Soundstripe Hires Jelena Grozdanich (ex-Sony) as New Sync Director

Soundstripe, the premier music licensing platform, is announcing that experienced sync and music executive Jelena Grozdanich is joining the company as Sync Director. In this new role, Grozdanich will represent Soundstripe’s extensive catalog of high-quality, artist-made music for traditional sync placements in films, shows, trailers, ads, and more. Stewarded by Music VP Josh Collum and A&R Director Ashton Myers, traditional sync has grown into a significant business line at Soundstripe, expanding by 150% YoY in 2024 alone. 

“Soundstripe is building one of the most inspiring music libraries by empowering independent artists and fueling authentic storytelling across all visual media,” Grozdanich says. “I’m excited to champion a community where real artistry drives creative opportunities and helps musicians thrive.”

Grozdanich’s career has been marked by a penchant for creativity, a deep understanding of what music supervisors and artists need, and a passion for blending art and business. After a decade at Sony Music Entertainment/Columbia Records, where she helped shape the company’s global sync strategy, she became Vice President of Music at FivePointFive, an on-demand breathwork app. She also founded her own talent management firm, Guardian MGMT, and wellness community, TheSecret.LA. Over the course of her career, she has worked with a wide range of artists including Beyoncé, Bob Dylan, Bruce Springsteen, Harry Styles, Hozier, Tyler, The Creator, and Miley Cyrus. She has placed music in TV shows (The Bear, Love Island, Euphoria, and Ted Lasso), in films (John Wick: Chapter 4), in video games (Fortnite, Grand Theft Auto), and in ads and promos (Apple TV+, HBO Max, ESPN, and TikTok). 

Her deep industry connections and devotion to music have made Grozdanich an ideal fit for this new role. “With the growth we’ve seen in our traditional sync business, it was time to find someone who could really lean in and drive continued sustainable growth,” explains Josh Collum, VP of Music at Soundstripe. “We were searching for someone music supervisors could rely on, who would keep our 58,000+ high-quality audio tracks at the forefront in fresh, creative ways, and who leads with an artist-first approach. That’s exactly who Jelena is.”

Grozdanich’s creativity is coupled with a grasp of what music and media professionals need most. “Music supervisors, creative directors, and producers are looking for the simplest, most efficient process,” Grozdanich notes. “We’re coming to them with really incredible music from real people that’s simple to transfer into their medium, whether that’s a commercial, a show, or a trailer. They want a seamless process and a premium experience. Only Soundstripe can do both, and I’m excited to be a part of this talented team.” 

About Jelena Grozdanich
Jelena Grozdanich (YELL-eh-nuh GROWS-duh-nitch) is a music industry leader with over a decade-long track record of turning creative vision into cultural impact. She has built a career at the intersection of art, commerce, and storytelling—securing high-profile placements for some of the biggest names in music including Beyoncé, Harry Styles, Miley Cyrus, AC/DC, Bruce Springsteen, and Bob Dylan across film, television, video games, and digital platforms that resonate far beyond the screen. She most recently served as Vice President of Music at FivePointFive, a science-led welltech company, where she oversaw music strategy for its on-demand breathwork platform. Before that, she spent 10 years at Sony Music Entertainment and Columbia Records, rising to Director in the film and TV licensing division and helping shape the global sync strategy for some of the world’s most influential artists. At Sony, she was also a founding board member and VP of Wellful, Sony’s employee wellness group. Beyond her corporate achievements, Grozdanich founded Guardian MGMT, a talent management firm, and TheSecret.LA, a philanthropic wellness community. Equal parts strategist, curator, and connector, she is known for pairing impeccable taste with an instinct for where culture is headed next.

About Soundstripe
Based in Nashville, Soundstripe is the premier music licensing company for  creative industries. The company was founded in 2016 by three professional musicians as a subscription licensing service for freelancers, and has since expanded to serve the entire creator economy, advertising professionals, production companies, and large enterprises. The company has worked with over 1.5 million users globally, facilitated over 20 million licensed downloads, and its music has been streamed over 400 billion times across platforms. Soundstripe’s diverse catalog contains over 58,000 owned audio tracks, 100,000 sound effects, and 100,000 video clips.