VMDO Launches ‘Victorian Music Finder’ Sync Platform

Content creators can now source sync-ready music from The Garden State through a new, bespoke digital platform.

The Victorian Music Finder is a discovery and licensing engine built for government agencies, advertising firms, production companies and creatives working across all media.

Unveiled this week, the platform is an initiative of the Victorian Music Development Office (VMDO), in partnership with Level Two Music, and powered by DISCO, the cloud-based music catalogue management and discovery platform founded in Victoria.

Users can search by genre, create playlists and explore curated collections, an initiative that’s intended to spotlight Victorian talent, and make it easy for music-hungry third parties to find it.

To support the launch, Level Two Music will offer “concierge-style” services, including guided searches and licensing administration with the relevant rights holders.

“The Victorian Music Finder is an investment in the Victorian music ecosystem,” comments Kirsty Rivers, VMDO General Manager.

“While users benefit from streamlined access to high-quality, sync-ready music, local musicians gain increased visibility and direct licensing opportunities.”

Sync is a powerful tool for the music industry, one that generates meaningful revenue and can send songs up the charts and into the public consciousness.

A study by The Music Network found many titles in triple j’s Hottest 100 of Australian Songs had benefited from sync exposure.

Also, Music Australia’s The Bass Line report found that, in 2023, synchronisation licensing generated $64 million for the Australian music industry.

"The Victorian Music Finder is a game-changer,” reckons Caitlin Clarke, Think HQ Head of Creative Services and Production. “It has significantly streamlined how we discover local music and introduced us to a new wave of Victorian talent we might never have discovered otherwise. The platform has sparked fresh creative directions in recent campaigns and we’re already seeing strong results."

Check out the Victorian Music Finder here victorianmusicfinder.com.au.