Let’s be honest - music makes or breaks the vibe. Think about it: would Titanic have been the same without Celine Dion belting “My Heart Will Go On”? Or would Stranger Things have gone viral if instead of Kate Bush’s “Running Up That Hill” they just slapped on some generic “Epic Cinematic Trailer Music No. 4” from PremiumBeat? Probably not.

The truth is, using real, human-made, commercially released music is like serving a perfectly aged glass of wine at dinner - it elevates the whole experience. Using cheap royalty-free music? That’s more like handing your guests a lukewarm can of store-brand soft drink. Technically it does the job, but no one’s writing poetry about it.

The difference matters whether you’re selling burgers, creating a campaign for a new product, or trying to make audiences cry, laugh, or lean in during a movie scene. Brands and filmmakers who invest in real music get real results - emotional resonance, better engagement, and cultural moments people actually remember.

Let’s dig into why recognisable songs pack a punch that stock songs just can’t deliver.

Because people remember.

Music from real artists - think Fleetwood Mac, Phil Collins, Lorde, Eric Carmen, Feist - comes pre-loaded with emotional resonance, cultural context, nostalgia, and fan familiarity. A royalty-free track? You’ll forget it before its over. Research from Nielsen found that recognisable music improves ad recall by about 27% compared to ads without music (amworldgroup.com).

Because it performs better.

Researchers at Insign tested this by running identical video ads - with the only variable being soundtrack. They ran the same four identical video ads of a Los Angeles dance party. Three paired with real artist songs and one with a royalty free track from Meta's library. The four ads ran to an LA audience, and performance was tracked through metrics like Cost per ThruPlay, video completions, and engagement (CPC and CTR).

What they found was that real-artist tracks delivered up to 68% more video completions, 32% lower cost per ThruPlay, 30% lower cost per click, and 39% higher click-through rate - all compared to royalty-free alternatives.

These are key insights into how curated real artist music both increases engagement whilst also making ad campaigns more cost-efficient (insign.us).

Because it becomes iconic.

• McDonald’s used “Hungry Eyes” by Eric Carmen (yes, from Dirty Dancing) in a UK McDelivery spot. The nostalgia and energy made the ad stick in viewers’ minds for years (incivus.ai).
• Gap × KATSEYE - “Better in Denim” campaign featured the girl group dancing to Kelis’s 2003 hit “Milkshake”. This real-artist track helped the video go viral instantly: over 576 million views across Gap platforms, 40 million impressions on TikTok in week one, and a record-breaking 15 million views on Instagram within a day. The campaign’s massive engagement shows how a well-known song can spark cultural resonance and fan interaction - not just background audio (San Francisco Chronicle)
• Apple’s iPod ads famously paired minimal silhouette visuals with upbeat tracks by Propellerheads, Feist (“1234”), Daft Punk and more. Feist’s song “1234” shot up into the Billboard Top 10 after the ad aired - talk about advertising boosting artist success (and vice versa).

Examples in film and TV where a commercial song made the moment unforgettable

• Stranger Things & Kate Bush’s “Running Up That Hill”: Season 4 didn’t just revive a cult classic - it catapulted a song from 1985 back into the global charts, topping Spotify playlists and TikTok trends. Millions of young viewers discovered Kate Bush for the first time, proving the right sync can literally bring an artist back into the spotlight decades later.

• Guardians of the Galaxy & Blue Swede’s “Hooked On a Feeling”: When Star-Lord hits play and that iconic “ooga-chaka” kicks in, you know exactly what you’re in for - a mix of humor, heart, and swagger. The song became a streaming hit all over again, cementing the film’s “Awesome Mix” as one of the most beloved soundtracks of 2014.

• Euphoria & Labrinth’s “Still Don’t Know My Name”: This track didn’t just accompany the show - it became the show’s heartbeat, racking up hundreds of millions of streams after being featured. It’s a prime example of how a perfectly placed song can define the emotional core of a series.

• Black Panther & Kendrick Lamar’s “All the Stars”: Pairing Marvel’s groundbreaking superhero film with a track from Kendrick Lamar and SZA created an anthem that carried both cultural weight and box office hype. The song add significant buzz ahead of the movies release. The music wasn’t just a background layer - it was part of the story’s DNA.

• Wednesday & The Cramps’ “Goo Goo Muck”: When Jenna Ortega’s Wednesday dance went viral on TikTok, so did this 1981 punk track - shooting it into Gen Z playlists worldwide. A moment in a show became a movement online, thanks to a sync choice that nobody saw coming.

Cheap & quick music: efficient but forgettable (and potentially distracting)

Royalty-free options like PremiumBeat or Epidemic Sound can save cost and licensing headaches - but:

• They lack pre-existing emotional links. You’re building your own emotional capital from scratch.
• They can sometimes even hurt engagement: generic stock loops are proven to yield fewer completions, poorer CTR and CPC compared to real-artist tracks (insign.us).
• They may feel generic or mismatched: unless you select extremely carefully, the track might work against your message, not with it.

So what is the real value?

Let’s do a value-stack:

So yes, the upfront cost of licensing a commercial track (especially a hit) tends to be higher - but the ROI is dramatically better - not just in clicks, but in emotional connection, shares, long-term brand engagement, and cultural impact.

Final Thoughts

Whether you’re at the first brainstorm or the final edit, music is the piece that can turn your work into a cultural moment. Whether you choose it early in the process or right before launch, the right track can transform a campaign or scene from good to unforgettable. It’s the emotional engine that makes people laugh, cry, tap their foot, or hit replay. And the proof is everywhere.

Stranger Things didn’t just soundtrack a scene with Kate Bush - it launched Running Up That Hill back into global charts nearly 40 years later. Guardians of the Galaxy turned a goofy ’70s hit into a new cultural staple with one “ooga-chaka.” Euphoria gave Labrinth’s Still Don’t Know My Name a second life as an anthem for an entire generation. And Black Panther’s All the Stars wasn’t just a song in the credits - it was part of the movement that made the film feel like history in the making.

That’s the power of real, recognisable music. It carries memory, meaning, and momentum into every scene and every campaign. It transforms good content into unforgettable content - and as the numbers show, it also delivers more clicks, completions, and conversions than any generic stock track ever could.

Royalty-free stock music might fill the silence, but real songs fill the memory bank. They give people something to stream, share, remix, and obsess over. That’s the difference between being forgotten as soon as the ad ends - and being remembered, replayed, and re-lived years later.

So when you’re choosing between a $50 stock loop and a real track that carries decades of meaning, streams, and fandom - remember your story deserves to be unforgettable.

Imagine this: You’ve just wrapped an incredible brand campaign. The visuals are polished, the story is compelling, and your team decides to top it off with a recognisable hit song. It feels like the perfect finishing touch.

But then… the campaign stalls. Legal says the music isn’t cleared. Or worse, the ad goes live and you’re hit with copyright claims, takedown notices, or the looming threat of a lawsuit. Suddenly, that “perfect” song is costing you more than you bargained for.

That’s the hidden cost of using copyrighted music without a license.

What’s the Real Risk for Brands?

For brands and agencies, the stakes are high. Using a popular track without permission can lead to:

• Campaign delays while legal scrambles to resolve issues.
• Fines and lawsuits - in some regions, damages can run up to $150,000 per infringement.
• Pulled campaigns (including TV spots, digital ads, and event content).
• Brand reputation damage - nothing screams unprofessional like a copyright scandal.

A single oversight in music licensing can derail months of planning, budgets, and brand trust.

Quick Definition: Sync Licensing

Sync licensing (short for synchronisation licensing) is the permission required to use a copyrighted song in connection with visual media.

Simply put: if you pair a copyrighted song with video backed by a brand, you need a sync license.

Why Traditional Licensing Slows Brands Down

Normally, securing music for a campaign is a headache:

• Multiple rights holders (publishers, record labels, performance rights organisations).
• Weeks of back-and-forth negotiation.
• High costs with no guarantee of approval.

Not exactly ideal when your campaign launch date is set in stone.

Enter MAIA Universe: Your Brand’s Licensing Sidekick 🦸

This is where MAIA Universe comes in.

Instead of endless legal red tape, MAIA Universe makes it easy to:

• Instantly clear commercial, recognisable songs for campaigns.
• Select your exact usage — broadcast ads, corporate films, events, or online campaigns.
• License in minutes, not months.

It’s a self-service sync platform built for speed, simplicity, and peace of mind. While your competitors scramble with contracts, you’ve already launched - with the music your audience connects with.

The Real Hidden Cost vs. the Smart Choice

The true hidden cost of using copyrighted music without a license isn’t just financial - it’s the loss of time, lost opportunities, and lost trust.

With MAIA Universe, the path is clear:
✔️ Campaigns stay on schedule
✔️ Your brand is legally protected
✔️ You get access to the songs people actually know and love

Final Note

Great campaigns deserve great music. But skipping the license isn’t worth the risk.

So whether you’re running a global ad, a regional campaign, or a corporate launch, make sure your soundtrack is more than just perfect - make sure it’s legal.

