ABSTRACT
This chapter explores the ways in which music can make money, apart from its two main streams of a record release and live performance and the royalty collections associated with those two streams. Synchronisation within the music industry includes the use of music with movies, television shows, television advertising, electronic games and apps. All media that use pre-recorded music have at some time shown clear effects on sales of records and therefore on artist profile. A large publishing company with hundreds of thousands of copyrights is likely to have enough business to keep a sync officer busy with negotiations and licences. Sync and sponsorship are not, however, entirely parasitic on existing success. They do make culture, in their respective recorded and live domains. Sync use in advertising doesn't work by trying to make viewers think that because, for example, they like Peter, Bjorn and John; therefore they may like the Homebase products advertised using their tune Young Folks.
