Sync Success: Case Studies of Indie Artists Who Landed Major Sync Deals
Sync licensing offers indie artists incredible opportunities to get their music heard by massive audiences, earn revenue, and gain recognition in the music industry. From TV shows to commercials, sync deals are a powerful way to elevate an artist's career. In this blog, we’ll profile successful indie artists who have landed major sync licensing deals and share the strategies they used to break into this highly competitive space.
Case Study 1: How Sofi Tukker Got Their Song in an Apple Ad
Sofi Tukker, the indie electronic duo, gained widespread attention after their song "Best Friend" was featured in a 2017 Apple iPhone X commercial. The placement was pivotal in launching their career globally. Here’s how they did it.
Strategy: Networking and Sound Match
Sofi Tukker’s sound is distinctive, and their team strategically built relationships with music supervisors and sync agents who specialized in advertising. By attending industry events and making the right connections, they got on the radar of Apple’s ad agency.
The song’s high-energy vibe and catchy, inclusive lyrics made it the perfect fit for Apple’s marketing campaign, which aimed to appeal to a young, global audience. Apple was looking for sync-ready music that could seamlessly integrate with their brand's forward-thinking image, and Sofi Tukker’s track fit the bill.
The Result
The placement of "Best Friend" in the Apple ad catapulted the duo to international fame. The exposure not only boosted their streaming numbers but also helped them secure additional sync deals with brands like Samsung and TV shows like Ballers.
Case Study 2: The Story of Ingrid Michaelson’s Music in Grey’s Anatomy
Indie pop singer-songwriter Ingrid Michaelson has seen multiple songs from her catalog placed in TV shows and films, but one of the most notable was her song "Keep Breathing" featured in Grey’s Anatomy. This sync deal significantly expanded her fanbase.
Strategy: Building a Sync-Ready Catalog
Ingrid Michaelson focused on creating music that was sync-ready, which meant having both exclusive rights to her master recordings and publishing rights to streamline licensing deals. Her team made it easy for music supervisors to clear her tracks quickly by ensuring her catalog was one-stop.
Ingrid’s emotionally charged music, particularly the blend of indie pop and acoustic singer-songwriter elements, was perfectly suited for dramatic TV moments. Her song "Keep Breathing" resonated with the show’s themes of struggle and survival, making it an ideal fit for a climactic scene in Grey’s Anatomy.
The Result
After the song was featured in the show, it became one of Ingrid Michaelson’s most popular tracks. The sync placement in Grey’s Anatomy led to increased sales, more streaming, and an influx of new fans, giving her music a massive boost.
Case Study 3: How Alex Clare Landed a Sync Deal With Microsoft
British singer-songwriter Alex Clare became a global sensation when his song "Too Close" was featured in a 2011 Microsoft Internet Explorer commercial. Here’s how he made it happen.
Strategy: Creating Sync-Friendly Music
Alex Clare's team actively pursued sync opportunities and ensured that "Too Close" was positioned as a track that could work for commercials. The song’s combination of powerful vocals and driving electronic beats made it an excellent candidate for commercial use.
The key to landing the Microsoft ad was persistence. Clare’s management team sent his music to multiple sync agencies and supervisors, ensuring that the song was available under a non-exclusive license to open up more opportunities for sync placement. The song’s versatility meant it could work across different platforms, including TV and digital media.
The Result
The Microsoft Internet Explorer commercial featuring "Too Close" brought Alex Clare worldwide recognition, helping the song reach the top charts in multiple countries. The sync deal gave his music career the breakthrough it needed, leading to more sync opportunities in films, TV shows, and ads.
Lessons Learned: What Strategies Worked for These Artists
1. Networking and Building Relationships
For all these artists, networking played a critical role. Sync deals are often secured through relationships with music supervisors, sync agents, and licensing platforms. Sofi Tukker and Alex Clare both leveraged industry connections to get their music in front of the right people. Attending industry conferences, panels, and sync events is an essential part of the process.
2. Creating Sync-Ready Music
In each case, the artists had sync-ready music, meaning their tracks were easy to license because all legal rights were in place. Whether it was offering a non-exclusive license or having one-stop availability, making the music accessible for quick clearance was crucial. Ingrid Michaelson’s success with Grey’s Anatomy was largely due to her team’s ability to make her music immediately available to music supervisors.
3. Tailoring Music for Sync
All three artists created music that was not only appealing but also adaptable for various forms of media. Sofi Tukker’s infectious beat worked perfectly for Apple’s energetic ad, while Alex Clare’s blend of electronic and vocal elements made his song ideal for a commercial. Ingrid Michaelson’s emotional indie pop style was a natural fit for TV drama. Understanding where your music fits in the sync world can make all the difference.
Common Themes: Persistence, Networking, and Knowing the Sync Market
1. Persistence Pays Off
Sync licensing is rarely a quick process. For artists like Alex Clare, it took multiple pitches before landing the right sync deal. Being persistent and consistently pushing your music to the right channels can eventually lead to success.
2. Networking and Relationships Matter
Building relationships with sync agents and music supervisors is essential. Sofi Tukker and Ingrid Michaelson were able to land deals in part because they had teams actively networking within the sync community. Regularly connecting with key decision-makers can help indie artists get their music heard by the right people.
3. Targeting the Right Sync Spaces
Each artist targeted the sync opportunities that fit their music. Whether it was an ad campaign for Sofi Tukker or a TV drama for Ingrid Michaelson, understanding the market and where your music fits best increases your chances of success.
Conclusion: Sync Success is Within Reach
For indie artists, sync licensing offers incredible potential to grow their careers, reach new audiences, and generate revenue. The case studies of Sofi Tukker, Ingrid Michaelson, and Alex Clare show that with the right strategy, preparation, and persistence, it’s possible to land major sync deals.
By creating sync-ready music, networking with key industry players, and tailoring your music to fit the right opportunities, you can achieve success in the sync world. Keep pushing, stay prepared, and make sure your music is available with sync rights for commercial, TV, or film sync placements.
Comments