OCA Offers First-Ever Synch Pitching Session With Publishing Partner Wise Music Creative.

In the ever-evolving music industry, sync licensing is one of the most lucrative and impactful opportunities for musicians. Sync, or synchronisation, is the process of pairing music with visual media like TV shows, films, video games, and advertisements. 

This November, Oxford Creative Academy (OCA) is offering its students a chance to experience this firsthand through its first-ever Sync-pitching session. Students will pitch their completed songs to OCA's publishing partner, Wise Music Creative, to be included in their Sync Catalogue for active pitching. Geoffrey will be at the helm, reviewing these tracks to assess their commercial range and potential for use in films, TV, advertising, and games. He’ll provide feedback on each song's strengths and weaknesses, guiding students on what works and what doesn’t when it comes to sync opportunities.

Songs that demonstrate strong potential—both in terms of genre and mood—will be shortlisted. This exclusive list will then undergo a wider review process by Wise Music’s internal team, with final feedback issued within a week. Songs will become part of an actively pitched catalogue for potential use in campaigns like Google, Subaru, and BT Sports and TV series like Mustangs FC, Nashville, and Terrace House.

To delve deeper into the importance of sync licenses and the opportunities they offer to artists, we sat down with Geoffrey Maglonzo, Creative & Sync Manager at Wise Music Creative. Here’s what he had to say:

What Is a Sync License, and Why Is It So Valuable for Musicians and Artists?

According to Geoffrey, sync licensing is a pivotal aspect of the music industry, especially for songwriters and composers. Simply put, a sync license specifies the terms under which a piece of music can be used in combination with a visual medium, including where, how, and for how long the music will be used. This could range from a 30-second advertisement to a feature-length film.

"A Sync License is important as it specifies the agreed terms for the license," explains Geoffrey. "It protects both parties, but mainly the songwriter or composer, ensuring their work is used according to mutually agreed-upon conditions."

The value of sync licensing goes beyond legal protection. For musicians, it represents a pathway to exposure and income, opening up opportunities to showcase their work to a broader audience. More importantly, it provides a chance to get noticed by music supervisors and production houses, that could lead to more significant projects.

Opportunities for Emerging Artists in Sync Licensing

For emerging artists, sync deals can be a game-changer both creatively and financially. Sync licensing allows an artist's music to be heard by wider audiences, sometimes on a global scale. Geoffrey notes that this exposure can be invaluable for a budding career, placing artists on the radar of influential industry figures like music supervisors and directors.

"Depending on how extensive the sync license is in terms of media forms, length, and territories covered, the financial rewards can also be significant," Geoffrey adds. This makes sync licensing a crucial avenue for artists wanting to scale their visibility while earning a steady income from their work.

Current Trends in Sync Licensing

Geoffrey is noticing several exciting trends in the sync world today. One key trend is the importance of artist visibility. "A lot of music supervisors, at least when trying to find local music, take into account how active you are as a songwriter or artist in the scene," he shares.

This means that beyond producing great music, artists need to build and maintain their presence across platforms and within the industry. Active participation in the music community, both locally and digitally, can increase an artist’s chances of landing sync deals.

What Do Music Supervisors Look for in Sync Music?

So, what are music supervisors really looking for when they select songs for sync placements? Geoffrey emphasises that the requirements often differ based on the type of project. For advertising, the focus is usually on upbeat, feel-good tracks that evoke positivity and connection.

"Advertising differs from TV/Film. Advertising music is typically uplifting and positive, while TV and film require a broader range of genres and emotions," he notes. From love and loss to adventure and tension, TV and film demand music that can complement a spectrum of emotional tones.

The mood is just as important as the genre, and themes like togetherness, confidence, and the idea of "home" tend to resonate well, especially in advertisements. So while any genre could potentially land a sync placement, certain moods and themes perform better in specific media contexts.

How to Stand Out in a Competitive Industry

Standing out in the sync licensing world can be challenging, given how competitive it is. For Geoffrey, the key is professionalism in your work, both in the quality of the music and the way it is presented. "Simple things like ensuring a proper mix and master go a long way," he says. It’s essential to have clean, polished tracks ready for immediate use, especially when pitching to experienced professionals who can easily recognise high-quality work.

Interestingly, Geoffrey also highlights the importance of lyric neutrality. If you want your song to be versatile for a wide range of sync opportunities, avoid overly specific lyrics. "Neutrality in the lyrics means your work can be pitched for a number of things," he advises. "For example, instead of writing about driving in your car, write about the confidence you feel when in a car, or the journey itself." This kind of broad storytelling makes it easier for a song to fit into different types of projects, from car commercials to travel documentaries.

Advice for Aspiring Artists

For those just starting their journey in sync licensing, Geoffrey has some insightful advice. A common misconception is that simply creating upbeat, feel-good music will automatically make your work attractive for sync placements. "Because you write a song called ‘Drive’ doesn’t mean it is automatically perfect for a car advertisement," he warns.

Instead, focus on writing well-structured, contemporary songs with substance. Songs that can evoke universal emotions while remaining lyrically neutral tend to be more "syncable."

Aspiring musicians should also be patient and persistent. Building a reputation in the sync world takes time, but the rewards—both in terms of exposure and financial gain—can be well worth the effort.

Sync licensing is a powerful tool for musicians to expand their reach and earn a substantial income, and understanding how it works is essential for anyone looking to succeed in the industry. As Geoffrey Maglonzo emphasises, success in sync comes down to producing high-quality music, staying active in the music community, and crafting songs that can adapt to various emotional and visual contexts. By following these insights, musicians and songwriters can better position themselves to seize sync opportunities in an increasingly competitive industry.

For students participating in the upcoming OCA Sync-pitching session, this is a rare and exciting opportunity to have their music reviewed by professionals like Geoffrey. With Wise Music’s track record of placements in major ads and TV series, this could be the first step in getting their music featured on global platforms. 

Study Music Business, Live Music Performance or Music Production (Studio) with Oxford Creative Academy.