.UMPG leads all publishers with SuperBowl halftime show assist
Sony/ATV also scored big with Lil Nas X's"Old Town Road" for Doritos and Etta James'"Tell Mama" for T-Mobile.
For publishing giant Sony/ATV, the annual last-minute scramble for Super Bowl synchs peaked Friday, when T-Mobile's agency finally called to settle on's real-life mother testing 5G reception. "They'd been looking for a lot of different songs with the theme of Mama -- and we had 'Tell Mama,'" says, the publisher's president and global chief marketing officer. "It's not like we hear about it for the first time on Friday. We go back and forth. There might be five different songs, and they go, 'This one,' and we go, 'Yay!' Each year, we see it come down to the wire.
Super Bowl synch-placement pressure always intensifies a couple of days before the Super Bowl for "searching, pitching and quoting," as, Universal Music Publishing Group's senior vp music for advertising, calls it. Which make sense: Synchs generate between $100,000 and $1 million for publishers, according to publishing-industry sources, plus the same amount for record labels if the songs are original master recordings. Advertisers reportedly paid up to $5.
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