise and distribute clean metadata so music supervisors can discover their customers' artists work.
The "Must-Have" Metadata Checklist:
Contact Info: If a supervisor can’t find you, they can’t pay you.
ISRC & ISWC Codes: The "digital DNA" of your track.
Ownership %: State clearly who owns the Master and who owns the Publishing.
"One-Stop" Status: If you own 100% of both, label it "One-Stop." Supervisors love "One-Stop" tracks because they can be cleared in minutes.
3. Why Mix Quality Makes or Breaks a Sync Deal
“Sync requires good quality audio first, then creative second. Supervisors expect broadcast ready audio: clean mixes, balanced stems and music that sounds great on TV, web and film. Poor audio quality will kill an opportunity before it begins.”
Tip: Automix and Mix Check Studio will give you everything you need to achieve crisp and clear audio for your tracks.
Why Audio Quality Matters for Editors: Music supervisors don't just listen for a "vibe"; they listen for frequency balance. A mix that is too muddy or has harsh high frequencies won't sit well under a narrator's voice or cinematic sound effects. Broadcast standards also require your track to hit specific loudness targets - if your levels are off, it could cost you the placement entirely. Using tools like Mix Check Studio ensures your track is broadcast-safe, and our simple guide to loudness and metering covers everything you need to know about hitting the right levels.
4. How to Curate Your Music Catalogue by Mood for Sync
“Music supervisors look for specific emotional cues - suspense, joy, tension, ambience etc. Curate your catalog into mood-based playlists or collections that match visual storytelling needs.”
Tip: Think like a supervisor: “Is this a rainy scene? A driving montage? A heartfelt moment?” and tag your tracks accordingly.
Creative Exercise: Watch a car commercial or a drama trailer on mute. Try playing your tracks over the footage. Does it enhance the emotion? If so, tag that track with the specific feeling (e.g., "Triumphant," "Aggressive," or "Wistful").
5. How to Research and Target the Right Music Supervisors
“Sync pros rarely pitch cold. Research what shows, movies or ads are in production and align your music with suitable projects. Sites like IMDB, production trade outlets and pitching platforms help you target your submissions rather than firing blind.”
Tip: Don't just pitch to the biggest show on Netflix. Look for "Music Coordinators" (the assistants to the Supervisors) on LinkedIn or IMDb. They are often the ones sorting through the "new music" piles!
6. The Best Tools for Sync Licensing and Catalogue Management
“Find tools that are built for sync workflows - from catalog management to pitching, analytics and licensing workflows - this will help you present and track your music professionally.”
Tip: Seek out tools that allow custom playlists, pitches to supervisors, and track performance insights.
The Professional Standard: Sending a Dropbox link or an expiring WeTransfer is a thing of the past. Professionals use dedicated hubs like Synchtank to host their catalogs, allowing supervisors to stream instantly and download high-res files without friction.
7. How to Build Long-Term Relationships With Music Supervisors
“Sync is a long-game relationship industry. Follow up, tailor your music suggestions to what a supervisor is working on, and respect timelines. A positive connection today can lead to repeated placements in the future.”
Tip: When following up, be brief and helpful. Instead of asking "Did you listen to my song?", try: "I saw your latest project has a 90s grunge vibe; I have three tracks that fit that specific sound if you're still looking."
8. How to Keep Up With Sync Licensing Trends
“Sync trends change - from AI-aided discovery to shifts in platform usage. Follow blogs like Synchtank’s Synchblog to keep up with licensing best practices, case studies and industry insight that improve your sync strategy over time.”
Go Forth and Sync
“Sync licensing is part craft, part preparation and part strategy. If you have great music, pro audio, organised metadata and the right tools you will give yourself the best shot at landing deals.”
Music Teams Discover Synchtank
If you're a music business looking to scale your sync operation, Synchtank's catalogue management platform helps labels, publishers and production libraries organise rights data, streamline licensing workflows, and get their music in front of the right supervisors. Get in touch with Synchtank today to give your catalogue its best chance of sync success.
Music Creators Discover RoEx
Getting your music sync-ready starts with the audio itself. Mix Check Studio gives you a free, instant analysis of your track's frequency balance, loudness, and broadcast readiness - everything a music supervisor expects before they'll consider a placement. And if your mix needs work, Automix uses AI to get your tracks sounding polished and professional in minutes.