Freya Ridings was catapulted into international recognition in 2018 when a well placed sync of her track “Lost Without You” aired during the popular UK reality show, Love Island. The success of "Lost Without You" on Love Island proved to be a crucial turning point for Ridings, helping to establish her as a rising star in the music industry.
But have you ever wondered how sync deals like this happen? Who chooses the music for the media we consume, and what players are working in the background to make that sync a reality?
During the pandemic, sync and licensing became the most sought after deals for working musicians, but even in normal times, big breaks like those experienced by Freya Ridings, have been hard to come by. Some artists can struggle to navigate sync and licensing deals. In our most recent Mix interview, we were able to sit down with sync expert Charlotte Day, the senior coordinator for creative & clearance at Kobalt Music Group, who was more than happy to answer all of our burning questions about the processes behind successful syncs.
In this episode, Charlotte explains thoroughly the basic processes behind sync, her personal music industry journey, and first-hand insight of how a good sync can change an artist’s career overnight - like it did for Freya Ridings.
So if you’re interested in how to sync your music and learn more about the publishing industry, tune in to our sync and licensing episode of The Mix!
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What is the process for getting a sync for an artist?The process for getting a sync for an artist involves a brief from a brand or production company, collating songs that fit the brief, back and forth until the right song is found, and establishing terms for quoting and clearance.
Are there industry standards for fees in sync licensing?There are no industry standards for fees in sync licensing, as it is purely variable and depends on factors such as the type of advertisement, length of use, and where it will be used.
Featuring: Charlotte Day: Senior Coordinator for Creative & Clearance across the UK and Europe at Kobalt Music
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