synch licensing

The Rights, a synch licensing clearance platform, launched publicly on Tuesday (April 16) following a beta test period that involved participation from two major music companies, Kobalt Music Group and Believe. Founded by a team of synch and licensing veterans with funding from a motley cast of investors, executives and entrepreneurs, the company is trying to build a better mousetrap that simplifies a time-consuming process and, possibly, reduces the threat from emerging technology.
Created in partnership with Dequency, a blockchain-based synch licensing company, The Rights purports to be a useful tool to handle the increasingly high volume of synch licensing requests from small productions like limited-release films, podcasts, content creation and concert footage. The goal is to make the process easier at scale by allowing a track with multiple rights holders to be cleared in a single transaction.

“We can match the agility of production music libraries and one-stop catalogs, yet offer the pricing flexibility, consent rights and customized terms required to maintain the premium value of commercial music,” said Tres Williams, founder/CEO of The Rights, in a statement.  

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Williams is a former executive vp of business affairs at iHeartMedia who had similar duties at Thumbplay, a subscription music streaming service acquired by Clear Channel — later renamed iHeartMedia — in 2011. Williams is joined at The Rights by president Keatly Haldeman, who is founder/CEO of Dequency as well as co-founder/CEO of Riptide Music Group; and chief business officer Scott Marshall, another former executive at both iHeartMedia and Thumbplay.  

The Rights has raised $7.5 million to date from the likes of film and TV production company Spyglass Media Group; Endeavor Entertainment; venture capital firm Borderless Capital; blockchain developer Algorand; Grit Capital Partners; iHeartMedia chairman/CEO Bob Pittman; and Elon Musk’s siblings: entrepreneur Kimbal Musk and Tosca Musk, the latter a filmmaker and co-founder of video streaming platform Passionflix.   

Despite an explosion in opportunities for placement in streaming content, synch license revenue has grown at a slower rate than subscription streaming royalties. The global synch license market, as measured by the IFPI, grew 4.7% to $632 million in 2023 — a figure that covers recorded music only, not music publishing, and excludes production music libraries. That’s less than half the 11.2% growth in subscription revenue. In the United States, synch revenue grew 7.4% to $411 million last year, according to the RIAA, well behind the 10.6% growth in subscription revenue.  

Now, synch licensing faces a threat from the sudden rise of artificial intelligence-created music. The Rights warns that AI-created music could grow into a multi-billion-dollar business in less than a decade, “siphoning revenue away from the artists and writers of the world’s most-desired songs,” it said in a press release. While technology has transformed everything from music distribution to marketing, the process of clearing synch licenses remains “untouched by tech efficiencies,” Haldeman said in a statement. “Our goal is to create infrastructure for the industry to make the clearance process smooth for both rights holders and licensees.”