With touring slowing a lot of the music business down.  Bands, record labels, artists and songwriters need other means of income. Synchronization (also known as sync) can be very lucrative.   The people who choose music for the tv, video games and movies, etc. are called “Music Supervisors”.   The great thing about the sync world is that it is truly the last frontier for good music.  A music supervisor does not care if a band has a lot of monthly Spotify listeners, actively touring, etc.  All they care about is if the music fits their project and who do they clear it with so it gets paid and they can move on to their next task.