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Nathan Duvall<\/span><\/a> is a British music talent, tech entrepreneur and artist advocate, who is one-third of Disciples. The production trio had a hit with On My Mind, as well as collaborating with Calvin Harris, Little Mix and David Guetta.<\/span><\/p>\n Duvall\u2019s latest project is <\/span>SyncIt<\/span><\/a>, an AI-powered platform that simplifies music discovery and licensing for electronic music. Here, the songwriter and SyncIt founder & CEO opens up about the ambitions for the start-up\u2026<\/span><\/p>\n How useful is it for the company that you have a background as a successful songwriter? What lessons do you bring to it?\u00a0<\/strong><\/p>\n \u201cIt\u2019s been everything. Coming from the artist side, I understand how difficult it is to get our music into the right hands and how disconnected the sync world can feel for creators. I\u2019ve been fortunate enough to build SyncIt from an artist\u2019s perspective outward. We\u2019re solving problems I\u2019ve experienced first-hand. Getting our music discovered and receiving fair compensation is our primary mission. At the same time, my experience working with brands and major labels taught me how they think commercially.\u201d<\/span><\/p>\n Why is the focus on electronic music, what makes that genre so impactful for sync? Do you plan to branch out into other areas?\u00a0<\/strong><\/p>\n \u201c<\/span>Electronic music<\/span><\/a> is one of the most sync-ready genres globally. It\u2019s emotive, versatile, and instantly connects with visual media, specifically gaming, fashion, sport and automotive, which are the four top industries. It also travels globally without relying heavily on language, so I believe this gives us a unique advantage for international campaigns.<\/span><\/p>\n \u201cIt’s also beneficial that it\u2019s the culture we know best, and where we can add the most value initially. As our AI tagging and search tools evolve, we\u2019ll open up to other genres, especially those that link to youth culture, lifestyle and entertainment. Our starting point is about the depth of what we already know.\u201d<\/span><\/p>\n How does the AI element of SyncIt work \u2013 what benefits does it bring?<\/strong><\/p>\n \u201cAI sits under the hood, but it\u2019s not making the music; it\u2019s making the discovery smarter. When a brand or music supervisor searches within SyncIt, they can describe what they need in natural language, for example – \u2018a euphoric, festival-energy house track that builds like a sunrise that feels relevant to a young audience from Mexico\u2019. The platform instantly surfaces tracks that match the emotion, energy and tempo of that request.<\/span><\/p>\n \u201cOur proprietary system analyses musical, emotional and contextual data points across thousands of tracks, beats, energy curves, key changes, mood and lyrical sentiment. It can also learn what works for different types of visual media and provide suggestions. Our goal is to provide speed and precision for the people choosing music, and to offer far more opportunities for the artists uploading it.\u201d\u00a0<\/span><\/p>\n
<\/p>\n Coming from the artist side, I understand how difficult it is to get our music into the right hands and how disconnected the sync world can feel for creators<\/p>\n
<\/p>\n Nathan Duvall<\/p>\n
\n<\/p><\/blockquote>\n How are your industry partnerships developing? What’s the industry reaction been?<\/strong><\/p>\n