Sync Licensing is Still A Good Strategy, But For How Long?

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[@MarkHimley]

Also the whole identity aspect.. that resonates so deeply. We need to zoom out. For most of my life I had major tunnel vision and saw myself as a guitarist. I then realized what I really loved was just making music, and the guitar was just the medium of doing so. Recently I’ve started to realize my sort of tunnel vision identity as a composer is slightly wrong too, I just love creating things and being creative, music is just one medium of that. Identity shifts, perspective shifts, etc - all super helpful and can bring so much peace and clarity

[@JulianHartwellMusic]

Exactly 💯 We all get so attached to the phases of playing certain characters in our lives when the real reward is the journey itself..the shifts, changes and growth that happens by following our own evolution and trusting wherever the path takes us next.. 🌊

[@AlexaDigitalMedia]

I agree. I've only recently come to this same conclusion after expanding into video and the results I've seen with that. I still get to compose music without having to fit into popular library genres or waiting for the music to be plucked out of the ocean of music that already exists. The amount that will soon become available as AI grows will be exponentially larger than it is. People will be able to compose solid music with little to no music skills since AI will have the music theory covered. I think it's time for me to explore the video creation further and see what opportunities can come from there. And at the same time harness AI to accelerate both music and video creation. The marriage of the two seems right in my case.

[@HansYork]

Thanks for being there for all of us Jesse. I really appreciate your honesty and guidance into uncertain times. Looking very much forward to seeing you soon in L.A.👏🎶🙏🏻

[@soundsfortoday3623]

Thank you for doing your best to keep everyone informed and encouraged.

[@JulianHartwellMusic]

Thanks for your thoughts and honesty on this Jesse. Anytime we’re on a precipice of a major technological paradigm shift there’s two ways to react: recoil and run in fear or stay curious and keep the attitude that you’ll be able to adapt. I’m starting to come around to the latter view on all this. Change is inevitable here, it’s all about staying flexible and seeing the opportunity even in the unknown. 🙏🏻🎯

[@lauraprincipato8079]

I won’t be threatened by AI. I’m a singer and songwriter, and will continue doing this.

[@MarkHimley]

Thought experiments like this are SO helpful and revealing. I did the same thing a few years ago which caused me to rethink my path. “If I couldn’t make money from music, would I still be making the music I am right now?” The answer was no, and I majorly course corrected and focused on making music that I actually loved making. Other very helpful thought experiments that have been extremely helpful are thoughts like: “what would this look like if it were easy?”, “if I had to get this done in half the time, how would I do it? In 1/4 the time? 1/10 the time?”, “if success was inevitable, what would I pursue?” And many others like that. Thanks for the thought provoking content!

[@Hector777Hector]

Thanks Jesse for your valuable input. 🎹👍🔥

[@wickedmelodiesent.2051]

Thank you so much for nonstop info Jesse 🙏 💯

[@watson_parker]

Any time a new technology is introduced into your field, it’s important to learn how to use it to your advantage. I’m sure AI will bring many great plug ins and other tools to create music. I think AI will change a lot of the way we make music, but ultimately humans will always play a role. The early adopters usually stand to benefit the most.

[@ddesongs]

Here's my outlook on all this. Genuine heartfelt music from the soul is going to be all the more valuable. Ai doesn't have the capacity to truly reflect or change its mind based on its experiences. It can only do what it's PROGRAMED to do. Maybe it can learn even, but there is one thing human beings have that AI cannot replace: DESIRE. Machines don't care if something loves them or not....don't have a food preference...etc unless it's been programmed into them. The rich tapestry of human emotion and experience is something that I doubt AI will ever be able to replace. At least not in my lifetime. Maybe we are headed for a strange future where they somehow are able to Crack that code . And maybe at that time Human beings can be replaced with a higher evolved AI species that is able to better mitigate its emotions and intellect. Until that time I don't feel threatened by an algorithm playing some prefabricated music, and I will enjoy the joy that comes with creating music from the heart...although it is really a bummer that many musicians will likely lose some work...that is a shame.

