Leading sync executives give us their thoughts on the year ahead and the trends they want to see more of in 2023.
Brooke Primont – Senior Vice President, Sync, Concord
What are your hopes for sync in 2023?
That the sync space continues to grow and that there is more diversity in sync!
What are Concord’s sync goals in 2023?
With our expanded sync team in place for 2023, I hope we continue to grow our revenue as we’ve done year over year. I’m looking at a record breaking year ahead!
Which sync trends would you like to see more of in 2023?
I know it’s been going on for ages, but I still love the cover trend because Concord has many iconic evergreen songs, and the fact that artists can keep breathing new life into these songs really allows the newer generation to keep benefiting from these gems.
Tim Miles – Senior Vice President, Sync UK & Europe, Warner Music Group
What are your hopes for sync in 2023?
I hope to see music charts throughout 2023 featuring recordings brought to the fore by sync and that sync continues to be a catalyst for music consumption on DSPs, either as a discovery tool or to revitalise catalogue.
What are Warner Music’s sync goals in 2023?
Our goals are to create a truly global and joined-up approach. To see new opportunities emerge from outside the traditional territories would show real success for us and our artists. We still want to deliver the key sync looks, but success is finding those placements which have never happened before, as we did with Pokémon and Ed Sheeran last year.
Which sync trends would you like to see more of in 2023?
I know what I’d like to see become more of the norm in 2023 and that is music being used as a narrative not just a soundtrack. By that I mean Kate Bush and Stranger Things, or Gerry Rafferty and Euphoria. The moments where music is written into the script and not an after-thought, these are the moments which create a long-lasting impact.
Tom Stingemore – President Sync & Creative [Global], Hipgnosis Song Management
What are Hipgnosis’ sync goals in 2023?
2022 saw Hipgnosis’ sync numbers up 32% YOY. That’s obviously something that we’re building on into 2023, as we continue to deliver on our mission: To ensure that the world’s greatest ever songs are easier to work with.
What are your hopes for sync in 2023?
2022 was another landmark year in sync – with significant commercial success resulting directly from high-profile sync placements. As an industry we should see this as a validation of the work that we do for our artists and songwriters. And we should all be aiming to repeat it, of course.
Which sync trends would you like to see more of in 2023?
Unquestionably, the ongoing march of new, sync-related tech that’s coming into the space. There’s a sea change underway, and the scale of the opportunity is astounding.
Stay tuned for part 2 where we hear from more sync executives!
Enjoyed this post? Why not check out:
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- Syncing or Rising? How Synchronization Fees Are Evolving
