22/10

The Sync Deal | Across the Aisle: A Buyer/Seller Perspective

Conference

Line-up

Beth Urdang (Selfsame Industries, SE) / Julie Hurwitz (Songbird Creative, US)

Date

Wed, Oct 22, 2025
13:30 - 14:00

Location

Felix Meritis (Teekenzaal 2) | Keizersgracht 324, Amsterdam

Interests

Strategies / Opportunities / Streaming & Media / Sync / ADE Pro / Panels & Talks

Buy Tickets

Disclaimer

The Sync Deal | Across the Aisle: A Buyer/Seller Perspective

Presented by Buma Music in Motion

Speakers: Julie Hurwitz (Founder & CEO, Songbird Creative), Beth Urdang (Owner, Selfsame Industries)

What really happens when a sync deal is made? In this candid conversation, we bring both sides of the table together: the music supervisor (buyer) and the sync agent (seller). Julie Hurwitz and Beth Urdang have worked across continents, genres, and formats and have built a trusted relationship through decades in the sync world. Together, they’ll unpack the realities of music placement today: how tracks get discovered, pitched, cleared, and ultimately chosen. Expect honest takes on what makes a pitch stand out, what supervisors actually need, and how the relationship between rights holders and supervisors is evolving in the age of AI, metadata, and global content demand. This session offers rare insight into the sync process from both sides perfect for artists, publishers, rights managers, and anyone looking to better understand how music ends up in film, TV, games, and ads.

Felix Meritis

Conference FAQ

We do not sell ADE Conference only or Day Passes. The only way to get access to the ADE Pro Conference is the ADE Pro Pass.

Tickets for the specialist sessions, such as ADE Lab and ADE Green can be found on the ticket page closer to the date of ADE 2026.

✓ Valid all five days

ADE Pro conference takes place from Wednesday through Saturday, but the ADE Pro Pass benefits go well beyond those four days. The ticket grants access to ADE’s full offering, including all conference programs as well as all ADE Festival and Arts & Culture events* — read on below to get an impression of everything included with your ADE Pro Pass.

✓ Full access to all conference keynotes, panels and locations

ADE Pro is the ultimate business and inspiration gathering for the electronic music industry. The four-day conference returns to live action at our iconic home base Felix Meritis and features dedicated programming at the forefront of our industry. In addition, ADE will also continue to host conference programs dedicated to young creators and aspiring professionals.

✓ Year round access to ADE Pro's networking platform & database

Get a head start on connecting with fellow music professionals and companies with the ADE Pro networking database, available throughout the year. The online networking tool enables you to find and connect with all ADE Pro delegates, showcase your business with a dedicated profile page, plan meetings during ADE and much more. Over 50.000 messages are being sent on the platform yearly, with new professional connections being made on the regular.

✓ Join dedicated networking events and sessions

With over 9.000 music professionals from around the globe gathering in Amsterdam, you’re almost guaranteed to find who you need. An abundance of networking events and opportunities with fellow ADE delegates and industry leaders provides an advantageous base for dealmaking and career advancement.

✓ Access to all official Business Hubs

Whether you’re planning a meeting with fellow delegates, looking for a comfortable spot to work or simply want to hang out between conference events, your ADE Pro Pass grants access to all of ADE’s official Business Hubs.

✓ Access to the complete ADE Festival and Arts & Culture program*

With the entirety of ADE Festival and ADE Arts & Culture accessible with the ADE Pro Pass, your ticket enables you to explore the full spectrum of electronic subgenres in over 200 of Amsterdam’s finest music and nightlife spaces — with 2.500+ artists performing at 1.000+ events during five days and nights.

* Limited capacity at high-demand venues – read more at our FAQ.

✓ Receive the official ADE 2025 Bag

Your ADE Pro Pass comes with the limited edition ADE 2025 Bag, an ADE Pro Pass exclusive included with your ticket.

Our conferences are accessible for all ages in general. Do note that when alcoholic beverages are served, access can be denied.

If you want to apply for ADE 2026, you can fill in the form here. If you're interested in contributing to ADE Pro or Lab, whether through a keynote, panel, workshop, or proposal for a relevant speaker or topic, we’re open to ideas with clear focus and industry value.