Sync Agencies: What They Do and How They Differ From Libraries

Short answer: A sync agency represents a curated roster of music and pitches it directly to music supervisors, ad agencies, and trailer houses. A sync library hosts a large searchable catalog that buyers license from themselves. A marketplace or network spreads your catalog across many buyers or libraries at once. Agencies are the most selective and the most hands-on of the three.

What does a sync agency do?

A sync agency acts as a sales team for a small number of tracks. A typical agency will:

• Choose a limited roster of artists or songs
• Pitch those tracks to briefs from supervisors, brands, and production companies
• Negotiate the fee and the terms of each license
• Handle clearance and paperwork once a track is chosen
• Pay you your share of the fee on its payout schedule

Because the roster is small, an agency can spend real time on each track. The tradeoff is that getting in is harder.

Sync agency vs sync library vs marketplace

	Sync agency	Sync library	Marketplace or network
Catalog size	Small, curated	Large	Large, often many libraries
How buyers find music	The agency pitches it	Buyers search the catalog	Buyers or libraries search across many sources
Getting accepted	Most selective	Varies by library	Usually the easiest
Exclusivity	Often preferred	Exclusive or non-exclusive	Usually non-exclusive
Best for	A few tracks that clearly fit	Steady reach for a catalog	Wide reach with less admin

For more on libraries, read music sync libraries.

Sync agency vs sync agent

A sync agent is usually one person who represents your music, while an agency is a company with a roster and a team. The questions to ask are the same: what they take, what they cover, and how long the deal lasts. See sync agents and sync licensing agency for more.

How to judge a sync agency before you sign

1. Exclusivity. Is the deal exclusive, and for which tracks? Read exclusive vs non-exclusive sync licensing agreements.
2. Your split. What share of each fee do you receive, and does the agency take any part of your publishing?
3. Fees. Do they charge artists anything? Know exactly what you get for it.
4. Term and removal. How long does the deal last, and how do you get a track back?
5. Fit. Do they place music like yours? Look at the placements they list publicly and the genres they ask for.
6. Communication. Will they tell you when a track is pitched, shortlisted, or placed?
7. Payouts. How often do they pay, and what do statements show?

Examples of curated sync agencies

This is not a ranking. These are examples of companies that describe themselves as curated licensing companies or agencies on their own websites. Always check current submission rules on each company's site.

• Marmoset describes itself as a curated music licensing agency.
• Musicbed describes itself as a curated licensing company that represents a hand-picked roster of artists and composers.
• Crucial Music describes itself as a curated, one-stop licensing company that pitches to music supervisors.

For libraries, marketplaces, and distributors grouped by type, see sync licensing companies: how to choose the right one.

Should you use an agency, a library, or both?

Most independent artists use both. A common approach is to keep most of your catalog non-exclusive in sync libraries for reach, then offer a few tracks to an agency that is clearly a fit. Before you pitch anyone, make sure your rights are clean, every track has an instrumental, and your metadata is complete. See choosing the right songs for sync.

Where That Pitch fits

That Pitch is not an agency. It gets your music into 100+ sync libraries from one catalog. It is non-exclusive, you keep 100% of your sync-placement earnings, and tracks are matched to library briefs automatically. You can join free with unlimited uploads into one library and upgrade any time for 100+ libraries and briefs.

Join That Pitch free

FAQ

What is a sync agency?

A sync agency is a company that represents a curated roster of songs or artists and pitches that music to music supervisors, ad agencies, trailer houses, and other buyers. It usually negotiates the license and handles the paperwork when a track is placed.

What is the difference between a sync agency and a sync library?

A sync library is a large searchable catalog that buyers license from on their own. A sync agency keeps a smaller, hand-picked roster and pitches tracks to buyers directly. Libraries offer reach, and agencies offer more personal pitching for fewer tracks.

Do sync agencies charge artists?

Most agencies earn a share of the license fees they bring in rather than charging artists to join. Be careful with any agency that asks for a large upfront fee without a clear service in return.

Do sync agencies require exclusivity?

Some do and some do not. Many curated agencies prefer exclusive representation for the tracks they take on, while others work non-exclusively. Ask before you sign, and know which tracks the deal covers.

How do I get signed by a sync agency?

Pick agencies that place music in your genre, follow their submission rules exactly, and send a short set of your strongest, fully cleared tracks with instrumentals and clean metadata. Agencies are selective, so expect to be turned down by some.

Can I use a sync agency and sync libraries at the same time?

Yes, as long as your deals do not overlap on the same track in a way the contracts forbid. Many artists keep most of their catalog in non-exclusive libraries and give a few tracks to an agency that is a clear fit.