Music licensing is evolving rapidly, and Soundstripe is at the forefront of this transformation. After releasing their Year in Review and 2024 Trends in Sync we wanted to speak to Travis Terrell, co-founder of Soundstripe, about his journey, emerging trends, and what’s next for sync music.
Firstly, Travis, please could you give us an intro into who you are, your background and work with Soundstripe?
I got my start in music as a fiddle player from rural East Texas, performing at every dance hall and jamboree throughout my teens. This eventually led me to move to Nashville at 19 years old, where I toured the world with Disney pop band Everlife and started a studio with my best friend, Micah Sannan. Together, we produced records and jingles for ads for brands like McDonald’s and BMW.
To pay my bills during this time, I also began driving a tour bus for artists—possibly the youngest tour bus driver most people had met! Over eight years, I toured with artists like Dolly Parton, Phish, Blondie, Alan Jackson, Ronnie Milsap, and hundreds more.
As Micah and I were developing our studio, we became painfully aware of the feast-or-famine nature of sync placements. We were convinced there was a whole group of customers—the creator economy—that wasn’t being given the attention they deserved. We realized there was an untapped sync market out there, and we just had to figure out how to connect with them. That’s how Soundstripe was born.
What trends did you see in the music being licensed in 2024?
An emerging trend we’re noticing is the rise of the “unexpected” song—something that surprises or feels more authentic and human-made. This could be seen as a counter-reaction to the proliferation of generative AI music.
Brands are increasingly looking for tracks that stand out, break the mold, and feel deeply intentional.
Brands are increasingly looking for tracks that stand out, break the mold, and feel deeply intentional. In 2025, I anticipate this desire for the unique and human-made to grow even stronger. We might see more emphasis on music that tells a story or conveys a sense of real craftsmanship, blending authenticity with the timeless appeal of hope and positivity.
With such a significant increase in Soundstripe’s catalog and the number of placements, what do you think has driven this growth in both content creation and sync music demand?
Content creation is at an all time high and not slowing down anytime soon, and it’s no longer shows with big budgets– it’s YouTubers, podcasters, creators and OTT networks all over the world. We are seeing an increase in consumption of TV via YouTube and an increase in time spent on social apps. There is still so much untapped opportunity in sync. It’s the next frontier!
In your report, you mention that 2024 saw an increase in both traditional sync revenue and digital performance royalties. What do you think the reason for this is and what was your favourite sync to land in 2024?
Our traditional sync revenue is up this year due to our continued focus on it. While Soundstripe was initially designed for the creator economy, it has since expanded to serve brands and traditional film and TV projects. I expect this trend to continue in 2025.
While Soundstripe was initially designed for the creator economy, it has since expanded to serve brands and traditional film and TV projects.
As for my favorite sync of the year, that’s a tough question considering we’ve now reached an all-time high of over 18 million syncs. However, one of my favorites in 2024 was the Forza Horizon 5 spot, created by the artist Gee Smiff. Everything about it was outstanding, and the editor did an incredible job utilizing the stems.
How does Soundstripe plan to continue evolving its services to meet the growing demand for high-quality, accessible music in sync placements as we move into 2025?
The vision we’ve had since our inception is twofold and still rings true today: to create and partner with the best music in sync and to deliver that music to customers through an easy-to-use experience.
In 2025, we will focus on creating music and securing rights holder deals that truly resonate with our customers. Additionally, we will continue to develop tools—AI-driven and otherwise—that make licensing music for projects incredibly seamless.
With the rise of “hopeful” and “feel-good” music in 2024, do you think these trends are a reflection of global mood shifts, or are they more related to how brands are thinking about their audience? And what do you predict will be the mood for 2025?
Hopeful and feel-good music has always been a staple for brands because it aligns well with their messaging and helps create positive emotional connections with their audiences. While global events can certainly influence the mood of what resonates at a cultural level, the demand for uplifting music is something that remains relatively consistent in the branding world for 2025 and beyond.
While global events can certainly influence the mood of what resonates at a cultural level, the demand for uplifting music is something that remains relatively consistent.
Final Thoughts
As the sync music landscape continues to evolve, Soundstripe is adapting to meet the growing demand for high-quality, accessible music. With a shift toward authentic, intentional tracks and the increasing influence of digital platforms, the future of music licensing is becoming more dynamic.
From industry trends to emerging opportunities, one thing is clear—sync music is no longer just for big-budget productions. As we move into 2025, the rise of unique, human-crafted music will continue to shape how brands, filmmakers, and content creators connect with audiences.
