Music Biz 2026: Inside the Future of Sync Licensing & AI Innovation



Digital Music News and Open On Sunday returned to Atlanta for Music Biz 2026 at the Renaissance Waverly Hotel. Industry leaders, executives, artists, and tech innovators gathered to focus on sync licensing and celebrate this central theme.

While industry figures exchanged ideas on many subjects, sync licensing dominated networking and discussions.

Among the voices at Music Biz was Noah Schäftlmeier, co-founder of Counterfight. His company’s technology scans every social media platform to identify unlicensed music use by businesses.

He highlighted a growing concern for rights holders. While social media licenses may cover personal use, business exploitation often goes untracked and unpaid.

“We can tell you which companies are using your music, and then we’re going to reach out to them and ask them to pay for it,” Schäftlmeier explained.

Beyond licensing, conversations also focused on AI’s rising influence in music. While AI provides useful creative tools, it also raises significant concerns for artists. Schäftlmeier added, “AI music now is at least threatening to many artists. We’re trying to find the bridge between the bad AI and the good AI, to use it in favor of the artists.”

While AI can assist with data management, Schäftlmeier clarifies, “We want to work with real music, from people who create from the heart.”

Patrick Ross, COO of Music Ally, highlighted that understanding AI is crucial for the industry to keep pace with change. The discussions focused on how education can help professionals respond to AI-driven developments.

His organization offers digital marketing certifications and hosts Music Ally Connect, an event in London for innovation and knowledge sharing. “But most people know us as a trade publication,” Ross added.

“We go in and try to help the industry be smarter, work better, keep the pace on what’s going on with things, not least of all AI,” Ross said.

Continuing with key voices from the conference was Matthew Maxwell, founder of Maxwell and Schweighauser, a firm focused on royalty auditing and catalog administration.

“We help rights holders and legacy estates manage catalogs and ensure they collect all their money.”

He likened catalog management to real estate, emphasizing that a deep understanding is vital before negotiations. “It’s like getting an appraisal on your house before you go into the market. And when you get some renovations done, you get it appraised again to see what it’s worth. That’s how I think about it.”

Maxwell emphasized the need to prepare catalogs now, as acquisition companies may soon seek more catalogs beyond high-tier ones. Technical accuracy matters. Maxwell stressed the need for updated data and correctly formatted audio files to maximize sync potential. “Sync agents must know ownership details and splits to expedite licensing. Organized estates build trust and speed up deals.”

He also noted the new sync opportunities for older catalogs. “It’s a great way to revive music. Sync now includes social media, YouTube, Twitch streams, and podcasts.”

Amid the excitement about technology and innovation discussed at Music Biz 2026, the enduring importance of human creativity and connection was also clear. Atlanta’s influence was celebrated, with many attendees expressing pride in the city’s contributions to the industry.

Bizzy Awards honored those driving the music business forward. Vicky Nauman, founder and CEO of CrossBorderWorks, received the Digital Innovator Award, while Dmitri Vietze of Rock Paper Scissors was named Ace Communicator.

Looking ahead, as Music Biz heads west to San Diego in 2027, the industry remains committed to balancing technology and artistry. Smarter catalog administration, AI-powered rights tracking, and education on new trends drive the evolution of rights management and creativity.