Music synchronisation, or “sync,” is reshaping the music industry, offering lucrative opportunities for artists. Kate Bush’s “Running Up That Hill” in “Stranger Things” exemplifies sync’s power, leading to a 9,900% Spotify spike.
Opportunities & Growth:
- Synchronisation royalties hit $178M in H1 2022, a 29.9% YoY surge.
- Film, TV, ads, and gaming are traditional sync markets, but newer avenues include podcasts, social media, and even the metaverse.
- Genres like dance and electronic are popular, but diversity reigns, providing equal opportunities.
Sync Spectrum:
- Authenticity and versatility are vital for artists.
- While followings help in commercial sync, music’s intrinsic qualities matter more.
- Recommendations advise against trend-chasing.
Business of Sync:
- Sync payments involve publishing and master rights holders, with a common 50/50 distribution.
- Independent artists owning 100% rights receive full sync fees.
- Future sync opportunities depend on artists’ ability to navigate complexities and offer music that aligns with visual storytelling.
The Sync Future:
- Sync demand continues to grow, offering exposure and financial gains.
- Embracing authenticity and producing quality music is crucial.
- Despite rejections, the expanding multibillion-dollar sync space promises a bright future for artists embracing synchronisation.
Full article:
