The State Of Songwriting & Sync: 6 Takeaways From The Recording Academy New York Chapter’s Songwriting Camp

From Oct. 21 to 23, songwriters, composers, producers, engineers, and music industry professionals gathered at the NYU Clive Davis Institute of Recorded Music in Brooklyn, New York, to collaborate, network and support each other in navigating the ever-complex business-side of the music industry.

Presented in partnership with the Recording Academy's Songwriters & Composers Wing, the first two days were a highly collaborative songwriting intensive, where participants used the school's state-of-the-art studios to create songs for TV or film. Day three was all about empowering music makers, aptly titled, "Beyond the Studio: Navigating the Music Industry as Creators," and offered a plethora of useful advice across two insightful panels: "Crafting Hits: Songwriting in Today's Music Industry" and "Monetizing Your Music: Unlocking Opportunities in Media Licensing and Sync."

The first panel was moderated by NYU's own Professor Swagg (a.k.a. GRAMMY-winning producer and songwriter David "Swagg" Harris) and featured Samantha Cox, VP of Creative at BMI; Ian McEvily, artist manager and partner at State of the Art; and Travis McFetridge, president and CEO of Great South Bay Music Group Inc, a boutique music publisher. The second panel was moderated by singer/songwriter Toby Lightman and featured Josh Rabinowitz, professor and music consultant at the Brooklyn Music Experience; Jonathan Finegold, founder of Fine Gold Music; and Sue Jacobs, a music supervisor and founder of SueperVision.

Below, check out six useful takeaways from the intimate, informative event.

Versatility Is A Major Key To Success…

During the "Songwriting in Today's Music Industry" panel, Samantha Cox and Ian McEvily urged the importance of learning different skill sets as a songwriter. Cox pointed out that having a big pop star on a song doesn't guarantee a hit, even less so than in the past — even huge artists have had to diversify their sound and approach to stay relevant. "When I meet a young new songwriter, I always tell them to be open-minded to try a lot of different things," Cox said.

McEvily highlighted this point later in the conversation, when he was asked how he supports the artists he manages through the changing music industry landscape.

"The biggest issue starting out is money. It's really hard to be a songwriter and it hasn't gotten any easier. They used to be able to move out to LA and have a studio in their place, but now LA is expensive… To navigate that, I help them work past their skill set," McEvily explained. "I want to help them be able to be a Swiss Army knife, to be open. If you're just a songwriter and you're really lucky, maybe you'll make it. But [I want to] open you up for more opportunities."

McEvily reflected on how he encouraged his client of 10 years, GRAMMY-winning producer Dan Nigro, to learn production. When they met, Nigro was a songwriter and could produce lo-fi demos in GarageBand. Since then, he's honed his production chops and become Olivia Rodrigo's go-to producer and trusted collaborator, helping her perfect her chart-topping — and multi-GRAMMY-winning — pop-punk sound.

…And So Are The Relationships You Make

After an audience member asked whether an artist should have a manager, Cox stressed the importance of developing long-running personal relationships in the music industry. "Come talk to someone like me and I can link you with a rising songwriter and you can keep working together…And then maybe managers reach out," she emphasized. "Personal relationships are key."

McEvily agreed: "I think over the past five years, the relationship between the artist and the songwriter has become the most important relationship…and I think that makes it better."

For singer/songwriter and disability advocate James Ian, one of the biggest takeaways from the three-day event was the power that comes from gathering together with fellow music makers. While making music has mostly been a solo endeavor for him, he left feeling inspired to do more workshops and networking.

"Everyone was so generous with their time and their talent. We collaborated really, really well," he told GRAMMY.com. "Everyone was really willing to accept other people's ideas, and we used most of what everyone came up with in the songs. I'm really proud of the work, and really grateful to have networked and worked with such tremendous talent."

You Might Be Missing Out On Money You've Already Earned

In between the two panels, The Mechanical Licensing Collective (MLC) and Sound Royalties — two of the event's sponsors — were highlighted for the work they each do to provide income streams for music creators. And as Jamie Dominguez, National Director of Industry Relations at The MLC, pointed out, the streaming era has resulted in a lot of unclaimed money.

The MLC is a nonprofit that was mandated after the passage of the Music Modernization Act in 2018, which set out important regulations to protect music creators in the streaming era. The MLC — which offers free membership — allows artists and songwriters to locate and receive streaming royalties dating back to 2007. Jamie Dominguez, National Director of Industry Relations at The MLC, encouraged participants to sign up, explaining they have paid out almost $3 billion in streaming royalties since their creation. Additionally, they are funded by the DSPs and don't take a cut of artists' earnings.

Attendees also learned about Sound Royalties, an artist-friendly funding source for creatives. For artists who earn $5,000 or more a year from music royalties, the firm offers advances to help you cover a tour, new studio equipment or whatever else to further your art. Sound Royalties doesn't take ownership of the artists' copyrights or a percentage of their futures, allowing artists to maintain control of their work.

