“Essentially, what musicians really need to understand is that the power to find success in sync is extremely accessible, and it’s right there in front of them as long as they’re willing to go and get it. There is no gate, right? There’s no gatekeeper. There’s nothing that you have to do or have, and there’s no one you have to know. It’s really just about being willing, and being willing to learn the ropes and do the work. – Nismah Osman

This episode is the second half of my conversation with sync licensing expert and Music Licensing Mastery founder Nismah Osman as we discuss the social media grind indie musicians face these days, her advice for getting into sync licensing, and the hidden power of music in today’s world.

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(0:00:00) - The Future of Music and Technology

Our discussion continues as we talk about how AI is transforming the music industry, and Nismah’s thoughts on whether it can replace sync musicians altogether. “It’s quality over quantity,” she explains. “Sometimes, you know, you can have a hundred really, really not-so-great tracks, and you have a hundred of them, sure, but they may not have the same value as one piece of really high-quality content.” We take a look at some of the other industries that have been shaken up by AI and what it might mean for sound. “It’s nuanced,” she says, “and I think there’s good and bad and everything in between. And it’s going to be something that kind of shows its true colors over time.”

(0:07:39) - Opportunities in Sync Licensing

Nismah tells us about her experience as a musician and gives us an inside look at how social media and streaming platforms have changed the game for indie artists. “When I was on there,” she recalls, “I was witnessing and participating in the sheer amount of effort that musicians are putting into, you know, building these social followings just to try to convert them into streaming numbers.” She talks about how the pandemic transformed online gig work and helped her jump-start her music career, and the opportunities she’s found in writing music for sync licensing. “One of the many things I love about sync is that, really, there’s room for everyone,” she says. “The likelihood is really in your favor that you’re going to be able to find opportunities for whatever kind of music you make.”

(0:14:13) - The Significance of Sound and Music

As our conversation comes to a close, we talk about what it takes as a musician to make the jump into sync licensing, and her practical advice getting started. “The great thing is,” Nismah says, “most of the time, in my experience, you’re not starting from zero. You really do have a lot going for you. You just have to figure out what’s working, lean into those things, and then outsource the rest.” We also discuss the power of sound in today’s world, from lowering stress to building the soundtrack of our lives. “That’s why the music and the audio and the film industry are so huge,” she notes, “and why there’s such a huge demand, because sound and music and audio, it all matters, it all adds to that depth of life that I think everyone is really ultimately searching for, and it’s cool to be a part of that.”

Episode Summary

• Weighing the authentic connection music brings with the convenience of technology.
• The opportunities sync licensing offers musicians and how to get started.
• How sound and music enhance our lives and shape our memories in profound ways.

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