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What Is Sync Licensing and Why It Matters for Indie Artists
If you’ve ever heard a song playing in a movie, commercial, or TV show, that’s sync licensing in action and it could be one of the most powerful ways for independent artists to make money from their music.
In this episode of mastered., host Jenna sits down with Joelle May, the head of New Motor Records (a division of Red Boot Entertainment and ADA/Warner Music Canada) and a veteran of nearly 20 years in the music industry.
Joelle breaks down what sync licensing really is, why it’s not as mysterious as it sounds, and how artists can actually start earning from it.
The Basics: How Sync Licensing Works
Sync licensing happens when an artist leases their music for use in media … think TV shows, films, ads, video games, or even YouTube content. Joelle explains that there are two main parts:
- The master licence, which covers the actual recording.
- The publishing licence, which covers the songwriting.
Both are needed before a song can legally be used in a production, and that’s where music supervisors come in. They’re the people who match songs to scenes, moods, or brands.
According to Joelle, supervisors are always searching for tracks that fit a vibe … something emotional, authentic, and often positive.
How Artists Can Break Into the Sync World
The sync and licensing world might seem intimidating, but Joelle says it’s more accessible than most think. It’s all about building relationships, being patient, and showing up consistently.
Here’s what she suggests:
- Start networking at industry events and music conferences. Many supervisors discover artists that way.
- Avoid agencies that charge upfront fees. Legit sync agents or publishers make money when you do.
- Pitch strategically. Tailor your submissions to the types of projects your music actually fits.
- Be persistent. It can take time to land that first placement, but every “no” gets you closer to a “yes.”
The Money Side of Sync
Not all placements pay the same. Background music in a TV show might bring in a smaller cheque, while commercials tend to pay the most. But Joelle emphasizes that sync isn’t just about one big payday. It’s about long-term exposure, credibility, and momentum for your music career.
Sync placements can open new doors for indie artists, especially when combined with touring, streaming, and social promotion.
Building Your Sync Strategy
If you’re serious about getting your music placed, treat it like a long game.
- Keep your metadata (song info) organized and accurate.
- Build a sync-ready catalogue with clean recordings and instrumental versions.
- Stay true to your artistic and ethical boundaries. It’s okay to turn down placements that don’t align with your values.
With the right mix of strategy, professionalism, and persistence, indie artists can absolutely carve out a lane in the world of sync licensing.
About Joelle May
Joelle May leads New Motor Records, a multi-genre label under Red Boot Entertainment, distributed by ADA/Warner Music Canada. She’s a two-time nominee for Business Professional and Entrepreneur of the Year (BCCMA, Women in Music Canada) and has spent nearly two decades building a reputation as a leader in Canada’s music business.
Ready to Learn More?
Tune in to the full episode of Mastered to hear Jenna and Joelle dive deeper into the sync licensing process and how you can start earning money from your music today.
👉 Listen now, follow Mastered, and never miss an episode that helps you take your music career to the next level
In country music, the Front Porch has long been a place of reflection. A place where you can look at the life you have inside that front door. A place where time almost seems to stand still, where you can get away. It’s also a place where you can go to observe the world as it passes by you. To think about your place out there beyond the driveway.
