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6/16/2017 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:





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:


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 (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.



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.


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, full

service licensing 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:

Press inquiries: