Sync placement, when music is featured in film, advertisements, television or other digital media, offers music performers new opportunities to have their music heard. It also poses a potential new revenue stream, though it is complex and often filled with friction around licensing. So, artists and composers have instead turned to simpler solutions centered around stock and royalty fees, thus leaving lost opportunity and revenue on the table.
Enter Chordal, a collaborative rights platform that co-founders Jerry Yeh and Grayson Sanders (with Fernando Piccolo, Tilo Dell’Oro Maini, John Lin and Jason Alexander) recently launched to transform global sync. Embracing a new approach to rights management, the creative platform is the first of its kind to foster collaboration, improve transparency and reduce friction for buyers. As labels, publishers, artists and managers connect through the copyrights they share, the next generation of content creators is moving closer to music.
For the music industry overall, Chordal is building an ecosystem in which content and game makers, from enterprise to independent, can license music directly from artists, labels and publishers. All this, with the speed and simplicity that they’ve come to know with other, simpler music solutions.
“Jerry and I sort of felt like this is a massive, under-explored opportunity for artists to be able to position themselves better to be found by the people working on content,” says Sanders.
Yeh adds, “Especially with the explosion of content production. All these streamers, all this huge demand for original music, now more than ever, we found it increasingly more important for music buyers or music supervisors in that space to be connected with rights holders to get the music they need.”
One roadblock, according to the co-founders, is a pipeline issue. Eliminating administrative overhead clouding the creative process is one goal for the platform, as is inspiring access to real artists and songwriters, which traditionally has also proved to be a challenge.
Sanders and Yeh are building a novel discovery experience alongside a rights management system that can sort through what Sanders calls “the great mess that is music rights in 2022.” In the absence of a dependable source of truth to rely on for rights and files, the Chordal team quickly realized how complicated the music rights space is on a global scale. However, they have discovered that players in the space shame most of the same pain points, no matter which system they might choose for managing standards and practices around file management and rights, which can also vary by territory.
Yeh says, “We’re in a good position because music synchronization is a spot in the music business where everyone is incentivized to provide high quality data, and so we’re leaning on that discovery process to help lubricate the quality of rights conversation, because through those transactions, the rights continue to get updated.”
One unique aspect of the platform is that instead of each company uploading a catalog to manage in a silo, rights holders who share copyrights are connected together by their music rights on a track-by-track basis. Music users can connect with them there at any time, and members of the music industry can find and connect with each other on clearances and creative collaboration in real time. Anyone in the entertainment and content industry can also reach relevant stakeholders and gain access to label approved masters for download as needed.
Chordal is described by its co-founders as a creative social network with rights management at its core. Add in automated licensing tools and an AI-powered quoting engine that offer a full stack sync play, built to scale with focus on the future of content creation. Early partnerships include Empire and Believe as well as Mad Decent and Mass Appeal.
"We all want our jobs to be more creative, but the complexity of our growing industry continues to demand our attention away from that goal,” says Heather Boyd, head of sync at Believe, North America. “Chordal streamlines the way we work with both our artist and music supervisor clients letting collaborative creativity be the focus for us all. As it should be.”
Sanders envisions a future in which global sync stack is built on supercharged relationships, which will require that sync be as efficient and transparent as the rest of the artist release ecosystem. Focused on forging strong partnerships to expand into new, untapped media markets around the world, he says that Chordal is also planning to take on the metaverse.
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November 01, 2022 at 12:15AM
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As Chordal Streamlines Global Sync, Artist Opportunities Grow - Forbes
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