Why Spending $1M on a Sync Is a Good Idea

It sounds like madness.

Spending a million dollars on music — for a track that already exists, that you don't own, and that lasts 30 seconds in an ad. Why would any sane marketer do this?

Well, here’s the uncomfortable truth: they should. And some already do. Not out of ego, nostalgia, or creative indulgence. But because it delivers measurable returns. In fact, in the context of multi-million euro media budgets, investing in real, licensed music can be one of the smartest decisions you make.