The world of sync licensing is where music finds its perfect match in media, creating those magical moments we all love. SOURCE members gathered for a delightful luncheon at the CMA building on June 27 to explore this fascinating world. The event featured a heartfelt panel discussion moderated by Liz Rogers of Anacrusis, with insights from the talented Katie Jelen of Honestly Good Music and recording artist Sam Tinnesz. They shared their inspiring success stories and valuable advice, offering a warm and engaging look into the world of sync licensing.
Celebrating Sync Success Stories
Katie Jelen and Sam Tinnesz have crafted an impressive track record in sync licensing, landing major placements like ads for the Kentucky Derby and Jeep. Together with Liz Rogers, they successfully placed the song "New Electricity" in a vibrant Pepsi campaign, showcasing their expertise and passion for finding the perfect musical match.
One of the key lessons from the panel was the importance of writing sync songs that aren't too "on the nose." Instead, lyrics should be open to interpretation, allowing them to fit a variety of contexts and connect with different audiences. The panelists fondly recalled the exceptional success of "Fancy Like" in an Applebee’s commercial, a true "unicorn moment" in the world of sync.
The Art of Strategic Creativity
Sam Tinnesz approaches his music career with a blend of discipline and creativity. With an impressive 7 billion streams and notable placements like “Legends Are Made,” Sam writes five days a week, balancing his time between his own projects, other artists, and sync opportunities. He keeps a close eye on market trends, understanding that sync often reflects what’s popular on the radio. By recognizing his strengths and seeking collaborators to balance his weaknesses, Sam embraces new ideas, learns from failures, and adapts until something sticks.
Nurturing and Championing Creatives
Katie Jelen, with 14 years of experience in sync, brings a nurturing and supportive energy to her work. She thrives on championing creatives, creating a safe and encouraging space for them to shine. Katie noted that most country music placements are dominated by record labels, making it less practical for independents to chase those spots.
One of Katie’s most exciting placements was for the trailer of the final season of Showtime’s "Billions." The song, "My Kind Of Power" by Que Parks, wasn’t written for the show and was pitched through a last-minute email. This story highlights the unpredictable and thrilling nature of sync success and Katie’s dedication to finding those special moments.
Conclusion
The stories and wisdom shared by Katie Jelen and Sam Tinnesz during the SOURCE luncheon offer a heartwarming and inspiring look into the world of sync licensing. Their experiences show that with a blend of strategic creativity, market awareness, and a supportive network, anyone can achieve remarkable success in sync. Whether you’re an artist, songwriter, or industry professional, the lessons from this panel can guide you on your own journey to sync success.
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