Interview with Nathan Graves

Music Synchronization 101

Introduction

Hi, my name is Nathan Graves, and I'm the Chief Commercial Officer for SoundVault.

About SoundVault

SoundVault is an online synchronization platform that provides monitoring services and licensing of audio to visual. We offer an end-to-end solution for artists looking to license their music into:

• Film
• Television
• Advertisements
• Online media

Benefits of Sync Licensing

Sync licensing is a great option for artists due to several benefits:

1. Financial Gain:

   • Sync licensing can be very well paid, especially in advertising, where brands seek the perfect music to represent their products or services.

2. Exposure:

   • Imagine your music in a top film! Often, people discover new music through soundtracks.

The Matching Process

When clients approach us, they typically provide a brief with specific requirements. Here's how we match their needs with the right music:

• Brief Creation: Clients outline what they are looking for.

• Search Engine: Our business has a search engine that helps find the right match.

• Bespoke Solutions: Along with musicologists, we can create a curated playlist that aligns with the brief.

Feedback Loop

Clients listen to the suggested tracks and provide feedback, stating which songs are right or not.

Licensing Agreements

Once the right match is found, the next step involves creating a licensing agreement:

• Contract Details:

  • This includes the fee, the duration of use, and any associated sensitivities (e.g., content associations like meat products or guns).

• Cue Sheets:

  • The client, as a production company, must submit a cue sheet to collection societies, which look for your public performance royalties, creating another revenue stream beyond the initial fee.

The Complexity of Sync Licensing

Synchronization licensing can be complex due to the need for agreement from two parties:

1. Publishing:

   • This involves songwriters and the composition of the song.

2. Master Recording:

   • This involves whoever recorded the song.

Sensitivities in Sync Licensing

Often, certain sensitivities must be addressed. A notable example is Morrissey, who wouldn't agree to license his music for a hamburger advertisement due to content association.

Tips for Getting Into Music Synchronization

When artists ask what they should be creating for sync licensing, my advice includes:

• Song Types:

  • Write quality music across various genres and styles; there will always be a search for that sound.

• Instrumentals:

  • Instrumentals often see placements as background music in film and advertising, allowing focus on the voiceover or visuals.

Stay Informed

Be aware of current industry trends and placements:

• Research Successful Composers:
  • Look at successful figures in the industry, such as Hans Zimmer, and analyze what makes their work appealing.

Quality is Key

Regardless of the genre, if the recording is of good quality and has relevant descriptors, someone will find you.

• Unique Styles:
  • Whether it's ukulele, Norwegian, death metal sung in French, there's a potential place for it in synchronization.

Engaging with Agencies

There are numerous agencies and music supervisors looking for music for visual synchronization:

1. Finding Opportunities:

   • Many of them are available online; research and reach out.

2. SoundVault's Role:

   • At SoundVault, we aim to democratize the opportunity for individual artists and independents to get noticed.

Submitting Music to SoundVault

If you want to submit your music, visit www.soundvault.tv. Here's the process:

1. Submit your music as a supplier.
2. If approved, create an account.
3. Provide rich metadata to enhance discoverability.

Conclusion

We actively connect music to supervisors, production companies, and advertising agencies, helping you get noticed in the synchronization space.

• Sample Brief: A sample brief is attached to this course, serving as a good example of what a music supervisor might be looking for.

I look forward to hearing your music, and hopefully we can place it in synchronization soon!

Thank you!