Alex Sinclair Talks Through 'London Knows Hard Times' Sync


With a week to go until the Music + Sound Awards, our Junior Sync Alex Sinclair talks through ’London Knows Hard Times’ featuring Samuel Ford’s ‘London’ which has been nominated for the Best Sync In A TV Trailer or Promo Award. Check out his video Q&A now on our Twitter, Facebook and Instagram pages. For more information on the Music + Sound Awards, and to see the full list of nominees, click here.

Q: Can you talk us through the pitch process for this sync?

"The pitching process for this sync was pretty similar to most other ones to be honest - we got the brief in, had to get tracks over pretty quickly and it’s all about just digging through the catalogue to see what works well. I’d say the thing that makes it different is because it was a blanket use, there’s no formal licensing process so you don’t know if a track has been selected until it airs and that’s exactly what happened – one of the team saw it live and that’s how we found out!"

Q: What was the promo for?

"The promo was for a premier league match between Chelsea and Tottenham"

Q: How Long did it take from receiving the brief to the promo being on air?

"Pitching for this one, we had a really tight turnaround, as we usually do. We had to get tracks over by the end of the day and then I think the promo aired within the week."

Q: What about this track made it the perfect fit for this brief?

"Lyrically the track was really spot on for this promo. They really wanted to drive home the message of making it through tough times together. Sam Ford’s track is basically a celebration of London and I feel like in the context of the game it helped drive home the message that football or London and where we come from is something that really unites us – and then when you couple that with the really uplifting and rousing end to the track it sort of left you feeling hopeful for the future but also excited for the game."

Q: What makes this sync feel special?

"I think what makes this sync feel particularly special is it’s always just that feeling of sharing music with people that they might not otherwise have heard – but also I think given the circumstances in the UK and the world at the time this aired, it just felt like a very honest project for the time. So being able to play a small part in that and also seeing it live on the tv organically was really special."

 




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Alex Sinclair Talks Through 'London Knows Hard Times' Sync


With a week to go until the Music + Sound Awards, our Junior Sync Alex Sinclair talks through ’London Knows Hard Times’ featuring Samuel Ford’s ‘London’ which has been nominated for the Best Sync In A TV Trailer or Promo Award. Check out his video Q&A now on our Twitter, Facebook and Instagram pages. For more information on the Music + Sound Awards, and to see the full list of nominees, click here.

Q: Can you talk us through the pitch process for this sync?

"The pitching process for this sync was pretty similar to most other ones to be honest - we got the brief in, had to get tracks over pretty quickly and it’s all about just digging through the catalogue to see what works well. I’d say the thing that makes it different is because it was a blanket use, there’s no formal licensing process so you don’t know if a track has been selected until it airs and that’s exactly what happened – one of the team saw it live and that’s how we found out!"

Q: What was the promo for?

"The promo was for a premier league match between Chelsea and Tottenham"

Q: How Long did it take from receiving the brief to the promo being on air?

"Pitching for this one, we had a really tight turnaround, as we usually do. We had to get tracks over by the end of the day and then I think the promo aired within the week."

Q: What about this track made it the perfect fit for this brief?

"Lyrically the track was really spot on for this promo. They really wanted to drive home the message of making it through tough times together. Sam Ford’s track is basically a celebration of London and I feel like in the context of the game it helped drive home the message that football or London and where we come from is something that really unites us – and then when you couple that with the really uplifting and rousing end to the track it sort of left you feeling hopeful for the future but also excited for the game."

Q: What makes this sync feel special?

"I think what makes this sync feel particularly special is it’s always just that feeling of sharing music with people that they might not otherwise have heard – but also I think given the circumstances in the UK and the world at the time this aired, it just felt like a very honest project for the time. So being able to play a small part in that and also seeing it live on the tv organically was really special."

 




Related Artist



Related News

Music + Sound Awards 2021 15.10.21

We are delighted to have won the award for the Best Sync In A TV Trailer or Promo Award at the Music + Sound Awards 2021! The...


New Releases: September 2019 30.09.19

Check out this months new releases and listen to our playlist on