[@boostakid]

since your switch to AI content i fnd that i click on your videos with a bit of fear but always ends with a feeling of appreciation for you and your content man. It definitely does feel like an identity crisis for me and I cant imagine how much of a shift this is for you especially when you have based your lifes work to this stuff. Thank you for sharing with us.

[@SyncMyMusic]

That's great to know! Thanks for sharing your experience!

[@terrycrowder26]

Oh I wasn’t going to give up anyway. Your course alone when I was a member taught me so much and I refuse to let it go to waste.

[@brandonallen5566]

Jesse, really appreciate you man. You have been a pivotal role model for me in a lot of ways and I think for many other producers and musicians as well. I am nervous about A.I. I am trying to be hopeful, but I think we are in the very beginnings of probably the biggest technological evolution we have ever experienced as humans, and given that, I think it's very natural to be concerned about it for reasons that also apply well outside the sync world, and music generally. Your approach to being open, honest, and realistic is exactly what we need. I'm glad that you are sort of guiding us all in this new direction that needs our attention. Like you said, even if there comes a point where there is no need for synced music from humans, we will all still be doing it because it's what we love to do!

[@SyncMyMusic]

Thanks so much Brandon - yes this is difficult stuff, but I'm glad you're here to join me on the journey!

[@ricardoferraro3883]

Excellent !! I think the same way. Thank ❤

[@jrubymusic]

Really appreciate your information on all these AI topics! I am graduating next week with a music degree and have had my intentions set on pursuing a career in sync licensing. It is still my focus, but I am adjusting my niche for sure. I have always been really into hip hop production, and have written many tracks that combine that style with orchestral elements. I do feel that hip hop/beats will be one of the easier genres to replace with AI. I am now shifting my focus to small ensemble string productions, with the goal of working with live musicians. This style still fits TV/film, but in my opinion is less replaceable with the new technologies emerging. I feel that its all about learning the new tools this tech provides and adjusting our skillsets to focus on what we as humans do best. Looking forward to more content on AI as it relates to this industry!

[@fabiocorreagomes]

When I think about music for TV, Series & Games, I remember names like Hans Zimmer, Yuzo Koshiro, Ludwig Goransson, etc. They've composed songs for iconic shows and video games. When I listen to their music, it automatically makes me remember the Batman trilogy (Hans Zimmer), games like Streets of Rage (Yuzo Koshiro) or even The Mandalorian theme (Ludwig Goransson). I doubt AI will produce stuff like that. Maybe, randomly it can make it. But in general, it must have a human element in order to craft it. And produce the proper emotion in people in order to be enjoyable. Even if it makes something good, in my opinion, it will be something soulless. I wouldn't spend time listening to it on youtube, for example. Maybe the industry can produce AI music for this kind of media as something completely secondary. But about the iconic soundtrack... I don't think they can make it easily... (I hope LOL)

[@LesPaul2006]

I have a full 10 song blues rock album for trailers and Western stuff and I'm very soon signing up on Sync Edge because he wants to be heard. My plans have not changed.

[@1hotday1]

AI may make music, but like you said, we make music, too. The difference is that we have to create. Why? Don't know. Maybe music is a connection with other humans? Maybe it's the story telling that music gives us. It really is a human thing. Not saying AI can't participate, just saying it was a human art form. The piano roll of Jelly Roll Morton is cool, but seeing the real thing would probably be cooler. What I'm trying to say is, real people playing real instruments for recording or performance is what touches the soul. Peace

[@markrobertjustin]

I do appreciate the positive view of the inevitable change that has started, that WILL effect the music business. 2 good points 1. what is my identity wrapped up in ? 2. how do collaborate(work with others ) and create value ? THIS IS THE KEY ISSUE ... as Same Cooke said many years ago , a Change is Gonna Come . how do we prepare internally and externally ?

