A sync agency, sometimes called a Sync Label, is a specialised company that represents songs and master recordings for synchronisation in film, television, advertising, video games, and other visual media. Acting as an intermediary between rights-holders (artists, composers, publishers, labels) and music supervisors or brand clients, the agency’s duties include pitching tracks that fit project briefs, negotiating synchronisation and master licences, and securing all necessary clearances – ideally as “one-stop” or “easy-clear” assets.
Compensation is usually a commission taken from the up-front sync fee paid by the licensee; the agency typically does not participate in any backend performance royalties. The term sync label is used when the same entity also controls – or fully owns – the master recordings it pitches.