In addition to his experimental electronic alt-pop project, FASTFAST, Kingston musician James Mulvale (pictured) has been making music for TV and video games for many years. In fact, along with his partner, composer and songwriter Jen Calder (web link), the pair have had over 500 tracks featured in shows ranging from American Pickers and E-Talk to The Zoo San Diego, as well as feature films About Fate and Den Mother Crimson.

Now, the pair are using his knowledge and expertise in licensing original songs to help other Kingston-based bands and artists monetize their recorded music in the same way they have. Borrowing Mulvale's musical alias, FASTFAST (web link), they have launched a new label and sync licensing service under the name FASTFAST Music for Media (web link). Conceived as a response to the growing use of stock music and the threat of AI-generated audio, FASTFAST also aims to demystify the business of sync licensing (the licensing of original music for film, TV, video games, etc.), which can be a lucrative source of income for musicians who can learn to navigate the ins and outs of a somewhat sketchy landscape.

"It's an industry that doesn't make sense to a lot of people. I want to bridge the gap between hard working musicians and the scary world of sync," explained Mulvale in an interview with Kingston Live. "Actually, it's not that scary, but… Finding genuine pitches is hard and there are bad actors everywhere… I'm learning a lot by being on this side of things."

That bridge FASTFAST offers seems to be one from musicians to buyers, like music supervisors. "If you hear music on TV, film, jingles, or video games, a music supervisor or coordinator was involved in finding and negotiating the rights to use the music on that production," explained Mulvale. "[FASTFAST] will help songwriters by getting placements which equals cash plus Shazam… if a track works super well in a show, people will find it."

A core value for Calder and Mulvale is authenticity and a "focus on real emotions" (states a message on the website) which also includes their commitment to no AI-generated music. "AI is not a threat to media music, but it is a threat to Libraries," said Mulvale. "[FASTFAST] won't allow any AI-generated music." FASTFAST also offers composers and songwriters additional benefits in terms of how licensing royalties are paid. Unlike most sync libraries, "FASTFAST will let artists retain 100% of composition and publishing royalties, while we split the negotiation fee 50/50," Mulvale detailed.

With FASTFAST, Calder and Mulvale aim to maintain a focus on quality over quantity, at first by keeping it exclusive to Kingston artists, "And a couple of very close alumni from Toronto and U.K.," added Mulvale. "I also think that music supervisors are inundated with sub-par material. I can only hope to give them a small number of quality acts rather than thousands of nonsense." Limiting FASTFAST to local musicians intends to provide a home field advantage. "There aren't as many libraries in Canada and I think we get ignored a little," admits Mulvale. "[FASTFAST is] trying to show the world what we have right here."

Artists will also reap the benefits of Calder and Mulvale's established relationships with music supervisors, producers, and other key players in the industry. "These connections can open doors for artists, making it easier for them to break into markets that might otherwise be difficult to access on their own," Mulvale said. As for the type of artist FASTFAST is looking for, Mulvale said, "Anyone with finished radio-ready recordings that own 100% of their rights and have excellent songs or music with instrumental versions. All have to be fully registered on SOCAN or their PRO." Posted: Sep 6, 2024