When combining music with another media, such as film, video games, or television commercials, the project manager who wishes to produce the combination must obtain a music licence to do so. But, the type of licence is dependant how the project director wants to use the song or music. Does the director wish to re-record the song? If so, this requires a synch licence. A master licence will grant the holder to use a specific licenced piece, for example, a film maker who wishes to use the original Madonna’s Like A Virgin on the movie’s soundtrack must obtain a master licence. A master licence gives the licence holder the right to use a recorded piece of music in a media project, often a film, TV show, commercial, video game or some other video creation, though the licence does extend to audio projects as well. A master licence is obtained from the person who owns the recording (in other words, owns the master). Generally master licences are obtained from record labels. It should be noted that a master licence is different from a sync licence in that a sync licence allows the licence holder the right to re-record a song for use in a media project, while a master licence gives the licence holder the right to use a pre-existing recording of that song in a media project. A sync licence (from the publisher) is usually required in conjunction with a master licence (from the master owner) to use a pre-existing version of a song with a visual project.

Whatever the multi-media combination project requires, it will also require a special music licence. A master licence can only be issued for one song at a time. Even if someone wishes to use an entire album in a project, a licence must be obtained for each song individually.