{"id":1992210,"date":"2025-09-02T04:55:45","date_gmt":"2025-09-02T04:55:45","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=1992210"},"modified":"2025-09-02T04:55:45","modified_gmt":"2025-09-02T04:55:45","slug":"anne-booty-on-the-latest-sync-licensing-trends-in-music-film-and-advertising","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/anne-booty-on-the-latest-sync-licensing-trends-in-music-film-and-advertising\/","title":{"rendered":"Anne Booty on the Latest Sync Licensing Trends in Music, Film and Advertising |"},"content":{"rendered":"

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As <\/span>Bigsound<\/a> 2025 kicks off in Brisbane today<\/b>, one of the hottest topics for artists and industry alike is how to land placements in film, TV, and brand campaigns. To dive into what\u2019s trending in sync right now, <\/span>London-based music supervisor Anne Booty<\/b> shares her perspective from two decades in the industry. With experience spanning both sides of the business \u2014 from performing as an artist to supervising music for global brands like Adidas, Nike, and Jaguar, as well as films including Yorgos Lanthimos\u2019 <\/span>Poor Things<\/span><\/i>, <\/span>Kinds of Kindness<\/span><\/i>, and the upcoming <\/span>Bugonia<\/span><\/i> \u2014 Booty offers a rare insider view. In this guest editorial for AAA Backstage, she unpacks why heritage tracks are still in demand, how upcoming artists can break through, and what genres are lighting up sync in 2025.<\/span><\/p>\n

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READ MORE: Bigsound 2025: Jonathan Heeter Shares How Artists and Labels Can Break Into the China Music Market<\/a><\/strong><\/p>\n

Well hey there peeps! How\u2019s it going? I\u2019ve been tasked to put together a little thought piece about what\u2019s trending in sync land right now so here goes\u2026\u00a0<\/span><\/i><\/p>\n

2024 saw a lot of love for heritage artists in the brand world. Certainly in the UK; I\u2019m talking licensing the big tunes from the 70s through to the 90s, and in 2025 there\u2019s been a sway toward the noughties! The noughties! So close yet so far away!<\/span><\/i><\/p>\n

But fear not, oh Modern Artiste. As artists making music today this trend might feel a little isolating. Bear in mind decisions are often made on budget, so if a brand can\u2019t stretch to the sizeable figures required for a big recognisable tune, they\u2019ll often look to music that feels reminiscent of it, regardless of when it was released and that\u2019s where the upcoming artist steps in. Also lyrics. If you\u2019re hitting the right sentiment \u2013 themes like togetherness, looking out for each other, pushing yourself, doing your best \u2013 stuff like this never really falls out of fashion.\u00a0<\/span><\/i><\/p>\n

This year has actually seen a lot of love for independent and upcoming artists. We\u2019ve had rock and psych syncs through to pop and ambient to give a couple of examples. Hip hop is always on trend, but can be difficult to license if filled with uncleared samples and \/ or again too expensive if it\u2019s a big tune. So again there\u2019s a space here for beat makers and rappers who make wholly original tunes.\u00a0<\/span><\/i><\/p>\n

Female empowerment has been on trend for a while now. We find the lyrical sentiment usually aligns with a tune that is upbeat, catchy, generally poppy in texture.\u00a0<\/span><\/i><\/p>\n

So a lot of the above is with brand\/commercials in mind, but if you\u2019re interested at what\u2019s hot in film and TV, then I\u2019d say compared to the \u2018invite only\u2019 world of commercials, film and telly is a big old party and everyone\u2019s invited. By its nature it accommodates more styles and genres because it\u2019s story (and often budgetary) led. I always think fondly of the time we licensed a couple of tunes from an unknown South African punk band for an independent film. Unlikely their stuff would\u2019ve landed as well for a brand because they were full of swears and the recording was super lo-fi (still awesome), but an indie trying to land the perfect soundtrack for their character on a budget\u2026 well, it was the perfect fit.\u00a0\u00a0<\/span><\/i><\/p>\n

Here\u2019s a bunch of interesting syncs that have had love in 2025:<\/span><\/i><\/p>\n

PUMA<\/i><\/b>. <\/span><\/i>GO WILD.<\/i><\/b><\/a>\u00a0<\/i><\/b><\/p>\n

Amazing use of this track. Strong and funny lyrics, not suitable for every advert in the world, but flipping it to be about a runner\u2019s high not a stoner\u2019s one is brilliant.\u00a0<\/span><\/i><\/p>\n

BUGONIA film<\/i><\/b> trailer<\/i><\/b><\/a><\/p>\n

First half of the trailer is from the film score, but in the second half we get a tasty slice of 90s. Great sync, sets the scene well.\u00a0<\/span><\/i><\/p>\n

WALMART<\/i><\/b>\u00a0<\/span><\/i><\/a><\/p>\n

Great re-interpretation of The Who. Again, leaning into familiarity but also lyrically it works really well.\u00a0<\/span><\/i><\/p>\n

Here\u2019s some examples of independent artist or less know artist syncs too.<\/span><\/i><\/p>\n<\/p><\/div>\n