Every day, thousands of new songs are released on streaming platforms. This abundance makes it harder for artists to stand out and for consumers to discover new music. An emerging way for artists to gain visibility is through music synchronization, or "sync," where a song is used in films, TV series, or advertising campaigns. PhD candidate Nazli Alagöz researched this phenomenon.
"In 2022, sync licensing revenues in the music industry grew by more than 20%, reaching a total of $640 million. This represents 2.4% of total music revenues in the United States. This shows how important this form of promotion is for the sector," Nazli explains. "The financial benefits of syncs come from the licensing fees that companies pay to use music in their media. These fees can range from a few hundred to tens of thousands of dollars, depending on the song’s popularity and usage scope."
Kate Bush and Stranger Things
Music synchronization not only provides financial benefits for artists but can also significantly impact a song’s popularity. A prime example is Kate Bush’s song "Running Up That Hill," which experienced a resurgence when featured in the hit TV series Stranger Things. After the episode aired, the number of streams for the song increased by 40 times. Nazli: "Such synchronizations can greatly boost the discovery and consumption of music."
The effect of nostalgia
Nazli found that the impact of syncs on a song’s popularity isn’t always the same. "For songs that are already popular, extra exposure via syncs may have less effect because most people already know them. On the other hand, older songs that evoke nostalgia can trigger an emotional response, increasing their appeal."
The influence of TV show popularity
The popularity of the TV show in which a song is synchronized also plays a key role, according to Nazli’s research. "Songs featured in popular series often have the potential to reach a wide audience. However, that attention can be overshadowed by other elements of the show. In less popular or niche series, a song may stand out more, making it more effective at attracting new listeners. Music synchronization can benefit from both broad reach and a more targeted audience."
Increasing visibility through syncs
"In today’s music landscape, where the choices are overwhelming, music synchronization is a valuable tool for artists to bring their work to attention. By strategically integrating music into TV series and other media, artists can increase their visibility."
