If A Band Plays In The Woods, And Nobody Hears It, Does It Make A Sound? 

I recently asked an executive from Sony/ATV Music Publishing this question: If a band is selling direct to consumers, should the band give away low cost or free sync licenses to video game makers, filmmakers or advertisers to generate exposure, and isn’t the exposure worth more than the sync fee; especially to a band selling direct to fans with no label involved? Honestly, you would have thought that I popped the tires on his Porsche. How could I ask such a thing; everyone knows that giving away synchronization rights is foolish; that's how songwriters earn a living – dude!

Yeah, if you’re signed to a label and you’re only making five cents on a digital track, maybe you should hold out for some publishing money. However, if you’re selling direct and earning seventy cents per track, the exposure is worth more than the sync fee any day of the week.

Now, if you’re a skilled negotiator and someone really wants your song, you can have your cake and eat it also. However, my gut feeling is that money for synchronization rights is going to plummet over time. Here’s why: there are tons of great songs in the world and they are getting easier to find; independents are quick and easy to deal with; everyone wants exposure; the average budgets for all media and advertising projects are decreasing and/or spreading across all medias; the companies that want your songs know the value of their brand to you; and, every media company is looking for additional revenue streams, such as sharing in the success they generate for you by popularizing your song.

Songwriters hate this, but if you are a song buyer working for an agency, media company or game maker, don’t feel guilty about asking an independent artist for a low price. Song buyers should know that your decision, and the power of the brand you work for, has the ability to change the life on an independent artist that sells his or her music direct to consumers. If you have money in your song acquisition budget then please pay the fee. However, if the fee comes at the expense of promotion, then go for the best song, for the best price – but please shop independent, you can truly change a life.