Music Dealers (Create Music Group)

Music Dealers is a B2B music licensing platform and agency that connects independent artists with brands, advertising agencies, TV networks, film studios, and game developers for sync placements. Founded in Chicago in 2008 by Eric Sheinkop, the company built one of the world's largest pre-cleared music catalogs with over 180,000 songs from artists across 85 countries. After a 2016 bankruptcy and asset acquisition by BrandSpins, the Music Dealers platform and catalog now operate under Create Music Group, a Los Angeles-based music, media, and technology platform valued at $2.2 billion as of March 2026.

Submission and Application Details

Create Music Group operates a technology-driven submission and review process. Artists can submit music through the Create Music Group platform for sync consideration. The team evaluates tracks based on recording quality, rights clarity, and sync potential across advertising, television, film, gaming, and social media video.

Requirements for submission:

• Broadcast-quality recordings: Tracks must meet professional production standards. Clean mixes, proper mastering, and consistent loudness levels are required.
• Pre-cleared rights: Artists must control both master and publishing rights, or have documented agreements with all co-writers, producers, and performers. Use a split sheet to document ownership splits before submitting.
• Instrumental versions: Music supervisors frequently need instrumentals. Have clean instrumental versions of every track ready.
• Metadata completeness: Properly tagged metadata (BPM, genre, mood, instrumentation) speeds up the licensing process.
• PRO registration: Artists must be registered with a PRO like ASCAP, BMI, or SESAC to collect performance royalties from broadcast placements.

How Music Dealers Works Under Create Music Group

Create Music Group was founded in 2015 by Jonathan Strauss and is headquartered in Los Angeles. The company describes itself as a digitally native music, media, and technology platform. It has evolved into one of the industry's most active owner-operators of labels, catalogs, and creative businesses. As of 2026, Create Music Group has approximately 400 employees worldwide and generates over 30 billion music streams monthly.

The Music Dealers catalog benefits from Create Music Group's proprietary technology stack, which includes data analytics, digital marketing tools, and automated rights management. This infrastructure allows the platform to efficiently match music to brand briefs and process licenses at scale.

Create Music Group completed a $450 million fundraise in March 2026, valuing the company at $2.2 billion. The company has invested over $500 million across acquisitions, advances, and growth initiatives in the past 12 months alone. This capital strength means the Music Dealers catalog has access to significant resources for marketing, promotion, and global expansion.

Real-World Example

A music supervisor at an advertising agency needs an upbeat indie pop track for a national car commercial. They search the Music Dealers catalog, filter by mood and tempo, and find three pre-cleared tracks that fit the brief. They select one track and license it for a 12-month national TV and digital campaign for $5,000.

The artist receives their negotiated split of the sync fee (typically 50% to 70%, depending on the agreement). The artist also earns performance royalties through their PRO when the commercial airs on broadcast television. The entire licensing transaction is processed through Create Music Group's platform, with automated rights clearance and payment distribution.

Key Benefits

• Massive brand network: Music Dealers historically served over 200 major brands including Coca-Cola, Disney, McDonald's, Nike, Visa, HBO, Sony, and BMW. These relationships continue under Create Music Group's broader platform.
• Pre-cleared one-stop licensing: The catalog is pre-cleared, meaning brands and supervisors can license tracks in a single transaction without chasing multiple rights holders.
• Technology-driven matching: Create Music Group's proprietary technology uses data analytics to match music to briefs efficiently, reducing the time from search to license.
• Global reach: Create Music Group operates across 5 continents with approximately 400 employees, giving the Music Dealers catalog international distribution capability.
• No upfront costs: Artists do not pay to submit or join the catalog. Revenue is split on placements.
• Custom music opportunities: Beyond catalog licensing, the platform handles custom music creation for brands that need original compositions.

Potential Drawbacks and Things to Consider

• Historical payment issues: Music Dealers filed for bankruptcy in July 2016 after losing its largest client (Coca-Cola) and accumulating $9.93 million in debt. Many artists went unpaid during this period. While the platform now operates under Create Music Group with substantially stronger financial backing, the historical payment failures are a matter of public record.
• Ownership transitions: The company has changed hands multiple times (original founders, BrandSpins acquisition in 2016, now under Create Music Group). Each transition brought operational changes. Artists should verify current terms before submitting.
• Revenue split transparency: Exact split percentages may vary by agreement. Artists should negotiate and document their split before signing anything. Use our sync licensing fee calculator to understand fair market rates.
• Exclusivity terms may apply: Some brand placements require exclusive licenses for specific categories or time periods. Read all agreements carefully before signing.
• Competition within the catalog: With 180,000+ tracks in the catalog, individual tracks may get lost in the volume. Artists need distinctive, high-quality recordings to stand out.
• Not a replacement for a publisher: Music Dealers handles sync licensing, not full publishing administration. Artists still need a PRO registration and potentially a publishing administrator for mechanical royalties and other income streams.

Related Resources

• How to Get Your First Sync License - Complete walkthrough for beginners
• Sync Licensing Companies vs Music Libraries - Understanding the difference between curated agencies and volume libraries
• Music Licensing Agreements: Types, Terms, and Red Flags - What to watch for before signing any sync deal
• Creating Music for Sync Licensing: Production Tips - Production standards for sync-ready tracks
• Sync Licensing Fee Calculator - Estimate your placement earnings
• Create Music Group Official Website - Current platform and submission information