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The nature of music synchronisation demands that publishers come together with labels to quickly clear and make the most of their rights in TV, film, video games and adverts. We talk to companies on both sides who have seen sync success, and get tips from music supervisors
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The power of music has never been lost on Hollywood, TV studios and ad agencies, but these days, with bands more willing to work with brands and industry executives keen to diversify their revenue streams, the power of a good sync placement is incredibly appealing to the music industry as well.
In its RIN 2013 report, the IFPI states that revenues from global synchronisation deals continue to grow, with a 2.1% increase to $337 million in 2012. And it would probably have been more but for tough economic conditions hampering sync fees and the sharp decline in popularity of music-based video games (generating over $1bn a year at retail in the US from 2007 to 2009 but just $50m in 2012).
In the UK specifically, recorded music revenue from sync has seen a slow decline over the last three years but still stood at $28.9m (approx. £18m) in 2012.
Even so, publishers and labels across the UK music industry are keen to work together to make the most of sync opportunities. Imagem Group president of Creative Natasha Baldwin tells Music Week that sync is considered very important to publishers - and not just because of the money that can still be made from deals directly.
"Generally, sync can contribute anywhere between 5-15% of total net publisher's share," she says. "Most syncs, crucially, then also create a bump in performance related income - with advertising being a key medium for that - and mechanical income from DVD sales of films and CD and digital sales of related records.
"The fact that multiple income streams can be positively affected by this one activity makes sync very important to both the music industry and their bands and artists," she adds.
Universal's dedicated creative and commercial division, Globe, brings the company's sync efforts under the same roof as brand partnerships and content production. When asked about the value of sync placements for Globe, MD Marc Robinson clearly looks well beyond...