Narrative
A isn't one number.
Picture a client's first sync offer for a prestige TV drama. The sends a deal memo with a fee figure at the top. It looks great. The job of the adviser is to see what the headline figure hides.
There are two fees in a sync deal, and neither of them is the same as what ends up in the client's account.
A sync fee is several numbers stacked on top of each other, each answering a different question. Understanding the anatomy lets you negotiate the right parts, and spot when a deal is weaker than it looks.