[Keeping Tempo With Music Biz] — The Confidence to Modernize Sync: Op-Ed by Jennifer Freed & Selina Meere of Trevanna Tracks

A sales department without a CRM. A finance team without accounting software. Publicists without a media database. All unheard of. Look down the list of departments in the entertainment industry and each one has a system built for what it does.

Until you get to music. 

And suddenly, you have stumbled upon a business unit built on spreadsheets — that may even be saved to individual computers — despite the nuances of getting clearances right and the risk a production company, distributor or brand is in when they get it wrong.

You’ve heard the phrase “Fix it in Post.” Mostly you think of VFX shots or continuity errors, but often music is the best fixer of all, making a scene scarier, more romantic, funnier, or nostalgic… music creates a connection to audiences.  

As insiders, we know that each of those moments relied heavily on metadata, precise ownership percentages, specific media rights that fueled complex negotiations, and the ability to recall details when asked (even if it is years later).

We also know that information captured when negotiations take place determine what each artist gets paid upfront and in residuals. In other words, the details have to be exact, have to travel across many departments, are entered into contracts, processed for payment, uploaded as a cue sheet, tracked for royalties, and must be retained over decades. 

So why is music left behind when it comes to technology? Why hasn’t the sync industry normalized the need for sophisticated systems that will positively impact day to day challenges, as well as the downstream systems? 

We’re not talking about technology that replaces relationships or that mechanizes steps that need to be tailored. We’re talking about technology that improves upon relationships and allows more time for tailoring. Technology that automates repetitive tasks that are performed frequently in high volume. Technology that streamlines the formatting and delivery of numerous requests. Technology that minimizes the risk of error where precision is required now and down the line. Technology that will give you the power to make informed decisions in the future. 

In order for sync clearance and licensing to be executed properly, there needs to be a high level of customization, a personal touch, and attention to detail. Achieving excellence in all these areas is nurtured when the right tools are in place.

With that goal in mind, we encourage the sync community to contemplate the possibility of change with confidence.

Confidence that exploring a new approach does not mean your current process is a failure.

Confidence to see that the right technology fosters harmony. 

Confidence to realize your role in the larger music ecosystem as you deliver information.

And, confidence to inspire your organization (no matter the size) towards Innovation.

Because, if nothing else, because of Bradley Cooper, and the way he so eloquently sang “Maybe It’s Time To Let The Old Ways Die.”

Written by:
Jennifer Freed, CEO and Selina Meere, COO of Trevanna Tracks

You can read past Keeping Tempo articles via the portal linked here. And, stay tuned for more insightful discussions from our members and partners from across the industry!