Music Synchronization in Advertising: Some of our placements
For almost 20 years, Alter K has placed independent music inside some of the world’s biggest advertising campaigns. As a music publisher -and, for many artists in our catalog, their label too- our Sync team sits at the exact point where a brand’s creative brief meets an artist’s catalog: identifying the perfect track, clearing whichever rights the deal calls for (publishing, master, or both), and doing the daily work – scouting, signing, developping, A&Ring, producing, tagging, promoting, pitching, « building releationships with clients (agencies, brands, music supervisors, directors…). We proactively pitch music to the right ears so it’s already on their radar before a brief even drops.
Sync is a niche but resilient corner of the music business. IFPI’s Global Music Report puts global sync licensing revenue at $650 million in 2024 – about 2.2% of total recorded-music income – with the latest report showing that figure easing back slightly in 2025. For brands, that scarcity is part of the appeal: the perfect artist song, perfectly synched, delivers an emotional weight that a stock track can never match.
Here are five recent sync placements showcasing how we match our catalog with major brands, along with a breakdown of what made each collaboration successful.
Michelin x The Chemical Brothers “Galvanize”
Since 2021, Alter K has driven the A&R and licensing of Michelin’s flagship international TV campaign, turning The Chemical Brothers’ « Galvanize » into the brand’s lasting sonic signature. Crafted by BETC, one of the most prestigious ad agencies in the world, this breathtaking commercial marks the very first synchronization ever granted for this iconic hit. Alter K manages for France the publishing of the original Najate Aâtabou sample that runs through the record.
Yves Saint Laurent x Scratch Massive “Closer”
As the label behind Scratch Massive’s incredible 2011 release « Closer » , Alter K continuously breathes life into this timeless electronic gem. When the opportunity arose for a digital campaign with the legendary fashion house Yves Saint Laurent, we drove the negotiation to secure this perfect match. The track’s cold atmosphere and rhythmic tension seamlessly complement the brand’s stripped-back, high-contrast visual language. Controlling the master allowed us to clear this high-profile sync swiftly and directly.
Renault × Apashe – « Majesty » ft. Wasiu
Apashe’s globally hyped, neoclassical sound brings a premium, cinematic edge that instantly sets brands apart. When Renault sought out his track « Majesty » for their Duster relaunch in India, Alter K’s Sync team navigated the licensing day by day, successfully clearing the rights for a genuinely large-scale international campaign. The producer’s instantly recognizable identity gave the brand a striking departure from typical automotive advertising. Because Alter K controlled both the master and publishing, this one-stop deal kept a potentially complex timeline incredibly simple.
NIKE × FANGA – « Crache la Douleur » ft. Tony Allen
When Wieden+Kennedy sought the definitive sound for Nike’s global AFCON 2025 campaign starring Jay-Jay Okocha, it required more than just a track—it required a perfect match. Alter K pitched « Crache la Douleur » by Fanga, featuring the late Afrobeat legend Tony Allen. His mythical, complex drumming style naturally dictated the spot’s bounces and dynamic edit points. Securing this once-in-a-lifetime pairing showcased the depth of our international catalog. Furthermore, managing this as a one-stop deal meant we could clear both master and publishing with athletic speed, keeping pace with the demands of a major sporting event.
Samsung x Tracy De Sa “Big Shot”
Sometimes, the perfect sync requires trusting your gut and championing an undiscovered gem. When Samsung launched the Galaxy S21 in 2021, the brief called for an explosive, highly effective pop track to drive a fast-paced, modern film. Instead of playing it safe, we pitched « Big Shot » by Tracy De Sa—a young, emerging artist we had just started working with. The gamble paid off brilliantly: her « bigger than life » hook (« I’M A BIG SHOT ») became the ultimate anthem for boundless exploration, with lyrics that perfectly echoed the phone’s superzoom capabilities. It proves that pitching fresh, unidentified talent to an open-minded music supervisor can create spectacular global results. Spanning three international TV edits, this high-energy campaign was cleared effortlessly through our 100% one-stop control over both master and publishing.
The Alter K Approach: Where Art Meets Technique
What ties all our placements together? The seamless synergy between our Creative and Legal teams.
- The Creative Edge: Our A&R and Sync experts are constantly scouting, tagging, and building strong relationships with music supervisors. We anticipate trends and pitch the right tracks before a brief even exists.
- The Legal Precision: Knowing which track fits takes a creative ear, but getting it delivered on time takes technical expertise. Our Licensing team clears rights—publishing, master, or both—with the speed required to meet the most demanding production deadlines.
For more on how rights administration supports a placement like these, read our article on the crossed challenges of music publishing and streaming.
FAQ : demystifying Sync & Licensing
What is music synchronization (sync licensing)?
Sync licensing is the right to pair a piece of music with visual media—such as an ad, film, show, or video game. It typically requires two legal clearances: one for the publishing aka what’s written/composed (from the publisher) and one for the master aka what’s produced/recorded (from the label). Because Alter K frequently controls both sides as a « one-stop » catalog, we can clear rights significantly faster than industry standards.
How does a brand license a song for a campaign?
Technically, a brand or agency finds a track, contacts the rights holders, negotiates the terms (territory, media, fee), and clears the master and publishing before the ad airs. In practice, with Alter K, most of that groundwork is done proactively. We curate and pitch targeted music to agencies long before a brief officially lands.
Why work with a specialized agency like Alter K ?
Because deadlines dictate this industry. Deep catalog knowledge and direct international agency relationships mean faster pitches and frictionless rights clearance. Whether it’s an obscure gem or a global hit, we bridge the gap between complex legal administration and bold artistic choices.