Music Business

Sync & Brands Day at Midem 2017

Midem is the premiere international music conference, held annually along France’s extravagant southern coast in Cannes. Global music leaders hold panel discussions for attendees, and budding artists turn the French Riviera’s sun soaked beaches into their personal stage. While Midem is always at the forefront of the music industry’s trends, a hot topic this year was music’s synchronization in film, television, and advertising.

As a driving force in the sync landscape, SynchAudio was excited to partner with Midem to present its Sync and Brands Day. In an afternoon that provided valuable insights for artists and industry professionals alike, guests heard from some of sync’s major players. Here’s a breakdown of how the day unfolded:


1. FROM PITCH TO PLACEMENT: THE ESSENTIALS OF SYNC LICENSING

Speakers

Sync & Brands Day kicked off with a stacked panel set to discuss the fundamentals of sync licensing. The conversation focused on advice for artists, while speakers provided upcoming acts with a look into a licensing professional’s perspective.

There is more content in need of music than ever before, providing a great opportunity for artists and sync agencies. With that being said, the world of sync is very competitive. Artists can position themselves for success in a variety of ways:

    • REPRESENTATION Finding sync representation is the first step. An artist can do this by researching sync summits, and reaching out to agencies in attendance. A sync agency often prefers to avoid inner competition within its roster, so being distinct from the rest of its catalogue can be an advantage.

 

  • SYNCABLE TRACKS Produce tracks that are suited for sync. Having instrumentals is critical for scenes with dialogue. Edited down versions of songs work well for placement in advertisements. Tracks that use samples are pretty well unsyncable for indies. Stick to who you are, but package your music in a way that’s useable for music supervisors.

 

 

 

  • BUSINESS SAVVY
     Make every move strategically, and understand the business you’re getting into. If you’re reading this it’s probably a good start. Build a story behind yourself by taking as many licensing opportunities as you can. Make sure your track’s information is easily accessible with proper metadata. As an artist you need to make everything as easy as possible for music supervisors and sync representatives.

2. SYNCHAUDIO SYNC SESSION: ONE DAY AT A TIME/ THE NIGHT SHIFT

Speakers

The afternoon’s second panel gave attendees a small window into the life of a music supervisor. Acclaimed music supervisors Nora Felder and Tony Scudellari sat down with SynchAudio’s own CEO Noush, previewing music submissions for Netflix’s One Day at a Time, and NBC’s The Night Shift. The session evolved into a compelling open discussion between the speakers and creators in the audience.

Scudellari and Felder went into great depth about what makes a track right for sync. If a song can’t be separated from its message, it may struggle to compliment a film or television show’s story. Tracks with vocals tend to work best when they are dreamy, and can work around dialogue. While directors typically want a track to fall into the background, there are occasionally exceptions where the music tells the story.

In what became a theme throughout the afternoon, both music supervisors heavily emphasized the importance of metadata. Metadata is information about a track and artist embedded directly into the music file. This can be done easily in a media library like iTunes. Failing to include basic metadata (title, artist, lyrics, contact information) can prevent a track from getting synced, while more in depth information (themes, country of origin, language translations) can give a track an edge in the sync process. It’s essential to include metadata with any submission, as music supervisors likely won’t have time to research this information on their own.

3. GREY SYNC SESSION: HERBAL ESSENCES

Speaker

  • Josh Rabinowitz (Grey Advertising)

Josh Rabinowitz shared song entries for an upcoming Herbal Essences campaign, detailing the extensive process behind selecting an advertisement’s music. These points were particularly interesting in comparison to the previous discussion on music in television programming. There were some similarities, such as needing the music to fall nicely into the background of a story. However, he put a greater emphasis on the track being a means of connecting with a consumer. An advertisement’s music not only has to reflect the story in a commercial, but also the product being sold. Much like the ad itself, the track needs to be quick and to the point. Rabinowitz also stressed that the process has to be extremely collaborative. There can be up to 5 client representatives and 8 different creatives influencing a track’s selection outside of his music team, meaning building a trusting partnership with clients is essential.

4. GLOBAL SYNC & BRANDS SUMMIT

SPEAKERS

In a 2-hour pitching frenzy, 9 esteemed music supervisors met with labels, publishers, and artists. While you’d be lucky to get in a room with any one of the names above, this event spoiled guests with the week’s top sync influencers present all at once. It took place using a roundtable format, allowing attendees to get close and personal with each music supervisor.

5. SYNCHAUDIO NETWORKING DRINK

The room was packed and pitches were flowing full-circle, in a great close to SynchAudio’s 4th edition of Sync & Brands Day at Midem.


SynchAudio is a Toronto boutique music placement company that provides one-stop, representation for the use of music and media in all screen based storytelling platforms. Follow @SynchAudio for more great music industry news or log on to synchaudio.com to preview our extensive catalogue.

To submit your music for licensing consideration:
demo@synchaudio.com

Press inquiries:
media@synchaudio.com

 

 

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