SyncIt

Who are you and what is SyncIt?

I’m Nathan Duvall, founder of SyncIt. I’m a songwriter, producer and one-third of Disciples, so I have spent years working at the meeting point between music, audiences and commercial media.

SyncIt uses AI to help organisations discover, license and create music experiences. We are building tools that make music easier to use while respecting the people and rights behind it.

What problem did you see from inside the music industry?

Finding the right track is only one part of the job. Brands, creators and sports organisations also need to understand rights, clear usage and create something that fits a very specific audience or moment. That process can be slow and disconnected.

At the same time, music has enormous power to make an experience feel personal. I saw an opportunity to combine industry knowledge with AI so organisations could move faster and creators could participate in new kinds of commercial work.

What has SyncIt grown into?

We have built music discovery and licensing capabilities alongside creative products for major organisations. Our work has included projects for YouTube, Red Bull and L’Oréal.

Fanthem extends the idea into sport. It lets an organisation generate personalised fan anthems, creating a piece of music around a supporter, team and event. The product brings music, identity and fan engagement into one experience.

Where is SyncIt today?

SyncIt has raised A$570,000 across two investment rounds. We also completed a Fanthem proof of concept with FIFA at the U-17 World Cup, giving us a chance to test the experience in a major international sporting environment.

Those projects have helped us prove that AI music can support practical commercial use cases. We are now developing the underlying platform, expanding the organisations we work with and exploring how personalised music can create stronger connections between brands, sports properties, creators and their audiences.