How to License Music for an Advert
To license music for an advert, you need permission for two things: the song itself and the recording of it. You then agree where the advert will run, in which countries, and for how long. You pay a fee, and it all goes in a written licence before the ad goes out.
I'm a composer, and I license my own tracks to agencies, brands and production companies. So this is the practical version. It's what I'd want a marketer or producer to know before they send their first request, whether that's to me, a library or a big publisher.
What rights do you need to use music in an advert?
You need a sync licence and a master licence. Almost every piece of recorded music has these two separate rights, and an advert uses both.
The sync licence
The sync licence covers the composition: the melody, the chords and any lyrics. It's called "sync" because you're syncing the music to pictures. The Musicians Institute library guide explains that a sync licence covers the composition on its own. You can usually agree it with the songwriter or their publisher.
The master licence
The master licence covers the actual recording you'll hear in the ad. It's granted by whoever owns that recording, which is often a record label. The same guide notes that a sync licence "is most often paired with a master licence", because video almost always uses a real recording.
When one person owns both
Things get much simpler when the same person controls the song and the recording. That's often the case with library music, and with composers who write and produce their own tracks. You still need both rights. You just get them from one place, in one licence, with one fee.
What does an advertising licence cover?
Every advertising licence sets out four things: media, territory, term and exclusivity. Get these clear in your brief and the rest of the deal is much easier.
Media
Media means where people will see or hear the advert. Typical options are TV, video on demand, online, social, cinema, radio and in-store screens. "All media" covers everything, but it costs more. The UK's PRS for Music production music rate card for 2025 shows how this works in practice. It lists separate rates for linear TV, video on demand, online, radio and all media.
Territory
Territory is where in the world the ad runs. That might be one country, a continent or the whole world. The same PRS card offers worldwide, single continent, and UK and Ireland (or any other single country) as options. A wider territory means a bigger fee.
Term
Term is how long you can use the music. Many ad licences run for a set period, such as six months or a year, with the option to renew. Some last for the life of the advert. Always check what happens when the term ends. If the ad is still live on a channel or a website after that date, you may need a new licence.
Exclusivity
Most music is licensed on a non-exclusive basis. That means the same track could turn up in someone else's campaign. If that would be a problem, you can ask for exclusivity. It's usually limited to a product category, a territory or a period of time. Expect to pay more, because the owner can't license that track to anyone else in that space.
Cut-downs, edits and stems
Ask for every length you'll need in the first licence. Most campaigns run a main spot plus shorter cut-downs, such as 30, 15 and 6 second versions. Some licences cover these by default. Others charge for each one.
The PRS rate card gives a good example of how this can be priced. Its "per track" rate allows unlimited direct cut-downs for one product. Its "per campaign" rate covers one track across many adverts on a developing theme. Edits broadcast within the first 12 months are cleared, but new edits after that need extra licensing.
Stems are the separate parts of a track, such as drums, bass, chords and melody. They matter more than most people think. With stems, your mixer can pull the music back under a voiceover, or drop the drums for a quieter moment. Ask whether stems are included before you agree a fee.
How much does it cost to license music for an advert?
The price depends on how the music is used. There's no single rate, but the same few things drive the cost every time:
- Media. National TV costs more than online only.
- Territory. Worldwide costs more than one country.
- Term. A year costs more than a month.
- Exclusivity. Having a track to yourself costs more.
- How well known the music is. A famous song costs far more than a track from a library or an independent composer.
- How it's used. Music that's the star of the ad usually costs more than music sitting quietly in the background.
For a sense of scale, the PRS for Music 2025 rate card lists production music for UK linear TV adverts at £1,750 per 30 seconds. Online only (not including video on demand) is £300 per 30 seconds. Both are for the UK and Ireland and exclude VAT. Those figures are for library music in the UK. Famous commercial songs are negotiated one at a time and don't have a public price list.
Licensing direct from a composer or from a library
Both routes work. The right one depends on your timeline, your budget and how much the music needs to fit your edit.
Music libraries
Libraries hold huge catalogues and publish their rates. You can search by mood, find a track in an afternoon and license it straight away. The downside is that popular tracks can appear in a lot of other ads. You also may not be able to ask for changes.
Licensing direct from a composer
When you go to the composer, you talk to the person who wrote and produced the track. That makes some things easier. They can cut a new edit to your timings, send stems, or tweak the arrangement for a key moment. You get one point of contact and one licence. The catalogue will be smaller than a big library's, so it's best when you've found a track you love or want a sound that fits a style.
That's how I work. My music for advertising page has finished, cleared tracks you can license from me directly, in multiple lengths and with stems.
Custom music
If nothing in a catalogue fits, a composer can write something new for the spot. It takes longer and usually costs more. But the music is made to your picture and your brand. If that sounds like what you need, see custom composition.
How to license a track for your advert, step by step
- Write down the use. List the media, territory, term and every cut-down you'll need. This is the basis of every quote.
- Find your track. Search libraries, ask composers for their catalogue, or brief a custom piece.
- Check who owns what. Find out who controls the song and who controls the recording. Ask if one licence covers both.
- Ask for a quote. Send your use list. A good quote states exactly what it covers.
- Get it in writing. Don't put the ad on air until the licence is signed and the fee is paid.
- Collect your files and details. Get full-quality files, edits and stems. Also get the writer and publisher details, because you'll need them for the cue sheet.
A cue sheet lists the music in a production so that writers get paid when it's broadcast. For UK adverts, PRS for Music's guide to cue sheets says they often come via Clearcast, which receives them from agencies. So keep those details somewhere safe.
FAQs
Do I need a licence to use music in an advert?
Yes. Using someone else's music in an advert needs permission from whoever owns the song and the recording. Without it, you risk your ad being taken down and a bill for the use.
What is the difference between a sync licence and a master licence?
A sync licence covers the composition, meaning the melody, chords and lyrics. A master licence covers the specific recording. Most adverts need both, though one owner can grant them together.
Can I use royalty-free music in a TV commercial?
Often, yes, but check the licence first. Some royalty-free licences exclude broadcast, or need an upgrade for TV. Read the media section before you buy.
Do I need a new licence for each cut-down?
It depends on the deal. Some licences include cut-downs of the same advert, while others charge for each edit. List every length you need when you ask for a quote.
How long does it take to license music for an advert?
A library track can be licensed the same day. A direct licence from a composer often takes a few days, depending on how quickly the brief and contract are agreed. Famous songs can take weeks, so start early.
This is guidance, not legal advice. For a big campaign or anything unusual, have a media lawyer check the licence.