SyncAll, a new player has entered Africa’s music-tech ecosystem, aiming to address one of the continent’s most persistent creative-industry gaps: structured, transparent, and reliable music licensing. SyncAll, launched on October 28, 2025, introduces an end-to-end licensing and metadata system designed to help African creators better document their work and negotiate directly with buyers in film, television, gaming, advertising, and emerging media.
A Response to Longstanding Metadata Gaps
African music has enjoyed a decade of global visibility, but the industry continues to grapple with poor documentation, missing metadata, and inconsistent rights management, issues that make licensing both complicated and risky for rights holders and buyers. These gaps often result in loss of revenue and what some industry stakeholders describe as “cultural erosion”, as songs circulate globally with little traceability.
SyncAll positions itself as a digital infrastructure tool meant to tackle these structural challenges by organising song-level data, clarifying cultural context, and reducing the friction around rights clearance.
“We’ve supervised more than 250 sync clearances and distributed over $2 million in royalties, and we saw first-hand how a lack of infrastructure slows the entire process,” said Ezekiel Olayinka, CEO of SyncAll and co-founder of Digital Music Commerce and Exchange (DMCE). “SyncAll digitises that workflow—metadata curation, licensing, and royalties collection—so African music can be recognised and paid for accurately.”
How the Platform Works
At its core, SyncAll serves two functions: metadata enrichment and a licensing marketplace. Its proprietary system compiles detailed documentation, credits, ownership splits, and cultural metadata to make African songs easier to identify and license.
Through a secure request-based model, buyers can source music directly for use in:
- Film and television
- Gaming
- Advertising
- VR/AR and other digital environments
The platform aims to reduce misattribution, fraudulent ownership claims, and the uncertainty that typically surrounds older catalogues and independent releases.
A Wider Push to Build Africa’s IP Infrastructure
SyncAll arrives with backing from the Nubian Commerce Group, which invests in intellectual property systems across creative and cultural sectors. Chairman Opeyemi Iredumare frames the project within a broader effort to organise Africa’s digital creative economy.
He notes that the goal over the next three years is to enrich a significant portion of the continent’s music metadata and facilitate hundreds of sync deals within Africa and internationally. “A reliable metadata and licensing system is essential for any market entering the global sync economy,” Iredumare said.
The global music synchronisation market is projected to reach $10 billion by 2030, according to Deep Market Insights (2025), a figure that underscores why improved African participation is increasingly urgent.
What SyncAll Offers Creators
The platform provides:
- Metadata enrichment: structured documentation for songs, including contextual and cultural details.
- Simplified licensing: a workflow that connects African rights holders with international buyers.
- Rights management tools: systems to track ownership, credit, and royalty paths.
Industry observers see SyncAll as part of a growing trend of African companies attempting to build local solutions to long-standing structural barriers in the music business, particularly around intellectual property, documentation, and cross-border licensing.
As Africa’s creative economy expands, the need for clearer rights pathways and accountable music-data systems is becoming increasingly urgent. SyncAll enters the space not as a quick fix, but as part of a broader push to professionalise how the continent’s sound is documented, traded, and valued globally.
