the dark ages of sync: content creation, monetization + youtube

  alenciashoom.jpgsync. it’s something you witness daily and maybe even take part in, but do you know what it means? sync is short for synchronization; music attached to some kind of visual media output. this includes film, television, shows, advertisements, video games, movie trailers, etc.  if someone wanted to use a piece of music they don’t own in a production, they are legally required to have permission or a license granted by the copyright holder of that particular composition permitting the licensee to use (synchronize) the composition with said visual.  if monetization is involved, it also allows for that composer’s fair share of the pie. with this generation’s insatiable appetite to share, combined with the many tiers and platforms of social media —  everyone is a content creator and has an audience. some share their own original works. then there’re those who copy, paste, screenshot, rip, remix, recreate, and incorporate the original works of others into their own — imposing a new kind of vulnerability for creatives across the board. this is simply the current nature of our beast. yes, the one we created. a small yet interesting reflection of technology’s dichotomous ability to be perceived as good and bad. nonetheless, our social media manners (or lack there of) is causing conflict in the copyright macrocosm. especially for youtube. according to, paul sampson, founder and CEO of (now, we’re in the very beginning stages of the sync revolution and there’s much sorting-out to be done. in the latest interview posted to in the valencia with shoom, he dissects the intricacies and sometimes not-so-happy relationship between content creation, synchronization, and licensing in the youtube ecosystem and how his company is pioneering this important sector of the industry.    

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