#30: Sync Happens: Building a platform for fairer music licensing. A talk with Alice Kattago (co-founder of SyncHub, Estonia)

In this episode of the ScreenME Podcast, host Ulrike Rohn talk to Alice Kattago, alumna of Tallinn University's BFM and co-founder of SyncHub, a platform aiming to make music licensing simpler, faster, and more transparent.Starting from her journey through music publishing, artist management, and pan-European music industry research, Alice explains what music sync actually is—and why licensing music for film, advertising, games, and other audiovisual media is still such a painful process.The conversation explores how SyncHub emerged from firsthand industry frustration, how platform thinking and network effects shape creative markets, and why pricing, rights clearance, and trust remain major bottlenecks. Alice and Ulrike also dive into the big, unresolved questions around AI-generated music, human creativity, and ownership—raising fundamental questions about value, authenticity, and the future of the music industry.Key TakeawaysMusic sync is everywhere—but poorly understoodComplexity pushes buyers toward generic solutionsSyncHub fixes coordination problemsAI music blurs boundaries fastEntrepreneurship is about persistence, not just ideasKeywordsmusic sync · music licensing · creative industries · platforms · entrepreneurship · music tech · copyright · pricing · AI-generated music · network effects · creative markets · BFM alumni · startup journeys · cultural value · rights managementKey Quote''It really helps to be around other founders and mentors who are realistic about both the rewards and challenges."About Alice Kattago Alice Kattago is the co-founder of SyncHub, a platform that brings together music buyers and music sellers, facilitating the entire licensing process. She has a background in sync, music publishing and artist management, and is currently also a research coordinator for pan-European projects European Music Exporters Exchange and Europe in Synch. She is also an alumna of BFM with an MA in Communication Management. www.synchub.eeHost: Ulrike RohnSound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -https://bfmentrepreneurhub.tlu.ee/screenme-podcast/