Following the release of our Sync Portal, we are providing members with a series of blog posts to encourage you to get Sync ready. This blog is the 4th in the series following on from Music Metadata for Sync, Mixing and Mastering and Music Rights this blog will tell you all you need to know about Re-titling Your Music.
What is Re-Titling
Retitling is the renaming of a piece of music with the intentions of re registering with the relevant PRO. Those who have retitled the track are able to be named as publisher and receive royalties. This is sometimes done by some production libraries hoping to license your music for Sync opportunities. This can be perceived as a no loss opportunity to generate revenue for those creating music. But what are the costs?
What are the problems with retitling?
It has an effect on your royalties: By retitling a track, libraries are able to not only take a cut on the licensing fee, but also a split in the royalties you receive. Meaning you are receiving a lesser cut, particularly in the event your tracks fall under a blanket license.
There’ no exclusivity: Keeping your options open is not a bad thing. The problem with retitling libraries is you have the same track named various things. This makes it difficult for a supervisor to clear as they are unsure as to which publisher owns the rights. In this situation, they are more likely to steer clear and avoid any duplicates for fear of legal issues.
Supervisors are reluctant to accept retitled tracks: Retitled tracks are harder to clear. With a retitled track being cleared being hard work for supervisors it’s avoidable.
Music Supervisors are also inundated with hundreds of tracks. If your tracks are being pitched 5 times to one brief this is a waste of their time. Having a strong rapport with supervisors is important in getting sync placements.
There is no negotiation on the Sync Fee: The Sync fee is the amount paid to the rights holder to license the song. Retitling libraries are reluctant to negotiate the best fee as they themselves are already receiving a cut of that. So they would want to license that particular piece as much as possible.
Sync is an illusive industry and whilst deals can lead to exposure it is important as an artist/rights holder to understand what your music is worth. With retitling libraries you are devaluing your art.
Want your music Sync’d?
Having your music placed across TV, film, Media, gaming, and brands is great for an artists exposure. More recently, brands and advertising campaigns are becoming integrated. The artist is a pivotal part of conveying the message of the brand. Check out our latest blog The score with brands or artists.
Join our Sync Portal we work with a whole host of supervisors, placement executives and over 300 advertising agencies on a variety of briefs. Our most recent placements include Netflix’s Bloodline and Bravo’s Girlfriends Guide to Divorce. You can find out more here.