Sync specialists work on behalf of artists, publishers, or record labels with the aim of placing their clients’ music in television, film, advertising, video games, and other audiovisual media. The term sync has no good equivalent in Icelandic, but it derives from the word synchronisation, meaning alignment. In essence, sync professionals are responsible for matching music with visuals.
They build networks with music supervisors and audiovisual producers, connecting their clients’ music directly into projects — often by running their own music libraries where all rights are pre-cleared, meaning usage requires minimal paperwork.
There is considerable overlap between the roles of sync agents and music publishers, especially when it comes to placing music in audiovisual media. However, it is crucial to understand who works for whom, and what agreements actually cover.
Who works for whom?
- Music publishers and record labels often employ sync specialists within their companies to handle promotion and licensing of the music they administer. The services of the sync team are then included in the artist’s agreement with the publisher or label.
- Independent sync specialists are common, but they often enter into partnership agreements with publishers, labels, or artists. They promote the music, pursue opportunities, and handle the licensing process in return for a share of the approved deals.
- Increasingly, sync specialists also work directly with artists who own all their rights themselves — i.e. without a publisher or label. In such cases, they handle all aspects of sync administration, including registration, licensing, and contract negotiations.
As compensation, sync specialists take a percentage of the revenue they generate. This typically ranges from 20–30% of total income, though in some cases the percentage can be considerably higher.
We always recommend seeking legal advice before signing an agreement with a sync specialist.