The Sync Lab

This week on The Sync Lab, I sat down with Ryan Dickinson, founder of the bespoke music agency Made By Ikigai, for a focused conversation on custom music and the advertising world.
Ryan has had a deep and varied path through the industry. He started as a drummer, moved into DJing and production, then into composing for film and television, worked full time as a sound designer, and later became a creative director in advertising. That experience ultimately led him to launch Made By Ikigai.
Made By Ikigai has worked with major global brands including Amazon, Coca Cola, Nike, Visa, Adidas, Lexus, Samsung and more, creating custom music and sound for advertising campaigns.
In this episode, we cover:
• What “bespoke” music actually means in the context of advertising
• How music is created specifically to support narrative and storytelling
• Why multiple composers are sometimes hired for the same brief
• How creative directors evaluate submissions and choose the right direction
• The difference between referencing a vibe and copying a track
• Ryan’s thoughts on AI generated music and where it currently fits within commercial and sync workflows
• How composers can break into the world of bespoke composing
• The role of human taste, collaboration, and interpretation in high level brand campaigns
If you’ve ever wondered how custom music for major advertising campaigns is developed behind the scenes, this episode gives you a clear look into that world.

Learn more:
made by ikigai
Visit the Sync Lab for a free directory of music libraries and a free course on how to make money licensing your music:
THE SYNC LAB - Home

In the latest episode of The Sync Lab Podcast, I sit down with veteran music supervisor Gary Calamar, whose work spans some of the most influential television series of the last few decades, including Six Feet Under, True Blood, Dexter, Entourage, Weeds, House, The Man in the High Castle, Titans, and Netflix’s 3 Body Problem.
We have a candid conversation about how music supervision actually works behind the scenes. Gary breaks down how music ends up in shows, how decisions are made between music supervisors, editors, showrunners, and producers, and how those creative dynamics play out in real productions.
We also discuss how licensing fees work, what different types of projects tend to pay, and why budgets and context matter more than most artists realize.
Gary shares insight into how he discovers music, the importance of relationships and trusted sources, and how independent artists should think about positioning themselves for sync opportunities in a realistic, professional way. Rather than shortcuts or tactics, the focus is on understanding how the system really operates.
We also talk about AI in music and why Gary continues to prefer music that is written and created by humans. He explains what he listens for emotionally and why authenticity and intention still play a central role in his decision making.
This episode offers a clear, grounded look at the financial, creative, and human realities of music supervision from someone who has been doing it at the highest level for decades. If you want to better understand how sync licensing works from the inside, this conversation provides rare and practical insight.

Learn more about Gary's radio show:
https://www.thesocalsound.org/
Learn more about Gary here:
https://garycalamar.com/

Caleb Swift is a film and television composer and producerwhose work has appeared across major studio projects and global advertising campaigns.
His music has been featured in high-profile titles including The Last of Us, Avatar, Black Widow, Sonic The Hedgehog, Thunderbolts, and The Thursday Night Murder Club, with placements spanning trailers, promos, and large-scale cinematic marketing.
Known for blending emotional storytelling with modernproduction, Caleb works closely with publishers, editors, and studios to create music that supports narrative while cutting through in competitive sync environments. His career reflects a steady evolution toward deeper creative collaborations and higher-impact projects, with a focus on long-term relationships and consistently delivering at a high level.

Learn more about Caleb:
https://calebswiftmusic.com/

Get a free four hour audio/video course about how to make money licensing your music in tv and films and a free online sync licensing directory here:
https://www.thesynclab.com/

In this episode of The Sync Lab Podcast, Aaron Davison and producer Gary Gray dive deep into the world of AI-generated music and the rise of Suno. Together, they share personal experiences using the platform for real songwriting and production projects, exploring how AI is reshaping the creative process from demo to master.
Aaron and Gary discuss the quality and workflow of AI-generated music, how it fits into professional production, and what it means for the sync licensing industry. They also tackle the growing debate around copyright, ownership, and the role of human creativity in an increasingly automated landscape.
Whether you’re curious about using AI tools like Suno in your own workflow or wondering how this technology will affect music licensing opportunities, this conversation offers an honest and forward-looking take on one of the most important topics in today’s music business.

For a free directory of music libraries and music supervisors, visit The Sync Lab:
https://www.thesynclab.com/

Brit Fox is an award-winning producer, songwriter, vocalist, and audio engineer. Rooted heavily in alternative urban music, her sounds also draw influence from pop, Latin, and R&B. She is the owner and founder of Cleveland-based Brit Fox Studios.

Her work has been featured in a wide range of high-profile placements, including ABC, MTV, BET, VH1, Netflix, Hulu, Sony Pictures, Paramount, Univision, The CW, CBS, Vice TV, the MTV Music Video Awards, A24, the Cannes Film Festival, PlayStation, Beatstars, and Universal Music Group.
Learn more about Brit Fox here:
https://www.britfoxstudios.com/

For a free four hour video course all about how to make money licensing your music in tv and films, visit
https://www.htlympremium.com/