Sync Pitching vs. Music Libraries: What Makes More Cents?

If you’re dipping your toes into sync licensing, you might be wondering, “What’s the smarter move—pitching directly to music supervisors or utilizing music libraries?” Both have their ups and downs, and each fits different goals. Here’s a breakdown to help you decide what could make more cents for you.

First of all, you might be asking yourself, What is a Music Library?

A music library is a curated collection of pre-recorded music tracks and instrumentals available for licensing in various media projects, such as films, TV shows, commercials, and online content. These libraries provide a centralized platform where content creators can find and license music quickly, often without the need for negotiation with individual artists.

Since you already know what Sync Pitching feels like, let’s dive into that first: 

Sync Pitching: Quality, Higher Fees, Bigger Brands

When you’re pitching directly to music supervisors, you’re aiming to get your music in front of people who can place it in projects like films, commercials, or high-budget TV shows. Going this route has some serious advantages:

• Higher Upfront Fees: Direct sync placements usually come with higher payouts, rewarding you right away for your track.

• Quality over Quantity: You’re choosing who hears your music, which means you can be picky about where it goes.

• Notable Brands: If successful, you’ll often end up working with bigger brands or high-profile shows, which looks great on a resume and can lead to repeat opportunities.

However, this also means your music might end up in a supervisor's inbox alongside thousands of other songs. It takes persistence and a bit of luck to stand out.

Music Libraries: Wider Reach, Consistent Plays, Growing Royalties

Now, let’s talk about music libraries. While upfront fees are often smaller (sometimes there’s no upfront at all), there’s a different type of value here:

• Wider Reach: Many major networks—think ESPN, Fox Sports, NFL Network, CBS—regularly pull tracks from libraries. With this approach, your music gets out there without needing direct relationships with supervisors.

• Global Partnerships: Top libraries, like APM, have partnerships worldwide. This makes it easier for your track to land in more places than a flooded email inbox ever could.

• Quantity and Backend Royalties: While individual fees might be lower, consistent placements can add up to significant backend royalties over time. A large catalog with a steady stream of plays can mean serious passive income from royalties, especially with networks that need fresh tracks for daily programming.

So, Which Route Makes More Cents for You?

If you want control, higher payouts, and the chance to work with big names, sync pitching might be worth your time. But if you’re after regular, consistent placements and want to increase your global reach, music libraries are a solid strategy for building a steady sync income over time.

At the end of the day, a balanced approach could be key—leveraging both strategies to maximize your reach and revenue.