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6/16/2017 Synch & 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.

"Sync and Brands Day" 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:



David McGinnis (Mute Song)

Louisa Rainbird (Music Sales)

John Katovsich (Lionsgate)

Daniel Cross (Record-Play/Adidas )

Ed Bailie (Leland Music)

Patrick Curley (Third Side Music)

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



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.


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.


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.




Nora Felder (Picture Music Company, Stranger Things)

Tony Scudellari (Sony Pictures Entertainment)

Farinoush Mostaghimi (SynchAudio)

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.


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.



Tony Scudellari (Sony Pictures Entertainment)

Nora Felder (Picture Music Company)

Jesper Gadeberg (Musicstylist.com)

John Katovsich (Lionsgate)

Daniel Kuypers (Energy BBDO)

James Matuski (Spine Sounds Inc.)

Charlotte Von Kotze (Vice Media)

Ed Bailie (Leland Music)

Daniel Cross (Record-Play/Adidas)

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 up-

close and personal with each music supervisor.

5- SynchAudio Networking Drink

07-Jun-2017, 04:30 PM - 05:30 PM Ca$h Factory - Palais des Festivals

The room was packed and pitches were flowing full-circle, at what was a great close to

SynchAudio’s 1th edition of Sync and Brands Day at Midem.

A quick champagne stopover at the end ::Sync & Brands Networking Drink::

SynchAudio is a Toronto based creative boutique music placement company that provides

one-stop, full service licensing representation for the use of music and media in all screen based

storytelling platforms.

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

Press inquiries: media@synchaudio.com

Follow @SynchAudio for more great music industry news or log on to synchaudio.com

to preview our extensive catalogue.

JUNE 16 - 2017

SynchAudio Editorial Team