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The Journey of Sync Licensing: 100 Year Recap

JB Music Group

Sync licensing (or "synchronization licensing") is a process that pairs music with visual content, such as films, television shows, advertisements, video games, digital content, movie trailers, etc. In the realm of audio-visual storytelling, this marriage of visuals and music can completely transform the audience experience, as it’s a powerful tool in shaping and enhancing emotional connections. The process by which music is created and licensed for these various contexts has evolved significantly over the past 100 years. Let’s take a few minutes to track a brief overview of some key milestones in the creation of music for media.

Silent Film Era (1920s):

  • During the silent film era, live music accompaniment, often provided by a pianist, theater organist - or even, in large cities, a small ensemble. This was crucial to enhancing the cinematic experience.
  • Composers would create original scores or adapt existing classical pieces to suit the mood of the film.

Charlie Chaplin - The Dentist (Short Silent Film):

Golden Age of Hollywood and Birth of “Sync” (1930s-1950s):

  • The advent of synchronized sound in films led to the integration of orchestral scores and popular songs.
  • Composers like Max Steiner and Bernard Herrmann became pioneers in creating iconic film scores.
  • The use of orchestras and big bands became common for film soundtracks.

Casablanca (Max Steiner) 1942, Nominated for Academy Award for Best Original Score:

Television Era (1950s-1960s):

  • The rise of television introduced shorter format productions, requiring concise and catchy theme music.
  • Jingles and short compositions became popular for TV shows and commercials.
  • Various genres like jazz, orchestral, and pop were frequently used to match the tone of different shows.

Rock 'n' Roll and Pop Influence (1960s-1970s):

  • The 1960s and 1970s saw the integration of popular music genres like rock and pop into film and television.
  • Iconic soundtracks, such as those in A Hard Day's Night (1964) and Easy Rider (1969), showcased the power of contemporary music in visual storytelling.

Synthesizers and Electronic Music (1980s-1990s):

  • The development of synthesizers and electronic music technology revolutionized film and TV scoring.
  • Composers like Vangelis and Hans Zimmer embraced electronic elements, creating atmospheric and innovative soundtracks.
  • The use of synthesizers allowed for a broader sonic palette and experimentation.

Digital Age (2000s-Present):

  • The digital age brought about the use of computer software and virtual instruments for music production.
  • Production libraries and royalty-free music became accessible for independent filmmakers and content creators.
  • Diverse genres and styles catered to the evolving tastes of audiences, and the music selection process for sync licensing became more varied.

Customization and Collaboration (Present):

  • Today, music for sync licensing often involves collaboration between composers, music supervisors, and filmmakers to create custom-tailored scores.
  • Sync licensing agencies and custom music companies play a crucial role in connecting music creators with opportunities in various media projects. These agencies often curate extensive music catalogs, making it easier for music supervisors and content creators to find suitable tracks for their projects. The ability to license existing tracks or commission original compositions provides flexibility for different projects.
  • Online platforms and streaming services have made it easier for music creators to showcase their work and connect with potential licensors.

Check out our work for the film Wedding Season (Netlfix), where we had the opportunity to deliver a custom work ("Show Me") that was licensed for use in the trailer, the opening theme, and end credits. It was also released with an artist partnership by pop artist Natania. This was a great example of some modern customization and collaboration in the world of sync licensing.

Conclusion:

From the silent film era's live accompaniment to the digital age's accessibility, we've seen some massive transformation and pivotal moments that have shaped the synergy between visuals and music. The story continues to unfold with the ever increasing accessibility of new music, the speed at which composers can customize tracks, the possibilities of AI driven creativity, and strategic artist collaboration.

Let's talk about your sync licensing needs and how we can help you push boundaries with more customization and collaboration. Click here to get in touch.