Andrew Kronfeld - UMG

New figures from international music trade group IFPI shows sync deals have grown exponentially over the last few years to be worth $342million globally in 2011.

Figures compiled by the group suggest that music used in films, TV programmes and adverts rose by 5.7% last year and now account for around 2% of all record companies’ revenues.

Universal Music Group president global marketing Andrew Kronfeld said, “The right synch deal can take an artist or a song at warp speed, when otherwise it might have taken a longer time to break them.”

He quoted the example of Ellie Goulding, as an illustration of the power of synchronisation deals. Goulding’s debut album, Lights, had started to come to the end of its initial sales cycle when Universal Music sold John Lewis on the concept of the singer taking on Elton John’s Your Song as part of a bespoke synchronisation deal. The track was added to the album, which went on to sell another 400,000 copies and go triple Platinum.