March 5th: THIS DAY IN MUSIC SYNC, PUBLISHING & PARTNERSHIP HISTORY
What does music in media history have to do with your next collaboration? More than you think.
(Image credit: Sony Music)
David Bowie Releases The Next Day — A Visual Masterpiece That Becomes a Licensing Magnet for Fashion, Luxury Brands & European Cinema
In 2013, after a decade-long absence, David Bowie stunned the music world with the surprise release of The Next Day, his first studio album since 2003’s Reality. Beyond its critical acclaim, The Next Day stands as a masterclass in visual storytelling, with Bowie’s avant-garde videos and bold aesthetic choices making the album a natural fit for licensing across fashion campaigns, high-end advertising, and European arthouse films.
The album rollout itself leaned heavily into visuals, including the controversial music video for "The Next Day," which starred Gary Oldman and Marion Cotillard in a provocative commentary on religion and fame. This highly stylized approach reignited Bowie’s appeal to luxury brands and art-forward filmmakers, particularly in Europe, where Bowie’s Berlin Trilogy still holds cultural cachet.
Licensing & Visual Media Placement Highlights
"Where Are We Now?"
Film: Victoria (2015, Germany) — used in early emotional sequences; ties directly to Bowie’s time in Berlin.
Fashion Campaign: Louis Vuitton - L’Invitation au Voyage (2013) — Bowie starred in the ad campaign, performing the song in a lavish masquerade scene set in Venice.
"The Stars (Are Out Tonight)"
Advertising: Gucci (Europe) (2014) — luxury eyewear campaign.
Film: Yves Saint Laurent (2014) — used briefly in a retrospective scene linking 1970s style to modern fashion.
"Valentine’s Day"
TV: Deutschland 83 (2015) — featured in an episode exploring the lingering impact of 1980s pop culture on Cold War youth.
Advertising: Vogue Italia (2014) — featured in digital runway content for Milan Fashion Week.
Older Bowie Catalog Revived Alongside The Next Day
"Heroes"
Film: The Perks of Being a Wallflower (2012) — used in the pivotal tunnel scene.
Advertising: Google (2013) — campaign showcasing Google Play’s music library.
TV: Stranger Things (Season 3) — featured in promotional teasers.
"Space Oddity"
Advertising: Audi (Germany) (2015) — sci-fi inspired luxury campaign.
Film: The Secret Life of Walter Mitty (2013) — Ben Stiller’s character embarks on a fantasy-fueled adventure, soundtracked by Bowie.
TV: The Crown (Season 3) — background track in a 1969-set episode.
Bowie’s Estate & Licensing Oversight
David Bowie passed away on January 10, 2016, just two days after releasing his final album, Blackstar. Since his passing, his estate has been managed by The David Bowie Estate, which includes Bowie’s widow Iman and longtime business manager Bill Zysblat.
Key Developments in Estate Licensing:
In January 2022, Warner Chappell Music acquired Bowie’s complete songwriting catalog for an estimated $250 million, giving Warner full control over future publishing licensing for film, TV, advertising, and games.
Licensing Philosophy: Bowie’s estate has carefully balanced legacy protection with high-profile licensing, particularly in fashion, luxury advertising, and culturally resonant films.
Posthumous licensing deals often focus on projects that elevate Bowie’s image as a cultural innovator, rather than pure commercialism.
Streaming Data (as of early 2025)
Chart Performance and Sales Data
The Next Day debuted at #2 on the Billboard 200 and #1 in the UK Albums Chart.
It sold over 94,000 copies in its first week in the U.S. and eventually achieved Gold certification in the UK.
Global Sales: Estimated at over 1 million copies to date.
Bowie’s overall catalog sales surged by 5000% in the week after his death, with many of his classic albums returning to the charts in 2016.
Why This Matters for Sync & Licensing History
Bowie’s late-career reinvention with The Next Day is a case study in how visual artistry can amplify licensing appeal. By leaning into fashion, avant-garde imagery, and high-concept storytelling, Bowie expanded his licensing footprint into luxury and premium advertising—a rare feat for legacy rock artists.
Additionally, his estate’s careful stewardship has ensured that Bowie’s cultural cachet remains intact while still embracing high-profile syncs that honor his artistic spirit.
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Disclaimer: The information provided in this post is based on publicly available sources and internet research. While we strive for accuracy, some streaming numbers, chart positions, and licensing placements may vary or be incomplete. This content is intended to give a general overview of each project’s historical impact and licensing footprint to date.