Synching Up...What's It Worth?
It is the dream of many artists and bands to write that perfect song that will find itself on a high profile commercial that runs in heavy rotation. What’s the new reality that bands and artists should expect when licensing their music? The days of instant fame from a single commercial placement are not entirely behind us, but there is plenty of value still to be gained in brand association. What value can music bring to a brand? What can the placement really be worth to the artists?
Publicis Kaplan Thaler
Theresa is a music production maven in the advertising industry using the commercial platform as a way to establish a brand's musical identity. During her career, Theresa has used her musical ear to create pieces of memorable pieces of original music, and has used her business savvy to broker innovative music licensing deals.
Theresa is the sole Music Producer for Publicis Kaplan Thaler – responsible for original music production, music supervision, and sync licensing for all agency clients. Theresa has had the pleasure of working with and driving music storytelling efforts for clients including Citibank, Garnier, Wendy’s, Aflac and Swiffer. Theresa also drives internal music education and culture through hosting a Music Showcase Series for PKT welcoming in artists such as A Great Big World, Bombay Bicycle Club, Joywave and Kishi Bashi, as well as distributing a monthly mix compiling the best new music to the agency.
Prior to PKT, Theresa was the Music Supervisor at boutique audio post-production house, Headroom Digital Audio. Standout client successes included work for Purina, PNC Bank and Doritos.
Earlier in her career, Theresa was the Music Producer at JWT-NY. Theresa innovated music production for brands such as Macy*s, Jose Cuervo, Kleenex, Benadryl, Debeers, Band Aid, Domino’s and many more.
Theresa grew up in Smithtown, NY before obtaining her BA in Communication Arts from Marymount Manhattan College.
Michael Paoletta heads up A&R/Music Supervision for Comma, the award-winning music agency. With studios and offices in New York, Los Angeles, and Chicago, Comma is a one-stop music house, servicing the advertising, gaming, film, and TV industries.
As a freelance journalist and club DJ, Paoletta has been part of the music industry since the 1980s. Joining Billboard magazine in 1998, Paoletta held down several posts, including Dance/Electronic Music Editor, Brand Marketing Editor, and Album Reviews Editor.
In 2007, Paoletta accepted a VP position with Omnicom-owned marketing agency, GMR Entertainment, where he managed a team dedicated to the creation, execution, and activation of brand/band partnerships. Two years later, he joined Comma, where his duties encompass A&R, music supervision, licensing, and curating artist showcases.
Throughout his career, Paoletta has been interviewed on numerous networks, including NBC, CBS, CNN, VH1, and the BBC—as well as been quoted in such publications as the New York Times, Out, and New York—offering insight and knowledge on all things pop culture. He is also a voting member of the Recording Academy, the organization responsible for the annual Grammy Awards.
Ogilvy & Mather
Michael Freeman hails from the rich music culture of New Orleans where he began musical training on dixieland clarinet. He headed northeast to study Jazz at Berklee College of Music and went on to obtain his Masters Degree in Music Production from NYU. In addition to working as a musician his entire life, he has spent the latter half working as an Audio Engineer, touring nationally, and producing original and licensed music for both television and film. His commercial career began at Mcgarrybowen, where his work received a Song of the Year award from Ad Age for Reebok and Vashti Bunyan and then went on to run the music department at Publicis Kaplan Thaler. Currently, he is a Music Producer at Ogilvy & Mather, where he works on global brands such as American Express, GAP, and Coca Cola to name a few. In his spare time he has Music Supervised two indie films which premiered at the Seattle Film Festival and the BBC.
Dir of Music for Advertising
Jessica Shaw, Senior Director of Music for Brands & Advertising at Sony Music, has worked in music licensing for 9 years, spending time on both the publishing and label sides of the music industry. At Sony, Jessica heads up the commercial licensing team that services all Sony labels, and acts as the liaison between Sony's vast catalog of over 1 million master recordings and the advertising and brand community. Prior to joining Sony, and after studying music at Duke University, Jessica spent several years in the music publishing world, starting off at Boosey & Hawkes, Warner/Chappell, and most recently Universal Music Publishing, where she was Director of Music for Advertising. In all roles she has focused on creative pitching and negotiating commercial placements for these extensive rosters, and has licensed music for brands including Nike, Microsoft, Virgin Mobile, Gap, Mountain Dew and Calvin Klein.