👉 License your next song instantly with MAIA Universe, and launch with confidence.

So, you want that perfect track to make your ad, film, or brand campaign really pop? Great choice - music can make or break the emotional punch of your project. But here’s the catch: you can’t just slap Beyoncé or The Rolling Stones on your commercial and hope no one notices.

To stay legal (and avoid scary letters from lawyers), here’s your step-by-step guide to navigating the world of traditional sync licensing.

Step 1: Figure Out What License You Actually Need

Whether it’s for an ad, a film, or a TV show, what you’re after is a sync license - the golden ticket that lets you pair music with visuals.

That license gives you the right to pair music with your visuals - but here’s the twist: a sync license actually has two sides you need to clear:

• Publishing side → the song itself (lyrics and melody), controlled by the songwriter(s) and their publisher(s).
• Master side → the specific recorded version you want (that catchy track by your favorite artist), usually controlled by a record label.

👉 Translation: when people say “get a sync license,” what they really mean is “get permission from both the publisher(s) and the record label.” Only then can you legally use that track as part of your project.

Step 2: Track Down the Rights Holders (aka, Find the Gatekeepers)

Since a sync license has two sides - publishing and master - you’ll need to contact the people who control each:

• Music Publishers / Songwriters → control the composition.
• Record Labels / Recording Owners → control the sound recording.

How to find them:

• Search PRO databases (ASCAP, BMI, SESAC in the U.S., PRS in the U.K., STIM in Sweden, APRA-AMCOS in Australia).
• Check the U.S. Copyright Office or publisher catalogs.
• For indie artists, you might luck out — a songwriter/artist may own both the master & composition rights.

👉 If either side says no, the deal is off. You need approval from both to legally move forward.

Step 3: Negotiate the Deal (Cue the Awkward Money Conversation)

Once you know who to talk to, it’s time to ask, “How much will this cost me?”

Things you’ll need to agree on:

• Scope → where and how the ad will run (TV, Instagram, Super Bowl, etc.).
• Duration → 6 months, 2 years, or forever (a “perpetual license”).
• Territory → U.S. only? Worldwide? Just the U.K.?
• Fees → could be a few thousand… or a few hundred thousand.
• Exclusivity → want to be the only brand using that song? Expect to pay (a lot).

💡 Pro tip: A sync agency or licensing expert can make this part way less painful.

Step 4: Put It in Writing

A handshake won’t cut it here. You’ll need a proper agreement that clearly says:

• Who’s licensing what
• The usage rights, duration, and territory
• The fees and payment terms
• Any restrictions (like exclusivity or limited edits)

Enter: MAIA Universe 🚀

Here’s the good news: you don’t have to drown in email chains, legal jargon, and endless negotiations. MAIA Universe was built to do the heavy lifting for you.

Instead of waiting weeks (or even months) to clear a song the traditional way, MAIA Universe is a self-service sync licensing platform that lets you:

• Create your project and enter your campaign details
• Browse a catalog of recognisable songs by real artists.
• Share a playlist of your song candidates with your team.
• License the song(s) instantly - then and there, without the back-and-forth.

That means:

• No chasing down multiple publishers and labels.
• No endless back-and-forth over terms.
• Just instant access to the songs people already know and love - legally, ethically, and ready to use.

But What About Royalty-Free Music?

Sure, royalty-free music and production libraries are options - they’re cheap and faster than traditional licensing. But here’s the trade-off: the quality is usually lower, and the music is often not memorable.

Final Thought

Music has the power to define how people remember your campaign. The right song doesn’t just sit in the background - it creates emotion, recognition, and impact that sticks with your audience long after the ad ends.

But getting that perfect track shouldn’t feel like an endless legal obstacle course. With MAIA Universe, you can cut through the legal complexities and secure music people already know and love - in hours instead of months.

Because at the end of the day, a great campaign deserves a great soundtrack. And now, you don’t have to compromise on either.

Why Sync Licensing Matters in Today’s World

In 2025, every scroll, click, and tap is drenched in content. From TikToks and YouTube videos to indie films and major ad campaigns, music is the secret sauce that makes content stick. But here’s the catch: almost all music is copyright protected. That means you can’t just drop your favorite Beyoncé track into your new short film without running into some serious legal trouble (and possibly a terrifying email from her lawyers).

That’s where music sync licensing comes in. Sync (short for “synchronisation”) licensing is the process of legally pairing music with visual media. Whether you’re a filmmaker looking for a cinematic score, a brand in need of a recognisable anthem, or a YouTuber who just wants to avoid takedowns, sync licensing companies make the whole process easier, faster, and (dare we say) fun.

