UK record labels association the BPI is delighted to report a highly successful ‘LA Sync’ trade mission webinar which took place earlier this week (22 Sep). The webinar themed The Future of Games & Music Sync: A Conversation with some of LA’s top Music Supervisors brought together hundreds of music industry professionals, creatives and songwriters who were able to network virtually and gain valuable insights into the extensive commercial opportunities that potentially exist for their music in the world of video games, film and TV via the global capital of ‘sync’ – Los Angeles.

Over 200 music industry executives drawn from major and independent record labels and other music companies, as well as music publishers, songwriters and other creatives heard first-hand from the likes of Cybele Pettus, Senior Music Supervisor at games publisher Electronic Arts Inc. how to place songs and music into video games soundtracks – a burgeoning and increasingly important market.  The audience, which also included attendees from DIT offices globally, were additionally able to hear from soundtrack composer Wilbert Roget II of, with the event moderated by Mark Gordon of Score Draw Music

Working with the Department for International Trade (DIT) as part of its GREAT campaign and often in partnership with other industry bodies such as the Music Publishers Association (MPA) and the Association of Independent Music (AIM), the BPI has over a number of years organised dozens of successful international trade missions around the world for its members to develop international business opportunities and grow music exports. Since the Covid-19 pandemic, however, these events have had to take place virtually – but the BPI and its partners remain undaunted, especially as one major ‘silver lining’ means that many more companies and creatives can now take part and with no costs incurred.  

The free LA Sync event, which was organised jointly with the Music Publishers Association (MPA) and the Department for International Trade (DIT) follows other International Trade Webinars that this year have explored trade opportunities in the US and China, and which next month will also showcase music business opportunities in India (14 October) and, for the first time, Brazil (22 October).

Chris Tams, BPI Director of International, who was one of the principal organisers of the event, said:

“Our international trade missions have proved hugely popular in the past, generating millions in ‘sync’ and other export income for labels, publishers and songwriters. Covid-19 may be restricting our international movements right now and the enduring bonds that can be fostered through such overseas trips, but a whole new virtual world of networking and knowledge-sharing has opened up. The BPI and its partners are determined to make the most of this until we can get back to normal, so that our members and the wider community can continue to develop sync and other revenues as they look to build commercial trade opportunities around the world.”   

Lucie Caswell, MPA General Manager, said:

“We set out to shine a spotlight on the uniquely creative collaboration of music and games and the commercial opportunities the increasingly important innovation space presents to songwriters and creatives. It is really great to see such positive engagement with the LA Sync webinar - which encourages us to organise more events of this kind in future.” 

Webinar attendee Deborah Smith, Director at Anara Publishing Ltd, said:

“It is great to be connected to the sync community in LA through these virtual webinars whilst we’re not able to travel. There are a lot of panels out there that focus on film and tv and so it was useful to have an event dedicated to the use of music within games. During the session, it was encouraging to hear that there are still plenty of opportunities for music from the UK to be used in video games and the BPI did a great job as always to find top quality speakers.”

Karl Nielson, Artist Manager for William Orbit, Goldie and Maeve, added:

“The recent LA Sync Mission Gaming Webinar was an outstanding event, it delivered quality speakers giving valuable insight into both the creative and crucially the commercial side of this important revenue channel. It provided contacts and the opportunity to open up connections and revenue possibilities. My only wish was that if we could have had more time! Superb.”

Further plaudits came from Michael Neidus, Global Commercial Manager Demon Music Group, who said:

“As the exclusive rights holder to thousands of some of the most iconic tracks in recorded music history, it was fascinating to see how great catalogue can co-exist alongside incredible, new and creative audio productions, by using gaming with all of its multi-faceted layers, as a vehicle to taking the music to a new and younger generation.”

While Gareth Messam, Founder of Major Players Music, added:

“What an extremely valuable webinar - thank you! As always, the BPI and MPA never disappoints. It was very informative and I’m hoping that this might lead to new business opportunities. These webinars are key, especially during these challenging times where it’s hard to meet the relevant industry people based internationally.”

Wilbert Roget II of, said:

"I'm honoured to have had the opportunity to lecture for the Sync Mission program, and am impressed by the sense of community that this event has fostered - particularly in this virtual format. Best of luck to all the attendees!"