Secret Road

Secret Road is a boutique music licensing, publishing, and artist management company founded in 2007 by Lynn Grossman in Los Angeles. The agency represents independent artists for sync placements across television, film, advertising, and trailers, operating as a one-stop shop where both master and composition rights are cleared through a single deal.

How Secret Road Works

Secret Road functions as a full-service licensing and publishing company. The agency signs independent artists, catalogs their music, and pitches tracks directly to music supervisors at networks, studios, and ad agencies. Because Secret Road controls both sides of the rights (master and composition) for much of its roster, supervisors can clear a placement with one phone call instead of negotiating separate deals with a label and a publisher.

The company operates three distinct divisions:

1. Licensing: The core business. VP Film/TV Kayla Masnek leads placements in scripted television, streaming series, and feature films. VP Advertising Lauriana Zuluaga handles commercial and brand placements. The licensing team manages the entire process from song selection through final contract.
2. Publishing: Launched in 2012, Secret Road Music Publishing administers compositions worldwide, collects royalties, and creates co-writing opportunities for roster writers. VP of A&R/Publishing Elizabeth Baylog oversees this division.
3. Artist Management: The company manages select artists, starting with Ingrid Michaelson in 2007. The management arm handles career strategy beyond sync placements.

Secret Road has teams in Los Angeles, Nashville, New York City, and Perth, Australia. The company employs approximately 11 people and generates around $16.5 million in annual revenue.

Real-World Example

In early 2026, Secret Road landed multiple placements across major streaming platforms. Danger Twins' "Feelin' It" appeared in the series premiere of the Malcolm in the Middle reboot on Hulu. A Secret Road artist's track appeared in episode 12 of Shrinking Season 2 on Apple TV+. Multiple songs from the roster were featured in Season 10 of Love Is Blind on Netflix and Season 9 of Selling Sunset on Netflix.

On the advertising side, Garrison Starr and AG's "Better Day Comin'" was placed in a Dawn's Wildlife commercial campaign in late 2025. The agency also licensed music for Hallmark's holiday movie A Keller Christmas Vacation.

A typical Secret Road sync fee for a television placement ranges from $2,000 to $15,000 depending on the show's budget, the prominence of the placement (background vs. feature), and the usage term. National advertising campaigns command higher fees, often $10,000 to $50,000 or more. Use our sync licensing fee calculator to estimate earnings from different placement types.

Why It Matters for Independent Artists

Secret Road is one of the most respected boutique sync agencies in the industry. Getting on their roster means access to music supervisors at every major network and streaming platform. The agency has launched careers by consistently placing emerging artists in high-profile shows.

However, Secret Road is highly selective. They prioritize artists with polished, broadcast-ready recordings and a catalog that fits the emotional storytelling needs of TV and film. Referrals and existing industry relationships carry significant weight.

If you want to approach Secret Road:

• Prepare 3 to 5 fully mastered tracks with clean mixes and no uncleared samples
• Have instrumental versions ready (supervisors frequently request them)
• Ensure all ownership splits are documented on a split sheet with every collaborator
• Include complete metadata: songwriter credits, publisher info, ISRC codes, and contact details
• Send a concise email to info@secretroad.com with streaming links (no large file attachments)

Artists signed to Secret Road's publishing division receive worldwide royalty administration, meaning the company collects mechanical, performance, and sync royalties globally. This eliminates the need to separately register with multiple PROs or publishing administrators. Learn more about how publishing works in our guide to music publishing agreements.

Recent Placements and Roster Growth

Secret Road has expanded its roster throughout 2025 and 2026. In February 2026, the agency welcomed Sun Room, a San Diego-based band that has sold 15,000+ headline tickets and built a global following since forming in 2021.

The agency's recent television placements span Netflix, Hulu, Apple TV+, Peacock, and USA Network. On the film side, Secret Road has placed songs in features including The Broken Hearts Gallery, Five Feet Apart, and Abominable, plus trailers for Little Women and The Last Letter from Your Lover.

Brand partnerships include commercials for Apple, Adidas, Airbnb, Amazon, BMW, Dove, Ford, Google, Guinness, Jaguar, Lego, Lexus, Lipton, Meta, Old Navy, PlayStation, and Samsung.

Related Resources

• Sync Licensing for Independent Musicians - Complete guide to getting your first placement
• How to License Music for TV and Film - Understanding the TV and film sync process
• Sync Licensing Fee Calculator - Estimate earnings from different placement types
• Sync License Glossary Definition - What a sync license covers and how it works
• Secret Road Official Website - Current roster, placements, and contact info