One important thing that the first set of panelists noted, though, is that in order to get royalties, you have to be credited on the song. Thus, it's important to discuss songwriting credits and splits amongst collaborators before going into a work session. "Even if you brought in a song 90 percent done, the [producer's] chord progression change made it a hit, so that's worth something," McEvily said.

There's A World Of Possibility In Music Licensing

Following the in-depth discussion on the world of songwriting and a lively networking lunch, the second panel focused on how to earn money (and ears!) on your music through film, TV and ad placement. The career of moderator Toby Lightman — who has landed over 100 major song placements in film, TV and commercials as an independent singer/songwriter — was a shining example of the many opportunities that lie for musicians in the world of sync.

"When I got a song signed to a movie, it was life-changing, and now it's my artist focus," the "Breathe In" singer said with a smile. Her heartfelt music has been featured on TV shows such as "The Rookie," "Monarch," and "Sesame Street," as well as NFL ads.

For newer or independent artists, it might feel like a pipe dream to imagine your music being featured in a film trailer or a popular TV show. But as Lightman and her panelists suggested, there are ways in — especially since there are plenty of visuals these days that need backing music.

"A lot of the places I'm trying to support independent artists are those background scenes, [like in a] diner. The money can be quite good, but you'll need to have music that you put on and are able to have a conversation with somebody. If it's pulling your ear away, it's going to do the same in the picture," Sue Jacobs asserted. "[I'm looking for music] that someone can put under the dialogue to put into the next scene."

She also recommended that artists and producers have instrumental versions of their tracks ready to go, as they're more adaptable for different scenes. And if you want to see if your music could work in film or TV, put on a montage scene, mute it, and play your music.

"Film is not very forgiving of things that are just staying there and not changing," Jacobs, who has provided music supervision for Little Miss Sunshine, HBO's "Big Little Lies" and several other critically acclaimed films and shows, points out.

She advised that the music needs to be dynamic and have non-specific lyrics that can drive a variety of scenes. For this reason, Jacobs appreciates friendship songs over romantic love songs, as well as happy music that successfully steers away from cheesiness. Finally, she noted that when it comes to sounds and genres, "hybrid always works."

Ad Sync Isn't Selling Out

When the "Monetizing Your Music" panelists were asked why they thought more artists are focusing on licensing now, Josh Rabinowitz pointed to Volkswagen's dreamy ad from 2000, featuring Nick Drake's "Pink Moon," as pivotal in changing the perception of syncing your music for commercial purposes. Though the spot came out 26 years after the British indie singer/songwriter's death, it brought a whole new, wider audience to his music and inspired future TV-ads-as-music-videos.

Jonathan Finegold also called out a Michelob beer ad from 1989, which featured guitar virtuoso Eric Clapton as another turning point in sync, along with Apple's iconic iPod commercials. He emphasized the market reach of that kind of placement, exemplified by Apple's ability to break songs and artists, such as Feist's iPod Nano ad (a song selected by Steve Jobs himself) from 2007.

As Rabinowitz offered, "It's music for context. It's not just music that's great, it has to serve in a particular capacity. It has to serve a creative idea, a concept, a brand, a brand's purpose, a product or sell persuasiveness, etc."

He described the best ad songs as anthemic with a positive message — tracks that are dynamic, unexpected and build, and don't sound mainstream. "I did a listening session the other day, and there was an Afrobeats track with a lot of humming and crazy beats. It was really warm and kind of universal in its positivity," Rabinowitz added. "That's exciting for me, and I think that's a great opportunity for people that are experimental and creative."

Landing An Ad Placement Is An Art In Its Own Right

As Finegold pointed out, if you are signed with a label or publishing company — even a small one — it's their job to pitch your tunes to music supervisors. He offered that it's something you can tee up for them by suggesting one of your tracks for a specific show or brand.

That said, there's no need to be obvious with your lyrics. In fact, Finegold warned that making songs with a brand in mind may have the opposite result.

"I would be careful about writing specifically for sync. A music supervisor can spot that a mile away," Finegold said. "If you write a song all about basketball and slam dunks, it doesn't mean that the NBA wants to use it. For the most part, they want to use a song about teamwork or coming together or winning or something like that."

Instead, you can create remixes of your tracks for specific scenarios, or craft unique reimaginings of well-known songs, as Finegold noted that the ad world has been big on unique covers in the past few years.

From honing songwriting skills to learning about the advantages of royalties and sync, the New York Chapter's Songwriting Camp offered an array of inspiration for those who attended. While being a creative in today's economy can be daunting, the event was a vital reminder of the power of community and collaboration — and how much further we can go when we share ideas, insights and resources.

The New York Chapter would like to offer thanks to the sponsors that made the event possible: The MLC, Sound Royalties, NYU Clive Davis Institute of Recorded Music, and Amazon Music, along with their Recording Academy event partner, the Songwriters & Composers Wing. Learn more about the S&C Wing on Instagram.