Kobalt Music was triumphant in the Sync Team Of The Year category at the Music Week Awards 2026.
The publisher won following successful placements including James’ 1997 hit She’s A Star for the Waitrose Christmas campaign.
Titled The Perfect Gift, the romantic comedy short stars Keira Knightley and comedian Joe Wilkinson.
“It was a big campaign for James the band,” said James Carnell, manager, creative & clearance sync (film, TV & games). “At the same time, their best of album was in the charts, so it was a great look for the band – we're all really thrilled with it.”
He added: “They've always been really good in sync. They have had a steady stream of syncs, especially in the last few years – especially with music from the ’90s and noughties being ever more in demand.”
Speaking about the song choice, Carnell described She’s A Star as “an uplifting, heartwarming song”.
James have always been really good in sync – especially with music from the ’90s and noughties being ever more in demand
James Carnell
Working with the publisher, music supervisors Native Music were able to use the original master and an orchestral version, which added a touch of class to the festive commercial.
“That's the good thing about working with a publisher, you can license several different versions of one song,” said Carnell. “It doesn't have to be the original master – it can be covers, remixes, ‘trailerised’ versions of songs. It's not just people licensing the original masters, and that's what makes our job so exciting.”
Kobalt took a similar approach with Sam Fender’s Play God for Netflix series The Witcher.
“That's a good example of using a different version of the original master,” said Carnell. “They used a remix of Play God by Sam Fender, and the lyrics really worked for the trailer. It was a different interpretation of the song, whereas if you'd use the original master, it might not have fit.”
Orla Roughan, coordinator, creative & clearance UK, Kobalt added: “I just think we're so lucky to have him as an artist on the roster, he's such an amazing songwriter. Everything he comes out with is just full of so much passion.”
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