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Simplifying the challenges of sync
licensing in the digital age - Ed
Averdieck, CEO and Co-founder of
CueSongs
23 May 2012iabuk.net/contact
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Sound Investment II Presentation 23.05.12
Simplifying The Challenges
of Sync Licensing in the
Digital Age
Ed Averdieck – Co founder
& CEO CueSongs
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Assumption 1: Froms ads to content
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The evolution of video formats
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Assumption 2: The future of content...is more for
less
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Assumption 3: Engagement is still proportional to
content qualityC
on
ten
t Q
ua
lity
Engagement
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“Lick the lollypop of mediocrity and you’ll suck for
ever”
Brian Wilson
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Licensing music can be a real hassle!
Familiar moans
“Figures quoted sometimes seemexcessive and just arbitrary”
“The publishers are not geared to smaller users – they don’t have the
resources to deal with them”
“I don’t know who to speak to - they don’t know me – and I feel they must get
millions of requests!
“A positive outcome uncertain – is it worth being legal?”
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Why CueSongs?
“The old world of music licensing is
still the exclusive province of the
few. It is too expensive for most,
rarely available online and can be
painfully slow and complicated.”
Peter Gabriel
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Assumption 4: Clients would pay more to license
iconic music if it was easier to do
Vo
lum
e o
f ca
mp
aig
ns
Production Budget for Music
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Assumption 4: Clients would pay more to license
iconic music if it was easier to do
Vo
lum
e o
f ca
mp
aig
ns
Production Budget for Music
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Existing model for sync licensing
“Business Class” “Economy”
“Business Class”
Film, Broadcast, Traditional Adds
budgets between £10k and £1million
“Economy”
Music Libraries
Anonymous artists
Mostly less than £200 per transaction
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Space for “Premium Economy”?
“Premium
Economy”
“Premium Economy”
Pre-cleared known repertoire from
known artists for online usage.
Between £100 - £5k per
transaction
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The Industry needs new solutions
for a new landscape
• A “one stop shop” service
• Immersive Music Search and licensing system
• “Technology when you want it, people when you don’t”