Syncs in TV and film soundtracks, alongside ads and games, remain stuck in the heads for decades to come, especially when consumed during primary socialization and teenage years, within a context of significant screen time and evolving media formats. Syncs become part of youth culture. The youngest generations, the most vulnerable, influenceable, yet soon influential, represent a particularly interesting target for brands. These include not only lifestyle, toy-, and tech-companies, but also the creative and cultural industries themselves: TV and streaming platforms, record labels, and anyone who sees in them a receptive audience to market to. Where is the balance between cultural education by forming musical minds and curiosity, and the commercial, somewhat unethical, exploitation of minors? Or does such a question not even play a role in the numbers based environment of the CCIs, where companies are counting loyal consumers? How can the music industry, particularly the sync sector, contribute to a more synergistic, sustainable musical formation for the next generations?

 Speakers to be announced!