In light of the booming sync market (see our article on what sync is), this music industry sector is generating increasing interest among songwriters. Indeed, landing a sync placement can provide significant exposure to artists and a substantial source of income.
However, in a saturated market where there’s no shortage of new music, securing a sync placement can seem like an impossible mission. Fortunately, there are certain strategies that will help you stand out to industry experts and increase your chances of securing your first placement.
1 – Having the right mindset
To begin, it’s crucial to understand that each type of media has different needs. For instance, commercials often seek music with high energy and positive lyrics. In movie trailers, music is often the driving force behind the “story” (or editing), while in film and television, it can be the opposite.
When considering whether a song will work in film or television, it’s essential to keep in mind that the filmmaker’s goal, and consequently the music supervisor’s, is to use music to tell their story. Ultimately, the song should enhance the characters and the narrative on screen. Will your song enhance the moment or distract from it?
To do this effectively, take into account the types of music used in each medium, and stay updated on sync trends in film and television!
2 – Prioritize quality
Before pitching your music, all your tracks must be finalized, fully mixed, and mastered to even be considered for sync. Avoid demos at all costs! Music supervisors or directors won’t bother listening to them. Your music should have a high production value, and your instrumentals should stand strong even without vocals.
3 – Refine your arrangement
To maximize your chances of having your music selected, pay careful attention to arranging your track. A well-crafted arrangement can make all the difference when a music supervisor decides whether to choose your piece. This involves:
- Creating variations: A loop or repetitive rhythm can become tedious over a long scene. Ensure there are several “sections” and/or coherent changes throughout your music that can assist in supporting a sequence with various rhythm or tone shifts.
- Allow room for editing: It’s rare for music to fit perfectly into a scene as is. Almost always, some adjustments are needed to fine-tune both the music and the visual. Ensure your music can be easily edited, for example, by smoothing out the end of measures for seamless transitions or leaving instrumental moments if there are vocals.
4 – Craft catchy melodies
While this is crucial in songwriting in general, it’s paramount to remember that catchy melodies increase your chances of placement.
This is especially vital in advertising, where songs typically need to make an impact in thirty seconds or less. Long, slow-building compositions are challenging to work with in this format.
5 – Avoid overly specific or explicit lyrics
Each audiovisual production tells a unique story. Music supervisors seek songs that support the overall narrative rather than specific details.
Avoid writing overly specific and descriptive lyrics (e.g., “I’m looking out the window / On a rainy evening / We crossed paths on a bridge…”). Lyrics like these with strong visual elements will likely divert the viewer’s attention from what’s on the screen. Proper nouns, such as cities or people’s names, in lyrics also pose a challenge.
Explicit lyrics can make your music less commercially viable for sync. Most TV content is family-oriented, and explicit songs are less likely to be chosen. Additionally, unless you’re a famous artist, publishers and music supervisors are unlikely to invest time and money in censoring lyrics. In addition to profanity, avoid writing offensive, degrading, or abusive songs in any way.
6 – Provide instrumental, alternative, and stem versions
Watch a film, TV series, or advertisements, and you’ll notice that many synced songs contain instrumental parts. That’s why it’s crucial always to have at least an instrumental version and an a cappella version (vocals only) for each music piece. They are often necessary to seamlessly fit a song into the visuals or transitions.
7 – Convey a specific emotion
Whether instrumental or not, songs used for placements primarily aim to evoke emotions.
It’s essential, then, to have a consistent message because it’s easier to sync songs where the lyrics and tone are in harmony (e.g., an upbeat song with positive lyrics) rather than when there’s friction between the two (e.g., a calm-sounding song with angry lyrics or a cheerful ukulele tune with depressing lyrics).
Ensure that your tracks convey a specific emotion both in lyrics and melody.
BONUS: Additional tips to keep in mind
- Keep your music authentic but make smart choices and aim for universal, impactful music that fits into various categories.
- Continuously build your music catalog. Set a goal for the number of songs you want to finish each month and create a schedule to achieve it.
- Keep your files organized and ready for use, including alternative versions, stems, etc. Give them clear titles and store them in an easily locatable place.
- Music supervisors often turn to covers, either for a new version of a known song or because an original recording is too expensive (or both). So, it’s never a bad idea to have some covers in your repertoire.
- Ensure your music’s lyrics are easily accessible (if you have lyrics).
- Register your music with a Performing Rights Organization (learn more about PROs here). If you’ve created the piece with others, agree on the splits in advance.
- Fill in as many metadata associated with your audio files as possible to facilitate the work of the music supervisor (FYI, AIFF and MP3 files can embed metadata, WAVs cannot).
- Before sending, prioritize MP3s, send non-expiring links, and avoid sending attachments.
In conclusion, beyond these tips, the most crucial factor is to remain sincere and authentic in your art! It may sound a bit cliché, but good music will always stand out even if it doesn’t check all the boxes listed above. Blend it all with a targeted approach in your creations, and you’re well on your way to securing your first sync placement!
Moreover, if you are a songwriter or publisher looking to maximize your placement opportunities with dedicated sync support and representation, feel free to present your catalog and demos here.