I've been working in the sync licensing world for over 20 years, both as a songwriter and composer licensing my own music, and as an educator helping musicians navigate the industry through my original platform, How To License Your Music, and more recently, The Sync Lab.

Over the years, I've worked with thousands of musicians and had the opportunity to interview some of the most knowledgeable composers, music supervisors, publishers, and industry professionals in the business through The Sync Lab podcast.

One thing I've learned is that some of the most valuable sync licensing lessons don't come from courses, conferences, or even industry insiders.
They come from studying the placements themselves.

That's why I've launched a new video series called Behind The Sync.

In each episode, I'll break down a famous placement, commercial, film, TV scene, or advertising campaign and explore why the music worked so well and what musicians, composers, and producers can learn from it.

For the first episode, I'm taking a look at Apple's iconic iPod silhouette campaign.

At first glance, it seems incredibly simple. A few silhouettes dancing, a colorful background, a white iPod, and a great song.

But behind that simplicity are some powerful lessons about emotion, storytelling, branding, and what music supervisors are really looking for when selecting music.

If you're interested in sync licensing, music supervision, advertising, or the business of music, I think you'll enjoy this one.

Behind The Sync, Episode #1

Several years ago, Greg Tan became a client of mine.

At the time, he was like many musicians I hear from today. He was passionate about music, interested in sync licensing, and trying to figure out how the industry actually worked. Like most people getting started, he had plenty of questions and was looking for a roadmap.

While some musicians spend their time searching for shortcuts, Greg focused on improving his craft, building his catalog, expanding his network, and learning how the business really works. Year after year, he kept showing up.
Eventually, those efforts started to compound.

Today, Greg’s music and sound design have been featured in projects including Fast & Furious 9, Sing 2, Sonic the Hedgehog 2, World of Warcraft: Dragonflight, Star Wars: Andor, Jurassic World: Dominion, Netflix’s Our Great National Parks, and many other major productions.

What I appreciate about Greg’s story is that it wasn’t built on some overnight success story or lucky break. It was built the same way most successful sync careers are built: through consistent effort, continuous learning, relationship building, and a willingness to keep moving forward long after many people would have given up.

Recently, I invited Greg to join me on The Sync Lab Podcast to share his journey and some of the lessons he’s learned along the way.

During our conversation, we discuss:
• How Greg first discovered sync licensing and found one of my programs
• The resources and industry knowledge that helped him understand publishers, music supervisors, PROs, libraries, and the sync licensing business
• Why LinkedIn has become one of the most valuable networking tools available to composers
• The importance of building genuine relationships within the industry
• Greg’s journey from beginner to landing placements in major film, television, trailer, and gaming projects
• Why most successful sync careers take years to build, not months
• The realities of rejection, patience, and staying committed when results don’t come immediately
• Building a catalog over time and how those efforts can compound
• The differences between writing for television and writing for movie trailers
• What makes trailer music such a unique and competitive field
• Why production quality is critical for composers who want to compete at a high level
• Royalties, catalog growth, and creating long-term income streams
• The changing landscape of sync licensing and where opportunities exist today
• AI, emerging technology, and how composers can adapt to the future
• Practical advice for composers who want to build a sustainable career in sync licensing

One thing that really stood out to me during our conversation was Greg’s honesty about the timeline.

It took time.

Not because he wasn’t talented. Not because he wasn’t working hard. Simply because building a successful sync licensing career takes time. Skills take time to develop. Relationships take time to build. Catalogs take time to grow. Reputations take time to earn.

That’s not always the message people want to hear, but it’s often the truth.
Greg is a great example of what can happen when you stay committed long enough for your efforts to compound.

I think you’ll enjoy this conversation.

Listen to the Episode:
https://open.spotify.com/episode/7m5AvVqvpVF2KqQqpiHyY9?si=27f7b5597a7e4415