CEO MONTHLY / AUGUST 2025 12 Few CEOs come into the business world with a VMA, two Brit Award nominations, and more than twobillion streams to their name – but then Nathan Duvall is not like most CEOs. His background in music spans more than a decade writing, producing, and performing, giving him the ability to understand just how powerful a song or a piece of music can be when it connects to the perfect moment or the right audience. Every artist spends their life in pursuit of the high this connection brings about, but Nathan has seen first-hand the countless missed opportunities faced by these professionals when it comes to licensing and sync. Nathan told us: “I’ve seen tracks sit on hard drives that could’ve changed someone’s career, if only the right person had heard them.” He continued: “SYNC IT was born from that frustration. I wanted to build a smarter, faster, more artist-focused way for music to find its place in media and culture.” Leveraging his background to help build a bridge between creativity and commercialism, what Nathan has created is a music-licensing platform that genuinely works for people who make music. Helping unlock the true value of this most beautiful medium, the platform works by connecting independent artists and those who hold the rights to their music with brands, agencies, and media producers from across the world. This is achieved through a blend of curated licensing, instant search, and custom composition. Going a step further, Nathan explained: “SYNC IT isn’t a stock library and it’s not a free-forall marketplace. It’s an invite-only, artist-first ecosystem. We prioritise quality over volume, accuracy over guesswork, and cultural depth over surface-level trends. Our catalogue is handpicked. Our results are built on real connection.” As a result of this I think SYNC IT offers something truly unique in a bloated and unclear space. Across his role as CEO, Nathan is responsible for leading the creative vision and commercial strategy of the company, fortifying the bridges he built when initially establishing SYNC IT. The hands-on approach Nathan employs sees him stay close to the tech teams behind this bespoke music for brands, shaping how the platform evolves. At the same time, he remains in constant conversation with artists, brands, and agencies to understand where the industry A Musician-Led MusicLicensing Platform for Brands and Agencies A member of the band Disciples (most famous for their collaboration with Calvin Harris on the hit ‘How Deep is Your Love?’), Nathan Duvall collaborated with artists such as David Guetta, performed on The Tonight Show Starring Jimmy Fallon, and collaborated with Netflix on the acclaimed series Bridgerton before turning to business. Creating SYNC IT in 2023 to make licensing music as intuitive and inspiring as the music itself, Nathan’s work has more than earned him the title of Most Influential CEO 2025 – Music Licensing (London). We caught up with Nathan for more. is going and how SYNC IT can arrive there ahead of it. This is reflected in Nathan’s philosophy: Keep things moving. Build fast. Stay sharp. Don’t wait for permission. Elaborating on this, Nathan commented: “Its about action, not endless theory. Leadership for me is about energy. Creating the kind of environment where great people can do their best work and feel like they’re building something that matters.” Nathan therefore leads like a music producer – bringing the right people together, setting the tempo, and then orchestrating something special. With Nathan as their leader, the team behind SYNC IT – which comprises people passionate about writing and creating music – possess a synergy. An unspoken bond. This is especially true of the dynamic between Nathan, Patrick Patrikios, and Rav Kumar, who bring a combination of eccentric creativity and razor-sharp execution to the table. These deep-rooted human relationships are what set the company apart. As AI-generated music continues to garner traction in this space and create sounds that do a good job filling a gap in the silence and nothing more, SYNC IT recognises that brands want real music for adverting use. As Nathan put it: “The more noise AI creates; the more valuable real music becomes.” In this way, the platform allows artists with unreleased music who have never played a show before to become the soundtrack to a global campaign. Streamlining the process of licensing music to support everything from film and television to video games and branded content, SYNC IT hosts unreleased music from artists as well as his own Disciples catalogue which includes works with Calvin Harris, David Guetta and more. With companies like L’Oreal and Red Bull already on board, there has never been a better time for businesses to show their support for real music by collaborating with this creative music-licensing service to deliver custom music for their next project. F Contact: Nathan Duvall Company: SYNC IT Web Address: https://syncit.ac/
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