Music licensing company Jingle Punks has opened an office in Sydney.
The company, which originated in New York in 2008 and has branches in LA, Toronto, London and Paris, has provided music for broadcasters such as NBC, Fox and HBO.
The head of business development for Asia Pacific Tatyanna Wright says that it made sense to have a presence in Australia.
"It's not hard to see that Australian music isn't what it used to be," she says. "It's very much following in the trend of the US charts and while that's great for US artists, we want to provide opportunities for more local artists."
The company's Jingle Player allows clients to search keywords to find the type of music they're looking for. Typing in 'Apple' will produce music that sounds like it should be in an Apple commercial, entering 'Wes Anderson' will produce music that sounds like it should be in a Wes Anderson film.
Emotions and specific artists can also be used as keywords.
In Sydney, Jingle Punk has so far provided music for a number of advertising agencies including McCann-Erickson and George Patterson Y & R, with plans to expand to networks and production companies.
The company also acts an independent record label, signing and nurturing indie artist who in turn provide music for Jingle. In New York, CEO Jared Gutstadt records 100 jingles a week himself.
Wright says she is well aware of a stigma in Australia surrounding the use of stock library music. "A cheap library sounds like a cheap library, but it doesn't have to."
Jingle Punks is a member of the Australian Performing Rights Association.