The Sync Revolution: How Universal Music Group’s Globe is Elevating U.K. Artists Globally
If you’ve recently found yourself humming Olivia Dean’s enchanting tune “It Isn’t Perfect But It Might Be” from Bridget Jones: Mad About the Boy, or perhaps revisited Take That’s classic “Greatest Day” after catching Sean Baker’s Anora, then you’ve already experienced the behind-the-scenes magic of Universal Music Group’s U.K. Globe sync and brand business. While the Globe team operates largely in the shadows, their influence on popular culture is undeniable, weaving music into the very fabric of film, television, and advertising.
The Art of Syncing
Sync—or synchronization—deals are the secret sauce that determines how music finds its place within various media. This can range from embedding songs in movies and TV shows to artists acting as brand ambassadors. The Globe team’s mission is grounded in creating opportunities for U.K. artists to share their stories and connect with wider audiences. The complexity of entertainment today requires innovative strategies to break new artists on a global scale.
Experience Matters
With leaders like Marc Robinson, Jennifer Hills, and Sarah Desmond at the helm, the Globe team boasts over 50 years of combined experience in connecting music artists with opportunities in entertainment and brands. Their enduring relationships afford them a unique insight into how to strategically pair music with various forms of storytelling, thereby elevating the artist’s visibility.
A U.S. Expansion
The excitement surrounding the Globe is bolstered by its recent expansion into the U.S. This move is intended to facilitate more U.K. artists achieving international success. The New York and Los Angeles offices will focus on identifying sync opportunities for both new and existing artists. Hiring efforts are already underway, with a focus on sync agents specializing in film and TV, as well as advertising.
Demand for U.K. Music
The timing of this expansion is particularly fortuitous, as evidenced by the U.K. sync market showcasing a remarkable 11% growth in 2024. The demand for U.K. repertoire on a global scale confirms its strength as a music powerhouse, making this an opportune moment for U.K. artists to engage with international audiences.
Creating Connections
“It’s a hugely exciting time for Globe," says Robinson. This new U.S. presence is tailored to generate more connections between talented artists and the award-winning sectors of film, television, and advertising. The Globe team recognizes that storytelling and music are interlinked; they aim to blend these avenues to craft more impactful entertainment experiences.
The Importance of Sync
For U.K. artists like Olivia Dean and Aurora, sync deals can be transformative. The resurgence of Sophie Ellis-Bextor’s 2001 song “Murder on the Dancefloor,” featured in Emerald Fennell’s Saltburn, serves as a prime example. This sync not only reinvigorated her career—leading to performances at prestigious awards and a new album release—but also expanded her audience to younger generations.
Streaming Success
Aurora witnessed a staggering 750% increase in streaming activity after her music appeared in Adolescence. Similarly, Dean’s song from Bridget Jones became the leading track on its soundtrack, garnering over 53 million Spotify streams. Such achievements underscore the power of sync as a tool for both emerging and established artists to break new ground.
Artist-Centric Strategies
Hills emphasizes that the current landscape makes it harder for artists to gain visibility on a global stage, especially with the sheer volume of new music released daily. The Globe exists to ensure U.K. artists can weave their narratives into captivating performances and compelling stories that resonate widely.
Authentic Partnerships
The Globe team values the significance of creating authentic partnerships where artists align with brands and content that genuinely reflect their values. This helps deepen their connection with existing fans while appealing to new audiences. The focus is on collaborations that offer “win-win” scenarios, enhancing both the artist’s career and the brand’s message.
The Unique Globe Approach
The Globe is uniquely positioned in the industry, possessing both sync and brand capabilities alongside production. This multifaceted approach enables them to carve paths where others may see obstacles. Trusting the vision of filmmakers is crucial, as the incorporation of music can turn a good film into a memorable one—sometimes in ways that are unexpected but impactful.
The Art of the Unexpected
In a world where everything is ever-changing, the Globe team remains optimistic. When music finds its perfect match in film or advertising, it creates a "halo effect" that can quickly elevate all involved. Take Adolescence as a case study; its cultural impact became a phenomenon that no one could have predicted, yet it illustrates the potential of a well-placed song.
A Future of Possibilities
The Globe team’s strategy involves early engagement with artists to explore potential opportunities, from brand collaborations to gaming experiences. Their aim is to nurture talents from the ground up, often taking years to develop before achieving global success. This thoughtful approach ensures not only immediate gains but long-lasting careers for the artists under their wing.
By fostering these connections and crafting authentic narratives, Universal Music Group’s Globe aims to create an ever-expanding platform for U.K. artists to thrive on the global stage. Their dedication to the intricate relationship between music and visual storytelling signals a bright future for artists wishing to break into new territories and enhance their creative reach.