What is Sync Licensing?
Sync licensing involves granting permission to synchronize music with visual media (films, TV shows, ads, video games, etc.). Rights holders (artists/producers) earn fees for this usage, plus potential royalties through Performing Rights Organizations (PROs).
Why African Artists Should Leverage Sync Licensing
Global Exposure: Music in international media can amplify reach.
Revenue Streams: Upfront fees + backend royalties.
Cultural Showcase: Highlight Africa’s diverse sounds in global projects.
Requirements for Success
Ownership & Rights:
Ensure full control of master recordings and compositions.
Clear splits with collaborators via written agreements.
Register with a PRO (e.g., SAMRO in Africa, ASCAP/BMI internationally).
High-Quality Production:
Invest in professional recording, mixing, and mastering.
Create instrumental/alternative versions for flexibility.
Versatile Music:
Craft tracks evoking universal emotions (joy, suspense, nostalgia).
Avoid overly niche lyrics to fit diverse scenes.
Step-by-Step Action Plan
Create Sync-Ready Music
Compose with visual storytelling in mind (e.g., 30/60-second clips for ads).
Build a catalog spanning genres and moods.
Secure Legal Foundations
Copyright all tracks (register with national/global offices).
Partner with a music publisher or sync agent if possible.
Build a Professional Portfolio
Develop a website/EPK (Electronic Press Kit) with downloadable tracks, bios, and contact info.
Highlight cultural authenticity while showcasing versatility.
Join Sync Platforms
Submit to libraries like Musicbed, Artlist, or Africa-focused platforms (e.g., Sheer Publishing Africa).
Use marketplaces like Pond5, AudioJungle, or Synchtank.
Network Strategically
Engage on LinkedIn/Twitter with music supervisors, filmmakers, and ad agencies.
Attend virtual/hybrid industry events (e.g., MIDEM, ASCAP Expo).
Collaborate with African filmmakers/animators for local-to-global opportunities.
Pitch Actively
Research projects needing African music (e.g., documentaries on culture, global brands targeting African markets).
Submit to sync briefs via platforms like SyncFloor or Taxi.
Negotiate Smartly
Understand license types: one-time fee (buyout) vs. royalties.
Consult a lawyer to review contracts for exclusivity, territory, and term clauses.
Promote Successes
Publicize placements to attract more opportunities (e.g., social media, press releases).
Overcoming Challenges
Market Access: Use digital platforms to bypass geographical barriers.
Currency/Payments: Use PayPal, Payoneer, or international bank accounts.
Cultural Balance: Blend traditional sounds with contemporary genres (afrobeats, Afro-house) for wider appeal.
Final Tips
Stay persistent; sync success often requires consistent pitching.
Analyze trends (e.g., rising demand for Afrobeat in global ads).
Collaborate with diaspora creators to bridge markets.
