Samsung’s new ad for its Galaxy S10 smartphone offers a window into the speed of the sync industry. What on the surface is a blend of glossy visuals and a dancehall soundtrack, is in fact the result of quick thinking and collaboration.

Jeff Antebi, founder of Waxploitation Records, takes up the story. “We signed the Jamaican dancehall artist DeeWunn in January, and had been planning the first single for a summertime release,” Antebi says.

Back It Up, Drop It pairs  ...