Trying to make it big in a different music landscape
Licensing deals - called "syncs" - which are now increasingly important moneymakers are helping to keep musicians like American rock band The Orwells afloat
Los Angeles
IT HAD been five shows in five states in the past nine days, and now Mario Cuomo and his band mates slouched in patio chairs outside an unfamiliar bungalow, giving no hint of the huge stakes of the backyard gig they were about to play. They sipped tequila and vodka from red plastic cups. They fiddled with their phones. None of them seemed worried that their bassist was missing, last seen earlier at the motel. "He thought we were coming back for him," said Cuomo, the lead singer. "But nah."
Although they were playing it cool, Cuomo and the others knew this could be a pivotal moment in their careers. Most of the people pouring into the back yard were not ordinary fans. Some had probably never even heard of their rock band, The Orwells. But this parade of hip T-shirts, skinny jeans and untucked button-downs represented a powerful group: they licensed songs for films, TV, ads and video games. And in an era when few people buy music, a show such as this was vital, maybe even more valuable than a record deal. "We've got to license some stuff today," Cuomo, 23, said to guitarist Dominic Corso as they watched the crowd grow. "It's business, Dom. LA is all business."
BT is now on Telegram!
For daily updates on weekdays and specially selected content for the weekend. Subscribe to t.me/BizTimes
Consumer & Healthcare
Holiday Inn owner IHG’s Q1 revenue up 2.6%, leisure travel demand remains strong
WSJ moves Asia headquarters from Hong Kong to Singapore
South Korea to slap fines on food suppliers for ‘shrinkflation’
Olam outbids Dreyfus’ sweetened deal for Australia’s Namoi, raises offer to A$0.66 per share
Live Nation’s revenue beats estimates as boom in concerts drive ticket sales
Jim Beam owner bets on canned vodka cocktails to double revenue