The sync industry is a people’s business – always has been always will be. Nevertheless, finding the right track for a project is not getting easier with the amount of new music being created every day, granular rights holder representation and the constantly changing requirements of music. In the end, the human brain can only soak up so much music. On the other side are the creators. How can they help their music to be discovered and not drown in the masses? In the last years a lot of tech companies have launched offering services that are promising to help with these challenges and facilitate the day to day business. But how much are these really used? In this panel we are looking into the viewpoints of creatives, tech firms and rights holders to discuss opportunities and challenges of tech in the sync industry.