Female artists behind 2015’s biggest syncs, says new study

BPI

Paloma Faith, Jess Glynne, Ella Eyre and Charli XCX were among the most popular artists to be synced with TV and online adverts during 2015, according to new research.

Independent findings by adbreakanthems published by the BPI and the Music Publishers’ Association (MPA) revealed that Paloma Faith proved to be particularly popular with four brands (Calvin Klein, Dixons, Simply Be, and Eastern Western) using her music.

Paloma also claimed the title of most-synced song of 2015 with a track she co-wrote – Ready for the Good Life – a distinction she shared with the Motown classic, Sunny, which was also widely used last year.

Music recordings or ‘syncs’ from British acts accounted for the best part of half (41.2 percent) of the tracks used by brands and their advertising and media agencies to promote their products.

The survey, which monitored nearly 800 TV and online ads first aired in the UK in 2015, is thought to be the most comprehensive snapshot of the sync market available to industry.

Commenting on the appeal of Paloma Faith’s music, Ian Neil, Sony Music UK, director of synchronisation, said: ‘I have had the pleasure of working with Paloma’s songs since I joined Sony six years ago. Upside Down has proved a popular track with brands for a number of years, but the big breakthrough came with Paloma’s astonishing take on the INXS’s classic Never Tear Us Apart for John Lewis, which was subsequently also licensed for a worldwide Calvin Klein campaign. More recently Ready for the Good Life has also proved massively successful as a sync track that conveys the perfect message for advertisers.’

‘All this does not happen without great communication between the sync team here at Sony Music UK, Paloma’s label RCA, her music publisher and, of course, Paloma and her management. However, the popularity of Paloma’s music among advertisers is, most principally, a testament to her incredible talent as an artist.’

The data also revealed that pop music is the genre of choice for brands, with pop tunes accounting for nearly a quarter (24.2 percent) of music used in ads.

This news comes as a 45-strong UK music delegation – led by the BPI, the Music Publishers Association (MPA) and UK Trade & Investment – prepares to embark on its annual trade mission to the US entertainment capital, Hollywood, to meet with TV and film studios and advertising agencies.

Visit the BPI website for more information.