There is more music available than ever. That doesn’t mean more music gets heard.

Syncs can shorten distances between stories, people and creative worlds. They can fast-track the process from a song being made to someone discovering it. Though that means there is a choice to be made: a hidden gem placed in a key scene. A game gives a leftfield artist an unexpected fanbase. A campaign bets on an artist nobody saw coming. And suddenly, music that could have disappeared into an endless catalogue finds an audience.

That is where sync becomes more than placement. It becomes tastemaking. But where’s the new soundtrack of our lives?

Choosing the unexpected takes courage. When data can tell us what already works or might work, and the DSP star system has proved that familiar songs feel like the safer bet, who is still willing to trust their ears?

It needs someone to say: this is the one.

More speakers to be announced