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When Sound Meets Image

January 22 2018 @ 2:00 pm - 6:00 pm

Venue: Regent Street Cinema



This free event will feature a stellar collection of experts from the world of music, cinema, advertising and science, in an exploration of the importance of music’s relationship with image.  Focusing on sync and commissioned music, a variety of scenarios will be investigated from cinema and television through to advertising and interactive games.

What makes a good sync?  How has music enhanced some of the history’s greatest films?  Why are brands increasingly determined to make music a central part of their campaigns – and can they be trusted to do so ethically?  All these questions and more will be answered at  the birthplace of British cinema, London’s Regent Street Cinema.

Coming Soon!

The event coincides with the recent launch of our new, FREE ‘how-to’ guide to synchronisation – Unlocking the Sync: A band’s guide to brands and a brand’s guide to bands – that takes a novel approach to educating both musicians and brands about the complex world of sync licensing. 

Written in a clear, informal style by Kier Wiater Carnihan and Dr. Eamonn Forde, it details how sync can be approached in a mutually beneficial and ethical way while challenging the loose, policy-free use of music that often presides today.




In 1896, the Lumiere Brothers famously screened the first ever motion picture to be shown in Britain at the Regent Street Cinema.  However, the birth of silent movies wasn’t entirely silent; a harmonium player provided the soundtrack to that first showing, while before long full orchestras were accompanying film screenings.  Thus synchronisation – the setting of music to moving images, commonly known as ‘sync’ – was born.

Much has changed since then, but the importance of music to broadcast media has never wavered.  Brands, filmmakers and television/ game producers constantly seek to exploit music’s unique power to emotionally connect with an audience, while the money this process generates has never been more important to the music industry.  Indeed, while the average musician now struggles to make even a basic living from their craft, sync licensing is one of the few income streams that has flourished in the internet age.

Kicking off proceedings is Dr. Catherine Loveday, University of Westminster’s noted neuropsychologist whose exploration of music and the mind is world-leading.  Extensively published in books and journals, she will share her recent research into the role that music plays in creating and enhancing emotions in film.

Join us Monday 22 January 2018 at London’s historic Regent Street Cinema, where the Lumiere Brothers and that anonymous harmonium player first made sync history.


Keynote: Catherine Loveday | 14.15 – 15.00
Catherine will describe what happens in the brain and body when we listen to music, and explain why it has evolved to have such a powerful hold on our emotions.  She will provide an overview of musical characteristics that are known to provoke specific responses in the brain and body, as well as discussing the theory behind why this happens.  She will briefly outline research that has investigated the psychological impact of music in TV, film and computer gaming, but also highlight the importance of (and reason for) individual and cultural differences.

Future of Sync Panel | 15.00 – 16.00
As technology develops and methods of media consumption proliferate as a result, the opportunities for music usage continue to broaden. In this panel we’ll be looking at current trends in the world of sync and soundtracks, exploring how both music makers and music users can get ahead of the competition. Our panel will reveal how some of the most forward-facing companies in music, film, games and events are making themselves future-proof by innovating with technology while keeping a keen eye on the zeitgeist. 

Soundtrack Challenge | 16.20 – 17.00
Working with a short film from MAD Contemporary Media Practice undergraduates, music students have been set a challenge to devise three distinct accompanying soundtracks – composition, a library music temp track and a licensed music (music supervision).  Watch and listen to the results, which will be presented before a panel of leading sync and licensing experts.

FEMME – How to sync and swim | 17.05 – 18.00
Not many artists have the integrity to turn down major label deals in order to retain their artistic freedom, but Laura Bettinson (aka FEMME) has managed to build a career doing just that. One of the many ways she’s managed to support herself through music is through licensing her tracks for television and advertising, as well as working with brands like adidas, BooHoo and Asos. In this interview Dr. Eamonn Forde will find out exactly how she did it…

Networking drinks | 18.00 – 19.00
Courtesy of Record-Play and with complimentary Gin and Tonic from Portobello Gin


This is a FREE event, however, interest in and demand for this event is high, and you must pre-book to reserve your seat.  No walk-up on the day.  If having booked, you become unavailable for the event please let us know so we can offer your ticket to someone else.

You can find resources from this event via the links below.

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