Sync fees down by 90%, says digital marketer

London Electronic Music EventLEME 2013: Sync fees have dropped by 90 percent over the course of the last three years, a music industry professional has said.

Speaking at the More bucks for the bang: Generating an income beyond record sales session at the recent London Electronic Music Event (LEME), Graham Luckhurst from the record shop turned label and publishing company Mr Bongo, claimed that sync fees are now ten percent of what they once were.

However, he also said that while fees are in decline, there are a great deal more opportunities for musicians looking to write music for sync.

‘The dream six-figure sync fees no longer really exist. However, with online there are many more projects available. While the fees are smaller, the turn around time in terms of payments can also be faster.’

Roscoe Williamson, a music consultant for MassiveMusic, agreed saying that advertising budgets for agencies are being spread further – but both online and mobile are both platforms where opportunities continue to exist.

Both music industry professionals agreed that dance music artists need to be prepared to diversify if they want to generate more income from their music.

Graham said: ‘Music producers need to have separate heads. Your ‘personal’ music may not make you the money so you need to be able to flexible enough to switch styles.’

But he was also keen to point out that there was no ‘magic formula’ for getting your music into an ad or marketing campaign.

‘It’s based on working, personal relationships. And good music,’ he said.

The pair also explained that showreels are the best way for artists to showcase their sound to ad agencies.

Roscoe said: ‘You need to download ads from YouTube and compose your scores to that. A lot of sync agencies are incredibly busy so may not hear back first time. Don’t give up when speaking to them.’

LEME took place at Rich Mix cinema in Bethnal Green 13-14 April and was a weekend of electronic music sessions and panels discussing the challenges and opportunities currently facing the genre.

Read an account of the sessions from the second day of LEME and a previous news story from the event.

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