Out now: 'Unlocking The Sync: A band’s guide to brands, and a brand’s guide to bands’
On BMIM 2017 and at Eurosonic Noorderslag 2018 in our BMIM Presents panel, Daniel Cross (Adidas, Record-Play) spoke about his guide 'Unlocking The Sync: A band’s guide to brands, and a brand’s guide to bands'. You can get a free copy.
This plain-speaking guide is presented in a clear, informal style and packed with interviews, case studies, anecdotes, and checklists. Extensively researched and packed with a wealth of information, its accessible style is intended to demystify and open up the world of synchronisation. It reveals some of the best practices and worst horror stories of recent years, explaining what makes a successful, authentic brand-artist partnership, and recalling some cringe-worthy ones. It details how sync can be approached in a mutually beneficial way and challenges the loose, policy-free use of music that often presides today. Written by Kier Wiater Carnihan of Record-Play (an award-winning music consultancy that counts adidas and Google among its clients), alongside renowned music industry journalist Eamonn Forde, this guide is set to become the defining text on the subject of sync.
The first half is a must for all musicians and rightsholders interested in (or confused by) music licensing and brand engagement, while the second half is for anyone in branding/advertising who wants to know how to use music more effectively and ethically.
Download your free copy from MusicTank here: musictank.co.uk/product/unlocking-the-sync