[@p.o.p.presents]

I've been consistently connected making music for 20 years. Every technological advance has been a positive in my life. In 2003 I had a 4 track and was introduced to DAW. Sony Acid 3.0 blew my mind. My producer mentor ran his whole studio from a computer with Cubase and Triton keyboard in 03. Then in 08 that same producer introduced me to Reason 4. I still use it and I'm on Reason 10. Then I saw producer starting to sell beats online which really changed my life. Then in 2018 I find Landr which uses A.I to master my tracks. Now we are here. My point is that every time new technology came more opportunities are opened up for me. Let's not ever be the Blockbuster when we see a Netflix coming. We all know how that ended. I appreciate you being proactive so that we don't have to be reactive.

[@stalktheowls]

I am grateful you are discussing this topic, and giving us your honest insight on the subject matter. I took a serious interest in sync licensing only a few months ago, as an option of many other possible options, to make music for a living. Hopefully, there is still time for me to put my energy into making music for production music libraries. And from what you have mentioned, it seems it is still a viable option.

[@SyncMyMusic]

Yes, we haven't been disrupted yet. I'll let you all know when I feel the time has come to find other outlets for your music 👍

[@jwp2460]

I honestly don't know where I land on the whole "is AI going to be good or bad for Sync Licensing" question. I do think that it will be disruptive to many creative industries including visual artists, music composers/producers, journalists, software developers, engineers, doctors and medical specialists, ... Basically anything that requires human creativity and problem solving could potentially be threatened by the right kind of AI application to solving the very same problem. So we're not alone in feeling this way. However, I still come back to the following key things that give me hope: 1. There will be no shortage of content that needs customized music 2. the people who need this music don't have the time nor desire to manage all of details necessary to come up with the music that fits their needs, even if AI does the job for them (one library that I work with even told me that his TV-production company clients "loathe" even searching for the right music for their shows) 3. Even if all of this makes us composers obsolete (which I don't think it will) ... I can still play my guitar, go out and find gigs to play live in my hometown. The older I get, the more I see it ... there will always be a demand for people to see live musicians making music.

[@crystalclearmedia3554]

AI will definitely have an impact on the industry as well as the content creators at large. It's new and innovative. Everyone will want to sample the latest "Ice Cream" to aqueous themselves. However, I strongly know that the Sync licensing industry has not done enough to protect or incentivize the content creators to sustain what will eventually become a thing of the past. Very similar to the limousine and taxi service industry being removed by "Uber and Lyft ride-sharing service.

[@AlexaDigitalMedia]

The last few years have been frustrating. I've been trying to figure out where I want to go with composition and licensing as I get close to retiring from a full time job. Without the involvement of AI, licensing has become harder and harder over the years. With the arrival of AI as a potential threat to the industry, sure I can leverage the tools to my benefit, but in the last few days I've started to veer away from licensing as a main focus. Humans will always make music, but I think AI will eventually take over the lower tier of the production music market. If libraries are able to maintain relevance, there will be an incredible amount of competition for music library composers after that happens. I know I'm going to be very limited in that market as an individual, meaning I think it's best for me to focus on other creative endeavors that incorporate music as part of a service.

[@MountainSideProductionz]

I posted this on one of your older videos but figured I’d ask on a newer one also. Should I register my music for copyright before submitting it for sync?

[@SyncMyMusic]

Welcome to the channel! And no, with Libraries they will usually handle registering your tracks with the Copyright office and the PROs.

[@djcontour]

I always appreciate your insight. Given how new it is, I think AI will end up being a valuable tool for this industry. As someone that uses your service, I’ve realized that it’s time to double down and make my first relationships with libraries. Have you posted any videos about how AI can be useful in regards to making music for libraries? Or is it still too early to tell?

[@SyncMyMusic]

We're going to get into specific tools that can be helpful in the coming weeks - stay tuned!

[@djcontour]

@@SyncMyMusic great to hear! As always, thanks for everything you do!

