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MusicTank puts the spotlight on ad sync with new book and event

By | Published on Friday 8 December 2017

MusicTank

The University Of Westminster’s MusicTank has teamed up with Record-Play, a consultancy which advises brands on music projects, to publish a free guide to sync. Called ‘Unlocking The Sync’, the report comes in two halves, one side giving the perspective of artists and music rights owners, the other of brands which utilise music.

Record-Play’s Kier Wiater Carnihan, who has co-authored the guide with journalist Eamonn Forde, says of the book: “Over the last fifteen years or so, Record-Play has worked on thousands of music syncs and artist endorsements, from huge global campaigns to hyper-localised activations”.

He goes on: “However, despite the impact such deals can have on artists’ careers, we’re always surprised by how little many musicians know about their rights and what little guidance is around to help them navigate the sometimes murky world of brand engagement. With ‘Unlocking The Sync’, we hope to illuminate that world and help educate musicians so that every decision they make is one that aligns with their own values and ambitions”.

Commenting on its involvement in the publication, MusicTank Programme Director, Jonathan Robinson adds: “With traditional core revenue streams in continued sharp decline, musicians and rightsholders are necessarily having to look to other sources of revenue to sustain their careers and businesses. Synchronisation and brand engagement are increasingly seen as an essential part of artist and label core strategy, and as such this guide fills a gap in the armoury of the independent music maker whose focus is necessarily considerably wider than simply ‘putting some music out there'”.

MusicTank will also host a sync-centric afternoon of talks in London next February. You can access the guide here and info about the event here.



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