The world of sync might seem like quite a foreign concept to those unfamiliar with the music industry, but most people come across it countless times each day, from the ads they hear on the radio to the soundtrack of their latest Netflix binge session.
Here are five valuable sync lessons we took away from Indie-Con’s sync panel, featuring John Ferris (TMRW), Kate Mills (Native Tongue), Tyler McLoughlan (Sound Pound), Natalie Waller (ABC) and Karl Richter (Disco/Level 2), led by The Orchard’s Henry Compton.
Be Alert
“For an artist and anyone who’s looking for sync, part of it is keeping an ear out when you’re cooking dinner and watching TV — what’s on air? What’s getting licensed? When you’re watching Netflix, pay attention to the songs; what kind of music is getting used and where it fits.” — Kate Mills (Native Tongue)
Don’t Sell Yourself Short
“I would certainly never suggest doing anything for free, or if you do, do a limited term,” Karl Richter (Disco/Level 2).
“An onscreen credit can potentially be something that draws artists or labels into forgoing a slightly better fee than they should because there’s the potential there for something being on screen. As a publisher, that’s not of huge importance to us; we don’t really care that much about it.” — Tyler McLoughlan (Sound Pound).
“Giving things away for free can be detrimental to not only the value of your own product but someone else’s product as well.” — John Ferris (TMRW)
Collaboration Is Key
“If you’re just an artist and you don’t have a label, you don’t have a publisher and you don’t have a music supervisor — how do you get your music placed? Realistically in this country, I would suggest you either get a label, a publisher or a music supervisor if that’s what you want to do.” — John Ferris (TMRW)
How To Build Strong Relationships
“Don’t be a dick.” — Kate Mills (Native Tongue)
Sync Isn’t Everything
“There’s a thing where labels or artists go, ‘Get the sync at any cost because the sync is going to be great and the sync will set the project alight; it’ll be the silver bullet we’re looking for and will make sure radio plays us.’ It doesn’t. It can do, but it’s not what people think … it doesn’t unless it’s very specifically managed.” — John Ferris (TMRW)
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