Now, let’s look at the Top 5 Sync Licensing Companies in 2025.

1. Artlist – The Indie Darling with Big-Brand Muscle

Born from the vision of filmmakers for filmmakers, Artlist is a favourite among indie creators and large brands alike. With clients like Google, Intel, and Volvo, they’ve proven their catalog works just as well for a vlog as it does for a Super Bowl ad.

Their universal license is their magic trick - it covers everything. You pay once, and you’re cleared to use the music anywhere, from YouTube to commercial film. Add in their ever-expanding library (plus stock footage and sound effects), and Artlist has become a creative ecosystem, not just a music library.

2. Epidemic Sound – The Controversial Giant

Epidemic Sound is everywhere - used by thousands of YouTubers, streamers, and brands. On the surface, it looks like a dream: pay a subscription, and you get access to 35,000+ tracks and 90,000 sound effects with unlimited usage.

But here’s the catch: for artists and composers, joining Epidemic comes at a steep cost. To be part of their catalog, creators must cut ties with Performance Rights Organisations (PROs) and effectively sell their songs directly to Epidemic, who then own the rights and are free to exploit that music however they want. Artists lose long-term ownership of their songs in exchange for upfront payments and streaming revenue shares.

For content creators, it’s convenient. For artists, it’s a gamble.

3. MAIA Universe – Unlocking the Songs Everyone Knows

Here’s where things get interesting. While most sync licensing companies focus on indie tracks or royalty-free catalogue's, MAIA Universe is the only platform giving access to well-known, recognisable songs from well-known artists - while also championing emerging talent.

Think about it: every filmmaker and brand dreams of using that song - the one that instantly clicks with the audience, sparks nostalgia, or turns an ad into a viral hit. Traditionally, licensing famous tracks meant long waits, confusing negotiations, and sky-high costs. MAIA Universe cuts through all of that with instant licensing and transparent pricing of commercially released songs.

MAIA Universe gives creators something no other platform truly offers: familiarity and discovery in one place.

4. Musicbed – The Filmmaker’s Boutique

Musicbed is like the artisanal coffee shop of music licensing: curated, refined, and deeply in tune with cinematic storytelling. With a roster of over 1,000 artists and clients including Netflix, Nike, Tesla, and Coca-Cola, they’ve earned a reputation for pairing film and music beautifully.

What sets them apart is their custom services. Whether it’s finding that perfect indie track or producing a cover of a classic hit, Musicbed’s team works hand-in-hand with creators. If you’re working on a high-production-value project and want music that feels tailor-made Musicbed is your go-to.

5. PremiumBeat – Professional & Polished

Backed by Shutterstock, PremiumBeat is built for professionals who need high-quality royalty free tracks. With clients like Billboard, Amazon, and National Geographic, they’re trusted across industries.

Their platform offers both single-track licensing and subscription models, making them flexible for small projects and big productions alike.

For creators who want efficiency but don’t care to much about quality, PremiumBeat is a rock-solid choice.

Final Thoughts

The sync licensing landscape is richer than ever in 2025. Whether you’re looking for a massive royalty-free library (Epidemic Sound, Artlist), a cinematic boutique experience (Musicbed), or flexibility (PremiumBeat), there’s a platform built for you.

But the real game-changer? MAIA Universe.

By opening the door to recognisable songs from established stars alongside fresh indie talent, MAIA Universe redefines how sync licensing is done. For creators who want both cultural impact and creative freedom, MAIA Universe is a platform to check out.

So, next time you’re cutting a scene, editing a reel, or dreaming up a brand campaign, ask yourself: do you want this project to be remembered?

MAIA Universe Closes New Investment Round and Licenses with Major Rights Holders, Sony Music Publishing, Sony Records, and Warner Chappell Music Publishing

Award-winning Swedish music and tech company

MAIA Universe has announced that it recently closed a €1M (10M SEK) investment round and welcomed new investors on board. The company has also signed significant licensing agreements with major rights holders: Sony Music Publishing UK, Sony Records UK, and Warner Chappell Music Publishing.

MAIA Universe is addressing an industry challenge in the synchronisation space by streamlining the licensing process to capture significant revenue and value for songwriters, artists, publishers, and record labels. MAIA Universe has been backed by VC firm Zenith Ventures. The Jochnick and Stena family offices have also invested alongside Aligned,

Wildfire, FWB, HDR Partners, and Stora Lekparken.

The team is also delighted to welcome Swedish writer-producer powerhouse Max Martin as

an investor through his company MxM.

