Beyond Sync: Turning Placements Into Partnerships
Licensing a song to an ad, film or TV show could be one of the most lucrative opportunities an artist will experience in their career. The fees can be substantial, and there is always that elusive promise of promotion that can follow a well placed sync. But aside from just securing the initial placement (not an easy task), what else is there? How can you turn a good opportunity into a truly great one?
Eric Shaw is Vice President of Music Resources for EMI Music Publishing, where he is responsible for finding and securing licensing opportunities for EMI’s 1.3 million songs in everything from broadcast advertising to singing plush toys (and many other media in between). Previously, Eric has been a music supervisor for dozens of commercials, a working drummer in too many bands, an invited guest speaker to several conferences, and a snooty record store manager.
As Vice President, Film & TV at Universal Republic, Leah Streetman is responsible for creative Film & TV music placement for their current roster, including: Florence + the Machine, Colbie Caillat, The Rolling Stones, Enrique Iglesias, James Morrison, Lil Wayne, Jessie J, Nicki Minaj, Gotye, Miike Snow, The Naked & Famous, Mayer Hawthorne, and Amy Winehouse.
Chad Jensen is an artist manager with the Fitzgerald-Hartley Co. handling the careers of Colbie Caillat, Robert Cray, Big Bad Voodoo Daddy and a couple of developing artists. He started his career 23 years ago as a music clearance and licensing agent before moving on to a music publishing position at Mitchell, Silberberg & Knupp. In 1995 Chad founded a music clearance, song placement and music publishing company called AllClear and worked for Hasbro and Hollywood Records as well as various major recording artists licensing music and pitching songs for television and film projects. The relationships that were built over the first 12 years of his career led to a transition into artist management where he remains very active in the building and maintenance of his clients music publishing catalogs as well as the song placement efforts.