SYNCHRONIZATION IN MUSIC
Synchronization or sync as commonly known is the process where songs are combined with moving images such as films,adverts,video games etc. Sync deals are usually arranged between a music publisher and a prospective client, which is normally a music supervisor or a film producer.
Music supervisors are people responsible for sourcing music that can be used in a project. So, a music publisher’s job is to pitch your music to the relevant music supervisors and grant them a sync license if they do decide to use your music.
The sync licence gives someone the permission to use your composition in a moving picture, subject to contract regulations.
To begin the sync process, music has to be pitched to the music supervisors. Bear in mind that music supervisors may not be hired by every single entertainment company; some companies opt to use one of their own employees to head the music team for a project. This is especially true of video games companies, as many employ their own sound designers or composers.
It is crucial that only relevant and appropriate music is being pitched to supervisors, as it will give you a higher chance of success. It also contributes towards a good working relationship with the music supervisor.
There are many types of visual platforms that benefit from sync deals. They include;
- Movies
- TV series
- Documentaries
- Video games
- Trailers
- Advertisements
One of the most important reasons why crucial to a composer is income. The digital age has made it relatively difficult for musicians to generate revenue. Its no secret that physical sales have been declining steadily in the market.
That being said, sync deals can often pay more than physical music sales, especially if the song is reused on multiple platforms. Take the example of the brain jotter and gentleman Mike Ejheaga’s case, there was a large call from people on the internet for brain jotter to pay the said artist all the revenue generated from using his song for the skits he was making, he had to come online to explain that using the song does not mean he is generating any revenue from them because the social media platforms would flag them down for copyright infringement and any revenue made would be given to the artist or his record label. So, every time a song is reproduced in any visual media, the original owner of the music is paid a fee, known as a royalty. For example, every time your song is used as an advertisement jingle, you would be paid each time that advert is reproduced with your music.
Getting your music into movies or TV series is one way to help create a greater awareness of new material, especially if you're a newcomer to the music scene. Think of it as a stepping stone towards gaining widespread recognition and expanding your fan base, locally and internationally. You might not be rewarded instantly, but sync deals aids your prospects by making your music accessible.