MxM:

“MxM fully support MAIA in their mission to democratise sync and deliver opportunities and

value to songwriters and artists of all genres and sizes”

In parallel to welcoming these significant investors on board, the company has now licensed

catalogue sync rights from Sony Music Publishing UK, Sony Records UK, and Warner

Chappell Music Publishing. This will allow MAIA Universe to rapidly and significantly

increase the number of licensable songs on the platform and continue to grow its licensed

music catalogue on an ongoing basis.

Sony Music Publishing:

Chris Jones, VP Licensing Sony Music Publishing UK said: “Sony Music

Publishing is supporting MAIA Universe by sharing and making available a selection

of fantastic songs from our extensive catalogue. We are excited by the potential to

capture increased sync opportunities in the UK for all of our songwriters.”

Warner Chappell Music:

Andrew Howell VP of Sync Warner Chappell said “Warner Chappell Publishing see the

potential for MAIA Universe to deliver additional sync revenue and exposure for our

songwriters. MAIA is a well designed and thought through tech solution for the sync

community’s pain point”.

David Wille, CEO and Co-Founder MAIA Universe:

MAIA Universe is transforming the sync industry by addressing the exponential growth in

demand for sync licences. This increase has been driven by a surge in content creation

across new and emerging media channels. Directors, film makers, advertisers, branded

content creators, games studios and TV producers all aspire to find and licence

commercially released music quickly and efficiently.

The Power of Music in Motion

How Kent’s Hidden Gem Found Its Perfect Match with Polestar

We’re thrilled to kick off 2025 with our first major sync placement of the year! The Pursuit by Polestar, featuring the iconic sounds of Swedish alternative rock legends Kent. This isn’t just an ad - it’s a story brought to life through music, and we couldn’t be more excited to share how it all came together.

Polestar had a clear vision: they wanted Kent. A band that has cemented their status as one of the most influential alternative rock bands in Sweden. With Polestar’s budget, media specifications, and campaign details in hand, our Head of Creative Patrik Berggren & Head of Music Catalogue Helen McLaughlin were able to negotiate and secure the sync rights for Kent’s ‘Då Som Nu För Alltid’ through Sony Music Sweden for Polestar.

We were happy that we could deliver on this so quickly given the scale of the project.

But this wasn’t just about speed. It was about storytelling. Music isn’t just background noise - it’s the heartbeat of a campaign, the emotional force that drives a brand’s message home. By pairing the electrifying sound of Kent with Polestar’s pursuit of excellence, we didn’t just sync a song; we amplified a vision. A vision of innovation, ambition, and the relentless drive to be the best.

To Polestar, Kent, and Sony Music Sweden - thank you for trusting us to bring this moment to life. Here’s to more exciting collaborations ahead!

Music licensing platform MAIA Universe is excited to announce David Wille as its new CEO. With over 25 years of experience, David brings a wealth of expertise and a deep passion for empowering music creators.

“We are thrilled to have David onboard!” says Kristina Tunkrans, interim CEO and Board Member, ”David shares our passion for making artists and songwriter’s music more available for brands and filmmakers, without compromising on music creators’ rights.”

Before joining MAIA Universe, David Wille held key leadership positions at major and indie record companies and publishers. Most recently he ran global sync at Interstellar Music Services and was previously SVP Sync & Brand Partnerships UK / Europe at Kobalt Music. David also founded and ran his own music supervision company and has licensed music for some of the world’s best-known brands and artists. Beyond his professional accomplishments, David is a strong advocate for music creators and actively mentors aspiring artists and writers, nurturing the next generation of talent within the music industry.

“I am absolutely delighted to join the team at MAIA Universe where our mission is to deliver smart, frictionless creative and licensing for brands, filmmakers and creatives who aspire to work with commercially released music from inspiring songwriters and artists. The sync landscape is accelerating and the number of licenses is multiplying every year. MAIA Universe fully addresses this key industry challenge.” says David Wille.

MAIA Universe is a sync DSP platform offering instant music licensing from commercially released artists and songwriters for film, series, advertising, social content and gaming. The uniqueness of MAIA is that the platform offers music rights holders full control of pricing, moral rights restrictions and conditions, whilst making their music instantly available for brands and filmmakers across all different media sectors. MAIA unlocks the dormant catalogues, the sleeping beauties, of never before synced music and gives emerging artists a stage to be seen. The flexibility, transparency and respect for music creators makes MAIA one of a kind. MAIA connects two creative industries and truly nourishes the flow between human music creators and film-making industries. MAIA synchronises creative souls.