“Reality shows, which surged in the ratings during the last strike (including, notably, Donald Trump’s The Celebrity Apprentice)…might temporarily dominate the synch business and indie artists might have more opportunities to place songs.”

“…A prolonged strike could narrow the opportunities for music synchs in shows and movies, which generated $318 million in 2022, or 2% of overall revenue, according to the Recording Industry Association of America. “The most obvious point is that if there is a strike, it’s going to put a hold on shows being put out, which means there’s no music being requested for shows,” says Sara Torres, synch and licensing supervisor for ASAP Clearances, which clears songs for TV.

Uncertainty has kicked in. “I’ve been meeting on a new project and they have been in a holding pattern, waiting to see what happens. They are not able to actually hire anybody until that is sorted out,” says Kier Lehman, a music supervisor whose recent works include Abbott Elementary and Spider-Man: Across the Spider-Verse. “Without having new things starting, it definitely would affect us and our income — if it goes on for a long time, I could see it having a big effect.”

Like everybody in Hollywood, music supervisors are scrambling to figure out where the money might come from in the event of a strike. Houlihan doubles as a music editor, an industry with its own unions, so she expects to receive certain benefits no matter what. Torres’ company emphasizes reality shows, which surged in the ratings during the last strike (including, notably, Donald Trump’s The Celebrity Apprentice); she suggests reality shows might temporarily dominate the synch business and indie artists might have more opportunities to place songs.

“People are always looking for music,” she says. “It’s just being able to pivot.”