A new syncing feeling.

Once considered the scourge of any self-respecting artist, a well- placed TV or film sync is now considered not only a necessity in getting noticed in the marketplace, but a potentially lucrative revenue stream for major and independent labels alike

While a gorilla playing drums to Phil Collins or airport vehicles racing to Queen are the results of some successful recent sync deals which utilise hit singles from established stars, a generation of little-known acts are now beginning to win mainstream exposure of their own; not through the usual radio, blogs or music press routes, but in the ad breaks during soap operas and sitcoms.

"We live in a culture ...