[@MartyZylstra]

I asked my very close friend who is an editor for a major studio and specifically makes trailers and uses trailer music this question: “Do you think as an editor AI will take over from humans in content creation or is it just another tool to make yours and my job easier?” His reply: “Just a tool. It won’t take over. Even if it did, then people would just start paying a premium for ‘handmade’ digital content. The key is that it’s extrapolating from past visuals or audio and using that to decide what to create. With that, you just get derivative content. Just like in music (I assume), what can really hit is a completely new artistic approach. It’s the only way to break through the noise of how much content is created each year……none of the professionals I know are giving it a second thought. It might help a bit with administrative tasks, but that’s all it’ll get used for in VFX” Food for thought

[@SyncMyMusic]

Thanks for sharing!

[@MartyZylstra]

@@SyncMyMusic np. my takeaway from him - editors aren't savvy enough to want to type in something into an AI form to create an underscore. they'd rather just get the files and edit - editing is hard enough.

[@Ahmad-Mounir44]

Jesse, do you know anything about sync licensing will abandon the PRO system in the future and music will be bought for a one time fee? Not sure if it's rumor but there were composers in a reputed musical forum have seen few libraries who don't want composers to be members of any PRO. So, the end result is buyouts instead of licensing. Is this true?

[@SyncMyMusic]

Haven't heard anything about that. I think it's far too soon to make a prediction on something like that.

[@sergeysuokas]

A little bit of science fiction. In a global perspective, the entire digital environment and digital content will be capable of self-organization and self-reproduction. AI will be the god of the digital world, so those who rely entirely on it should gradually get out of it. However, it is possible to adapt to this probability. As an option, you can participate in the development of AI technologies as a producer-corrector or a prompt-creator. Many technical nuances and painstaking work will be automated, only the final control and correction of media content through communication with the AI will remain for a human. Production speed will increase and several albums can be recorded per day, so that each producer will have his own universe and library. Local oversaturation will play to some's advantage at first, but all will eventually lead to tracks being made by AI on the fly in sync with video content. When this technology is tried and approved, with music generated online there will be no need for any pre-written tracks.

[@KIJAI]

What about artist? do you think AI will disrupt anything for us anytime soon?

[@SyncMyMusic]

Certainly, but I don't think there's a huge risk of AI "artists" replacing human ones. We still want to connect human to human via our artwork.

[@dafingaz]

😳

[@BobGardnerful]

Another reason to stick with sync music is that, since AI will likely disrupt every industry everywhere, there is no safe place to run to.

[@daalfemc]

I think live music will be valuable

[@VittorioIannucci]

How high do you think the chance Is that the change is unstoppable and the revolution inevitable? As i was speaking the subject with my father he then told me a very good "boomer" thing (lol) that surprised me. In the '70 the general perception was that soon humanity would have done incredibile things in space after the moon mission and that the world would have inevitably changed profoundly in a matter of a decade or two. People were following the whole space discoveries as emotionally (maybe even more) as we are following the AI news. Now we know that kind of space revolution still need a very long time. I too am concerned about the potential AI revolution, but i wonder still It It could never happen in the near/far future, really turning out as a NFT 2.0 thing for next decades.

[@royaltyfreemusiccollective8662]

The only inevitability is change. It may be slower or faster or more or less profound than we think but it has happened through history and will happen again. Otherwise we'd still be sat it caves banging sticks together. I think it will creep in slowly. I remember when the internet revolution started and I was selling computers fitted with modems that nobody knew what they were for or what the internet could be used for. Fast forward 25yrs and that chain of stores closed a few years ago because they couldn't compete with online IT sellers and we use the internet for pretty much everything. It happened very gradually though and I think it will be the same with AI.

[@SyncMyMusic]

A great point! My initial opinion is that the reason NFT's didn't take off is because the tech wasn't readily usable or necessary for most people. But ChatGPT is already being used by millions of people and is already providing REAL value. I don't think is overhype - AI is a real tech revolution that is just starting to impact us all.

[@wakingpatriots3247]

I’m still skeptical. The snowball has gotten too big already. I do think it’s too early to throw in the towel, and if we all throw in the towel, that will just make it easier for AI to swoop in and take over. As always, when it comes to this subject, the only thing we can offer which AI will never be able to, is our spirit. We have to learn how to bring that out in a way that AI cannot replicate.