Sync.Land | Metaverse & Video Game Music Licensing (Awen)

[GENERAL] Name and surname of main applicant

Ian McCullough

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Incorporated)

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

8

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language.

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

Build a PoC of a p2p music licensing marketplace and API called Sync.Land to connect music and visual art creators, to issue proper licenses, and make direct payments to rightsholders.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

Yes

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

Yes, this project is dependent on NMKR & CardanoPress

[GENERAL] Will your project’s output/s be fully open source?

Yes

[GENERAL] Please provide here more information on the open source status of your project outputs

The code generated from this grant will be released as open source under the MIT license.

[SOLUTION] Please describe your proposed solution.

How do we perceive the problem?

Copyright law requires when music is "synced" to a visual media, such as a video NFT, metaverse, video game, film, etc, the creator of that visual media is required to obtain permission and approval from the music rightsholder. This agreement for approval and permission is what is known as a synchronization license.

With the rise of UGC (User generated content) showing no signs of slowing down as well as video game and other video content becoming more accessible, it is more important than ever that musicians rights are protected and they works get properly licensed and paid for.

Like many other areas of the music industry, there is a huge lack of transparency and trust. Musicians often encounter predatory agencies, large fees from middlemen, and slow payment-times - sometimes never getting paid!

What is our proposed solution?

Build a peer-to-peer marketplace and API to decentralize the listing, discovery, negotiation, and issuance of music licensing for music synchronization.

What the dApp and API will do:

• Listing / Discovery - a marketplace where artists are able to list their assets and be discovered
• Transact the issuance of the sync license
• Synchronization license from a publisher/songwriter, allowing to exploit the original composition and lyrics
• Master use license from a record label/recording artists, allowing to synchronize the sound recording
• Parameterize sync license scope. Each relevant area of scope in a sync license will be parameterized by the rights-holder. This incudes:

1. Term
2. Territory
3. Nature of Use
4. Cost
5. Marketplace tools

• Build extendibility in the protocol through an API and future development so that we can implement other features such as:

1. Smart contract enforcement
2. Offers / negotiation
3. Bidding
4. PWYW (pay-what-you-want) or other variable rate models

What will be the result?

The decentralization of sync licensing using Cardano. The protocol will enable the artists, builders, and licensors (filmmakers, indie game developers, etc) to issue and approve sync licenses. This will allow fees to stay low and middlemen to remain at a minimum.

Who will your project engage?

• Licensor - Musician / label / publisher / music rights-holder
• Licensee - Video game company / filmmaker / metaverse project / podcast / ad agency / content creator / streamer / etc
• Developer / Builder

How you will demonstrate or prove your impact?

To demonstrate and prove the impact, we can measure it quantitatively by the number of users, the number of sync license issued, the number of minutes of songs synced, and the amount of volume and value transacted and paid to musicians.

The project's impact on Cardano's productivity and long-term growth can be measured through increased adoption in the metrics of number of total syncs and total volume of sales, expanded use cases in metaverses and video games, and positive user feedback.

As part of our project's success measurement, we aim to gather valuable insights through user feedback and customer surveys.

The outputs of this program will be shared on our website, in various social media channels and at IRL meetups, conventions, and other events.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community.

The impact of the successful delivery of this proposal will ultimately increase the number products available for the community to use that help to enrich the ecosystem - with new use case for the uses of music in visual media including film & video, video games, metaverse projects, streaming, podcasts, and more.

This will give more reasons people have to interact with the Cardano blockchain that can help further drive more adoption, feedback and further innovation. The successful funding and delivery of this proposal will provide a better alternative over current centralized providers.

According to Songtradr & Digital Music News 2022 Global Sync Licensing Report,

"Despite production obstacles stemming from the pandemic, digital advertising spending grew by double digits in 2020 . And following estimated growth of 25% for the overarching U.S. ad industry in 2021, at a total of about $284.3 billion, the market is predicted to crack $300 billion in the U.S. and $700 billion globally in 2022."

With virtually every visual-media segment poised to continue growing, all signs suggest that demand for high quality music will be greater than ever. This means music synchronization industry has a vast potential for intersegment exposure - the audiovisual interaction and collaboration between many large industries including: film, video games, advertisement, and metaverse.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

Transparency

To ensure trust and accountability, we maintain a transparent and collaborative approach with clear deliverables and financial reports (including cost breakdowns and on-chain transaction history) for each project milestone. 

For each milestone, we will include regular communication, sharing project updates, and actively soliciting feedback. This open line of communication fosters trust and ensures that all parties are engaged throughout the integration process.

Web2 Proof of Concept

Our project already has working Web2 Proof of Concept (freemusic.land) with a roster of musicians and synchronization licenses issued for. This has provided the team with valuable insights by providing feedback and validation from users and insights already gathered.

Main Goals

1. Develop marketplace for listing, selling, and issuing synchronization licenses.
2. Develop well-documented API for extendibility and parameterization of license scope and for further development.

Validation

1. Measure the number of songs listed, licensing transactions, transaction volumes.
2. Assess marketplace user feedback and engagement.
3. Monitor the number of applications using the API, gather feedback from developers regarding its ease of use, documentation, and effectiveness in integrating music licensing capabilities.

[Project Milestones] What are the key milestones you need to achieve in order to complete your project successfully?

