Sync is pretty much what it sounds like—the act of connecting music to visual images. But it’s also a whole lot more. Thanks to the VERY specific contours of American music, it’s a complex set of negotiations and pay-outs that structures pretty much everything you hear on TV, at the movies, or in video games (and maybe, someday Tik Tok?). It's also one of the more viable revenue streams for artists. To dig into how sync works, and what it might mean for music, Sam talks with artist, taste-maker, and all-around-great-guy Sebastian Adé—but not before Saxon reveals his always delightful doomer vision of commercial culture.