In our new series State of Synch we reach out to industry leaders from different fields to get their opinion on where we stand. How do ongoing technical developments, market shifts, customer behaviour and the global economy impact our playing field – and what do we intend to do about it? Patricia Carrera, music supervisor and president of the Spanish Speaking Music Supervision Association (ASM) explores trends in Latin America, the importance of building structures and how to emphasize diversity.
This interview was created with special collaboration from members of the board and council: Jennifer Noya, Leyla Flores, Patricia Maciel, Chava Carreón, Enzo Massardo, and Héctor Vázquez.
“It’s no longer about taste; it’s about crafting an authentic narrative that connects emotionally”
What kind of collaborations between rights holders and supervisors will be crucial for a healthy sync ecosystem in 2026?
Future collaborations must be built on transparency, organization, and genuine partnership. Robust metadata and well-managed catalogs are vital to ensuring that great music doesn’t get lost in the process. Publishers should view music supervisors as creative allies to enrich artists’ evolving strategies, and artists as forces with specific needs, not just sources of revenue. Supervisors, in turn, require reliable access and speed to bring music to projects efficiently. Using the same tools across the board is fundamental. Education is equally essential: artists understanding the market, publishers refining rights management, and supervisors integrating music strategically. We need to include the audiovisual industry in the scheme, encompassing creators, production companies, directors, screenwriters, and even film festivals and markets. This interconnected approach will create a faster, fairer, and more competitive ecosystem. At ASM, we see our role as helping lead this transformation and raising professional standards across the music and audiovisual industries.
How can the industry ensure that sync deals remain fair and sustainable?
The key lies in structure and avoiding improvisation. Standardized processes, clear contracts, transparent reporting, and improved education can create an environment where both creators and clients thrive. At ASM, we’re working to implement frameworks that define rights and usage clearly, avoiding future conflicts and ensuring efficiency. This isn’t about punitive measures; it’s about fostering a professional space where the value of music is understood and respected. In markets like Latin America, where informality can undermine trust, having these systems in place also signals reliability to clients. Fair licensing should be seen as an investment in quality and reputation, a mindset we are determined to reinforce.
What steps can be taken to ensure more diversity in the sync space?
Diversity must be intentional, not accidental. As supervisors, we have a responsibility to present a wide range of voices and sounds proactively, ensuring that clients have constant access to music that reflects real cultural breadth. Beyond personal preference, music must serve the project’s context: if the story is diverse, the soundtrack should be as well. Complex projects that require music from different countries, regions, periods, social groups, or genres also need collaboration among supervisors with specialized musical knowledge. This approach involves conducting research and being open to emerging artists outside mainstream circles. We’ve seen powerful examples like campaigns in Chile featuring LGBTQ+ talent, proving that inclusion not only enriches storytelling but also strengthens brands commercially. Diversity is no longer a trend; it’s a standard audiences expect, and the industry benefits from embracing it.
How do you see AI-generated music changing the game?
AI is here, and it’s reshaping the way we work, but how we use it will define its impact. We utilize powerful tools for research, music recognition, stem separation, and information analysis, among other processes, which help us expedite these tasks. On the other hand, demo creation, early-stage production processes, editing, and enabling those creators with fewer resources to compete. Music libraries are facing significant challenges. But it also raises ethical and legal questions that should be addressed soon. Our view is clear: AI should complement, not replace, human artistry. Emotional depth, cultural understanding, and originality are irreplaceable. The industry must move quickly to establish regulations that protect rights while embracing AI as a responsible part of the creative and practical toolkit.
What trends or opportunities do you see for sync and music supervision in film, both in Latin America and globally?
Latin America is experiencing a creative surge unlike anything before, driven by major streaming platforms investing heavily in local content. This has opened the door for regional music to reach global audiences, reviving forgotten catalogs and spotlighting new voices. To seize this momentum, artists must be prepared legally and administratively; ready to deliver their music to international productions. Globally, the appetite for authentic, distinctive soundscapes continues to grow, with “real songs” prevailing over soundalikes, and Latin American music is perfectly positioned to meet that demand. Sync is no longer just a business tool; it’s becoming a bridge for cultural exchange, bringing stories and emotions across borders through music that truly connects.
How have collaborations with brands evolved in terms of creative approach and value exchange?
Collaborations between brands and music have matured into true partnerships. Artists are now cultural voices, influencers, and creators of stories that resonate far beyond a simple campaign. Music has become central to brand identity, with supervisors adding value from the very start, at the briefing stage, by ensuring the chosen music and artist fit the project’s goals, audience, and ethics. This shift demands expertise: knowing which artists are open to licensing, which values align, and what kind of sound and lyrics elevate the message. It’s no longer about taste; it’s about crafting an authentic narrative that connects emotionally. In Latin America, this approach has proven essential to building long-term recognition and loyalty, while globally, brands are embracing music as a driver of cultural relevance.
Paty Carrera has been deeply involved in music supervision and consulting and licensing for audiovisual productions, which have reached renowned platforms such as Netflix, Amazon, Disney or HBO.
President of the Spanish Speaking Music Supervision Association (ASM)
She has dedicated her professional life to the exciting world of copyright and related rights, safeguarding the interests of artists, authors, and production companies. She collaborates closely with music producer Phil Vinall and manages matters for artists such as Beto Cuevas, Ely Guerra, Enjambre, and Pato Machete, among others.
Her experience also translates into her contribution to workshops, panels, and educational programs she has developed in several countries. Colombia, Chile, Polonia, Canadá, España, México, among many others, have entrusted Paty to share her knowledge, while keeping an ear to the ground for industry innovations and trends.
patycarrera.com / controlfreaks.com.mx
The Spanish Speaking Music Supervision Association (ASM) brings together professionals from the field of music for audiovisual media from different countries around the world. Its goal is to contribute positively to the development of music supervision globally by analyzing and improving work protocols and educational programs aimed at both professionals in the sector and the music and audiovisual media industries.