Project Initialization

Cost: 20,000 ADA (20%)

Length: 1 month

Description

Establish foundational elements for the proof-of-concept (PoC)

Milestone Output(s)

1. Agile framework board set up in Notion with user stories and tasks
2. Infrastructure setup completed.
3. Key functionality initialized.
4. Initial administrative and miscellaneous tasks addressed.

Acceptance Criteria

• Approval of the Research and Planning Document.
• Successful completion of infrastructure setup, including NMKR and CardanoPress
• Confirmation of initial administrative and miscellaneous tasks, including task and story boards

Prototype Development

Cost: 25,000 ADA (25%)

Length: 1 month

Description

Build the prototype of the sync license marketplace and API.

Milestone Output(s)

• Web3 portal developed.
• Documentation completed.
• Pilot users selection & marketing documentation prepared.
• Additional administrative and miscellaneous tasks executed.

Acceptance Criteria

• Demonstrable Web3 portal.
• Successful Cardano integration with comprehensive documentation.
• Pilot user selection strategy outlined.
• Marketing documentation in place.

Launch

Cost: 27,500 ADA (27.5%)

Length: 2 months

Description

Execute the launch of the sync license marketplace & API.

Milestone Output(s)

• Final API optimization for the official launch.
• User feedback mechanism fully operational.
• Official launch surveys and user engagement executed.
• Media coverage and launch documentation initiated.

Acceptance Criteria

• Successful final API optimization for the official launch.
• Full operational status of the user feedback mechanism.
• Execution of official launch surveys and user engagement.
• Initiation of media coverage and documentation for the official launch.

Post-launch Optimization

Cost: 27,500 ADA (27.5%)

Length: 2 months

Description

Optimize the platform based on post-launch feedback.

Milestone Output(s)

• Continuous API optimization post-launch.
• Iterative user feedback mechanisms.
• Post-launch surveys and optimization strategies executed.
• Ongoing media coverage and documentation.

Acceptance Criteria

• Continuous API optimization post-launch.
• Active and responsive user feedback mechanisms.
• Successful execution of post-launch surveys and optimization strategies.
• Ongoing media coverage and documentation.

Finalization and Documentation

Cost: 30,000 ADA (30%)

Length: 2 months

Description:

Finalize the PoC, prepare comprehensive documentation, and conclude administrative tasks.

Milestone Output(s)

• Comprehensive evaluation report.
• Marketing & user success reports completed.
• Final bug fixes and documentation.
• Final administrative and miscellaneous tasks addressed.

Acceptance Criteria

• Approval of the comprehensive evaluation report.
• Completion of marketing and user success reports.
• Final bug fixes and documentation verified.
• Confirmation of final administrative and miscellaneous tasks.

[RESOURCES] Who is in the project team and what are their roles?

Ian McCullough (Cullah)

LinkedIn

Role: Full Stack Developer

Relevant Experience:

• Award-winning musician composed and licensed 10,000+ syncs of 16 years of open-source music in video games, films, tv shows, and advertisements.
• Senior level developer with a 10+ years of full-stack web development and scripting languages.
• MPhil in Music & Media Technology from Trinity College, Dublin.
• BS in Computer Engineering from Marquette University.

Maggie Schmidt

Milwaukee, USA

LinkedIn

Role: Project Manager / Quality Assurance

Relevant Experience:

• 5 years of project management working with companies like Universal Audio, Audiophile, and Wisconsin Music Ventures
• 10 years of entertainment industry experience
• BA Music Performance from University of Wisconsin-Milwaukee
• Associate Degree, Audio Engineering from MATC

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources.

The costs for this concept will be mostly work hours for administration, project management and full stack development and design. The costs include service and hosting fees.

Assuming a $0.3 USD to 1 ADA exchange rate and average cost per team work hour:

Full-stack developer : 250 ada per hour

Project Manager : 150 ada per hour

Milestone 1: Project Initiation (20,000 ADA - Approximately 20%):

• Full-Stack Developer: 40 hours x 250 ADA/hour = 10,000 ADA
• Project Manager/QA: 67 hours x 150 ADA/hour = 10,000 ADA

Milestone 2: Prototype Development (25,000 ADA - Approximately 25%):

• Full-Stack Developer: 70 hours x 250 ADA/hour = 17,500 ADA
• Project Manager/QA: 50 hours x 150 ADA/hour = 7,500 ADA

Milestone 3: Launch (27,500 ADA - Approximately 27.5%):

• Full-Stack Developer: 65 hours x 250 ADA/hour = 16,250 ADA
• Project Manager/QA: 75 hours x 150 ADA/hour = 11,250 ADA

Milestone 4: Post-launch Optimization (27,500 ADA - Approximately 27.5%):

• Full-Stack Developer: 69 hours x 250 ADA/hour = 17,250 ADA
• Project Manager/QA: 68 hours x 150 ADA/hour = 10,250 ADA

Milestone 5: Finalization and Documentation (30,000 ADA - Approximately 30%):

• Full-Stack Developer: 55 hours x 250 ADA/hour = 13,750 ADA
• Project Manager/QA: 108 hours x 150 ADA/hour = 16,250 ADA

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The project costs have been diligently considered, taking into account industry standards, market-driven rates, and the comprehensive skill sets required.

This ensures that every ADA spent contributes to the successful execution of the project, aligning with Cardano's vision for a decentralized and informed community.

The budget reflects not only the project's immediate needs but also its enduring impact on the Cardano ecosystem.

[IMPORTANT NOTE] The Applicant agrees to Fund Rules and also that data in the submission form and other data provided by the project team during the course of the project will be publicly available.

I Accept