xJ-Will on Sync Licensing: Lessons from 2,000+ TV, Film, and Commercial Music Placements

In an era where artists struggle to turn streams into sustainable income, sync licensing is proving to be one of the most reliable revenue streams in the music industry. From independent artists to established producers, more musicians are cashing in by placing their music in TV shows, commercials, video games, and even blockbuster films.

With sync placements paying four, five, and even six-figure upfront fees, some artists are making more money from a single placement than they would from millions of streams. The best part? Unlike record advances, this is money that doesn’t have to be paid back.

Sync expert xJ-Will, who has landed placements with brands like Taco Bell, NASA, and major TV networks, sat down with the One More Time Podcast team to break down how independent artists can tap into this lucrative market. “The best part about sync is you don’t have to be a superstar to make serious money,” he said. “It’s all about creating the right type of music and knowing where to send it.”

A Business Move Every Artist Should Consider

Unlike the traditional music industry, where success often relies on touring, merchandise, or major label backing, sync licensing offers independent artists an opportunity to earn without chasing virality or signing away their rights.

For example, a 30-second Super Bowl commercial featuring an independent artist’s track can easily command a six-figure payout—far surpassing the earnings of even the most successful Spotify streams. Sync deals also come with backend royalties, meaning every time a placement airs, artists get paid again.

“You could have a song placed in a Netflix show today, and that track might still be earning you royalties five years from now,” xJ-Will explained.

How Artists Can Get Started in Sync

For those looking to enter the sync licensing world, owning your music and understanding the business side is crucial.

Register with a Performance Rights Organization (PRO): Before earning backend royalties, artists must sign up with a PRO like ASCAP, BMI, or SESAC.
Own 100% of Your Music: If an artist co-writes a song, all parties should sign a split sheet agreement upfront.
Tag Your Music Properly: Metadata—such as BPM, genre, and mood—makes it easier for music supervisors to find and place tracks.
Ensure It’s ‘One-Stop’: A term used in the sync world, “one-stop” means the artist has full clearance for both the master and publishing rights, making the licensing process smoother.

What Makes a Song Sync-Ready?

Not every song is ideal for sync. Successful tracks tend to follow these guidelines:

Short intros – Supervisors want music that immediately grabs attention.
Stinger endings – Songs should have a clean, definitive ending instead of a fade-out.
Emotional appeal – Sync thrives on tracks that fit a specific mood (e.g., uplifting, cinematic, suspenseful).
Instrumental versions available – Many placements require music without vocals, so having an instrumental mix is essential.

“Think about March Madness,” xJ-Will said. “Networks want high-energy, motivational tracks. If you know what’s in demand, you can create music that actually gets placed.”

Breaking Into the Industry: Who to Pitch To

Landing a sync deal isn’t as simple as uploading a track and waiting for a call. The best way to get placements is by connecting with the right people:

1. Direct Connections with Music Supervisors

While rare, personal relationships with music supervisors—the gatekeepers who select music for TV and film—can lead to direct placements.

2. Working with Sync Agents & Music Libraries

The most common method for indie artists is submitting music to sync agents or music libraries that actively pitch tracks to supervisors. Some well-known libraries include:

APM Music
Extreme Music
MusicBed
BMG Production Music

While sync agents typically take a cut (20-40%) of the upfront fee, they increase the chances of securing high-profile placements.

3. Algorithm Discovery: A Long Shot, But Possible

Occasionally, supervisors discover music through Spotify, YouTube, or Instagram. Having a strong brand presence online can boost an artist’s visibility, but this should not be relied upon as the primary method.

The Money Behind Sync Licensing

A sync deal’s payout depends on several factors, including the platform, the duration of the track’s use, and the project’s budget. Here’s a breakdown of typical earnings:

TV Shows: $1,000 - $10,000 per placement
Commercials: $10,000 - $500,000 (Super Bowl ads can go even higher)
Video Games: $2,000 - $20,000
Trailers: $5,000 - $100,000

While some artists prefer exclusive deals (which typically offer higher payouts but limit opportunities), others choose non-exclusive libraries (which allow multiple reps to pitch their track, increasing placement chances).

“There’s no reason an independent artist can’t make thousands from sync placements,” xJ-Will emphasized. “It’s about understanding how to play the game.”

What’s Next for Sync Licensing?

As the industry evolves, sync placements are expanding beyond traditional TV and film. Some trends to watch include:

Esports & Virtual Reality – Gaming and interactive media are becoming major revenue streams for artists.
Global Sync Placements – Companies are increasingly looking for music that works across multiple cultures, making simple, universally relatable lyrics more valuable.
AI Music? Not Yet. Music supervisors still prefer human-created tracks due to copyright concerns and originality.

Final Takeaway: The Long Game Pays Off

Sync licensing isn’t an overnight success strategy—it requires patience, networking, and consistency. “It took me over 200 songs before I got my first placement,” xJ-Will admitted. “But now, I have thousands of tracks in circulation, bringing in income every year.”

For independent artists looking for a sustainable, scalable income source, sync licensing may be the answer. By creating high-quality, sync-friendly music and pitching to the right people, artists can build long-term wealth—one placement at a time.