Streaming services are quietly replacing soundtracks for the TV shows you grew up on, in favor of off-brand knockoff songs. It raises the question: Why would anyone pay to use well-known commercial music when there are cheaper alternatives that are much easier to license?
We’ve all experienced heightened emotions when the perfect song comes in during a pivotal scene. The cinematic moment is made all the more powerful by a creatively-engineered sync use of a popular song or undiscovered gem. Music supervisors and content producers agonize over song selection, seeking to connect with people on a deeper level through shared culture and emotion.
But how to justify this from a business standpoint? When we run the numbers for using commercial music, it doesn’t immediately make sense considering there are plenty of low-cost options that “get the job done.” You can find similar-sounding songs that, on paper, tick enough boxes to be “close enough” and save the hassle of offline, manual paperwork clearances with multiple parties.
But that’s not how music works. The right song cued at the right moment in the story becomes the foundation for a memory. That, in itself, is a work of art. And while it’s hard to put an exact number on how much that experience is worth, it’s clearly valuable.
Films regularly use popular music. TV shows feature artists you probably stream on Spotify. Brands are willing to pay 6 and 7 figures to use the song that they feel will most connect with the audience. The commercial music sync industry is a ~$2.7 bil business, and growing. These productions allocate significant budget to music for good reason; it’s an integral part of the sensory experience of media, and undisputed value is created when it’s done right.
It’s jarring when our favorite TV series have their beloved soundtracks neutered and replaced. Audiences have noticed – saying that the “vibe is off” – and I agree. My hope is that soulfully-curated soundtracks don’t become an anachronism, eaten away by utility music because of the expense or difficulty of sync licensing commercial songs.
I’m passionate about making it as easy as possible for media producers, content creators and brands to license their first-choice music. Check out what we’re doing at The Rights, Inc. if you’re interested in a solution to simplify sync licensing for both licensors and licensees.
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