AI Isn’t Coming for Sync Licensing—It’s Already Here

Well, it finally happened.

AI didn’t just come for music creators—it came for sync licensing.

And not in some theoretical, future-facing way.

It’s here. Right now. And it’s targeting the exact clients who used to hire us.

The ElevenLabs Announcement

This week, ElevenLabs—a company best known for AI voice generation—announced a new AI-powered music-generation platform. But unlike tools like Suno or Udio, this one isn’t built for hobbyists or social media fun.

It’s built for professionals.

Specifically, professionals in film, television, advertising, and content creation—the same people who normally turn to composers, producers, and music libraries for custom or pre-cleared sync music.

Their messaging was crystal clear:

“You can now generate cinematic music.”

“Create music for your trailers or ads with simple text prompts.”

“Instant results. No licensing hassle.”

That’s not a tool for music creators.

That’s a tool to replace music creators.

This Is Different from Suno or Udio

Let’s not confuse this with the AI tools people have been playing with online.

I’ve seen folks criticizing Suno or Udio, but at least those platforms mostly market to casual users:

• “Make a silly pop song about your dog.”
• “Turn your bedtime story into a lo-fi track.”
• “Write a hyperpop anthem about pizza.”

They’re fun. They’re gimmicky.

But they’re not gunning for trailer placements or million-dollar ad campaigns.

ElevenLabs, on the other hand, is entering the market through the front door of the sync industry.

They’re not empowering musicians—they’re empowering the buyers to bypass us.

But Aren’t They Paying for Training Data?

Some people have pointed to the fact that ElevenLabs is striking deals with publishers like Cobalt to license training data. To some, that’s a step in the right direction—an effort to do things “the right way.”

But let’s be real…

Paying the creators of yesterday doesn’t guarantee that the creators of today—or tomorrow—will get paid.

And as someone who works across the entire sync pipeline—artist, educator, A&R, agency owner—I can tell you that the long-term concern isn’t about legality. It’s about sustainability.

Because we’ve already seen this before.

Sync Licensing Has a Precedent: Blanket Deals

If you’ve worked in sync for any amount of time, you’ve felt the quiet erosion of value that came from blanket licensing deals.

Big music libraries like Universal Production Music, APM, and others struck backend agreements with major production companies. The deal? Pay one flat fee for unlimited access to thousands of tracks.

Sounds efficient. Feels fair—until you ask:

• Was the amount negotiated reflective of the true value of the music?
• Did the artists and songwriters involved actually see their fair share?
• Was there anyone in the room advocating for the individual creator?

Most of the time?

The answer is no.

So when I see ElevenLabs announcing a deal with a major publisher to license training data, I don’t cheer.

I pause.

Because it looks a lot like another top-down deal, made between corporations, that leaves independent music creators out of the value chain.

I’m Not Anti-Tech. I’m Anti-Erasure.

I want to be clear about something:

I’m not anti-tech. I’ve always been an early adopter.

I use AI tools. I adapt. I evolve.

I take full responsibility for navigating the shifts in this business—and I will continue to do so.

But I’m not going to blindly celebrate a deal just because a company “got permission” to train on old music.

Why?

Because it doesn’t solve the core issue:

Will the next generation of music creators be able to earn a living?

So What Happens Next?

Right now, we’re watching the beginning of something that will change the landscape of sync forever. This isn’t just a new plug-in. It’s a new pipeline.

And creators need to be asking hard questions:

• Is this new technology expanding the industry—or compressing it?
• Are these deals redistributing value—or consolidating it?
• Who will actually benefit long-term?

I’m not here to spread panic.

I’m here to encourage clarity.

Because in this new era of sync, if we’re not protecting ourselves—no one else will.

What Do You Think?

Is this a smart move for the sync world?

Or another sign that creators are being left out of the next big wave?

I’d love to hear your thoughts in the comments.

And if you’re a songwriter, producer, or artist navigating sync, AI, and the future of music…

stay connected with CTRL Camp.

We’re not just watching the change.

We’re helping creators lead it.