EMERGE: the European sync tool in times of change

After 2 years of development, the music synch tool EMERGE has reached its final stage. As synch has become a substantial part of the music business, not only for the sake of deals and money but also in promoting and developing artist careers, the tool aims to help discovery in regard to possible synch deals with a focus on European artists. Developed by Soundcharts in collaboration with ESNS, with support of the Creative Innovation Lab - funded by the European Commission, EMERGE seeks to bridge the gap between the audio-visual and music sectors in Europe. It addresses the inequalities in the synch-market, where some European countries thrive while others struggle to gain visibility. By using advanced technology, EMERGE fosters collaboration and sustainability in the European music ecosystem. The platform will connect European music directly with potential sync customers, such as TV and film producers, marketing agencies, and the gaming industry, showcasing the unique creativity of European artists on a global stage.

Knowing that AI technology adds another dimension to the world of synch, the big question is now whether the development of EMERGE, or any online tool for that matter, will ever be final. Or is it everchanging? EMERGE has been developed during the time of legislative changes that apply across the EU and effectively across the world. Reason to discuss how these changes influence the development of AI tools and how it effects the prioritizing of European repertoire. How will it influence the effect of the EMERGE-process in helping professionals finding the matching music they need for their media-production while promoting European music in a market dominated by Anglo-American influences.