Sync deals secret to keeping songwriter’s dreams alive
Musicians have topped the charts and survived the pandemic thanks to sync deals. Global hit artist Dean Lewis talks to Vicki Anderson about his path to success.
Dean Lewis had moved in with his grandmother to save money to help give music a good go when something magical happened. The multi-award-winning Australian singer/ songwriter released his first album, A Place We Knew, in 2019. Thanks to a well-timed sync deal, now he is a global artist with millions of followers on TikTok and YouTube.
His big hit, Waves, landed key syncs in American TV shows, including Suits, Grey’s Anatomy, Riverdale and the remake of Magnum P I and launched his career.
A sync or synchronisation is a process where songs are used in TV, films, advertisements or video games. They are usually arranged between a music publisher and a client.
With his next single, Be Alright, he was welcomed into the Spotify Billions club when it surpassed 1 billion streams.
As Lewis discovered, a well-timed sync deal or the use of 30 seconds of a song on TikTok can reinvigorate or launch an artist’s career.
Many classic songs are also experiencing a revival, courtesy of new movies and TV shows.
This week New Zealand rapper David Dallas’ 2013 song Runnin’, off the Falling Into Place album, accompanied a vital scene on Netflix hit Hustle.
Kate Bush’s 1985 class Running Up That Hill (A Deal With God) is again hitting the top 10 charts after its recent use on Netflix’s Stranger Things.
TikTok is leading this trend often in an organic way. In 2020, for example, a viral video by Doggface208 returned Fleetwood Mac’s 1977 classic Dreams back to the charts.
Speaking from Nashville after a string of soldout shows in the United States and Canada, Lewis said the sync deals had offered him a valuable platform to continue his art.
‘‘I have been lucky, I had nothing before.
‘‘I moved in with my grandma to give music a chance. Now I have stuff. I have a house.
‘‘I feel like I have achieved more than I ever thought I would,’’ Lewis said.
After more than two years of being unable to tour and perform live because of Covid-19 restrictions, syncs, his social media presence and live-streams helped keep his music alive and retained a connection with fans.
Last week, Lewis announced New Zealand dates as part of his Sad Boi Winter Summer world tour, performing in Auckland, Wellington and Christchurch in November.
‘‘I can’t believe it. I thought with Covid and 21⁄2 years away, are people still going to come out?
‘‘But I have played in New York and Toronto, and they are screaming and singing,’’ said Lewis.
‘‘One thing I am noticing is people crying in the front row, singing along to Be Alright.
‘‘I’ve been blown away by people singing so loud. I thought people would have forgotten me.’’
Lewis said he is grateful to be back performing live shows and has added new songs like Hurtless to his set.
After each concert, he takes his guitar and sings on the street outside the venue.
There, hordes of screaming and crying fans have gifted him ‘‘paintings, chocolates, letters’’ and more.
‘‘I am quite an anxious performer.
‘‘I have always been the guy who loves writing and recording the songs but when it came to the live performance side, I did it, but it was always really stressful, I put so much pressure on myself. ‘‘I didn’t really get it,’’ he said.
‘‘After more than two years away from live shows I did miss it all.
‘‘This time around, I am so grateful and really appreciating everything.
‘‘On the American tour I have been taking my in-ear monitors out, so I can hear the crowd more.
‘‘I want to be in the moment. To hear people singing back, it sounds cliched, but it is the greatest feeling in the world.’’
As a songwriter, Lewis is known for his vulnerable, soul-searching lyrics. Sometimes, he said, it was ‘‘nerve-racking’’ to release a song that is personal to him, never mind sing it in front of thousands.
After Half A Man was performed by a contestant on X Factor in Denmark recently, the track flew to the top of the Danish charts.
‘‘Half A Man is very personal to me. I had been scared of releasing that. Before the tour I was thinking: how do I sing to people, this song is so vulnerable, how can I do it?
‘‘But I did it and people were crying in the front row, they were so in it. That is the real connection.
‘‘Now that is what I am looking for, being so vulnerable because that is how you connect with people, especially live.’’
By the time he tours New Zealand, Lewis will have more songs to choose from as his second album is scheduled for release in September.
As well as songs about love and relationships, there is a special song for his dad who had cancer.
‘‘I do like to write about relationships but I always try to write about something deeper,’’ he said.
‘‘There are some songs about death on this album but also songs about love and happiness.
‘‘You have your whole life to write your first album but usually only get six months to do your second. I have had more than two years off to write it. I tried to go even more with what my little niche is in the world.’’
‘‘I’ve been blown away by people singing so loud. I thought people would have forgotten me.’’