Universal Music Group Expands Globe Sync Division to U.S. Market

Universal Music Group is expanding its U.K.-based Globe sync and brand business into the United States. This strategic move aims to create more global opportunities for British artists. The expansion will see new hires in New York and Los Angeles.

The team will focus on placing U.K. music in American films, TV shows, and advertisements. This initiative comes as the U.K. sync market grows, confirming its global music influence. According to The Hollywood Reporter, the goal is to build deeper connections between music and visual media.

Creating Global Stars Through Strategic Music Placement

Sync deals place songs into visual content like movies and ads. This strategy has proven highly effective for breaking artists internationally. Recent successes highlight its power.

Sophie Ellis-Bextor’s 2001 hit saw a massive resurgence after featuring in the film Saltburn. The singer subsequently performed at the BAFTA awards and signed a new record deal. Olivia Dean’s original song for the Bridget Jones soundtrack became its most-streamed track, amassing over 53 million plays.

A Calculated Move to Dominate the Key U.S. Market

The U.S. represents the world’s largest sync market. Globe’s leadership calls this expansion a “hugely exciting” time. They plan to aggressively pursue opportunities for their artists.

The team emphasizes finding authentic partnerships. They work with artists from early in their careers to build a cohesive strategy. The focus is on reach, relevance, and resonance to build an artist’s legacy.

This U.S. expansion by Universal Music Group’s Globe division represents a significant investment in the future of British music. It strategically positions U.K. artists for unprecedented international success in the competitive American entertainment landscape.

Info at your fingertips

What is a music sync deal?

A sync deal places an existing song or original music into visual media like films, TV shows, or advertisements. It is a powerful tool for artist exposure. It helps music reach new audiences in an authentic context.

Why is the U.S. market important for sync?

The U.S. is the largest sync market globally, accounting for over 60 percent of sync activity. Breaking into American media provides unparalleled reach for international artists. It is a key gateway to global recognition.

Which artists have benefited from sync deals?

Olivia Dean and Sophie Ellis-Bextor are recent prominent examples. Dean’s song for the *Bridget Jones* soundtrack garnered 53 million streams. Ellis-Bextor’s classic hit re-entered the global charts after featuring in *Saltburn*.

How does this help emerging artists?

Sync deals provide a vital platform for new artists to find an audience. With thousands of songs released daily, placement in popular content cuts through the noise. It builds fan connections and drives streaming numbers.

What is the goal of the Globe expansion?

The goal is to create more opportunities for U.K. artists in the valuable U.S. market. The new team will proactively pitch music to American studios and brands. This aims to replicate past sync successes on a larger scale.

Trusted Sources

The Hollywood Reporter